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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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