Try this writing formula on your next marketing piece ...
Published: Tue, 09/27/11
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If predicting the location of NASA's falling satellite debris proved easier than writing your last marketing piece, then the formula you'll soon see should help solve your struggles.
But before revealing the process, understand I take zero credit for this tip. The recognition goes to Bob Bly, a renowned copywriter and author of several best-selling books on copywriting and marketing. (Yep, even Bob's freebies at http://www.bly.com are outstanding).
Last week, I heard Bob on an e-mail marketing webinar explain his "motivating sequence" for persuading people through copy. The following is his formula (and my explanations for each step):
1. Get attention. Anything you mention in your marketing piece is essentially invisible unless you first gain your prospects' awareness. Try piquing curiosity with a question, tying your headline into current news, stating an alarming statistic or making a bold statement.
2. Identify the problem or need. Regardless of target audience, your product/service addresses an issue facing your prospects. So once you have their attention, remind them of the problem(s). Also, consider agitating the problem by explaining how putting it off can create additional challenges.
3. Position your product or service as the solution to your prospects' problem. This step is often forced too early in the persuasion process. As a result, the marketing message ignores prospects and instead describes the greatness surrounding a company's product/service.
4. Provide proof. Without evidence, solutions become empty words stealing space in your marketing materials. Remember, your prospects are skeptical. Show them you're credible and prove what you offer is legit by incorporating testimonials, case studies, references to research, comparisons or a guarantee.
5. Ask for action. Many opportunities get missed on marketing materials because prospects don't know how to respond. So make the next step crystal clear. And, whether you want an inquiry or an order, tell prospects how they get rewarded when taking action.
Please feel free to share this information with the people in your network.
Sincerely,
Tom Trush
*** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. ***
But before revealing the process, understand I take zero credit for this tip. The recognition goes to Bob Bly, a renowned copywriter and author of several best-selling books on copywriting and marketing. (Yep, even Bob's freebies at http://www.bly.com are outstanding).
Last week, I heard Bob on an e-mail marketing webinar explain his "motivating sequence" for persuading people through copy. The following is his formula (and my explanations for each step):
1. Get attention. Anything you mention in your marketing piece is essentially invisible unless you first gain your prospects' awareness. Try piquing curiosity with a question, tying your headline into current news, stating an alarming statistic or making a bold statement.
2. Identify the problem or need. Regardless of target audience, your product/service addresses an issue facing your prospects. So once you have their attention, remind them of the problem(s). Also, consider agitating the problem by explaining how putting it off can create additional challenges.
3. Position your product or service as the solution to your prospects' problem. This step is often forced too early in the persuasion process. As a result, the marketing message ignores prospects and instead describes the greatness surrounding a company's product/service.
4. Provide proof. Without evidence, solutions become empty words stealing space in your marketing materials. Remember, your prospects are skeptical. Show them you're credible and prove what you offer is legit by incorporating testimonials, case studies, references to research, comparisons or a guarantee.
5. Ask for action. Many opportunities get missed on marketing materials because prospects don't know how to respond. So make the next step crystal clear. And, whether you want an inquiry or an order, tell prospects how they get rewarded when taking action.
Please feel free to share this information with the people in your network.
Sincerely,
Tom Trush
*** If you need help crafting copy to boost responses on your marketing pieces, just reply back to this e-mail and I'll give you a quick quote. I write website content, e-mail campaigns, sales letters and much more. ***