Read full article here...
Dear Business-Builder,
Years ago, I was given a challenge by a client of mine. They asked me to help them create stronger direct-mail advertising packages than those being used by their main competitor.
Problem was, there didn’t seem to be anything wrong with the packages my client was using. They had good products. And they were well-known in the industry for writing highly effective advertising copy to sell those products.
In fact, they were the second most successful direct marketers of investment newsletters in the world at that time. Their competitor was somehow beating them. But neither they nor I knew why.
A wiser man than I would have demurred on the spot. They wouldn’t have thought less of me had I said, "I don’t think I can help you with that."
But the feather they were offering to put in my cap was a big one: I could be the genius that made them number one. Ego gratification, they knew, was my Achilles heel. I told them I would do it.
And so I did.
It took me about six months of research and testing to find a formula that worked. And that formula, when implemented, brought us quickly and permanently into the number one position.
What I discovered was that my client’s competitor was using a four-part strategy to ensure that their packages were as strong as they could possibly be. I’m not even sure if they were conscious of it, but every one of their packages had these four elements:
- An emotionally compelling idea – one big, unifying concept that pulls the sales argument together and (usually) expresses the product’s USP (unique selling proposition).
- A promise of irresistible benefits – how the product will help the prospect.
- Proof of every claim made in the package.
- Loads of credibility – for the product, the guru behind it, and the company selling the product.
Read more about stools for sale
No comments:
Post a Comment