Day 14: Why prospects stop reading marketing content
Published: Sun, 06/05/16
One part of your marketing piece determines whether or not someone reads it.
Mess up the messaging here, and you’re almost certainly missing out leads and paying clients.
Know what it is?
If you guessed the headline, you’re close …
The headline determines whether someone sees your marketing piece.
The part that determines whether it gets read is your first sentence.
You can’t begin with a weak opening. Especially if you post content online, you must provide a compelling reason to keep your prospects reading.
In fact, billion-dollar copywriter Ted Nicholas says 73% of the buying decision is made before the first 17 words in your marketing piece.
So here are several ideas for starting strong (and examples from classic ads):
Say something unexpected.
How would you like to travel the world and never pay a hotel bill for the rest of your life?
Address a potential problem.
Doctors always think twice about recommending toxic drugs and dangerous surgeries for their families. Is your health LESS important?
Include the words “you” or “your” at least once.
You’re working hard to pay of your credit card debt, but you deserve a better rate, service and simplicity.
State a surprising fact.
If you’re lucky enough to have money set aside for a rainy day and you’re keeping it in a savings account, you are really losing money hand over fist.
Okay, now it’s your turn.
How will you keep prospects reading your next marketing piece?
Talk soon,
Tom
NOTE: This is Day 14 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss implementing a Guaranteed Marketing Profits Program into your business, reply back or pick a time here and let’s chat.