In a matter of seconds, your prospects will make a snap decision on whether or not they want to read your marketing message. If they have to strain or struggle in any way, they’re going to skip it. In today’s competitive marketplace, it’s essential to exceed customer expectations, find ways to lower sales resistance, and have a value-added approach to doing business.
Now the good news: The learning curve for getting it right is relatively short. Here are some key guidelines and pointers for getting noticed, generating interest, and persuading people to respond to your offer.
Create Visual AppealIn a matter of seconds, your prospects will make a snap decision on whether or not they want to read your marketing message. If they have to strain or struggle in any way, they’re going to skip it. Avoid a cluttered, hard-to-read appearance by making generous use of white space, headlines, subheads, and text bullets. Use italics and ALL CAPS sparingly because, when used in excess, they can be hard on the eyes. For web pages and flyers, avoid too much large print (it looks amateurish), and be careful with your use of colored or textured backgrounds. If the background competes with the text or lacks contrast, the message will be too hard to read. And if you use 10 point text or smaller…well, let’s just hope you’re not targeting us aging baby boomers!Writing Style TipsAfter you’ve written the first draft, you can improve it by eliminating unnecessary or redundant words, breaking up long sentences, checking for spelling and grammar errors, adding impact with a few carefully chosen adjectives, and making sure each idea flows logically into the next. A conversational tone is usually much more appealing than a formal, stilted approach; and you should always gear the message to the intended audience. One of the big advantages of targeting your marketing to specific groups is that you can ‘talk their language’ and relate the message directly to their emotional and practical needs and wants.
Devices to Capture Attention and Arouse InterestAn effective sales message, whether it’s on a web page or 24-lb stationery, usually contains the following elements: a compelling headline, attention-catching sub-headlines, a bulleted list of features and benefits (with proof, whenever possible), a few intriguing questions, a deadline or incentive for responding promptly, a guarantee of satisfaction, a testimonial or endorsement, and a call for action (tell them exactly what and how you want them to respond: call, stop by, visit your website, or mail their order.) Words such as ‘no obligation’, ‘free trial’, and ‘convenient payment plans’ can also increase response levels. By the way, a ‘P.S.’ is a great place to put a reminder, a special offer, or an added incentive. People read them.
A Vital, Sometimes Overlooked IngredientOne of the cornerstones of any effective marketing strategy is identifying and clearly communicating your Unique Selling Proposition or distinctive selling advantages. Make it clear why you’re better and offer more than the competition. Emphasize your competitive strengths as a business, an individual, or as the provider of high quality services or products. In today’s competitive marketplace, it’s essential to exceed customer expectations, find ways to lower sales resistance, and have a value-added approach to doing business.
Make More Sales by Counteracting Fear
Lots of people have been burned and many other people have heard news reports and stories about fraud, dishonesty, or just plain bad service. That’s one of the reasons it’s more important than ever to convey to your prospective customers and clients that you’re an ethical, respected, and service-oriented business person.Positive Thinking and Effective Marketing Go Hand in Hand
Being an entrepreneur and running your own business is an intrinsically risky endeavor. If an expensive marketing campaign falls flat or a major client signs on with the competition, you might find yourself scrambling to make up for the loss. A positive state of mind not only helps you be creative, resourceful, and energized, but it also enhances your ability to anticipate, adapt, and regroup.Vital Component to Marketing Success: Establishing Credibility
As a salesperson or the owner of a small business, do you consider yourself to be qualified, experienced, and dependable? More importantly, have 95% of your customers had a satisfying experience doing business with you or your company? If your answer is ‘yes’ to all those questions, then your services or products have the potential to be in high demand. The trick is effectively communicating that information to your target market.