Motivating Your Target
There's just no time to waste in a cyber day; competition for
your target's attention has always been stiff, but now it's just
killer. There's less time and more to do, more to see, more
to read--ad infinitum. What can you do to attract attention to
your clients' message? Here are a few tips and techniques
that motivate your audience to want to know more about your
product or service. "The free time I used to spend watching TV is now divided
between shopping and blogging online," remarked one
corporate executive, "it allows me to relax physically and it's
certainly more entertaining than an episode of Law and
Order." What was once a minor distraction is now a
formidable competitor demanding its share of the market.
How can direct mail compete with the dynamic web,
traditional print media, and titillating TV or radio (satellite,
broadcast or cable)? The most effective advertising
demands target participation; it removes the "will I or won't I"
part of the equation and turns it into "I MUST". Can you make
them say "Man, look at that. What's that about?" Here's an example: When asbestos removal was a big
concern in the mid 1980's, a commercial building owner
had no greater fear; not that he had asbestos, but that
someone would find out. The ad campaign for my asbestos
removal consultant was a gut wrencher for anyone with
commercial real estate leasing in a highly competitive
market. The headline ran over a photograph of a high dollar
broker working the phones at night with a view of the city
skyline in the background:, "I can get you out of your lease in
a snap with the hazards clause." No one in the business
could turn the page without reading the rest of the ad
because desire was created in the viewer's imagination.
They wanted to know more and provided the impetus to
continue reading on their own. Here's a simple 3 step
check for effective advertising, no matter what the media. 1) Create Motivation: There is a way into the heart of your
prospect. What emotion can you instill to motivate them to
want to hear what you have to say? Make it something they
can't ignore, like your Uncle Guido, make them an offer they
can't refuse. 2) Create Emotional Tension: After you arrive in their
emotional center, create a stir. No matter what the media
form, the best advertising grips a prospect by it's emotional
needs and quickly creates turmoil. It's a simple formula of
"Do you want this? followed by "Here's what you have to do
to get it." The emotional tension hangs and propels them
to participate. 3) Offer Resolution: Relieve the emotional tension you just
created. Find the need in your prospect's soul that you can
satisfy with your product or service; fan the flames, excite
them about the benefits, then relieve their emotional
uncertainty by telling them how to get it. Here's the same formula applied to the asbestos
consultants: 1) Motivate/Captivate--Did you know brokers are using your
asbestos to void existing leases and relocate tenants to
other properties? (YIKES!) 2) Grip/Tension--Have you looked at your statistics lately to
determine just how much your asbestos problem is costing
you in lost tenants? 3) Resolve/Solution--We have the answer. We can solve
your problems quietly and cost effectively. We can stop the
exodus and solve the problem. Studies have shown that you have less than 3 seconds to
capture the attention of your audience, whether it's in a stack
of junk mail, online, in a magazine, radio or TV. The most
self defeating mistake made is offering relief before they've
gripped the target. Be careful not to show your hand before
the game starts. ? Motivate and captivate; create curiosity.
? Grip their attention with emotional tension.
? Offer resolution and solutions; relieve the tension. Here's the Ultimate in Marketing Communications Directory
provided by the University of Texas.
http://advertising.utexas.edu/world Visit the American Advertising Awards (ADDY) website:
http://www.aaf.org/awards/addy.htm View an archive of over 7,000 print advertisements at Duke
University: http://scriptorium.lib.duke.edu/adaccess ©2005 Susan Kirkland, small business owner and author of
Start and Run a Creative Services Business, shares the
secrets to finding and keeping clients, negotiating with
vendors, protecting yourself from Scoundrels and
scalawags--a valuable resource for everyone, no matter
what line of work. For more information and a
complimentary POD cartoon visit http://www.sdkirkland.com
Related News
|
 |
|
|
RELATED ARTICLES
How to Discover your Primary Market and Where to Find Them
Whether you market online or offline, you already know the shot-gun approach to marketing brings few results. You will sell more products and services when you step back and set up a strategy to reach your targeted market.
Making a Hit with Your Marketing Campaign
Considered a vital link in a show's promotional plan, direct marketing is vital only if it's done right. It's certainly not as simple as typing a letter, adding an address and stamp, and popping it in the mail. Direct marketing specialist Debbie Bermont, president of San Diego-based Source Communications, offers her golden rules for creating that vital, highly successful direct marketing campaign.
Successful Marketing Through Seminars
One of the best ways for potential clients to find out about you and your company is through public speaking. Free seminars attract potential clients. It is a chance for them to get information straight from you. You are the best marketing tool for your business. Speaking to groups is nothing more than a large conversation. It is powerful and efficient marketing.
