Top 18 Marketing Elements 5 & 6

Top 18 Marketing Elements 5 & 6 continued

I've been off line for a time and I realized I never finished this series. So I committing over the next few weeks to get this complete.

When I talk to business owners about their marketing and explain about our outside-the-box, non-traditional marketing and advertising, the first question I get goes something like this.

'Do you use magazine ads or that direct mail stuff for that?'

My answer is always....YES!

We do use all different types of media. But the method we use to deliver the message is always the last thing we consider.

I DO use newspaper, magazines, yellow pages, Val-Pak, direct mail, email, websites and many more MEDIA when I am working with a client. But that is chosen only after we choose who we are going to target and what message we want to deliver.

When most people start thinking about marketing or advertising for their business, all they consider is the media they will use. One of the biggest leaps in my own businesses came 5 or 6 years ago when, my top small business marketing mentor, Dan Kennedy (The Doctor of Harsh Reality) drilled this into my head with his Marketing Triangle that must be in balance before launching any advertising campaign.

We first start with either our specifically defined market and choose a message that will get us the most traction or with the message we want to deliver then choose the target market. Only after that do we even start to consider how we want to deliver that message (media).

But on to our 5th & 6th marketing step to create more compelling, higher response sales material.

#5: Choose and Urgency Method.

I know you find this extremely hard to believe, but your prospects DO NOT have you products, your company, your services at the top of their mind. They ARE NOT burning up to buy from you. And 2nd, they will procrastinate if given the chance.

You must give them a burning reason to buy from you now and not wait until they get around to it. Because .... they almost never do!

So make sure you give them a reason to do it now.

#6: Conversation in their Head.

Again, I know you will find it hard to believe, but you and your company are not the most important thing going on in your prospect's life. They aren't thinking about you.

But they probably are thinking about Paris Hilton, Michael Jackson, the earthquake in Haiti, the NFL playoffs, the government health care debate, new year's resolutions, Valentine's Day coming up, their birthday coming up next week or something besides you.

If you will design your message to enter that conversation you can get their attention and get them to read your message.

If they have some opinion about your industry...about a problem they have in their life...about something going on with problems in their business, you have a chance to get their attention. When your message speaks in words and phrases they have going on in their head, they are far more likely to respond to your message.

So in summary, no urgency...no sale. Enter the conversation in their head guarantee's you a reading of your message.

Wayne Story
www.MarketingResultsRx.com