A recent trip to the store left me quite bemused and a little angry with myself for not finding a perfectly good marketing method that was so simple, it was laughable. I was so intrigued by the marketer that they got a call from me, whereupon I asked about their reasons for marketing in such a way. How it started was with me picking up a business card that was left on a countertop in a store. On it were the words “Lay-Offs”, “Redundancy”, and “We can help”. Having a friend who had just been laid off, I picked up the card, and when I got back to the house, I looked at it.
The person who had gone ahead with this marketing style told me it was nothing new, and people have been doing it for some time. The reason it works so well right now, is the fact that millions of people have been hit by credit crunches and economic downturns. The actual proposition on the card was to get people enrolled in online marketing coaching, and the owner wasn’t half bad. The entry fee was very low, making it accessible to most people, and that’s why it worked so well. Problem + solution + accessibility for target audience.
When you are considering your next marketing campaign, remember that you are talking to people, and people like to be helped with problems. The first paragraph of every marketing copy that ever worked is about problems and solutions. Begin by addressing a problem that your target audience needs solving, and you will get their attention, and generally retain it throughout the copy. If you are hitting all the right notes with your copy, and can genuinely provide help to people, then you will get buyers – it is that simple. Every testimonial you get should be published, and do not be shy about the work you are doing. Make sure people know what a kick you get out of helping these people.
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