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 (310) 212-5727 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 firstname.lastname@example.org.
Here are the rest of this week’s articles: