We live in an unprecedented era of communication. Because of this, your prospects are literally bombarded from all directions with marketing messages. They’ve heard so many hyped claims, that they automatically distrust them all.
How can you avoid this in your marketing messages? How can you convince them that what you promise is what you will actually deliver?
First of all, tell the truth. Don’t promise that your widget will do something it won’t. You may get sales in the short term, but long term, nothing you say will be believable ever again.
Now that we’ve got the obvious out of the way, here’s what else you can do to make your ads and commercials believable: Prove every claim that you make as you make it.
Why will your widget give your prospect more time with her family? Because it slices exactly 53% faster than the competition. How do I know your weight loss product works? Because it was discovered by a doctor in Nevada. What makes me think your real estate firm will sell my house? Because your average home sells within 18 days.
Notice the precision of the proof: 53%, not 50 or even 55. A Nevada doctor as opposed to just any physician. An 18 day average, not 15 or 20. Believe it or not, a specific number will actually pull better than a rounded one even if the rounded one seems more favorable. Why? Because the rounded one smells like what it is: hype. Details are believable. Vagueness isn’t.
Put the proof with your promise, and give it some detail. It will sell better than all the hype you can conceive.
Developing A Focused Marketing Strategy
You want all of your marketing messages to have a single focus, so they pull together instead of competing with each other. Great! So how do you come up with one?
Get Personal: Letters vs. Direct Mail
One of the reasons direct mail works is the personal aspect. It’s ostensibly a letter from you to your prospect. Because of this, the more personal you make it, the better your response will be.
Maximizing Your Yellow Page Investment
Yellow Page users are the hottest of all prospects – someone who has made the decision to buy, and now is looking for a place to do it. Does your ad convince them that your business is that place?
