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What's Missing From Your Marketing? Holly called from Anchorage, Alaska looking for ideas on ways to increase advertising s.ales. She provides live traffic reports from her plane to six radio stations and wanted help selling the 15-second advertising spots she reads during the traffic reports. John called from Boston, Massachusetts for ideas on how to market his new product. He wants companies like Black and Decker to license, produce and market a unique hydraulic hand tool he and his partners have patented. These two clients are as different as night and day in terms of the products and services they offer, but both have the same objective and are stuck on the same problem. They’re having difficulty getting prospects' attention and both want more qualified prospects to contact them. Are you getting your prospects' attention? Do you want more prospects to contact you? I review a lot of marketing copy, ads, web sites, and s.ales letters for people who want to attract more clients and most of them have the same problem. They're missing at least one of the three core elements essential to attracting prospects and helping them become customers and clients. Whether you are marketing yourself as a real estate broker, accountant, business coach or you sell advertising in Anchorage, Alaska, your marketing should be structured around these three elements: 1. Problem
How can I get more clients? Where can I get an iPod? How can I keep more of what I make? How can I keep my figure? How can I avoid losing everything if my house burns down? How can I avoid wasting money? How can I eliminate back pain? How can I eliminate stress? When you know what your prospects want, you have the key
to getting their attention. Lead with a quick sentence or question about
your prospects’ primary concerns; what it is
2. Solutions
Credentials and technical features may matter to some, but it’s the results your product or service provides that will convince a prospect to buy. Write a list of five to ten results your product or service provides and use these in your marketing copy. 3. Call to Action
Prompt your prospects to buy but make sure to also give them a reason to contact you so you can build a relationship with them. Tell them which actions to take and why. Where should you use this marketing sequence? Everywhere you market. If you contract with Holly for
one of her 15-second radio spots, lead with a problem, then describe the
solution and the results and tell people how to
For example, most web sites have an "About" page or a
"Products" page. In most cases, these are comprehensive, descriptive and
boring. Before you write or rewrite them,
You want to get peoples' attention, to position yourself as someone who provides solutions to their problems, and you want them to contact you. Include these three essential elements (Problem, Solution, and Call to Action) in all of your marketing and your conversations, and you'll increase response rates and generate more new business whether you're designing industrial tools or circling Anchorage to provide traffic reports from your plane.
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