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The Successful Marketing Formula
Let's take a look at what marketing is supposed to do.
Marketing has three MUST have
elements:
- It
Must Capture the Attention
of the Target Audience.
- It
Must Facilitate the
prospects information gathering and
decision-making process.
- It
Must Lower the Risk of
taking the Next Step in the Sales
Cycle.
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Every business must provide value to the marketplace if it
expects to be successful. Value comes form your product or
service, your quality, your people, your system, your service,
etc. This value concept is called your Inside
Reality. A good inside reality can be developed by
anticipating customer wants and needs and developing your
business to meet them.
Another concept to understand is the Outside
Perception. Your outside perception is the way your
company is viewed by prospective customers and is based on any
communication you have with them. Advertising, marketing and
sales efforts all form your Outside Perception.
How Often Does The Inside Reality
Match The Outside Perception?
In nine out of ten cases a company's Inside
Reality does not match up to their Outside Perception. The
primary reason for this is that business owners allow
advertising agencies to provide their marketing when in fact
they are only trained and educated on the history of
advertising and the Era of "Brand Builders."
Marketers, on the other hand, are educated mush differently and
internet marketers capitalize on using a Marketing Formula that
separates their efforts. This Marketing Formula simply stated
is:
Interrupt
- - Engage - -
Educate - - Offer
Human nature demands that buyers always want
to make the best decision possible. Marketing and advertising
should get the attention of the target market, facilitate their
decision-making process, and lower the risk of taking the next
step in the sales cycle.
The process used to accomplish this is exactly the same every
single time for every kind of business.
The Marketing
Formula
Interrupt - The
process of getting qualified prospects to pay attention to your
marketing. It is accomplished by identifying the prospect's Hot
Buttons.
Engage - This is the process of giving
prospects the promise that information is forthcoming that will
facilitate their decision-making process.
Educate - This step identifies the
relevant issues prospects need to be aware of and then
demonstrate how you stack up against those issues. This is
where you build a case for your business.
Offer - This gives prospects a low-risk
way to take the next step in the buying process by putting
information in their hands and allowing them to feel in total
control of their decision.
Implementing The Marketing
Formula
Let's take a look at each stage of the
marketing formula and discuss how to accomplish its
intention.
Interrupt is accomplished by having a headline full of "Hot
Buttons" that will cause the prospect to stop what they are
doing and read it. The best hot buttons are based on problems,
annoyances or fears your prospects have. This will trigger an
emotional response and prepares them to become engaged.
Engage is the next logical step if your ads have the right hot
buttons and cause the reticular activator to engage. The
reticular activator is that part of the brain that is on the
lookout 24/7/365 for the things that are 1) familiar, 2)
unusual or 3) problematic.
Now that the prospects has been successfully interrupted and
engaged, your job as marketer is to become facilitator of
information.
You've got to give them enough
information - quantified, specific, delineated information so
that they feel like they understand the important and relevant
issues. The more you Educate the prospect on what he needs to
know and look for (and look out for), the more you're going to
sell.
Most marketing pieces only appeal to the NOW buyer. The problem
is those who are ready to buy NOW only account for 1% to 5% of
all prospects. By putting a low-risk Offer in your ad that
allows the prospects to get more information (become more
educated) you can capture a much larger portion of prospective
buyers.
Following this formula will provide consistent results with all
your marketing efforts.
by Joe Cavell - March 27, 2008
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