To survive the takeover of MEGA BRANDS, you need to BRAND like they do, and create a memorable "EXPERIENCE" for your customers that beams CREDIBILITY throughout your business.

Once your brand is established, a "system" must be developed in order to ensure consistency in your marketing communications. 

The greatest marketers of all time have concluded to one thing: Effective marketing is scientific in nature. 

What makes them look for a company like yours? What makes them look at an advertisement? What makes them want to read on, or continue watching or listening? What kind of information are they looking for? What are their frustrations and goals? What have prior experiences been like in dealing with businesses like yours?

On a small scale of implementation run ads up against each other (Split Testing), to determine which pulls the best results. You can run them on a small scale distribution cycle and / or run your ads through survey groups and get feedback. When you start to hear from “John Smith” that everything you are saying is exactly what he or she is looking for – don’t hold back on the advertising. "Hummm... what a concept? Test on a small scale, find the sweet-spot, then milk that cow for everything she's got." Now, you know you have the right emotional connectivity that is based on real life situations, frustrations, wants and needs... not something cute, funny, sexy or off the wall that distracts from what you are trying to sell.

Over 95% of the advertising you see in newspapers, on TV, in the yellow pages, and hear on the radio contains no ‘offer’ to entice prospects to buy whatsoever. These people are stuck in the paradigm; ‘that the only good prospect worth talking to... is a ripe prospect.’ Two things wrong with this line of thought:

Caples had a three step system that Ogilvy followed.  They call it the “three step approach to creativity.”

Sounds fairly basic, right? It’s interesting though: Their three step system mirrors a psychological path that our brain follows when doing anything! 

Marketing’s second job is to now get the prospect to do something to take the next action in the buying process. In fifteen plus years of research we have discovered that there are specific reasons for what most advertising agencies call A.I.D.A. (Attention, Interest, Desire, Action),

This is getting prospects to PAY ATTENTION! We accomplish this by turning those emotional “HOT BUTTONS” that already exist in your prospect’s brain, into headlines that their RAS can find, and snap them from Alpha to Beta Mode.

Now most ad agencies do a really good job of this. It's fundamental and everyone knows it. However, what they don’t realize is that using sex appeal, images out of the ordinary, or a play on shapes, or words; using the wrong fonts, symbols, colors, pictures and shapes that are NOT Credible to the industry – when what they are using is not hitting the right emotional triggers, or doesn’t create the proper credible “gut feeling” – it has a negative effect and is instantly dismissed. The desired triggered interrupt is lost and the RAS signals the brain “oops – false beta, go back to doing whatever it was before you saw or heard this ad.”

This is why companies and ad agencies have to always come up with new campaigns; because we as a whole, get so used to seeing all of these false beta’s. These ads get to the point that they no longer interrupt anymore because our RAS has “ignored that ad” we’ve switched over to autopilot and as soon as we see even a fraction of it... we instantly dismiss it.

Here is an example of a Hot Button Specific Headline: In the construction world one of the biggest consumer complaints is that problems don’t get replaced, fixed, or repaired "right" the first time. Our headline identifies this situation, our sub-headline carries the idea... and in our "control information" we say:

THE RESULT IS... 98.3% OF JOBS WE SEND OUR TECH’S ON — GET DONE RIGHT THE FIRST TIME!

Is that believable? Is it impressive? 

Once the prospect is interrupted, it’s critical to get them engaged or interested. In today's digital world of "too much information" you have under five seconds to capture the interest of your prospect or lose them to a competitors website.

This is done by using sub-headlines, and topic images that gives the reader the promise that more 'worthy' information is forthcoming that will solve the problem or sooth the emotion that they were interrupted about in the beginning. It needs to carry the same idea portrayed in the headline and lead into the selling points of the ad.

All too often the ads we’ve seen have no sub-headline or no direct relation between the headlines and the context of the ad. The lack of a sub-headline or any function that executes the 'engage' or 'interest' phase of the advertisement is immediately losing potential viewership.

Now that’s not to say that it is critical to have a sub-headline to create an “interest.” It’s NOT! The “interest” can also be taken care of in the headline itself. Here is an example in the health market:

That headline gets your “Attention” and “Interest,” doesn’t it?

