Have you ever been driving, and then suddenly realised that
your car seems to be crawling to a grinding aching halt.
When you look out the window to see what the reason is, you
realise that there's been a horrible pile up a few yards
ahead of you.
It's not that the traffic lights are out, or that cars are
being stopped for car tax disc checking. No. The
snail-paced traffic has been caused by drivers stopping to
look at the wreckage.
In some strange and twisted way, to a lot of people, that
scene is compelling. May not be for the right reason, might
not be what we all like, but, it's compelling. It gets us
to draw to a halt, even if we didn't intend for it to. It
grabbed our attention.
How about your marketing messages? Does it make people stop
what they're doing? Does it FORCE them to read what you
have to say? Well, if it doesn't, you've either got to ask
'why not?' You've got to truly challenge yourself as to why
you're putting it out in the first place.
You see, what seems to stump most people is the thought
that they've not got much to say, or, that they don't know
how to say it in a compelling way.
THE CLUE!
When you meet someone you know, you don't say, 'tell me
everything is the same as it was when I last met you'. No.
We all want to know the answer to the question, 'what's
new?'
Switch on the 9 o'clock news and you'll see that there are
NEW stories, every single day. And, if there's an ongoing
item, you can be sure there'll be a new angle on it or a
different perspective that sheds new light that keeps us
hooked.
Coming up with newness, or news in your business
enterprise, will give you all the ingredients you need to
craft a compelling, sincere, from the heart, message.
Conversely, no newness in your marketing equals no life. No
life in your messages equals bored customers. Bored
customers equals...!
So you see, it's VITAL to have a constant flow of
newsworthy things to inform your clients and prospects
about, and that too on a regular basis.
What are the areas one could create newness in?
Well, what about the product, the price, the process, the
irresistible offer, the new add on product, the joint
venture partner that's giving a special deal because of the
new relationship.
If you've nothing new to say in these areas, create and
develop something new in these areas, then, start to inform
your audience.
Imagine, you and I sitting at the bar and I can sense
you're itching to tell me about this girl you met, and if
you don't spit it out, your chest'll explode!
That's the type of excitement and involvement you want from
your prospects and customers, because of your marketing
messages. It's contagious. Once you've got stuff to say,
say it with the natural flowing electricity that occurs
when a compelling message just has to reach its audience.
A PRACTICAL TEST
If your sales letter, ad, webcopy, email, etc... was like a
tv programme, and all your audience had remote control in
their hand, would they be switching over channels quickly,
or, would they stay glued to YOUR 'programme' right to the
very end?
Test yourself. See how many different messages you can come
up with for your next promotion, ad, sales piece... and
then ask yourself, "what would be the most compelling
can't-put-down message I've got?" If there are none, go
back to work and find one that is.
Who said being in business was boring and uninteresting?
A business lives and dies by it's marketing and advertising
messages. Strive to make yours... MAGNETIC!
----------------------------------------------------
Nick James is a UK based direct marketer and product
developer. During the last 5 years Nick has sold in excess
of £1.6 Million Pounds worth of products and sevices
online. Subscribe to his Free Tip Of The Week email at:
http://www.Nick-James.com
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