photo courtesy of jurvetson
After studying marketing, advertising, and persuasive selling for over five years, it seems to me that many people are missing a few key ingredients in their marketing pie.
I hope that, after reading this, you are compelled to add to the conversation here on Marketing Vault, and inspire others with your story.
In addition, I hope mine inspires you to keep on truckin’.
Step 1: Have a razor-sharp focus
- Most advertising that I come across tries to either do one of two things. It wants to speak to as many people as possible, and thus, does not address a certain target audience, group, or specific demographic…
- In this post, you’ll learn what NOT to do if you don’t want to kill your ads flat…
- How too many options will murder your response rates and your profits…
And two, most ads want you also to do five things at once.
Being subjected to bad advertising is like being invited into a diamond store, and the clerk asking your girlfriend to try on 5 different rings at one time…
They would confuse the HECK out of her and
lose any chance of a sale!And yet, that is what most, if not 99%, of all marketers and small businesses do!
For example-
They have an ad where they try to reach as many people as possible-using the most general, boring copy they could possibly come up with- and then they ad fuel to the fire by telling their audience to do 27 things at once.
You can see how this might not be very effective!
Having no target market objective, such as writing for lawyers vs. doctors, or Internet marketers vs. print marketers, is a great way to kill your advertising before it even gets started.
One Big Group Is Bad
Trying to group everyone together in one big group is a huge mistake- you must picture your prospect as a specific person with SPECIFIC wants and needs- and then write for that person only.
When you offer more than one option or have more than one Call To Action, you essentially lose the sale and have wasted your ad budget.
What about you? Do you agree with point or are you thinking, “What is he talking about?”
Add to the comments below.
Look for Step Two tomorrow!
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