IF YOU WANT TO CREATE ADVERTISING AND MARKETING THAT DEMANDS ATTENTION AND CREATES DESIRE WITH YOUR TARGET MARKET CHECK OUT THE FOLLOWING 3 DIFFERENT TYPES OF MARKETING MESSAGES.
1. Become a Fortune Teller
Describe exactly the outcome your prospect will receive if they choose you, your product or your service. What outcomes do you deliver for your customers and clients? Paint the picture with marketing messages for them and show them what the future holds for them if they use your products or services.
Example:
“Your friends and neighbors will be jealous and filled with envy when they see your newly remodeled kitchen for the first time…and you’ll enjoy every second of it”.
You can also predict what the future holds for those that DON’T buy your product or use your service.
Example:
“If you wait another year to service your air conditioning unit you’ll pay the utility company hundreds of dollars more than you should and potentially end up writing a huge check at this time next year to completely replace your entire system”.
Go ahead and write down some of your own “predictions” for the future and share them in your next marketing message.
2. Create an itch… then scratch it!
Plant a specific outcome, goal or solution directly into the mind of your potential prospect (the itch…) and then describe how you can help them (the scratch…) reach the outcome they now desire.
Example:
“Spend the afternoon at the beach and return to your spotlessly clean home at the end of the day”.
Sounds kind of appealing, doesn’t it? Don’t assume your prospects can imagine the value that your product or service will provide for them without marketing messages being used. Help them to envision the outcome you deliver.
Create the “itch” for them and then “scratch” it for them.
Example:
“It’s easy to schedule your beach day. Call us right now and we’ll reserve your 52 Point home cleaning service for the morning or afternoon of your choice”.
Make a list of the “itches” you can put into the mind of your potential clients and the ways that you can “scratch” each of those “itches” for them fast and painlessly.
3. The Power of Exclusivity
Lamborghini sports cars start at about $400,000 and top out around $4,000,000 – and there is a list of eager buyers willing to wait years to finally own one.
Try to get a reservation for 7pm this Saturday night at Ruth’s Chris Steak House…so you can drop a couple hundred couple bucks on a dinner.
You’ll likely have to accept a reservation much earlier or much later if they can get you in at all – and you’ll probably take whatever spot they are willing to offer you.
That’s the power of exclusivity at work.
When something is perceived as rare or hard to find we tend to want it even more.
When the supply is limited we tend to make a faster decision so we don’t get left out.
When we can get something that others can’t – we feel superior.
By adding varying degrees of exclusivity to your product or service you can remove yourself from the typical “price fight” and create urgent or accelerated demand in the minds of your potential buyers.
Example:
“Because of the high degree of customization and exceptional quality that we deliver to our clients, we build only nine new homes per year. This insures that your home is built to the exacting standards you deserve. The first three of our nine available openings for finished homes in 2019 are spoken for”.
“If you are serious about owning a one of a kind, personally designed and ultra – custom built home and you have the financial resources that allow you to make decisions based on your desired outcome then we should meet soon to see if we are a good fit for each other…”
OK. I went into a little more detail on this last example, but for good reason.
When you use rarity, limited supply and/or specific buyer qualifications to create the perception of exclusivity you have to provide a legitimate reason as to WHY the special limitations apply. Your reasons must be honest and legitimate and offered with integrity.
In each of the examples above you’ll see that the “words” or message is actually talking TO someone.
You will also see that the words “you” or “your” are used frequently in each of the examples.
When you try to market and communicate to “everyone” with your message there’s a good chance you’ll reach “no one”.
Take the time to really dig into the minds of your ideal clients and then use one (or all three) of the types of “emotional” response messages described above to create a message that connects with them.
