The letter that makes really persuasive marketing
Published: Mon, 11/09/15
I remember quickly ripping the book off the shelf and flipping pages like a young boy seeing a Victoria’s Secret catalog for the first time …
What I saw was shocking.
It was mid-2001, and I had just discovered “gold” at the public library in Mesa, Arizona.
That day I picked up The Well-Fed Writer, a book by Peter Bowerman that details how to achieve “financial self-sufficiency” as a freelance writer (or commercial copywriter) for companies.
“Holy cats! You’re telling me that many companies hire outside writers to create marketing materials ... and they have budgets set aside to handle these tasks?” I recall thinking.
A light bulb didn’t go off in my head. Instead, it was more like a row of stadium lights.
You see, up until that point, I had no idea this writing option even existed.
After all, I had spent most my time laboring over newspaper and magazine articles (and getting paid peanuts), as well as working as an editor for an international newswire service.
Because of my journalism degree, traditional print media was the logical place to focus my attention. That day, though, the direction of my writing took a drastic turn.
What I didn’t expect was how much my journalism background would benefit me when writing marketing materials.
The biggest similarity between the two styles is research.
Without proper research, you can’t write persuasive marketing materials.
With a traditional newspaper piece, the key is to answer the 5 Ws (and How) -- it’s Journalism 101. Miss just one of these in an article and you leave holes in your story.
The same goes for your marketing materials.
So here are the 5Ws (and How):
WHO: Who is your target prospect? Who is NOT a target prospect?
WHAT: What problem does your product or service solve? What makes it different? What outcome(s) do your prospects desire? What characteristics do these people share? (Note: This can vary depending on demographics (gender, age group, income level, etc.) and psychographics (attitudes, interests and values).) And, finally, what prevents prospects from buying?
WHEN: When do prospects need your product or service? When can they expect to experience the outcome or desire you promise?
WHERE: Where are your prospects hanging out or already consuming content similar to yours? Where do your prospects experience the benefits your product or service provides? Where can they take action on your offer?
WHY: Why should your target audience care about your product or service? Why should they act now on your offer?
HOW: How do prospects take the next step or buy what you offer? How much does it cost? How will they feel in the future after buying your product or service?
Keep in the mind, when answering these questions, order isn’t too critical -- just as long as you address each answer in your marketing materials.
Please feel free to share this information with the people in your network.
Best of success,
Tom
P.S. Keep in mind, writing your own marketing materials is a lot like driving a car. You can’t do it well by just reading instructions and how-to tips.
You have to actually “get behind the wheel” and write a bunch of marketing materials. Of course, you can also shortcut the process by getting close to the source.
So something to consider …
I just scheduled two in-person Strategic Marketing Sessions to help a couple business owners -- at their locations -- re-write their marketing materials and implement new marketing strategies. This service where you get me one-on-one at your location is something I don’t mention much.
If it interests you (each session has a 10x money-back guarantee), reply back and we can discuss if an in-person Strategic Marketing Session would benefit your business. The next sessions will be scheduled for early 2016.