The Three Motivators Which Make People Buy Your Service or Product:
Pain, Fear, or Desire
Once you find out what their PFD's are of your ideal customers, use them as your features and benefits in your marketing pieces because this is what they're looking for.
There is One Reason They Buy From You:
Positive Perception of Difference
What you do different and better than your competition and your customer perceives this.
The Formula for an Effective Ad:
Attention
- Powerful Headlines - Headline needs to be powerful & interesting to prospect and talk about benefits or end results
- Powerful Images - Saves a thousand words of text
Interest
Clarify the headline - Keep the interest of your prospect by being specific and focused to the goal of the marketing piece
Desire
- Features (anti-lock breaks)
- Logical Benefits (Weather Issues, your car will stop)
- Emotional Benefits (Safety for your family, piece of mind)
Emotional Benefit is what sells the car.
- Visuals
- Text
- Bullets
- Testimonials - "proof" via a third party!
Action
Urgency creates action!
The urgency formula:
A perceived credible limited time offer + substantial additional benefit = Urgency!!!
Don't forget to Include Who You Are & How To Do Business With You!
A.I.D.A. Formula + P.P.O.D.'s in the Ad = Message For Success
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Marketing Cheat Sheet