Once you’ve captured their “Attention” and “Interest”, you have to give information that allows them to logically understand how and why you solve that problem for them against the sea of competition.

Human nature dictates that people always want to make the best decisions possible. They want to feel like they’re in control. Once you’ve captured their “Attention” and “Interest”, you have to give information that allows them to logically understand how and why you solve that problem for them against the sea of competition. Their problem (a.k.a. their emotional hot buttons) is the ITCH, the Control information (what your company does to solve it), is the SCRATCH.

Let’s use the Plastic Surgeon analogy again and pretend that YOU are the Doctor. If you provided in your ad a list of the 17 specific questions your prospect needed to ask; then delineated how these questions should be answered, to ensure that the Doctor your prospect was contacting, could provide them with the utmost in quality service, and under any circumstances (which of course they couldn’t because you’re the best, right?) What do you think would happen? Your prospect would now feel like they are the person in control of their buying situation. They now have confidence to make a well qualified decision as to who to do business with. Guess what those results translate to? Worst case scenario... it’s a powerful response to your ad asking for at least more information about who you are and what you do. Plus you’ll have the ability to gather their contact information... that is if you understand the next step.

You now have a prospect that has been interrupted. You have their “Attention” based on problems that are important to him or her. They have been engaged and you have captured their “Interest” by the promise of a solution. Here's the last critical step...

Last step for you is to give the prospect a low-risk way to take the next step in the sales process. Just like building any relationship, you need an opportunity for both of you to date. Test the water to see if you're going to be comfortable in the pool, so-to-speak. In this step there are two rules:

We Work with Business Owners Like You to Develop a 'Sales Funnel' Designed to Accurately Differentiate Your Business From the Sea of Competition and Phase Out Lost Sales to 'Back Seat' Competitors.

Most people mistakenly assume that when you talk about marketing that you’re automatically talking about Tactical Marketing–placing ads, generating leads, sending out mailers, attending trade shows, creating brochures, implementing a follow-up system, and so forth. They fail to realize that the strategic side of the coin–what you say, how you say it, and who you say it to–is almost always MORE important than the marketing medium, WHERE you say it.

Now that you understand what marketing is really all about, the question for you now is: Do you believe it? If you don’t, I will save you time by suggesting that you click-on. Because everything we describe from here forward will be secondary to these principles.

If you do believe it, then the remaining information is how we develop your 'sales funnel,' which is FREE for you to follow and use on your own now -or you can hire us to do it for you. Fair enough?

So let me ask you; when John Smith tells us what they need to hear, see, feel, and have, in order to know that they made a qualified buying decision... what do you think happens when we distribute all of that into this program of marketing, advertising, and sales efforts? You’re Absolutely Right! Sales and revenue go up dramatically... immediately! Because YOU are automatically identified as being someone who understands and fills the needs of the buyer.

Before we move on to the 'Secret Power Profit Code Revealed' Marketing Program, I would like to share with you one of the discoveries that David Ogilvy made after implementing a marketing system that utilized some of what we have just talked about:

“Most of what I know about writing advertisements...

A Marketing Director must influence every department within an organization. It is their responsibility to establish and/or promote the BRAND. In order to achieve true BRAND AWARENESS it must be earned… NOT created.

5 Points To Achieving Legitimate

The organization must be Credible in every aspect, function, product, service and message that is presented or delivered. Massive success in marketing, advertising and sales is based solely on Credibility. Credibility trumps everything. It trumps techniques, systems, strategy, capitalization… everything.

There are 5 C’s when it comes to establishing Credibility in a company’s marketing efforts. When a company can get all five of these C’s in alignment, they have achieved Credibility. When you do that, then and only then, can you earn, not build, your brand. Once your BRAND is truly established, you have achieved the ultimate goal of marketing, which is ongoing customer loyalty. 

We Want to PERSONALLY Work with You. Attend Our Upcoming "Roll-Up-Your-Sleeves" Workshop and Learn How to Double, Triple or Even 10X Your Traffic, and Sales Conversions Within the Next 12 Months!

A "Profit Faucet" is an revenue generating system that gives you the ability to generate revenue at any point in time that you have a need. Need more money for a particular project or event, just turn up the faucet. Need less money, turn it down and focus on the operations of your business...

DFW Business Marketing - All Rights Reserved - 2019