"Seven Steps For Creating Successful Marketing"
by Jay Conrad Levinson
1. Find the inherent drama within your offering.
After all, you plan to make money by selling a product or a service
or both. The reasons people will want to buy from you should give
you a clue as to the inherent drama in your product or service.
Something about your offering must be inherently interesting or
you wouldn't be putting it up for sale. In Mother Nature breakfast
cereal, it is the high concentration of vitamins and minerals.
2. Translate that inherent drama into a meaningful benefit.
Always remember that people buy benefits, not features. People
do not buy shampoo; people buy great-looking or clean or manageable
hair. People do not buy cars; people buy speed, status, style,
economy, performance, and power. Mothers of young kids do not
buy cereal; they buy nutrition, though many buy anything at all
they can get their kids to eat -- anything. So find the major
benefit of your offering and write it down. It should come directly
from the inherently dramatic feature. And
even though you have four or five benefits, stick with one or
two-three at most.
3. State your benefits as believably as possible.
There is a world of difference between honesty and believability.
You can be 100 percent honest (as you should be) and people still
may not believe you. You must go beyond honesty, beyond the barrier
that advertising has erected by its tendency toward exaggeration,
and state your benefit in such a way that it will be accepted
beyond doubt. The company producing Mother Nature breakfast cereal
might say, "A bowl of Mother Nature breakfast cereal provides
your child with almost as many vitamins as a multi-vitamin pill."
This statement begins with
the inherent drama, turns it into a benefit, and is worded believably.
The word almost lends believability.
4. Get people's attention.
People do not pay attention to advertising. They pay attention
only to things that interest them. And sometimes they find those
things in advertising. So you've just got to interest them. And
while you're at it, be sure you interest them in your product
or service, not just your advertising. I'm sure you're familiar
with advertising that you remember for a product you do not remember.
Many advertisers are guilty of creating advertising that's more
interesting than whatever it is they are
advertising. But you can prevent yourself from falling into that
trap by memorizing this line: Forget the ad, is the product or
service interesting? The Mother Nature company might put their
point across by showing a picture of two hands breaking open a
multivitamin capsule from which pour flakes that fall into an
appetizing-looking bowl of cereal.
5. Motivate your audience to do something.
Tell them to visit the store, as the Mother Nature company might
do. Tell them to make a phone call, fill in a coupon, write for
more information, ask for your product by name, take a test drive,
or come in for a free demonstration. Don't stop short. To make
guerrilla marketing work, you must tell people exactly what you
want them to do.
6. Be sure you are communicating clearly.
You may know what you're talking about, but do your readers or
listeners? Recognize that people aren't really thinking about
your business and that they'll only give about half their attention
to your ad- even when they are paying attention. Knock yourself
out to make sure you are putting your message across. The Mother
Nature company might show its ad to ten people and ask them what
the main point is. If one person misunderstands, that means 10
percent of the audience will misunderstand. And if the ad goes
out to 500,000 people, 50,000 will miss the main point. That's
unacceptable. One hundred percent of the audience should get the
main point. The company might accomplish this by stating in a
headline or subhead, "Giving your kids Mother Nature breakfast
cereal is like giving your kids vitamins-only tastier." Zero
ambiguity is your goal.
7. Measure your finished advertisement, commercial, letter,
or brochure against your creative strategy.
The strategy is your blueprint. If your ad fails to fulfill the
strategy, it's a lousy ad, no matter how much you love it. Scrap
it and start again. All along, you should be using your creative
strategy to guide you, to give you hints as to the content of
your ad. If you don't, you may end up being creative in a vacuum.
And that's not being creative at all. If your ad is in line with
your strategy, you may then judge its other elements.
Jay Conrad Levinson is the creator of the Guerrilla
Marketing series of books - the best selling series of business
books in history. He is also responsible for some of the most
successful ad campaigns in history, including *the* most successful
in history: The Marlboro Man. Jay is responsible for countless
small businesses becoming huge household names. Learn how he does
this in his latest book: "Guerrilla
Marketing for the New Millennium".
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