Call Them to Act: Relate and Inspire

On June 7, 2011, in business, mailing, marketing, printing, sales, signs, Uncategorized, by Kevron Printing

Tailor Your Message It’s incredible. We’re hit with somewhere about 3000 marketing messages on a DAILY basis. However, how many do we actually pay attention to and remember? Answer: the only the select few that grab us and hold our attention even for a while. The formula used in these effective ads is very simple: […]

Be Sociable, Share!
Tailor your solution

Tailor Your Message

It’s incredible. We’re hit with somewhere about 3000 marketing messages on a DAILY basis. However, how many do we actually pay attention to and remember? Answer: the only the select few that grab us and hold our attention even for a while.

The formula used in these effective ads is very simple: that ad must speak to your wants and needs (relate) PLUS that ad must have some kind of call-to-action that inspires you to call, log on, email, or stop by (inspire).

So, consider this: does your website or print piece or ad or social media venue follow this formula?

Relate

Think about your ideal client. A friend of mine, Rebecca Palumbo of Rollins Palumbo Creative , talked about giving this ideal client a name at a recent Chicago Southland Speakers Bureau meeting. Let’s call this client Susy.

“Susy is married and a mother of 3 in her mid 30′s. She lives in Palos Heights, holds down a full-time job, is a coupon cutter, and, while she likes to shop, she tends to buy frugally. Her annual household income is about $125,000. She is health conscious, and goes out with her family on the weekends and on a date with her husband once per month.”

Susy may or may not be your ideal client. However, developing the story of your client is important. Once you’ve painted the portrait of your audience, you are able to now adapt your message to speak to this type of person. You can now explain that story to your referral partners, tailor your blogs to speak to this person, and develop the proper targeted mailing list.

Inspire

So why would Susy want to purchase from you? Are you offering a coupon to enhance her buying experience? Are you giving her the opportunity to add value to her weekend excursions? Are you going to help make her commute to work easier or help her to better balance her life with a useful planner?

Whatever it is that you are doing, you need to create a reason for your client to contact you for more information or make that purchase. Your message might include something like:

  • Offering a limited-time discount
  • Giving a free consultation (this better have some amazing value)
  • Sending a promotional product
  • Sending samples
  • Giving a free e-book, white paper, or weekly exclusive email series
  • Opening access to an exclusive webinar
  • Allowing access to a series of video

Whatever you offer, make sure that it speaks to the “pain” of your audience.

As always, if you have any questions, comments, or concerns, feel free to Contact Me to set up a free consultation.

Keep Moving Forward.

Be Sociable, Share!
 

Comments are closed.

Switch to our mobile site


Warning: Unknown: open(/home/content/46/3677246/tmp/sess_jv9jdkkiuk4b070ouh2sg9ehn1, O_RDWR) failed: No such file or directory (2) in Unknown on line 0

Warning: Unknown: Failed to write session data (files). Please verify that the current setting of session.save_path is correct () in Unknown on line 0