As you probably know, your prospects are being pounded with hundreds—maybe even thousands—of advertisements daily. So how do you make sure that your message gets heard through all the noise?
In my previous video blog I shared with you how important it is to position your product or service as the solution to your prospective clients’ fears, concerns, pains and frustrations. Here is OneCoach’s Cut-Through-the-Clutter Marketing Formula for hitting the bull’s-eye on your ideal customer’s hot buttons.
Step 1: Grab The headline is by far the most important single part of any ad. Before it can do anything else, your message first has to gain your prospect’s attention. If your prospects don’t read the headline, then they won’t read the rest of the ad, no matter how well it’s written. If your headline doesn’t do its job, the rest of the project is nothing but a waste of time, effort and money. The right attention-grabbing headline also serves a crucial function that many marketers and business owners don’t think about: It immediately qualifies your ideal customer and disqualifies those prospects who are not ideal. A well-written headline will grab only the attention of those prospects who genuinely need or want your product or service. And those are the only ones you want to grab, right?
Step 2: Engage Remember, your customer lives in a world of media overload. Simply grabbing attention is not going to get your message across, because only a moment after you’ve grabbed it, you’ve lost it again… unless you’re carefully following the Cut-Through-the-Clutter Marketing Formula. Once you’ve grabbed your prospect’s attention, you must ensure that the very next thing holds and engages that attention—and that is the subheadline’s job. Your subheadline needs to engage your prospect’s attention by persuasively promising to provide vital decision-making information that will resolve a major concern or frustration of hers. In other words, your subheadline builds on the impact of the headline and fleshes it out with enough specifics to make it sufficiently intriguing that the reader will want to read further.
Step 3: Inform Now that you’ve cleared some space for your message, you want to give your reader some significant, innovative information about how your business delivers on the promise of the headline and subheadline. This is the task of the lengthiest piece of text in your marketing piece: the body copy. In your body copy, make sure you emphasize the benefits they want, and not simply the features you have. The biggest and most common mistake businesspeople make is to focus on their company’s features, and not on its benefits. Simply telling them that you’re the best isn’t enough—you have to prove it. It’s important to remember that every prospect is looking for the best deal, and this does not mean the lowest price; it means the most value. Prospects will pay a higher price if they understand the value of your product or service. Therefore, it’s imperative that your body copy informs your prospects about your greatest value with crystal clarity.
Step 4: Offer You must always end your marketing message with a compelling offer. Whether it is a postcard, a direct sales letter, a print ad, a television or radio commercial, a live presentation, or a web page—no matter the form or format—every piece needs to close with a compelling offer. Your offer has one purpose and one purpose only: to lead your prospect to take action. This is why the offer step is referred to as the call to action. Your compelling offer needs to lead your prospect to take the next step in the sales process—to take action. Without your guidance, your prospects will never take action.
Remember the Cut-Through-the-Clutter-Formula (Grab with a headline, Engage with your subheadline, Inform with your body copy, and Offer with a call to action) and your marketing message will grow your business exponentially.