Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
How to Create Marketing Magnets
for Your Business
Part 2
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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If you missed Part 1, you can read it here:
Continued from Part 1...
If I am selling piano lessons, then I would be wasting my time if I directed my marketing pieces to people who have absolutely no interest in piano lessons.
I would only want people who are seeking a source for piano lessons, or considering taking piano lessons to read my marketing piece.
How do I make certain that those people read my marketing piece.
Easy. I make it clear at the top of my marketing piece in big, easy-to-read letters -- in the Headline.
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Affordable Piano Lessons
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I may also include a graphic of a piano as an eye-catcher that helps communicate instantly who this communication is for.
Now anyone glancing at this marketing piece would know instantly whether it is for them or not. Only people interested in piano lessons would read further.
Don't believe the myth that all eyes are equal or valuable. They are not. What good are a million impressions if none of them are interested in what you are offering? Target the people most likely to have an interest in what you have, and you will be much more successful.
Think this is obvious? Think again.
Here are just a few headlines from ads in a recent major national magazine. See if they have fulfilled the first step: 'Tell Them What You Have For Them.'
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a. Global Vision
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b. Something's Different
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c. Small Wonder
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d. True Redemption
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e. Somewhere Between Practical and 'Who's Your Daddy?'
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Can you tell from these headlines what they have for you?
I don't think so. And the graphics don't help much.
These headlines are written by people who feel the goal is to be clever and creative, not clear and to the point.
Make sure you make it clear 'what you have for people,' and 'who it is for,' and you'll be way ahead of many other marketers.
2) Tell Them Why and How It Will Make Their Lives Better
Now that you have made it clear 'what you have' for the people you are targeting, it's time to tell them why they should want it and how it will make their lives better.
First you have to understand that all products and services are solutions to problems. If a product or service didn't solve a problem, it wouldn't exist.
The problem could be boredom. The solution could be as simple as a video game, or a toy, or as elaborate as a week's vacation to an exciting destination.
Or the problem may be that you are hungry. The solution could be a candy bar, or a meal at a local restaurant.
One effective method to fulfill the Why and How step is to state the problem, and then state how your offer will solve the problem.
This is called the Problem/Solution format.
Most TV commercials use the Problem/Solution format. Watch the commercials closely and see if you can tell what the problem is and what the solution is.
One commercial shows a giant alligator walking past an actress who is talking about 'dry skin' -- the problem. She then tells you about the new, wonderful moisturizing creme that eliminates dry skin -- the solution.
Another shows you how bad hard water and rust buildup can look and be to remove from your shower or concrete -- the problem. Then they show you how easy it washes away with their miracle product -- the solution.
Determine what problem your offer will solve, and tell them about it, then tell them that your offer will provide a solution to that problem.
Headaches or backaches can be painful and irritable, and put stress on you and your family -- the problem -- but ABC Chiropractic Services can help relieve those pains -- the solution.
You would only use the Problem/Solution format when it is appropriate. Sometimes the problem doesn't need to be stated -- it's obvious or implied.
For instance, if your offer is candy or ice cream, simply showing a picture of someone with a big smile enjoying the product with a description -- the Solution -- may be sufficient. The problem is understood; craving for something delicious and sweet!
However, whenever you can use the full Problem/Solution format, it will usually provide a stronger emotional pull on your prospects.
3) Tell Them How to Get It
First you attracted the very people who would be interested in what you have to offer, then you told them clearly in your headline what you have for them.
Then you told them in your copy Why and How it would make their lives better. You used the Problem/Solution format, or just the Solution.
Now it's time to tell your prospects how to get what you are offering to them.
Don't sit back and assume that they will figure out how to get whatever you are offering. Tell them clearly and specifically.
If you want them to call you on the phone and ask for your new catalog, then say, 'Call 555-5555 Today and Ask for Our New Fall Catalog.'
If you want them to enter their e-mail address in a form on your Web site, tell them. 'To Get Your Free Report, Enter Your Full E-Mail Address In the Box Below and Click Submit.'
If you want them to mail or fax in their request, tell them. 'Fill Out and Mail the Enclosed Request Form to ...' Or 'Fax the Filled Out Form to 555-5555.'
People don't have time to try to figure out what you want them to do. If it is unclear, or confusing, your prospects will simply toss your piece aside and move on to other things.
This simple 3-step process will help you start creating better marketing pieces by giving you a solid structure to work with.
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If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
(c) Copyright 2000-2011 by Joe Gracia
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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