Aim For The Response When Direct Marketing
Creating an effective marketing message normally calls for a three-step approach. Define your audience, outline your goal, and outline your message – in that order.
1. Define your audience
Who are you advertising to? Who are you hoping to motivate and persuade? Sure, you want to get more clients – but get more specific than that. Go beyond the obvious. Take notes about each client you work with and then compile the notes. Review them prior to each marketing project you undertake.
Create a mental picture of your typical prospect. What do they look like? What do they want? What considerations them? What satisfaction do they seek? When you can answer all of these questions, you may move on to the subsequent step, defining your goal.
2. Define your goal
Under this step you may add the steps of clarifying and simplifying your goal. The clear part is obvious – a clearly outlined goal is a aim more simply attained. Simplifying does not imply making your purpose trivial but somewhat just lowering the purpose to its purest form.
Strip away anything that’s not critical to the precise goal you want. If you may have several goals to your marketing message to accomplish, you haven’t simplified enough! Boil it down to at least one specific action (like the instance that follows later).
3. Define your message
Based on your audience and your goal, what must your message do to bridge the gap? What do you have to say or write to get your audience to move toward the specified action?
With a simplified process, all the basics are there. Now it is time to get specific. Let’s look at how these factors may come together to drive an actual message geared toward an actual audience.
Let’s say you’re a realtor, specializing in representing dwelling buyers, so your audience would clearly be people looking for homes. You’ve carried out some analysis on homebuyer demographics in your area, you have got an excellent mental image of your audience, and you’ve got made a list of things that are essential to them.
Now it’s time to define your goal. Here’s the key to purpose definition. Don’t confuse your final goal along with your message’s goal. In other words, don’t outline a purpose that your message can’t deliver. Instead, go for the low-hanging fruit.
Let your message do what it’s good at. Let it move the reader one step closer to a larger, more final goal. That’s what advertising messages have been doing successfully for decades, shifting readers towards specific, achievable actions.
For instance, if your final goal is to realize a new client, the aim of your messaging might be to initiate first contact (a phone name or email) from that potential client. This would be an excellent messaging goal for two reasons:
• 1st, it is a goal your message can really accomplish.
• 2nd, it’s a goal that may support your total goal of consumer acquisition.
Here’s why: Surveys have discovered that 74% of people shopping for a actual estate skilled go with the first one they call. That means if you happen to earn that first call from a prospect, you could have a 74% likelihood of turning them right into a client.
Think of it this way. You’re not promoting a coffee maker. You’re promoting the services you provide – services that have an impact on the finances and supreme happiness (or unhappiness) of your clients.
Words on paper can sell a espresso maker. Words on paper cannot promote your prospects in your ability to deliver. Words can, however, promote your prospects on the next step they may take (in this case, calling or emailing you). After that first contact, there’s plenty of time to show them your means to deliver.
Give your advertising and marketing message a break from unreasonable expectations. Let it do what it is best at. Let it move the reader ahead in your ultimate plan.
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