From Rashid Kotwal and Barbara Sauter
Feature Article: How to create a clear marketing message
The American Super Bowl is famous for two things.
Obviously one is the football itself. The other? The half time entertainment – including the extremely high priced 30 second advertising spots.
Companies spend absolute fortunes – millions of dollars creating the ads, and then more millions running them. The average cost in 2013 was $4M for a 30 second spot.
The commercials are an art form in themselves.
But here’s the thing.
When audiences are asked later what was actually being sold, or who the companies were, the vast majority had absolutely no idea. i.e. There is no connection in the audiences’ minds between the advertisement and the product being sold.
Which is why for small to medium sized clients we advocate a completely different approach.
All marketing should have one aim. To get your phone ringing with qualified prospects wanting to buy.
And the best way to accomplish this is to be very clear and direct in your message to your target market.
In previous articles we spoke about selecting your market and why you should narrow it down. We also covered how to target your prospects using both direct and indirect mechanisms.
So today we’ll cover the third critical component. Your message.
There’s an old saying. “A confused prospect never buys.”
Therefore your marketing message must be clear, concise and accurately explain what your clients will get from whatever it is you’re selling.
Let’s delve into how you go about this.
There are four fundamental questions you must answer in any marketing or sales material.
Why should I listen to you now?
What will your product do for me?
How will your product or service work?
What possibilities will open up for me if I go down this route?
There are a lot of different formulas for writing good advertising copy.
We advocate a formula derived from adult education.
The Why, What, How, What if and a Call to Action.
But first, some human psychology. Bear with me – it’s important.
We all move towards things we want or away from what we don’t want. Think of the carrot and the stick. If someone has a greater TOWARDS orientation, you can motivate them with rewards. A more AWAY FROM orientation will be more motivated by the stick or what they don’t want to happen.
Punishment/Pain (Away From) <——————————–> Rewards/Pleasure (Towards)
Everyone falls somewhere on the continuum.
There are those (approximately 50%) who are more motivated by moving away from what they don’t want – (I don’t want this problem so I’ll solve it), to the rest who are aspirational and motivated by moving towards things they want.
The one thing you have to do above all is grab and hold your prospect’s attention by answering the question “Why?”
Why should I listen to you? And why now?
This is where you talk about your prospect’s situation. What issues they’re facing. Their most pressing initiatives. What they’d like instead.
Then move into what your product does to solve these.
What capability does your solution provide? How does it provide an outcome your clients want?
How does it help them to solve the day-to-day challenges that presently prevent them from achieving the results they want now? How does it help them to produce the future result they need?
What benefits your clients get.
Notice I didn’t say features.
Features are what something does. Benefits are what you get.
And the ultimate benefit must be an emotional one. Why? Because we’re all emotional beings. Emotions drive us. They make us take action. We buy on emotion and justify our decisions with logic.
So put yourself in your client’s shoes. What benefits do they really want? If in doubt, ask them!
Now give them a bit of detail on how the product will be delivered.
If it’s a physical item you ship, when they can expect to receive it. Where they can collect it from etc.
If you’re offering a program, tell your audience what they can expect and when. How it will be delivered. Workshops, individual sessions, membership site, webinars etc.
Talk about possibilities – the What If.
You want them to vividly imagine owning your product or benefiting from your service.
What will their lives be like once they’ve used your product. Will they avoid something they don’t want or get something they do?
Paint a full picture using descriptive, emotive language.
Include a call to action.
Tell your prospects what action you want them to take. i.e. Download some information from your website, pick up the phone and order.
Inject a sense of urgency. Is there a special they can only take advantage of for a limited time. What will they miss out on if they don’t take action. What could they gain if they do?
All good marketing copy must include every component above. Miss out any and you’ll lose effectiveness and sales.
Remember, you’re not advertising to yourself. Clever advertising might make you (the business) feel good and win advertising awards but if it doesn’t do the one thing it should, make your phone ring, what’s the point?
Your goal is to get the most enquiries while minimising your advertising spend.
So test each component of your message to see if you get more enquiries. You’d be surprised what small differences can make to your bottom line.
Rashid & Barbara.
More articles at http://revealedresources.com/practical-tips
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