Marketing Equation Means Massive Sales.
Monopolize Your Marketplace With An ExpertDallas, Texas -- Oct 31, 2008 --
United States of America (Press Release
) October 30, 2008 -- Nobody really gets this simple marketing
truth: Marketing's job is to facilitate the prospect's decision making process and cause them to say "I would have to be an absolute fool to do business
with anyone else but you..regardless of price." Once you achieve that " you have Monopolize Your Marketplace using a time tested Marketing Strategy.
Do your advertisements, brochures, websites, etc. do that? Fact is, 99% do not. Instead they are full of non-believable platitudinal back-patting that essentially says "We're great, we have low prices and quality service." I'm willing to bet that yours falls into this category. I can show you how to fix it so it does what the above paragraph says.
You're probably familiar with the saying, "If you want to know why John Smith buys what John Smith buys, you've got to see the world through John Smith's eyes." You've taken great pains to build a business that gives customers what they want. Problem is, most business people don't have the foggiest clue about the decision making processes that customers use when deciding how to solve their problems (in other words, how they choose a company to buy stuff from).
First you have to understand how John Smith???s brain works. Three quick concepts you need to know:
*Beta Mode: This is the hypnotic state of the brain that habitually performs tasks without any conscious thought. This is like when you drive to work and then realize that you didn't consciously see a thing along the way while driving! Scary thought! In marketing terms, this means people see and hear ads, but they don't consciously notice them.
*Alpha Mode: This is the brain's active state of engagement. It's like when you drive to work in heavy thunderstorm and your hands are firmly gripped at 10 and 2 o'clock and your pupils are as big as dimes. In marketing terms, this is when a person consciously notices ads and is open to suggestions and solutions.
*Reticular Activator (RA): This is the part of your brain that's on the lookout 24/7 for things that are familiar and/or problematic. Have you ever bought a new car only to discover afterward that everyone else on the face of the planet earth has the exact same make, model, and color? This is because your new car is now familiar, and therefore embedded in your RA, which then easily picks the car out of any crowd.
Marketing???s first job, then, is to get the prospect to "snap" out of Beta and into Alpha. This is done by finding out what problems, frustrations, annoyances, etc. your prospects have and talking about those in your marketing (instead of talking about how great you are). These are the prospect's "HOT BUTTONS;" because they're familiar and/or problematic, they will register in their Reticular Activator and get them to "snap" from Beta to Alpha. Sound simple? It really is.
Once the prospect is snapped into Alpha mode, you're not done. Marketing's second job is to now get the prospect to do something to take the next action in the buying process. There are four stages in the "Marketing Equation:"
* Interrupt: This is getting the prospect to pay attention like we just discussed. This is accomplished by putting the HOT BUTTONS already in the prospect's brain into headlines that the RA can find and snap the prospect from Beta to Alpha. For instance, this ad has a headline based on your HOT BUTTON that your marketing sucks. The inflammatory word "sucks" was purposely used to make sure you noticed.
* Engage: Once the prospect is Interrupted, it's critical to get him Engaged. This is done by using a sub-headline that gives the reader the promise that information is forthcoming that will solve the problem that they were interrupted with. So if I put a headline about your marketing sucking, the next thing you read is (Read This Page 3 Times) which gives you the promise that the solution to your problem (sucky marketing) can be found by reading on. If you"re reading this now, it worked.
* Educate: Human nature dictates that people always want to make the best decision possible. They want to feel like they're in control. Once you've Interrupted and Engaged the prospect, you have to give information that allows them to logically understand how and why you solve that problem. Their problem (AKA their hot buttons) is the ITCH, the Educational information (what your company does to solve it) is the SCRATCH. Example: the info you're reading right now that's giving you the details of how to solve your marketing problem (we're scratching your marketing itch). This is not platitudinal "we're great" BS going on here. It is real info that you can mentally validate. You're saying, "Hey, this stuff might work."
* Offer: Now the prospect's been Interrupted based on problems that are important to him, been Engaged, by the promise of a solution and examined the Educational information that makes your solution real and believable. 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 to give even more Control information to allow the prospect to feel in Control of the Final Decision.
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