When
looking at the task of promoting your offers, no matter what
they may be, it helps to understand what this task truly
involves.
Because most, if not all of your promotions are to generate
highly targeted, qualified "eyeballs" for your
"selling Web site", your salesman in print, it is
understandable that you must create the needed ...
1. Interest
2. Education
3. Desire
... for what you have to offer BEFORE your prospect
ever links to your site. This is known as
"pre-selling" your offers. Your task is to
"prepare" your prospect for what your web site has
to say.
If you pre-sell your offers correctly, you will find that,
even if your "salesman" is something of a
"newbie" to the many aspects of salesmanship in
print, she can still very effectively do her job if you only
compliment her in doing yours.
Let's look at these three factors which make your salesman's
job that much easier.
1. Interest
To draw "Interest" to your marketing message you
must first target your audience. It doesn't help to
talk to a man looking to buy Mail Merge Software if you're
selling Walking Shoes specifically tailored for golden age
women looking to reduce their increasing lower back pain.
When you understand who it is you're talking to - when you
target your market - you'll find it much easier to draw them
in by relaying the message that "your offer concerns
them".
For example, if you DO sell Walking Shoes specifically
tailored for golden age women looking to reduce their
increasing lower back pain ... to catch their
"Interest", you could state, within the first few
seconds of talking with them ...
"If you're a woman
who's fifty or over, plagued with severe lower back pain,
and sick and tired of the same old pair of "walking
shoe promises" that cost you not only your money, but
lead to the increase in severity of your lower back pain,
then read on
... if this describes your
reader, you've just grabbed their ear. You've created the
needed "Interest" to draw your prospect ever closer
to your marketing message.
2. Education
Once you've perked your prospect's interest, once you've
grabbed their attention, you must then "Educate"
them on the value of your offer. This can be done in
one of two ways or both for maximum effectiveness. Show or
tell your prospect ...
How and Why your offer is something that they may need, can
use and do want!
You must meet their interest, their questions, their
uncertainties, with "Education" on how and why your
offer can and will work to help solve their pending problems.
To use our Walking Shoe example, which will "solve"
the aging woman's "problem" of de-flaming her fiery
lower back pain, you as the seller of this offer must educate
your prospect on HOW and WHY your Walking Shoes are of value
to her.
You must tell these women WHY
your particular shoe will solve their biggest problem - their
back pain, most aggravated when walking about - by showing
them HOW your offer - your walking shoes - benefit them.
This can be done with facts, statistics or examples such as
picture, video or word tutorials, or testimonials from women,
just like her, who were able to walk proud again with not only
a decrease in their lower back pain, but an increase in their
stamina and energy!
By creating and instilling this education - this awareness -
of their problems and the steps they can *very easily take to
solve them*, you will in fact pre-sell them on your offer
BEFORE they ever hit your Web site.
3. Desire
Creating the desire to "want" or "need"
what you have to offer actually fits between
"Interest" and "Education". You see, all
the while you're drawing interest and educating your prospect
about what you have to offer, you need to point out and almost
"rub in" the fact that they have their problem. Now,
this isn't to say that you would make fun of them for having
it, rather heighten their awareness ABOUT it.
You need to understand that you're (hopefully) not the reason
they have this problem. They had it long before they met you.
All you're doing is creating that "desire" to fix
this problem by continuously alerting them to the fact that
they DO have the problem.
To use our Walking Shoe example one final time, to create the
needed desire of owning your shoes, you could subtly throw in
lines such as ...
"... but if you
insist on settling for just any old pair of walking shoes,
here's what you'll have to look forward to in what are
supposed to be your golden-years ... fallen arches ...
filamentary discomfort in your hips and lower back ...
extreme foot swelling and possible blistering as you lurch
forward trying to accommodate the pain ... and all of this
can be just from getting up to get a glass of water!
Thanks to this choice, you'll slowly be crippling any
mobility you ever hoped to sustain in what were going to be,
your last, great years of life ..."
The more times you tell them
about or refer to their problem, the more "Desire"
you'll create in them wanting to fix it. (NOTE: This approach
should be used tactfully and not overdone.)
So again, to successfully pre-sell your offers as well as aid
the effectiveness that your Web site - your salesman - has in
closing "the deal", you must ...
1. Draw interest to your marketing message
2. Instill education and awareness of the value in your offer
3. Create desire for what you have to offer
... where in you will "prepare" your prospect for
what your "salesman" has to say - with a forethought
that your prospect should really only be looking for
"Where the order button is". []
About Chayden:
Chayden A. Bates is the author of the highly acclaimed
marketing course, "E-Book Marketing Explained!" and teaches
other online marketers how to maximize their online promotions
with the use of Free E-Book Marketing - saving you time, money
and giving the most "viral" online advantage you've
got! |
