Jan
04
2007
Marketing Part 2
1. A productive marketing message is well organized
Before anyone will take action, they have to be led through five distinct steps:
Become aware of a need or desire
Learn what will fulfill that need or desire
Find a source for that solution
Accept the price asked by the source
Find a reason to act immediately
Good marketing walks customers through those steps.
2. A productive marketing message ignites the interest of the prospect in some way
In other words, present the information in ways that are interesting and attention getting. There are numerous ways this can be done: with before and after pictures, through dramatic stories, by quoting shocking statistics, etc.
3. A productive marketing message asks for action
Good marketing not only asks you to take action but also provides a rationale and reason why you should not delay taking immediate action.
4. A productive marketing message touches all the bases every time
With marketing messages, results are achieved only when the entire package comes together. There are no shortcuts, just every element every time.
The Ultimate Marketing Plan
Jan
04
2007
Marketing Part 1
A good and effective marketing message will always have at least three key elements:
1. A unique selling proposition (USP) — which explains your positioning against all competitors and summarizes your product’s chief benefits.
2. An answer to the one question every prospective customer will always ask — “Why should I choose your business/product/service instead of one of your competitor’s similar products or services?”
3. An irresistible offer to take immediate action
One way you can develop your marketing message is to use a modular approach. Take some blank 3″ x 5″ cards and put one fact, feature, benefit, customer promise, offer component or marketing idea on each card. Once you’ve written out a number of ideas, organize them in order of most likely importance to your prospective customers. Then select the top three to five and work out how you can incorporate those ideas into your marketing message. As you do that, also bear in mind what your direct competitors are already doing. Choose elements or components that will enable you to stand out from competitors.
The Ultimate Marketing Plan