Category: Target Market

5 Ways to Stop a Consumer in Their Tracks (and look at your product instead of someone else’s)

In order of importance here are the five major components to great advertising copy: 

  • Command Attention
  • Showcase Benefits of Products/Services
  • Prove the Benefits
  • Persuade People to Embrace the Benefits
  • Call to Action

Advertising is sales; so you’ll need to think about the unique benefits your products/services offer and showcase them in a persuasive way. In short, you need to emphasize results, not features.

Let’s take a minute to talk about each of these components:

  1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be solved with your products/services. The headline is the advertisement for the advertisement.
  2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they solve or surmount an obstacle.. Customers need to know what’s in it for them. Include useful, factual, and clear information to show precisely what the benefits are and how they are going to work.
  3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
  4. Persuade: Add compelling reasons for your potential customers to purchase your products/services. Use a hard-sell approach and create scarcity. This motivates your potential customers to act now, not delay and risk losing an opportunity. Which leads into the last component.
  5. Call to Action: You need to compel your potential customers to do something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services—something.  Offer a freebie like a booklet, sample, product, bonus, demo, consult, limited-time price, etc.

Download my free workbook, Profit Jolt for actionable strategies you can implement now.

Stop wasting your resources!

Think about authentically attracting your ideal customer without wasting money on the latest social media platform. The fundamental questions you have to ask yourself are:

  • What do people really want to buy from me? 
    Once you figure this out, you will know who is more predisposed to purchase your product or services (your ideal customer avatar).
  • What related products are they already buying?
    Think about other businesses that serve the same customers.

Together, you can create an ecosystem that supports customers and makes it easy for them to purchase from all of you. 

The basic concept is this; you want to find existing businesses who have the customer profile that you’re looking for.

Once you do, strike up a relationship with those business owners to work out an incentive for customers to purchase from all your businesses.

As a result, you have an audience to market to and the other business owners generate added value from their current customer base.

So, how do you figure this out and become a success? There is a great formula from brilliant business strategist Jay Abraham you can follow.

LV = (P x F) x N – MC

Here’s what it all means:

  • LV = the lifetime value of a customer
  • P = the average profit margin from each sale
  • F = the number of times a customer buys each year
  • N = the number of years customers stay with you
  • MC = the marketing cost per customer (total costs/number of customers)

Once you know how much you need to spend, you will know how much of an incentive you can offer a business to help attract new customers.

Here’s your step-by-step process:

  1. Find companies that already have the customer base you are looking for.
  2. Negotiate an incentive for them to share that customer base with you.
  3. Focus your marketing resources on this group of customers.

If you need help working through this process, check out our free online educational videos for the most comprehensive system of marketing tools and resources.