|Every time you write an advertisement, a sales letter, a radio commercial, a Web page, or a marketing flyer, keep the following sales and marketing principles in mind, and you'll greatly improve your chances of a successful outcome (producing a marketing response, an advertising inquiry, a referral, a lead, or a sale). First, figure out what makes your product, service, or company better, unique, or more distinctive than that of other businesses in your field or marketing territory. If you can't think of at least a couple ways in which you outperform or outshine the competition, then you're saddled with a severe marketing disadvantage, and you need to rethink your marketing and sales strategy. In order to win people's business and confidence, you have to give them compelling reasons to spend their hard-earned money -- and the more
reasons you give them to buy from you or choose you over the competition, the better!
Results-oriented advertising and marketing involve a lot more than just telling prospective customers that you're open for business and that you're selling a product or service that they might want. (So does everyone else and their brother!) Only in the movies can you say, "If you build it, they will come". In developing an advertising campaign or simply writing a persuasive sales letter or brochure, you have to continually ask yourself the question, "How can I make my business stand out among the competition, gain people's confidence, raise awareness, get publicity, and project a consistent image of quality, experience, and the ability to deliver results, solve problems, and deliver exceptional customer service?"
The next most important question to ask yourself is how can you get them to take action: call, inquire, write out a check, take out their credit card, sign a contract, visit your Web site or place of business, and recommend you to others? Therein lies the marketing challenge! The article on this page, along with the instant sales letter templates we prominently feature, plus the other components of Marketing Survival Kit will help provide you with the vital tools you need to live up to and master that marketing challenge! Another resource: One of our latest blogs provides some basic tips for better writing that you're sure to find helpful.
Once you know what your strong selling points are, incorporate them into a first draft of an advertisement, marketing letter, real estate marketing flyer, or brochure. Emphasize the benefits your prospects will receive when they take advantage of your offer. Remember that the main question on their minds will always be: "What's in it for me?"
One of the secrets of effective advertising, sales, and marketing is to focus primarily on how your product or service will improve your customer's lives and provide them with benefits they can see, hear, touch, smell, taste, count, and feel, emotionally. If you can help people solve a problem, save money, feel more secure, or get
ahead in life, then you're in a strong position to convert them into loyal customers.
The Psychology of
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*Note: The article on the page was originated and written in its entirety by Optimal Marketing Communications.
Disclaimer, Optimal Marketing is a compensated affiliate of several of the products mentioned on this page.