Everything you've ever learned about marketing and advertising is wrong.
Everything you've ever heard. Everything you've ever tried. Everything you've ever done. It’s all wrong!
What Is The Purpose of Marketing?
Sure, but none of that will happen unless you understand the real purpose of marketing which is to…
Do you really believe she wants to hear, see or read your ad? She would if you added the marketing equation.
The marketing equation has 4 main components. They are first, interrupt; this simply is the process of getting qualified prospects to pay attention to your marketing, simple enough to say it’s a lot more difficult to pull off.
The second component is engage; once the prospect is interrupted it's critical to give them the promise that information is coming that will help the prospect make the best decision possible or in other words help facilitate their decision-making process.
The third component is educate; once you've interrupted and engaged the prospect you have to give information that allows them to logically understand how and why you solve the problem. This is accomplished by giving detailed, quantifiable, specific “inside reality”* revealing information.
The fourth component of the marketing equation is the offer; now that the prospect has been interrupted based on problems that are important to them, engaged by the promise of a solution that’s real and believable, the last step for you is to give the prospect a low risk way to take the next step in the sales process. This is done by offering a free marketing tool such as a report, brochure, seminar, audio, video or something else to educate them even more to allow the prospect to feel in control of the final decision.
Human nature dictates that people ALWAYS want to make the best buying decision possible
A Confused Mind Always Says No
The reason why so many ads fail to double, triple even quadruple the investment made by the advertiser, is because of the overuse of trite messages, cliche’s, platitudes and hyperbole. Human nature dictates that people ALWAYS want to make the best buying decision possible. Therefore, marketing’s job is to…READ MORE
The problem is that most businesses come nowhere close to holding up their end of the bargain.
Most companies build their marketing with self-serving, hyperbole, fluff and platitudes, which is really just saying “I want you to give me your money instead of giving it to somebody else.” We are looking for people who can't stomach the thought of a customer doing business with a competitor. If you strive for that kind of excellence, you'll automatically surpass 97% of your competitors. They won't put in that kind of effort. They won't and they don't --it's up to you.
If you want to know why Jane Smith buys what Jane Smith buys you've got to see the world through Jane Smith's eyes.
Your ads will perform better than you ever thought they could.
Here are three tests to determine if your ads are costing you money due to the use of trite and meaningless phrases as if they are significant, original or even true.
These statements are drearily predictable and commonplace and they lack power to evoke interest. And you know what, they were nevertheless stated as though they were original or significant. Now look at your ad. Read a few lines and then ask yourself this,
We evaluated an auto repair ad where they offer honest, quality repair and they have the latest technology and diagnostic equipment. Then they have a laundry list of services that they offer and an incredible 24,000 miles or 24 month warranty. Amazing! But we also evaluated a competitor whose ad claims that they’ll “take care of you,” and they include their own laundry list of services that is nearly identical to the first ad we evaluated. But get this—they have a 25 month, 25,000 mile warranty. Do you see the problem? These ads all fail. Even though their warranties differ by 1 month and 1,000 miles, they are still basically the same ad so they don’t pass the cross out write in test.