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Editor's Note
Hello PromoteNewz Readers:
An eMarketing tip from Kevin Nunley:
You've heard the advice sell the sizzle not the steak? Kent Schrader
says to take it a step further. "Don't sell the steak. Don't even
sell the sizzle. Explore the HUNGER! " Kent says. Find where the
customer is hurting and solve that hurt.
Most folks are motivated a lot more by a pressing problem or fear of
loss than by the chance for gain. Make your marketing explore the
customer's frustration and pain. Have your product or service be the
cure.
Hope you enjoy this issue and have a great day!
Stephanie Mitchell and The PromoteNewz Team
I recently dialed a wrong telephone number and heard the following
recorded message:
"Hi. You've reached Mike and Kathy. Who are you and why do we care?"
It was immediately followed by the "beep" signaling my opportunity
to leave a message. I obviously dialed the wrong number so I hung
up. But then I started thinking about that abrupt message. That's
exactly what every potential customer thinks when he or she is exposed
to any advertising message... "Who is this and why do I care?"
Do You Know The Answer?
How would you answer a prospective customer who asked, "Who are
you and why should I care?" If you were the prospect, would that
answer increase or decrease the desire to do business with you?
Prospects may not ask you this question -- at least not in words
that blunt. But they are asking it, silently and unconsciously,
every time they see your ad, visit your website or listen to your
sales presentation. You can increase the effectiveness of all your
advertising by automatically answering it for them. It's actually
a 2 part question so we'll look at each part separately.
PART 1: "Who Are You...?"
People only buy products and services from companies and individuals
they trust. Part of that trust is the assurance that you're capable
of delivering the benefit each customer expects in return for the
money he or she pays you.
The unspoken answer to "Who are you...?" may be as simple as including
a statement like, "authorized distributor for ???" (the name of
a well-known company) in your ads or promotional material. New distributors
for network marketing companies often use the well- known corporate
name of their company to establish credibility for their business
opportunity offer. Opportunity seekers tend to overlook the credentials
of a novice distributor when the opportunity is supported by the
resources of a well-known large company.
TIP: Instead of listing professional credentials or personal achievements,
convert them into benefits for your customers. For example, prospects
and customers don't care that you were a top producer in your organization
last quarter. They do care that you helped so many new distributors
just like them get off to a fast start last quarter that their production
made you a top producer in your organization.
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PART 2: "...And Why Do I Care?"
People buy things because they expect to gain something more valuable
(to them) than the money they spend to get it. What they expect
to gain is a BIG BENEFIT. That's why they care -- IF they are the
right prospects for your product or service.
You control whether or not they're the right prospects. How? By
targeting your advertising to reach prospects most likely to have
a strong need or desire for the benefits provided by your product
or service. It's easy to capture the attention and interest of prospective
customers when they already need or want the benefits you provide.
TIP: Be sure to promote the biggest single benefit you offer to
prospects in your targeted market. If you target several different
markets, determine the most important benefit for each and promote
it in that market. The big benefit may be different for each market.
Get your website seen by thousnds of new customers, quickly
and easily.
click here
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You may never be asked, "Who are you and why do I care?" But prospects
and customers silently and unconsciously ask it every time they
see your ad, visit your website or listen to your sales presentation.
You'll see a dramatic increase in the results of any ad or promotion
when you automatically give them the answer.
ABOUT THE AUTHOR
Bob Leduc retired from a 30 year career of recruiting sales personnel
and developing sales leads. Bob recently wrote a manual for small
business owners titled "How to Build Your Small Business Fast With
Simple Postcards" and several other publications to help small b usinesses
grow and prosper. For more information... BobLeduc@aol.com
Phone: (702) 658-1707 (After 10 AM Pacific time) Or write:PO Box 33628,
Las Vegas, NV 89133 |