Strategic Marketing and Tactical Marketing Know The Differences And Profit
Most people mistakenly assume that when you talk about marketing, you're automatically talking about "Tactical" marketing - placing ads, generating leads, sending out mailers, attending trades shows, creating brochures, implementing a follow-up system, and so forth.
30-Minute Marketing
Marketing your small business takes tons of time, years of experience, and lots of money, right? WRONG! Anyone can learn effective marketing techniques that are simple, inexpensive, and best of all, quick! This summer, get in the habit of regularly marketing your biz! The following are some marketing techniques that you can accomplish in 30 minutes or less. Pick a few that appeal to your style. Then, write down each one on your calendar on a specific day you so you WILL accomplish this task.
Writing Guarantees that Sell
"This offer is good but can you guarantee it."
Top 5 Ways to Generate Qualified Leads for Your Small Business
Do you ever wonder if you could be doing a better job marketing your small business or professional service firm? Successfully marketing a small business is hard work. There are several key skills required to consistently develop new business that you, as a small business owner, must master in order to succeed.
Postcard Marketing Done Right
Say it with a post card. A well designed, colorful, high impact postcard in the mail box of your prospect is your best ticket to a new customer. For your existing customer, a marketing campaign which includes frequent post cards is the perfect start to new sales - this is one of the key small business marketing strategies.
Telemarketers Dont Like Them? Heres An Idea For Ya!
Telemarketers... ooohhh... I'll bet we've all got a nice story to tell about these guys & gals don't we?
Trade Show Marketing ? Getting Prepared for the Big Event
With the increase in number of tradeshows being held across the world, it has become imperative to check the trade shows' credentials before you commit participation. Here are some quick tips on checks to ensure that you are not heading for a dud trade show:
10 Effective Ice Breaking Questions
Whether you go to a Chamber of Commerce event, a PTA meeting, the racquetball court, the local health club, or practically anywhere else, opportunities to network present themselves constantly. But there are fears which present themselves as well. For example, we ask ourselves if we are in a situation where talking business might be considered tacky. Will I be considered a 'hard sell' type of salesperson for talking about my business at a social gathering?
The 30 Incredible Ways To Sell Your Products Now and Sell More
How to sell more and sell quickly online for your products and service? Here is the long list for your reference.
How to Turn Your Marketing Into a Money-Making Machine - Setting The Stage For Successful Marketing
Powerful Marketing has become elusive to many companies seeking
strong sales results and overall growth. The sad truth is that Marketing
comes across as a rather frustrating process. After all, how do you
guarantee the outcome of a campaign when it is unclear what will work
and what will not? As someone once said, 90% of Advertising doesn't
work-the question is, which 90%!
How To Market A Seminar
Have you ever left a seminar thinking: "I could have done a better job than that!" Before you start signing up attendees, take a few minutes to think about what you are getting into. Putting on a seminar involves planning, time, and money. Understanding the ins and outs of the industry will go a long way in helping you hold a successful seminar. That's where I come in. Over the past 4 years, I have put on over 4,000 seminars, and a handful of national conventions. I will help you plan the event, and make sure that someone shows up!
Image is Key to Your Marketing Success
In virtually any business first impressions are lasting impressions. Most people have heard this statement for years, and yet some people completely ignore the first impression they are conveying to potential customers or clients.
Peek a Boo - We See You -- 7 Trade Show Tips for Marketing Managers
Peek a Boo - We See You
Quick Postcard Design Tips
I've seen many a marketing postcard that just has too much information on it. Too many words set in tiny type is an all too common problem.
Ten Deadly Proposal Preparation Pitfalls
Let's face it, the name "proposal" is a great misnomer, but since many businesspeople take it literally, they often paint themselves into a corner of chasing buyers, many of whom requested the proposal to collect idea for in-house implementation. Yes, it is a scumbag approach to drag honest folks arounf by their noses, but apparently there are many scumbags who practise this dishonest technique knowingly, and some innocent folks who believe this is normal and have fallen into the trap.
Meaning and Marketing -- The Links
You know who you are and what you want and what it means or will mean for you to be FULLY ALIVE and you also know that you can change it it -- your definitions.
Hello, My Name Is . . . What Your Name Tag Says About You
When you attend networking functions, what kind of name tag do you wear? One of those sticky things you scrawled your name on, or something a bit more sophisticated? For just a few cents to a few dollars, you can have a classy, customized name tag that will draw attention and comments and help you make the most of every networking opportunity.
|
