Are your phone lines silent and your website traffic low? Maybe it’s time you took a look at your marketing. There is a tried and true method of creating marketing that works. It’s called persuasive marketing. Persuasive marketing is a way to organize the buying and selling process to present compelling information that gets prospects to take immediate action. In short, you address the wants and needs of the consumer and provide a solution to their problems with a clear action to take.
In the past, marketers used a traditional persuasion process. This marketing technique has three main steps:
1) Present an offer clearly and with conviction.
2) Provide supporting data to facts, logic, and information.
3) Structure the deal and move to the close.
According to modern marketers, if you use this process, you are guaranteed to fail. Why? People hate a logical, reasoned approach. Research shows that your brain burns 300% more calories when it is engaged in heavy thinking. People naturally tend to avoid this to conserve energy. As a result, people are creatures of habit and tend to repeat past behaviors. If you appeal to past practices, you can attract more customers at a lower cost. This makes sense, right?
There are seven fundamentals to the modern persuasive marketing:
1) Everyone wants the best deal – Your customers are not necessarily looking for the lowest price, but they want to receive the most value. Research shows that people will gladly pay twice as much for a product if they perceive it to have four times the value. Value is always a solution to the customers wants, not needs.
2) Always market to the contrary – People will do anything to avoid pain and very little to gain pleasure. I know this sounds backward, but it’s true. Most businesses market the positive aspects of their business and completely avoid the negative which is the worst approach you can take. Draw attention to a problem, or negative, and then offer a solution. An example of this is that a Chiropractor should market themselves as a way to avoid pain rather than a way to achieve health and wellness.
3) Prospects buy based on emotion – Almost every buying decision is made based on emotion. People only use logic to justify their purchases after the fact. Appeal to customers hot buttons by emphasizing the negative, which immediately appeals to their emotions.
4) Make your business unique – Different prospects have different hot buttons, so it is critical that you separate your business from the competition. Identify a niche market for your business, which means that you should stop trying to be everything to everyone.
5) Create “extraordinary value” – People only shop price when they perceive all businesses for a product they want are the same. Companies tend to talk about themselves in their advertising. For example length of time in business, lowest prices, best location, etc. Customers don’t care at all. They only want to know how they can benefit from your product. Select your niche market, find customer hot buttons, and offer or create a solution. This solution is what separates your business from your competitors.
6) Communicate your uniqueness and extraordinary value – Create a targeted, focused message for your customers. Tell them you have exactly what they want, and how it will solve their hot button problems. This is your million dollar message, so get it right.
7) Prospects buy what they want, not what they need – Customer needs are based on logic, while their wants are based entirely on emotion. Always create a marketing message that appeals to emotion, and you’ll dominate the competition!
So how do you use these seven fundamentals to create persuasive marketing? You use the Marketing Equation to produce the desired results. There are four essential components to the Marketing Equation: Interrupt, Engage, Educate, and Offer. By using this equation, you can appeal to a prospect’s emotional wants. You will focus your message to impact their mind by hitting one of their hot buttons. The key is to break through all of the other marketing messages people receive every day.
All effective marketing does three things. First, it grabs people’s attention with a great headline. Next, it must help the customer’s information and decision-making process. Lastly, it provides a definite low to no-risk action that helps them make the right decision, such as a phone call, a free trial, or a visit to your store.
To make sure you address these three principles, always use the Marketing Equation.
Interrupt – This is your attention-grabbing headline. The customer wants to know “What’s in it for me?” Make sure your headline resonates with one of your client’s hot button issues. When written properly, a good headline also qualifies your ideal clients while disqualifying all others.
Engage – Once you have their attention, you immediately engage with a sub-headline. Place the sub-headline directly below your headline in a slightly smaller font. The sub-headline promises to provide vital information about how to solve the customer’s problems or fears. It should build on the headline and make it more intriguing.
Educate – This is the Body Copy of your advertisement. This text should explain how your business delivers on the promises in the headline and sub-headline. Emphasize the benefits that prospects want, not features. Focusing on features dooms the companies to compete on price. Focusing on benefits enables businesses to compete on value. Remember: Features tell, Benefits sell. For each ad you create, focus on one hot button only!
Offer – Always end your message with a compelling offer which is also known as a Call To Action. Ask the customer to take a low-risk action, and tell they why they should. Low-priced products may go directly to the buying step, while other higher-priced products may offer a free report or additional information. The offer step should always attempt to capture contact information so that you can continue marketing to the customer in the future.
In today’s world, customers no longer react to traditional marketing tactics. They have become jaded to informational techniques. Today’s effective marketers know that they must appeal to emotion rather than reason. For all of your future marketing, always use the Marketing Equation when creating every ad. If you do, you should see some dramatic increases in leads generated, customers gained, and business profits.
Written by Robert Ritch