To get the fastest results for your marketing efforts; say what your prospect is listening for…
Your priority is to market and sell, their priority is to solve a problem or achieve a goal. Which is more important to spur a transaction?
The holy trinity of marketing is prospect, product and message, the message is the bridge between the first two. If you want to get picky you can substitute “offer for your product” as opposed to simply product but it’s the same trio.
Strip away all the fluff as small business owners we all want the same result; more qualified leads which should translate into revenue growth.
There is always talk that copy is king and many marketing consultants will try to end the conversation without allowing a different opinion.
I agree the message is important but if you send a message from Claude Hopkins to the someone not interested (the wrong list) a terrific sales letter will be better used to start a BBQ.
So what should be your main consideration when crafting new offers and copy?
Let’s start with a definition of direct response marketing from Mary Ellen Tribby “is designed to solicit an immediate response that’s specific and quantifiable. So that basically means dollar out, dollar in.”
If we reverse engineer the question from the above definition we get some clarity. Why would we get an immediate response, and why would we expect to get a significant number of them?
Well we need to go back to copy writing 101 for help; prospects buy benefits- what the product or service does. Then we craft a message helping the prospect visualize the product benefits and coming to the conclusion they should have the product.
All well and good right? Classic structure.
I agree to a point. We want an immediate response- not any response, let’s consider why people take action. Suppose you need something, because it is necessary versus you want in the something in the future because you have a strong desire to get it.
You need a painful cavity filled versus you want whiter teeth. Which would get faster action?
Your clients problems create needs to be solved immediately. Their wants create desires for some future benefit.
Whats the point to all of this?
The beginning of your customer funnel or lead generation should focus on solving problems, something your target market has urgency to move away from. For example I need leads to keep my doors open versus I want more leads to earn more money. Your lead generation should be crafted to attract attention, your prospect does not know like and trust you yet- offer to solve a problem first.
The later stages of your funnel- after a lead becomes a customer you can craft messages illuminating them how you can help them achieve a goal.
The offer is important, the copy is important. To get the greatest leverage out of both- develop the “proper message” to your prospect list based on how deep they are in your funnel. Flagging a prospect with a headline to help them solve a problem will have a greater response for new leads. When I have experienced and validated your ability to help, I will be more open to hearing how you can help me achieve a goal in the future.
Spend 90 minutes writing:
- Five “need relieving or problem solving” headlines for new leads.
- Five offers with headlines that help your clients move towards a compelling desire (further down your customer funnel)