PorterVision Sales & Marketing Boot Camp

Transcription

1 The Marketing Formula Made Easy How to Hit Hot Buttons 1 PorterVision Sales & Marketing Boot Camp 2 What is Advertising Supposed to Do? Grab the prospects attention Give them hope that you can solve their problem or fulfill their desire Prove beyond a shadow of a doubt that their hopes will be fulfilled Offer a specific, low- risk, easy- to- take action 3 1

2 95% of All Ads SUCK! That is to say... They suck the profits right out of your business! Let s explore why this is so... 4 Image / Institutional Advertising Attempts to get attention through cute and creative copy Has one goalè To get consumers to remember a brand, company name, or slogan Relies on repetition Takes a Fortune 500 budget 5 Direct Response Marketing ü Produces direct, immediate, measurable response ü Tells a story or proves a case ü Gets prospects to take action NOW ü Separates your business from the competition ü Gets maximum results for every dollar spent! 6 2

3 Three Major Concepts 1. Alpha Mode 2. Beta Mode 3. Reticular Activating System 7 Alpha Mode Have you ever driven to work and then realized you don t remember doing it? Subconscious running of patterns in your life that function without engaging your brain Brain is on auto- pilot Routines and habits stem from Alpha People are unaware of what they re doing or thinking 25% of waking hours are spent in Alpha 8 Alpha Mode in Marketing State of apathy toward any advertising Makes consumer oblivious to nearly all advertising messages Gives advertiser no chance to sell Your ads must get the consumer to snap awake 9 3

4 Beta Mode State of active mental engagement ü Person is consciously aware of what he/ she is doing ü Person is interested and eager ü State of active problem solving and learning 10 Beta Mode in Marketing Person consciously notices ads ü Person actively seeks out information on products or services ü Person is open to ideas or suggestions ü Person will read or absorb as much information as necessary to make the best decision 11 Reticular Activating System Your brain is always subconsciously scanning the environment for anything that s: Familiar / Connected Incongruous / Not Consistent Threatening / Dangerous 12 4

5 Activators in Marketing Anything that snaps a person out of Alpha Mode and into Beta mode Must hit hot buttons! Identifies problems, frustrations, annoyances, fears, or hidden troubles Involves specific, relatable scenarios that illustrate these emotions 13 Activators in Marketing Can be accomplished with: ü Pictures: shocking, strange, sexy, celebrities, unusual (people love to look at people) ü Sounds: jingles, logo sounds (Intel) ü Words: paint a mental picture 14 The Direct Response Equation Interrupt: Get prospects to pay attention Engage: Get those who pay attention to remain interested Prove: Give facts, figures, hard data Offer: Get the prospect to take action based on a call to action Remember the WIIFM! 15 5

6 Step #1: Interrupt Ad Style Headlines Photos 16 Interrupt: AD STYLE Big, bold, attention- grabbing headline Advertorial Style è emulates news stories Captivating photos before/after happy/successful people shows the problem 17 Interrupt: HEADLINE Headline is the ad for the ad Appeals to the reader s self interest Creates a sense of urgency - - makes prospect want more Unique Ultra- specific 18 6

7 Interrupt: HEADLINE Which is more likely to hit a hot button? SLOGAN The strongest survive but the best succeed HEADLINE I ll Teach You My Breakthrough Method for Conquering Anxiety and Depression. And I Guarantee You Results in 30 Days or Your Money Back. 19 Interrupt: HEADLINE What your headline must do: ü Grab your prospect by the lapels ü Push emotional hot buttons ü Be Unique ü Be Ultra- specific Headlines get read 5 times more than ad copy. -David Ogilvy 20 Interrupt: Photos What your photos must do: ü Instantly show your prospect what the ad is about ü Push emotional hot buttons ü Be unique ü Demonstrate the self- interest appeal People have a natural interest in other people -- use people in your photos whenever possible. 21 7

8 Engage: Lead & Sub-heads ü Lead Gives hope/makes a promise Paints a mental picture ü Sub- heads/photo captions Keeps the reader moving through the copy Keeps the promise alive 22 Prove: Copy Tell Your Story or Make Your Case Juicy Details Ultra- Specific Facts Figures Data Irrefutable Evidence Statistics Testimonials Expert Opinions Success Stories Charts & Graphs 23 Prove Which rings more true? We ve helped thousands of people stop smoking Or... 3,758 People Can t Be Wrong- - They ve Stopped Smoking with Hypnosis and You Can, Too! 24 8

9 Prove: Copy Sell Benefits, Not Features Example: Electric Can Opener Features Single touch operation Power pierce cutter Benefits Push a button and walk away! Safe enough for your children to use! 25 Offer What is your USP? Unique Selling Proposition Is it irresistible? Does it make your prospect say, I d be crazy to do business with anyone else? What is the most irresistible offer? 26 The Thin Line Who is ready to buy now? 5% 95% Who will buy in the future? 27 9

10 Guarantee Consumers are Smart / Savvy / Skeptical Remove the risk... Nothing to lose Everything to gain... And they ll buy from you! 28 Success is a State of Mind! 95% of all small business ventures fail within the first five years... But you re different... ü You believe in yourself ü You think differently ü You re willing to step outside the box ü And dream bigger than your competition Which means that Untold success and riches will be yours! Congratulations! 30 10