A Marketing Formula That Works
Marketing is all about helping people get what they
want, and you use marketing vehicles -- ads, flyers,
sales letters, telemarketing, face-to-face sales
presentations, etc. -- to let your prospects and
customers know that they can get what they want
. . . from you.
With that concept as a foundation, here is a simple
formula to help you create powerful and effective
marketing vehicles for your business.
1. HEADLINE:
TELL THEM THEY CAN GET WHAT THEY WANT
People are extremely busy and their lives are hectic.
When they look through their mail, or look through a
newspaper, or listen to a telemarketer or sales
presentation, they are looking and listening for only
one thing -- 'What do you have for me?'
If they don't see or hear 'what's in it for them' within
15 seconds, they will respond immediately with, 'Sorry,
not interested!'
They are not going to dig through your sales letter,
or your ad, or your verbal presentation to find out if
you have anything of interest for them. If you don't
tell them immediately and upfront what you have for
them, you will have lost them -- in seconds.
If you are creating an ad, tell them in your headline
at the top of the ad. If you are writing a sales
letter, put it in your headline at the top of your
letter. Yes, sales letters should have a headline just
like an ad.
If you are talking to them in-person or on the phone,
tell them upfront what you have for them. You see,
even a face-to-face or phone contact should have a
headline too.
It's vital to ensure that what you have for them,
and what they want are both the same. If what you have
for them in your headline isn't what they want, then
you've lost before you've begun. That's why it's so
important for you to know exactly what your prospects
and customers want before you begin spending money
on marketing. Test, don't guess.
2. SUB-HEAD:
TELL THEM THEY WILL HAVE TO ACT QUICKLY TO GET IT
We all procrastinate. We put off taking action even
for things we want for a variety of reasons. We get
easily distracted. If you don't get immediate action
from your target group, there is a good chance they
won't come back to your marketing vehicle later. It
will surely get lost or tossed. Out of sight, out
of mind.
It's up to you to help your prospects and customers
overcome their tendency to procrastinate and take
immediate action to get what you are offering. You do
that with what is called a Sense of Urgency. Tell them
the offer ends on a particular date, perhaps in a week
or two. Or tell them that there is a limited supply,
or that they will receive a special bonus if they
act now, but they will miss the bonus if they put
it off.
Like it or not, you need to use a Sense of Urgency if
you have any hope of overcoming the universal human
trait of procrastination. Start looking more closely
at the marketing vehicles you receive every day, and
you'll begin to see that effective marketing always
gives you a reason to act now.
3. BODY COPY:
TELL THEM THE DETAILS OF WHAT THEY WILL GET
You got your targets' attention with your headline, by
telling them that you have what they want. Now it's
time to tell them exactly what they will get if they
respond to your marketing offer.
Tell them exactly what is included. Tell them the
specific features of your offer and how they will
benefit from them. Tell them how others have been
benefited. Provide them with specific numbers if
appropriate.
Use bold sub-heads and bullets to make it easy for
them to skim to the information that is important to
them.
4. CALL TO ACTION:
TELL THEM WHAT THEY MUST DO TO GET IT
Don't assume that your prospects and customers will
figure out how to get what you are offering. They won't
do your work for you.
If they have to call to get it, then tell them to
call. If they have to write or drop a post card in
the mail, or fax something to you, then tell them
clearly.
The point is to make it as easy as possible for your
target to do what you want them to do. People don't
like to do anything that is going to take work on
their part. Make it as easy for them to respond as
possible, or they won't.
5. POSTSCRIPT:
TELL THEM AGAIN WHAT THEY CAN GET, HOW QUICKLY
THEY MUST ACT, AND WHAT THEY MUST DO TO GET IT
If there is room in the marketing vehicle, such as a
sales letter, it is always a good idea to re-cap your
offer in a P.S.
Very often people will skip down to the P.S. right
after reading the headline. By repeating all of the
specifics of your offer there, you stand a much better
chance of ensuring that your prospects will understand
your offer.
Tell them what they will get if they respond by the
deadline, and exactly what they must do.
Here's an example:
P.S. Drop the enclosed post card in the mail by Friday,
March 30th, to receive your Free Information Packet!
See how easy it is to recap everything in just one
short sentence?
About the Author
Copyright (c) 2001, Joe Gracia
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