A deadly mistake many marketers make is trying to change their prospects’ attitudes, rather than using prospects’ own views as a tool to sell the product or service. The fact is, trying to change attitudes during a sales pitch simply doesn’t work.

Trying to change beliefs and attitudes recalls the old joke “never teach a pig to sing.” Why? It wastes your time and it annoys the pig.

It also costs you money.

A better way to write copy is to track your prospects’ beliefs.

If you’ve done your research on your prospects and target market, your best bet is to use empathy. Acknowledge your prospects’ beliefs and feelings.

Here’s a great example: One of the things my ad agency is known for is our skill and experience in marketing financial products.

One of the reasons for our success is our research and attention to typical investors and their concerns. Successful investors are usually aware of world events and politics, and sometimes we work those topics into our pieces to give an immediate current-events flavor.

But we don’t do it blindly. First, we do our homework on our prospects. Then we create a campaign that speaks to the worldview of successful investors…and speaks to their beliefs.

Before writing a word of copy, seek to understand the needs and concerns of your potential prospects. Then…craft copy that speaks to what they believe in.

If you need help putting together a campaign with effective copy, simply call me at 615-933-4647  for a FREE evaluation of your current marketing materials.

I’ll put together a professional critique (a $1,000 value) absolutely FREE. Or you can email me personally at [email protected].

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Let us be your second opinion

CDMG’s award-winning team, run by marketing veterans Craig and Caleb Huey, is dedicated to improving your advertising, marketing, branding, and bottom line with a proven approach that maximizes response rates and ROI.

With expertise in media, data, digital, and creative strategy, we’ve earned over 120 prestigious awards, in 2024 alone.

Our team has launched new products… and helped reposition companies to a higher level. Our strategies and tactics have generated leads, and built powerhouse e-commerce programs that have helped turn small businesses into multimillion dollar success stories and grown large companies.

Our formula is data driven, accountable advertising that supercharges your growth. Every campaign is crafted precisely, focusing on what matters most to drive your success.

Let’s discuss your marketing challenges and give you a second opinion.

Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].

Start transforming your marketing results today with CDMG, Inc.