Two Sides To Every Business Inside Reality• Quality of your product or service• Your people/staﬀ -‐ Customer service• Your systems, performance• Those things that make you valuable to the marketplace
Two Sides To Every Business Outside Percep3on• How the marketplace perceives your “Inside Reality”• Based upon your communicaGons with the marketplace.• Your sales, markeGng and adverGsing messages all build the “Outside PercepGon”• Rarely do they match -‐ most businesses do a very poor job of communica3ng their inside reality
The Basics1. Have something GOOD to say -‐ The “Inside Reality”2. Say it WELL (Strategic MarkeGng) -‐ The ability to explain and get prospects to believe it The “Outside PercepGon”3. Say it OFTEN (TacGcal MarkeGng) -‐ RepeGGon The “Outside PercepGon”
All MarkeEng Starts By Knowing Your Customer• who, speciﬁcally, is your target market and how can you reach them?• what are their hot buVons?• why should they buy your product instead of a compeGtor’s?• why should they believe anything you say?
Deﬁned vs Undeﬁned Target Markets• For a deﬁned target market, DR is best way to reach them -‐ examples• For an undeﬁned target market, you need broad based markeGng to cause your prospects to idenGfy themselves -‐ examples• Lists -‐ complied, response, SRDS, Nextmark, InfoUSA
Strategy Before TacEcs Marke3ng Strategy • what you say • how you say it • who you say it to Marke3ng Tac3cs • when you say it • how o]en • through what media
Some Basic TacEcs• test and track everything• set up markeEng funnels -‐ set up ways for people to interact at no risk and gradually increase their involvement and purchase size• build a relaEonship and trust before you ask for money• set up automated follow up systems using mulEple media -‐ combine online with oﬄine
How Your Brain Works 3 Major Concepts• Alpha mode• Beta Mode• ReGcular AcGvator
Alpha Mode• Have you ever driven to work and when you got there you realized you hadnt seen a thing along the way?• Have you called a friend on the phone only to have a diﬀerent friend answer the call?• Have you ever heard the saying “I could do it in my sleep?”• Guess what? You do almost everything in “Alpha-‐ sleep”
Alpha Mode In MarkeEng• State of apathy toward any markeGng or adverGsing• Makes consumer literally oblivious to nearly all adverGsing messages• Ads are not even noGced in the ﬁrst place; gives adverGser no chance to sell• Your job is to break consumer out of this state; to get them to “snap” awake.
Beta Mode• State of acGve mental engagement• Person is consciously aware of what he/ she is doing• Person in interested and eager• State of acGve problem solving and learning
Beta Mode In MarkeEng• Person consciously noGces adverGsements• Person acGvely seeks out informaGon on products or services• Person is open to ideas and suggesGons about how to solve a problem• Person will read or absorb as much informaGon as necessary to make the best
ReEcular AcEvator• The part of your brain that makes you noGce things that are familiar, unusual or dangerous• You have no control of this whatsoever• Survival mechanism
Your MarkeEng Needs To:• Interrupt: GeVng qualiﬁed prospects to pay aXenEon (done with headlines)• Engage: GeVng those who do pay aXenEon to remain interested (sub-‐headlines)• Educate: Giving enough informaEon to make the prospect feel like he/she can make the best decision (body copy / text / evidence)• Oﬀer: GeVng the prospect to take an acEon based on informaEon given (risk lowering oﬀer) (classiﬁed ad to 30 page sales leJer)
How To “Interrupt”• Use headlines based on HOT BUTTONS to interrupt the prospect -‐ their RA forces them to noEce• Can also be used in conjuncEon with pictures/ sounds (see on TV with animals or kids)• Hot BuXon-‐based scenarios are received into the reEcular acEvator and the proper emoEonal response is triggered• Then the prospect immediately searches for addiEonal clarifying informaEon and is ready to be ENGAGED
How To “Engage”• What would a prospect need to see or hear in order to feel like they have enough informaGon to make a decision? • The sub-‐headline needs to make the promise that it’s worth their Gme to keep reading/listening
How To “Educate”• Once the prospect has been interrupted and engaged, you need to give him/her enough informaEon to make an intelligent decision• Your job is to educate the prospect to the point where he/she “becomes the expert” and feels like they are in CONTROL• This is done by Building your Case and providing Evidence• CopywriEng is the diﬀerence between good and great results
How To Create An “Oﬀer”• Every markeEng piece should contain a risk-‐ lowering oﬀer to encourage the prospect to take the next step in the sales process -‐ best if can capture future buyers in addiEon to NOW buyers• Oﬀer should be obvious, easy to understand, and easy to see (coupon works well)• Oﬀer can be for… more info via markeEng tools (gives prospect control), bonuses or premiums when ordering, special oﬀers for ﬁrst Eme users• Avoid the “talk to a sales person” oﬀer
The Right Oﬀer, Made At The Right Time, To The Right Person, Trumps AllGary Halbert’s poli1cally incorrect example. . .