Good Morning
Last week I wrote that you need to develop a profile or avatar of your best customer and multiply them. This week: your advertising message to these customers.
When most businesses buy ads, they will let the person who’s selling the ad and their graphics staff put together the ad. That means it will look and sound like every other ad. Businesses that do their own advertising (post card, flyer, sales letter) tend to make it very general so that they can use it for everybody: past, current, future, high- spending and low-spending customers.
That’s a mistake. You need to develop a different message for each of your groups. Do you really want to send the same message to your big high-dollar frequent customer that you do to your very low dollar, maybe once-a-year customer?
The more personalized, the more customized, the better. By focusing your message on each group, you’re able to talk to them better and more directly. That gets a better response.
In developing your message, you must make sure that you still include all the basic elements of a good sale message. They are:
Headline, Body Copy, Testimonials, Selling Points, Offer, USP and Design/Layout.
Remember, when someone is reading your marketing material, you want them to think that you wrote it just to them and no one else.
The next mistake is the media. Next week I’ll explain why you don’t want to pick the media based on price alone or maximum eyeballs.
Till Next Week –
Remember – Great Things Happen, But You Have To Take Action, NOW!
When someone writes an article he/she maintains the image of a user in
his/her mind that how a user can understand it. Therefore that’s why this article is outstdanding.
Thanks!
Great post.