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A Marketing Formula That Works

Marketing is all about helping people get what they
want, and you use marketing vehicles -- ads, flyers,
sales letters, telemarketing, face-to-face sales
presentations, etc. -- to let your prospects and
customers know that they can get what they want
. . . from you.

With that concept as a foundation, here is a simple
formula to help you create powerful and effective
marketing vehicles for your business.

1. HEADLINE:
TELL THEM THEY CAN GET WHAT THEY WANT

People are extremely busy and their lives are hectic.
When they look through their mail, or look through a
newspaper, or listen to a telemarketer or sales
presentation, they are looking and listening for only
one thing -- 'What do you have for me?'

If they don't see or hear 'what's in it for them' within
15 seconds, they will respond immediately with, 'Sorry,
not interested!'

They are not going to dig through your sales letter,
or your ad, or your verbal presentation to find out if
you have anything of interest for them. If you don't
tell them immediately and upfront what you have for
them, you will have lost them -- in seconds.

If you are creating an ad, tell them in your headline
at the top of the ad. If you are writing a sales
letter, put it in your headline at the top of your
letter. Yes, sales letters should have a headline just
like an ad.

If you are talking to them in-person or on the phone,
tell them upfront what you have for them. You see,
even a face-to-face or phone contact should have a
headline too.

It's vital to ensure that what you have for them,
and what they want are both the same. If what you have
for them in your headline isn't what they want, then
you've lost before you've begun. That's why it's so
important for you to know exactly what your prospects
and customers want before you begin spending money
on marketing. Test, don't guess.

2. SUB-HEAD:
TELL THEM THEY WILL HAVE TO ACT QUICKLY TO GET IT

We all procrastinate. We put off taking action even
for things we want for a variety of reasons. We get
easily distracted. If you don't get immediate action
from your target group, there is a good chance they
won't come back to your marketing vehicle later. It
will surely get lost or tossed. Out of sight, out
of mind.

It's up to you to help your prospects and customers
overcome their tendency to procrastinate and take
immediate action to get what you are offering. You do
that with what is called a Sense of Urgency. Tell them
the offer ends on a particular date, perhaps in a week
or two. Or tell them that there is a limited supply,
or that they will receive a special bonus if


they
act now, but they will miss the bonus if they put
it off.

Like it or not, you need to use a Sense of Urgency if
you have any hope of overcoming the universal human
trait of procrastination. Start looking more closely
at the marketing vehicles you receive every day, and
you'll begin to see that effective marketing always
gives you a reason to act now.

3. BODY COPY:
TELL THEM THE DETAILS OF WHAT THEY WILL GET

You got your targets' attention with your headline, by
telling them that you have what they want. Now it's
time to tell them exactly what they will get if they
respond to your marketing offer.

Tell them exactly what is included. Tell them the
specific features of your offer and how they will
benefit from them. Tell them how others have been
benefited. Provide them with specific numbers if
appropriate.

Use bold sub-heads and bullets to make it easy for
them to skim to the information that is important to
them.

4. CALL TO ACTION:
TELL THEM WHAT THEY MUST DO TO GET IT

Don't assume that your prospects and customers will
figure out how to get what you are offering. They won't
do your work for you.

If they have to call to get it, then tell them to
call. If they have to write or drop a post card in
the mail, or fax something to you, then tell them
clearly.

The point is to make it as easy as possible for your
target to do what you want them to do. People don't
like to do anything that is going to take work on
their part. Make it as easy for them to respond as
possible, or they won't.

5. POSTSCRIPT:
TELL THEM AGAIN WHAT THEY CAN GET, HOW QUICKLY
THEY MUST ACT, AND WHAT THEY MUST DO TO GET IT

If there is room in the marketing vehicle, such as a
sales letter, it is always a good idea to re-cap your
offer in a P.S.

Very often people will skip down to the P.S. right
after reading the headline. By repeating all of the
specifics of your offer there, you stand a much better
chance of ensuring that your prospects will understand
your offer.

Tell them what they will get if they respond by the
deadline, and exactly what they must do.

Here's an example:

P.S. Drop the enclosed post card in the mail by Friday,
March 30th, to receive your Free Information Packet!

See how easy it is to recap everything in just one
short sentence?

About the Author

Copyright (c) 2001, Joe Gracia

FREE MARKETING IDEA-KIT
http://www.givetogetmarketing.com
Get your Free Marketing Idea-Kit, plus hundreds of free
marketing tips, articles and case studies to help you
grow your business at the Give to Get Marketing Web site.

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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