Going To Get One Chance!
you are using a Direct Mail, Radio Spiel, Television
Spot or Direct Response campaign -- Your job is to
create an opportunity, and then take advantage of that
opportunity to grab your prospects full-undivided
attention, and motivate this person to take action...
Salt Their Wound Or Caress Their Ego?
mission while writing advertising copy, is to quickly
accomplish three things...
1. Empathy --
You must immediately establish your understanding of the
prospects pain or desire -- and how fantastic it would
feel to find the cure or fulfill the fantasy!
-- Your word is your bond... You mean action... You are
dedicated to this endeavor and you will stand by your
client throughout the entire process and meet their
3. A Decision To ACT
NOW! -- You (not your prospect), must be
prepared to act now -- The number one reason most
advertising copy fails miserably is the message puts the
responsibility of taking action on the prospect...
Benefits vs Objections
Sell The Steak... Don't Sell The Sizzle...
SELL THE HUNGER!
"But will your product satisfy my hunger?"... is
the real question your prospect has and you need to
ensure that you have addressed every issue the prospect
believes must be answered before they take the
crucial step in selecting you as their solution
You need to develop a list of benefits and explain in
detail how your prospect will realize each and every one
of them. Does your list of benefits address each of the
objections the prospect believes they may
encounter... (without focusing on the objections)?
vs Perception (or what the other guys miss)...
This is when you need to think outside of the box!
is an emotional game and understanding that while
you direct the prospect's mindset into one of imagining
the benefits they will realize... they still have the
problem! They still have a problem to solve... a fantasy
to fulfill... and many marketers do not realize that a
prospect's sense of urgency will greatly diminish with
every step they take toward solving their dilemma...
take advantage of this and start building an awareness
of their future need for your back-end solutions now!
builds value in your current offer and more
importantly -- Builds a need for a long term
relationship in both your prospect's and your mind. This
need for building a relationship will create a doorway
for your future long-term success!
Association + Positioning
Your image and the prospects perception of your image is
your stock in trade... not your product... not your
commitment to excellence... and definitely not your past
all these issues factor into building a strong positive
image -- remember the prospects idea of who you are
and how you rank in their list of potential solution
providers is the real battle for their business.
You must know your USP (Unique Selling Preposition) and
focus everything you do toward reinforcing the
association of this USP with your organization in the
prospect's mind. Successful campaigns which hammer home
this all important fact while doing whatever it takes to
become the prospects first choice in solution providers
will help you to achieve your ultimate goal of building a
profitable marketing campaign.
all of this in mind you are now ready to build a
winning, results oriented marketing campaign! Now is the
time to formulate your message, develop your attention
getting headlines, create alarming
sub-headers, incorporate your powerful
action words, deliver maximum positioning
and formulate your irresistible call to action!
= Knowing Your Profit Equation
are not only building a successful marketing campaign...
we are also creating a roadmap through which we can
drive home sales for years to come. By completely
understanding the various parts of a successful
marketing campaign, we are developing a tool which can
be used over and over again to either build future
campaigns should we saturate the market with this
message delivery device or to create other campaigns to
test against our winning control piece.
My name is Michael Jay Wilson. I am a
My job is to help you find the right
time to email me
& lets get this
show on the road... ...the road to success!