The Marketing Formula

Part of the job of promotion and advertising is to make decision making easier. You cannot do so unless you educate your audience. And you cannot do so honestly and move people to buy what you offer unless what you provide is superior.
Business Builders
Creator of The Marketing Formula

Step 3: Promise to Educate

An effective headline will grab the attention of your target audience. Once prospects are captured by your ad's headline, they will spend a split second to determine if there is anything in it for them. Thus, to continue to hold their attention, you must immediately assure prospects that it will be worth their while to continue spending time with your ad. You can achieve this through your headline, but more often you may find it easier to accomplish this goal through a sub-headline.

Here are a couple samples:

Headline: Why are you throwing your money away?

Sub headline: GO SOLAR with Pure Energy and you'll immediately lower your living expenses and reduce your utility bills. Here's how:

Headline: 141 local attorneys refer their cases to the XYZ law firm

Sub headline: Attorneys usually use these 10 criteria when choosing a family law firm to refer to. Shouldn’t you do so too?

Step 4: Tell Your Prospects What They Need to Know

You need to provide prospective customers with the information they need so they can make an informed decision. Tell them what to look for and look out for in an accurate, specific and non-biased way. (You can be totally unbiased if your product or service is really better than your competitors'). By educating your prospects, you open the door to differentiating what you provide in such a way that it will make your product or service the clear choice.

Here is an ad and a postcard that demonstrate how to achieve this:

Construction Ad

Auto Repair Ad

In many cases, it is difficult to tell prospects everything they need to know in an ad, commercial or mailer. Therefore, you want to entice your prospects to take action to get request more information. You can provide as much information as is needed in one or a combination of the following: Sales letters, reports, websites, CDs, DVDs, talks to groups, teleconferences or video conferences. Choose the format your audience would respond to best. If you are not certain which, when you survey, ask prospects what format they would prefer.

Copyright © 2009, Business Builders. All rights reserved. None of this material may be copied or reproduced without expressed written permission from Business Builders.
Sales Graph

The Marketing Formula

1.
Provide a superior product or service
2.
Grab the attention of prospective buyers through headlines that push the right emotional hot buttons
3.
Promise to educate your prospective buyers
4.
Provide information prospective buyers need to know in order to make a logical decision
5.
Present the case for your product or service
6.
Back up your claims with convincing evidence
7.
Lower or remove risk to make trying your product or service comfortable for your potential buyers

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