Proven tips for effective marketing
Ever wonder why people don't react as you hoped to your marketing efforts? You blog and no one reads. You send emails and no one responds. You post on social media and no one comments or likes. Maybe you even send out direct mail...and no response.
Here are four steps that will help your marketing have the best possible results.
1. Know what you are selling
You need to be an absolute expert in what you are selling. This goes beyond the jargon, specs and technical information about your product. You are selling more than a product. You are selling the solution to a problem.
You need to know it all. You need to know the problem that you are trying to solve. You need to know what type of customers you can best serve. You need to know the objections that those customers are going to have, and how you can respond to those objectives.
Once you are a true expert, then you can finally begin thinking about how you are going to approach your customers.
2. Determine your unique selling position
What makes you a unique snowflake? I've already put together a whole posting on determining your USP, so we'll skip a lot of the details here. Rest assured, each communication you send out should seek to deliver value to your intended audience. This is true whether you are directly soliciting a sale, seeking newsletter signups or trying to get people to connect with you on social media.
3. Determine which emotions your communication will target
Emotions have the power to change how people behave. You want the people receiving your marketing message to change some behavior (buy your product, subscribe to your newsletter, read your blog...etc). Combine this information and you are starting to tap into some powerful marketing mojo.
We recently explored the 7 emotions of effective marketing, and here is where they come into play: Exclusivity, Fear, Guilt, Anger, Greed and Salvation. Which of those emotional drivers are the best fit for your brand and for marketing message you are trying to deliver? Take some time to explore the link above for examples of each of these emotions in action.
4. Sprinkle in the most powerful words in the English language
Be reasonable here. There is an old example of some advertising copy that uses all twelve words:
You can discover an easy and proven way tosave money, and help guarantee your futurehealth and happiness. Buy a new home in one of America's finest communities. You'll love theresults.
That's pretty bad. It sounds generic and super spam-y. Let's be a little more subtle in our own usage. Rest assured, the science backs up these words.
That's the whole package. Writing effective marketing messages will still be a challenge, but if you take this advice you're on your way to effectively reaching your target audience.
You'll love the results (see what I did there?)