Marketing messages whiz by us everyday – billboards, ads in the sidebars of websites, radio commercials, even the brand names emblazoned on the clothes of the people we encounter…
The majority of these messages are met with about the same amount of enthusiasm as going to the dentist.
The problems are: oversaturation, irrelevance, and desensitization.
We see advertising constantly – and with our own psychological blinders, we’ve trained ourselves to ignore things that don’t concern us…
So as marketers, we have to figure out ways to make our messages stand out among the noise.
And pulling it off isn’t quite as tough as you might think… if you know exactly who you’re trying to get the message to!
For a well-targeted marketing message that has any chance of breaking away from the ranks of the ignored, these three components are absolutely essential:
1. A Headline that Speaks Directly to the Consumer
No matter what form your marketing message takes, you have to announce who the message is for…
The headline of your message should make this clear from the get go:
- Who is your product or service best suited for?
- Who stands to gain to most value?
- What the biggest benefit you’re offering?
Pointing your message directly at the target audience is going to alienate the vast majority of people – but that’s exactly what you want…
This gives you a chance to tell your prospect:
“Yes, I’m talking to you…
I understand your problem…
Here’s how I can help!”
Have you ever been walking through a crowded space, minding your own business, when suddenly you think you hear someone call your name?
You snap into awareness and begin looking for the source…
This is the type of reaction you’re going for with your marketing.
2. Be Specific
Advertising pioneer Claude Hopkins once said:
“Platitudes and generalities roll off the human
understanding like water off a duck’s back.”
Put simply, this means you’ve got to make a point and stick to it…
Focus on solving one problem or fulfilling one need, not on tackling all the world’s issues…
Such a general message will be lost, or written off as unbelievable.
People pay attention to specifics, though. Case studies are influential because they attach general results to specific, real people and places. Those specifics solidify the information…
For example, you’ll get a lot more people to pay attention by saying things like:
“Discover How to Send Direct Mail at 1/3 the Cost of Everyone Else!”
(which was an actual topic covered in last month’s Insiders’ Club Newsletter)
Versus saying something like:
“Discover How to Send Direct Mail a Lot Cheaper Than Everyone Else!”
The former statement is more powerful, and lets the prospect know exactly what to expect – as opposed to broad claims left open to interpretation.
3. Make it Personal
Personalize your marketing in every way you can.
Anything you can do to make an experience more meaningful on a personal level will build your connection with everyone you do business with…
When dealing with someone in person, remember their name!
When sending out emails, categorize them by how you captured the lead – and make it relevant to them!
When advertising, you can achieve this personal effect by including common troubles or terms your target prospects identify with…
The point is to show your interest in their lives – that you understand them, and that you are here to help…
This kind of “personal touch” will really resonate with customers and prospects:
Not long ago, I received a letter from my masseuse providing some tips on how to get the most out of my massage.
But that was just the start…
In the letter, she made a quick reference to my children, and included a one-liner about a conversation we had during my last visit.
Just that little bit of recognition shows that she remembers me personally, and that I’m important to her – I felt special, valued, and appreciated.
At the end of the letter, she thanked me for my business and added: “If you book a 2-hour massage within the next 2 weeks, I’ll take $50 off just as a thank you.”
It worked. I booked my appointment, and was so impressed by the communication – I booked an additional appointment while I was talking with them.
People want to be recognized and appreciated. They want to know that you care about them individually…
In your corner,
Charlie