The Magic Formula for Marketing Communications
| posted by Larry MersereauWhether you're writing an ad, a mailer, a web page, a flyer or a brochure, it's important to present your information in a sequence that will grab your prospect's attention, walk them by the hand through your communique, and demand response.
First, you have to have their ATTENTION. Appeal to a base emotion to slap them out of the fog of distractions you have to compete with. Emotions fall into two general categories: Fear and Greed. You've seen both used effectively. Which works for you depends on your product or service, your target customer, and how audacious you're willing to be.
Now that they're paying attention, you PROMISE a benefit. Something about their life is going to be better if they stay with you: They're going to feel better, be more attractive, wealthier, closer to their kids. Of course, the benefit you promise has to be something they really will get when they respond.
When you make a strong promise, you'd better PROVE you can deliver. This is where you tell them about your years of experience, credentials, peformance statisics, guarantee. This is the rational part of your arguement. (They make the buying decision based on emotion. They back it up with rational data.)
Now it's time to get them to make a move. It's time for a PROPOSITION, or offer. "Act right now and you'll get X in extra value." The more compelling your proposition is, the more response you'll get. Just make sure it makes sense with the product you'll eventually sell them.
It's time for ACTION. They have to be able to reach you quickly, easily, and at zero expense to themselves. And when they do respond, be ready. The person who answers the phone should know about the proposition and be able to fulfill the request immediately. If you are mailing something, get it out immediately. If it's a free download, make it happen fast and without the need for some exotic software to open it. This is their first experience with you. If it isn't wonderful, they won't be back.
