Every day I am bombarded with clever headlines designed to grab my attention. In an inbox full of advertising and information, every message has to work extremely hard to get noticed. Here are just a few example from today . . . .
“Wake-Up Call: Break Your Addiction”
“Whose Story are You Buying?”
“Marketing Secrets of the 'Buttlifter'“ (not a typo)
“See YOUR Traffic Grow Right Before Your Eyes”
As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. The basic principles remain the same–
Here is what we have to offer
Here is what it will do for you
Here is how to get it
But first you need to grab and keep the prospects attention, and then get them to take the action you desire, such as buying your product or visiting your website.
First, Become Your Prospect
Stop thinking like a marketer and start thinking like a prospect. You need to get into the prospect’s mind and influence them more effortlessly than ever before. Your goal is to have your prospects feel an instant bond, and respond favorably to your perfectly matched message. So where do you start? Start by answering the following questions . . .
1- Clearly define what your exact market is?
Most people overstate what their market really is, so first clearly identify what your USP (Unique Sales Proposition) really is. In other words what uniquely sets you apart from your competitors in the marketplace? What are you known for in the marketplace?
2- What are your customer/clients biggest desire?
What does your prospective customer/client really want? Please don’t overstate the obvious like: We give great service. Call your best customers and find out WHY they use your product or service and how they found you.
3- Why do they really want that?
Remember, it is not just what could happen, but what you could give them . . . more money, less stress and more freedom. In my practice I have found that the typical business owner’s challenges fall into these buckets: Time, Team or Money.
4- What is their biggest problem or frustration?
What is their biggest frustration and obstacle that is really holding them and their business back?
5- How is that impacting them emotionally?
Get very specific emotions here, as well as the situation.
6- Imagine your Prospect . . .
Imagine your prospect as their mind is consumed with the desire to experience the ultimate outcome you listed. Start by asking . . . “If I could only just . . . .”
7- Your ideal customer/client . . .
Is your ideal customer/client a man or woman, or both? What is their age? What do they do for a living? What do they look like? Where do they live? Where do they shop? Who does the shopping? Is it location, price, or product/service?
8- AIDA . . .
Grab and keep people’s attention with a subject line and title, wrapped around their pain or the intended outcome (benefit). In other words, create AIDA . . .
Attention/Attract
Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say.
Interest
This is one of the most challenging stages: You've got the attention of your reader/viewer, but how can you engage with them so that they'll want to spend their precious time understanding your message in more detail?
Desire
As you are building the reader's interest, help them understand how your product or service can help them. One way of doing this is by appealing to their personal needs, wants, pain, desires or challenges.
Action
Be very clear about what action you want your readers to take; for example, "Visit www.mywebsite.com now for more information" rather than just leaving people to work out what to do for themselves.
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