This post is part of the 📖 1-Page Marketing Plan series.
Today I am reading a section Enter the Conversation Already Going on in Your Prospect’s Mind from CRAFTING YOUR MESSAGE chapter of the book The 1-Page Marketing Plan written by Author, serial entrepreneur and rebellious marketer Allan Dib.
Yesterday, I read Copywriting for Sales: You Can’t Bore People into Buying section from the CRAFTING YOUR MESSAGE chapter of the book.
Tomorrow, I am going to read a new chapter (Chapter 3) REACHING PROSPECTS WITH ADVERTISING MEDIA section from the same chapter. Look out for tomorrow’s article.
Enter the Conversation Already Going on in Your Prospect’s Mind
An emotional hot button for one type of prospect will fall on deaf ears to another audience. That’s why it is important to understand your target market well.
“Before you ever write a single word of copy, you must intimately understand how your target market thinks and talks, the kind of language they use and respond to, what kind of day they have and the conversation that goes on in their minds. What are their fears and frustrations? What gets them excited and motivated?” — Allan Dib, author of this book
Research, write, then test and measure, and you’ll be far ahead of 99.9% of all your competitors.
Using “The enemy in common” is a great way of leveraging the “it’s not my fault” mentality. Take something relevant from your prospect’s blame list, side with them and tie it into a solution you have to offer.
Here is an example headline given by the author that makes your message empathise (The common enemy) with your prospect:
“Free Report Reveals How to Reclaim Your Hard Earned Cash from the Greedy Tax Man”
This is a great way of bonding with your prospect while offering them a solution.
How to Name Your Product, Service or Business
By using a non-obvious name, you’re starting from behind and then have to make up for it by spending a lot of money on advertising to rectify the situation.
By looking at Amazon, Skype, Nike people think the naming need not tie to your service or product. The big brands set aside billions of money for branding. On the contrary, you, if the name doesn’t make it automatically obvious what the product, service or business is, then you’re starting from behind.
Make your business/product/service name obvious to your customers. The title should equal content
One of the superb example given by the author:
Call your business “Fast Plumbing Repairs,” which immediately explains what you do and what you stand for, rather than “Aqua Solutions,” after which you have to explain that “aqua” means “water” in Latin and that you provide “complete plumbing solutions” (whatever that means), hence the name “Aqua Solutions.
Genious example. Straight to the point. I love this book.
“Always choose clarity over cleverness.” — Allan Dib
Lastly, the author says, “please don’t ask friends and family for their opinion on your clever new name. They’ll, of course, praise your idea and compliment you, which feels nice, but it’s unlikely to be truly helpful.” lol. 😆
Chapter 2 Action Item:
What Is Your Message to Your Target Market? Fill in square #2 of your 1-Page Marketing Plan canvas.
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Research is the most neglected component of copywriting and is the major reason why even powerful copy can sometimes fail.
Part of the job of good sales copy is to tell potential prospects who your product or service is NOT for.
Always choose clarity over cleverness.
Focus on clarity when you are naming your product or service or business.
Research your niche before you write a single word and make sure you know the language, jargon they use and capture the conversation that goes on your potential customer mind.
In this groundbreaking new book you’ll discover:
How to get new customers, clients or patients and how to make more profit from existing ones.
Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses.
How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money.
A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan.
How to annihilate competitors and make yourself the only logical choice.
How to get amazing results on a small budget using the secrets of direct response marketing.
How to charge high prices for your products and services and have customers actually thank you for it.
Author(s): Allan Dib
Part 12 of 36 in the 📖 1-Page Marketing Plan book series.