In my more than 36 years in direct-response marketing and advertising, I have reviewed thousands of small business advertising. I have audited literally thousands of ads from 47 states and 9 foreign countries, and all of them have the same fundamental problems. Their marketing message is generic and fails to stand out from the competition, stop their ideal target prospect in their tracks, and position their business as the “Vendor of Choice” in the consumers mind.
How to Become the Vendor of Choice!
The biggest cause of their advertising’s’ failure is they never created a dynamite marketing message that could be used universally in all Media to stand out from their local competition. Most businesses marketing message is so generic it could be used by any of their competitors. It completely fails to stand out from the competition, and show why you are the preferred “Vendor of Choice”.
What would happen if you had a comprehensive, multimedia marketing message designed that answered every question in your ideal target prospects’ mind, and positioned your business as the “Vendor of Choice”?
You would stand out from your competition in a positive way, and be “top of consciousness” in your consumer’s mind for what you provide. This is the ideal all local businesses strive for, and the businesses that achieve this “Vendor of Choice” status reap huge financial rewards.
Becoming Vendor of Choice Increases Your Businesses Value by 200-300%!
Businesses that are the Vendor of Choice for the local community are more profitable and sell for 200-300% more than an average business, so this builds value into your business that is transferable to the new owner.
To be seen as the Vendor of Choice, you need a dynamite marketing message that:
• 1) Stops the page or webpage turners in their tracks
• 2) Stands out from the competition
• 3) Attracts your ideal target prospect
• 4) Gets them to read every word
• 5) Gets your ideal target prospect to call you immediately presold on using you before they have ever met or spoken to you
When I first went beyond designing marketing messages for the businesses I was building to designing dynamite marketing messages for others, I decided I needed to know what questions were in a prospects’ mind that they needed answered before they would feel confident enough to make the decision to buy.
“It is only by understanding the questions that you must answer in the consumer’s mind that you can answer all your prospects questions, concerns, and objections to buying.”
Regardless of the timing, target market, or Media used in your advertising – You need the strongest, most compelling marketing message you can have to stand out from the competition and be perceived as the “Vendor of Choice” by your ideal target prospects.
Your Prospects Ladder of Desire – Convincer Strategies
It turns out that all prospects have different “Convincer Strategies” as defined in Nero-Linguistic Programming (NLP), which is the science of how the human brain sorts information. Roughly a third of all prospects need only the first 4 questions answered by your marketing message to feel confident enough to make a buying decision. Then there is another roughly one third that need the first 8 questions answered. Then there are some prospects that need all 10 questions answered before they will feel confident enough to make a buying decision. If your marketing message only satisfies one of these groups, you are already losing about 67% of your potential market.
“Lack of a powerfully compelling, comprehensive marketing message is the reason
most small business advertising repeatedly fails.”
So what are the top 10 questions in your ideal prospects’ mind that must be answered by your marketing message to make your prospects confident that you are the Vendor of Choice and ready to buy, before they have ever met or spoken to you?
The 10 Questions Any Prospect Needs Answered to Feel Ready to Buy
1) What’s in it for me? (Upside)
2) What’s the risk to me? (Downside)
3) Who can I speak to if I’m unhappy with my purchase?
4) Why should I do business with you above any and all choices?
The first 33% of prospects make a purchase after the first 4 questions have been answered
5) Who else has done business with them?
6) How easily accessible are they?
7) How do I contact them, and what do I do next?
8) Why should I buy or make an appointment right now?
The second 33% of prospects make a purchase after these 8 questions are answered.
9) How can I find out more about this?
10) What if I want to speak to a real person to ask a question before I make a buying decision?
The third 33% of prospects buys only after ALL 10 of their questions are answered, every time they make a purchase!
The 12 Advertising Response Triggers Creates a Marketing Message that Stands Out from the Competition!
All 10 questions in any prospects’ mind are answered by these 12 Advertising Response Triggers. Here are the 12 Advertising Response Triggers I use every day in my Google Engage advertising agency that are proven to work to create the most profitable marketing message that will work in ANY Media, online or offline:
– 1) Unique Selling Proposition – this is what makes you different and better
– 2) Targeted, Benefit Filled Headline – should stop your ideal target prospect in their tracks
– 3) Emotional, Pertinent Photo or Graphic with Caption
– 4) Guarantee, Personal Promise – shows you stand behind your work
– 5) Powerful Testimonials – adds credibility to your marketing message
– 6) Bullets –
– 7) Secondary Means of Response
– 8) Offer For New Ideal Clients -their main judgment on the value you provide will be determined in their first purchase
– 9) Call to Action
– 10) Ad Size Selection – avoid ad sizes that get bad page position
– 11) Ad Sequence, Continuity and Layout – continuous eye flow
– 12) Phone Number(s), Soft Offer – one technique here has been shown to double incoming calls
It is only after the prospects’ questions are answered that your business is positioned as the Vendor of Choice in their mind, and they feel “ready to buy”.
Advertising that Dominates Your Competition!
That’s what I have done for hundreds of practices and businesses in 47 states and 9 countries since 2004 is build a powerfully compelling marketing message with up to 12 Advertising Response Triggers that answer all 10 of the questions in the minds of your ideal target prospects.
Now those businesses have a comprehensive marketing message that can be used in ANY Media that positions them as the Vendor of Choice locally. They raise themselves above having to be the low price provider, and can frequently position their business as the high price provider that provides the most value to their clients because low price always brings inherent “delivery” problems. That comprehensive marketing message becomes the foundation for all their marketing that drives the growth of the business and its’ profits. This same dynamite marketing message also positions the business to be worth more when you go to sell it because you have marketing in place that works well and is transferable to the new owners, which is critical.
Website Design Strategies, Tips and Tactics
When it comes to your website design, shouldn’t your content include answers to all your prospects’ questions so they reach for the phone to buy from you? This is the difference between a website that is just a pretty online brochure that generates no sales, and a website that automates the selling process into a system that consistently makes your prospects confident enough to buy now.
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