Most advertising isn’t interesting or fun to read. In fact, too often it is boring.
Don’t let this happen to you.
Providing products and services is a people business. And people like to hear good news for a change. They also like to have a good excuse to smile or laugh, too.
You can combine humour with attention-getting messages that will make your phone ring with calls or people showing up at your door!
I hope you’re starting to get enthused about what you’re seeing here. I can coach you to get a lot more business than the “old ways” of marketing you’ve been taught.
I trust you’re noticing a big difference between the kind of ads, postcards, etc. you’ve already seen here and the ones that most business owners or sales people mail out. (You’ll see plenty more as we move ahead.)
You see, its not just lead generation we’re talking about. You’ll see examples of ads, and you’ll see examples of sales letters and other things that are designed to get people to read and respond.
Remember, advertising isn’t supposed to be boring. It also isn’t supposed to be so professional and so uninteresting that nobody pays any attention to it.
Advertising that works has got to create interest, which means that it cannot be boring.
For example, we get people sending in things for us to review. If they’re in financial services, they send us a brochure that says things like, “Planning retirement: We here at XXXX of the XXXX believe that planning for retirement is one of the critical objectives in securing your future. There are many different ways to meet future financial needs – from stocks, shares, businesses etc. These and other financial products can help you meet contingencies while you save … blah, blah, blah, blah …
See what happens? This sounds so professional and so boring that even if anybody was the slightest bit interested, you’d lose them right in the beginning.
Advertising and marketing that works is never boring.
Now, you have to be honest with yourself. Is the stuff that you are sending out, or giving to people, or advertising with — boring?
One of the biggest mistakes business owners, professionals and sales people make is thinking that what’s interesting to them is what’s interesting to a potential or actual client/customer/patient?
Think about this carefully.
Is your marketing interesting to you and your peers? Do you talk about all the features and technical details of your products or services – things that would be interesting only to another person in your field?
Or, do you talk about the benefits of what you can do…and what those benefits mean to people?
Keep in mind that people only care about what’s in it for them. People are only concerned with themselves and their own problems. They couldn’t care less about what you think is interesting. If you want to ensure that little attention will be paid to you and your marketing, just maintain boring, professional stuff, and you won’t be disappointed.
Carl Galletti, an outstanding direct marketing copywriter, says that people are only tuned into one station, WIIFM:
Yes, just like you, others are only interested in learning what’s in it for them.
And, if we accept the fact that people are only interested in what’s in store for themselves, we have to accept the fact that this selfishness must be the centre of all your marketing.
You only have a couple of seconds to get their attention. Just the blink of an eye.
If you have some message that might potentially interest people, they may stop for another couple of seconds. Maybe. But, if you just get their attention and then bore them, you lose them … like that!
Your message has to get, and keep people’s interest the entire message.
Copywriter Guru Dan Kennedy, states that infomercials are the toughest media around. Imagine how you would do if your potential clients/customers/patients sat in front of you with a remote control in their hands. Imagine the pressure you’d be under, knowing that if you bore them for even a few seconds, they will point and click at you…ZAP…you’re gone!
Imagine if you had to stand up to that kind of test. Would your marketing hold up to such intense scrutiny? Well you’d better think about it, because your marketing does face that same sort of pressure.
If your prospective clients/customers/patients get bored, they won’t click you off, they’ll just dump the piece in the trash, or turn the page. Remember, boring marketing is ignored marketing!
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