A marketer’s job is to sell his or her company’s service or product.
Or is it?
Actually, the sale should only ever be secondary to helping your potential prospects. Your primary focus should be on helping them be smarter, healthier, happier. Once they feel those things, they’re more likely to support you.
Rather than positioning your product or service as something independent of your prospects … partner with them.
Build report … trust … and credibility.
But how do you do that?
You Provide Valuable Information … You Add Value
You give your prospect something to walk away with that they can use regularly in their daily lives. That could be an interesting golden nugget that they can repeat to friends during dinner … or to colleagues at the office. People love to sound and feel smart. Make that easy for them.
Or it could be a checklist they can print out and use to reach a goal … or a daily mantra … or a list of vitamins or recipes to improve their health.
The opportunities and possibilities are endless.
This V.I.V.A system (valuable information, value added) works both ways.
When you deploy it authentically, it could dramatically increase your sales and profits … set your company apart … create a branding effect that could help you gain market share … overcome skepticism and mistrust … rapidly expand your customer base … and multiply your sales from the people who already buy from you.
How Do You Use V.I.V.A. Effectively?
Valuable information, value added is most effective when it’s integrated into your copy.
This can be in the form of a landing page or advertorial, a direct mail piece, or whatever the marketing is … just give something of value.
The point is that you’re not taking, you’re giving.
And then, whenever possible, have something that stands out and alone as an independent component in the package.
Many times in the past, we’ve included a checklist printed separately in the package … or an article done by a third party, that is objective information related to the client’s project.
What This Looks Like in Practice
Here at CDMG Inc., we pioneered the V.I.V.A. system and have used it to win over 90 awards for the marketing we do to help turn small businesses into large ones and entrepreneurs into multimillionaires.
For a healthcare client, we created a Hospital Survival Checklist.
For another client, which will sell the first handheld device that can detect bacterial infection in just two minutes … we presented prospects with critical information they can use to keep themselves and their kids safe every day … and that they can share with family and friends.
We armed them with details about bacteria that the “average” person wouldn’t know. With those golden nuggets and instructions on staying safe … these prospects also become heroes.
And for a company marketing reverse mortgages, who was targeting home owners, we created the check list you see below …
You get the point.
Give your prospect something before you ask them for anything in return. This will improve results every time.
We would be glad to talk you about your marketing and how to integrate V.I.V.A. along with online marketing, direct mail, TV commercials, infomercials, geo-fencing … whatever you need.
Reach out to us today at 615-933-4647 or firstname.lastname@example.org.