How to get more from your marketing
The following tips are designed to help you with your future marketing efforts.
The first thing a prospect should see when looking at your literature is something about him/herself.
Your professional image should always be secondary to convincing them that you place their welfare first.
All copy should be written in the second person, from one person (you) to another person (the reader).
The object of any marketing communication is to either make an immediate sale, or to move the prospect closer to a sale.
You can tell if your copy is good if you (temporarily) delete all adjectives and adverbs and it is still persuasive.
Lead with benefits and follow with the features.
Use testimonials
You can use testimonials to help you in any marketing campaign.
Each feature has at least one benefit. Each benefit should have at least one testimonial to back it up. Further you should have about two testimonials per page of copy.
Testimonials help you achieve two crucial sales goals – exciting your prospects and soothing their anxieties.
Doing the right thing is not enough – you must tell people you are doing the right thing. Don’t make them figure it out.
People are looking for a reason to not act. The copywriter must provide the motivation.
Fear is one of the most potent motivators, especially fear of loss.
Always strive to persuade the prospect to take some action now.
Give prospects reasons to trust you: years of experience, credentials, professional memberships, and testimonials.
One of the biggest mistakes you can make is to leave it up to the prospect to decide when to respond.
Get the response you want
You must get the prospect to take action. You do this by:
appealing to their self interest
piling benefit upon benefit to create an irresistible package.
fostering a sense of urgency
getting them to feel both the benefits of action and the pain of inaction.
- Prospects must always know what you want them to do next and what benefits they’ll gain by taking that action.
- To maximize results, follow the Rule of Seven: contact your prospects at least seven times in 18 months.
