How to Find The Perfect Message For Your Market
Let's touch on the Market-Message-Media triangle because it’s a very important part of getting customers:
Your MARKET is who you’re selling to.
Your MESSAGE is what you’re going to say to convince your market that you’re the best at what you do.
Your MEDIA is whatever you use to get your message to your market.
This is a good model to remember in all part of your marketing, but especially when ensuring you're saying the right thing to the right people.
What Does Your Destination Look Like?
Decide your destination first. Once you know where you’re going, it becomes so much easier to work everything else out.
I see plenty of business owners pick up the map and choose a mode of transport without a firm destination in mind, and that’s a dangerous thing. That’s how people end up using mis-matched marketing that isn’t well-suited to their goals. The best advice I can give someone intent on bringing more customers into their business is to take the time to work out how many they really need.
How many customers do you need?
It sounds like a superficial question but it isn’t.
The truth is that some businesses, especially those that are B2B with high-value clients say, only need 15 or 20 more customers. That’s it. And if that’s the case then there are better, faster and more effective ways to get them than blasting sales emails out en masse and driving expensive web traffic through squeeze pages.
Who’s On Your “Dream Customer’ List?
"If you’re able to create a “Dream List” of customers, you should.
Choosing a sensible number, whether it’s 5 or 500, to really focus on and then channel all your efforts on them is WAY more effective in terms of time, money and effort than going after large amorphous masses."
The biggest single factor on the results you get from your marketing will be determined by who you send stuff to or who gets to see it. Get that wrong, and your sales will be few and far between.
How To Write Sales Letters That Sell
Successful sales letters capture attention quickly, provide the reader with a desired benefit and compel them to take action.
Here’s my six-step formula for writing killer sales copy:
1. Say something that gets the reader's attention.
2. Tell the reader why they should be interested.
3. Prove that what you’re saying is all true.
4. List and describe all the benefits of your product/service.
5. Tell your reader how to order.
6. Give them a really good reason to order straightaway.
Follow that, and you won’t go far wrong.
Six Foolproof Headline Formulas
Formula 1 - The “Secrets” Headline
Everyone loves discovering a secret, which makes it a really powerful word to us in your headline...
“The secret to writing great headlines”
“The industry secret that professional SEO experts REALLY don’t want you to know”
“Shhh! Discover the secret ‘x-factor’ that all successful business owners have in common”
Formula 2 - The “How To” Headline
You’ll see this formula at work all the time, there are thousands of books titles that start ‘how to’ and millions of YouTube videos. Here are some examples of the ‘how to’ being put to work...
“How to craft perfect headlines, every time”
“How to get 738 Facebook likes in 18 minutes"
“How to dominate the first page of Google in two weeks”
Formula 3 - The “7 steps” Headline
It doesn’t need to be 7, and it doesn’t need to be steps. In fact, you should never use nice even numbers like 10 or 20 in your headline, in my experience, people are more likely to respond to an odd number. See if you can adapt one of these examples work for you.
“7 steps to writing great headlines”
“8 ways to make your household budget stretch further every month”
“9 reasons why you need a ‘E-Z-matic’ robotic vacuum”
Formula 4 - The “Guarantee Headline”
These are headlines which present appealing benefits and guaranteed results. If your product or service comes with an unusual or attention-grabbing guarantee, consider using it in your headline...
“Makes you money in 30 days or it’s FREE under my 100%, cast-iron money back guarantee”
“Your Wife’s favourite flowers EVER... Or double your money back!”
“The cleanest kitchen you’ve ever seen, guaranteed”
Formula 5 – The Defined Person Headline
Another great headline to use if you’ve got a clearly defined audience, this headline addresses a specific type of person with the first section, and benefit in the second.
“If you’re an osteopath, you can save 25% on our marketing services”
“If you’re a keen reader, you can take advantage of our ‘bookworm’ programme”
“If you’re a business owner, you can learn how to write kickass headlines with this new course”
“If you’re a careful driver, you can save a boot-full of money on car insurance”
Formula 6 – The Question Headline
The question headline should pose an interesting question that your readers will be intrigued by, and want to know the answer to.
“Can 1,284 mums and dads be wrong about My Mag?”
“Can you save £300 a year on your utility bills in 12 minutes?”
“What do professional copywriters know about kickass headlines that you don’t?”
“What do 36% of Audi drivers have in common with Spanish bullfighters?”
“Who else wants £2,374 in FREE training and advice?”
“Are you sick and tired of working 9-5”
Subject Lines That Get Emails Opened
Email subject lines do the same work as a headline on a printed sales letter.
Here are some great to subject lines that get your email opened:
- Unusual numbers
- Celebrity pull
- Question marks
- Percentages %
- [VID] Videos
- The big negative
Have a look at the reports for your email send when you test variations of these and compare the open/read-rates for each one. You’ll be amazed at what a big difference a seemingly small change can make.
A monthly printed newsletter is the most powerful tool available to help you engender loyalty in and increase value from your existing customers and prospects.
Here’s a good list to follow when writing your own newsletter:
- Print it. Make it Real.
- Publish Regularly
- Tell Personal Stories
- Don’t Give It The Hard Sell
- The Obvious
- Can I do it by email?
Leaflets And Flyers: How To Make Them Work
Flyers are an extremely effective way for lots of different businesses to get new customers.
There are three things that are going to impact on your success with flyers.
1. The Right Target Audience
The first is choosing the right addresses to deliver your flyers to, and becoming a fairly constant presence through their letterbox. Choose the right addresses and chances are you’ll get a positive return, but don’t stop there, depending on what you’re selling you might be able to get that same return every month, or at the very least 3 or 4 times a year. Remember, although you’ve delivered 1000 flyers, they haven’t all been read, so nobody’s going to get ‘bored’ of seeing you dropping through their door.
2. Getting Them All Delivered
There are still lots of cowboy operations delivering leaflets, so making sure that all yours are delivered is paramount. Flyer distribution is one area where I’d definitely always pay a premiumprice for certainty, otherwise there’s every chance that your carefully designed and printed flyers are going to end up in a bin somewhere.
Royal Mail do some unaddressed distribution, so it might be worth having a look at their ‘Door to Door’ service.
3. What’s On Your Flyer
Once you’ve picked the right addresses, and made sure that you’ve got a trustworthy and reliable company on board, then success comes down to what’s on your flyer, and what it looks like…
- Attention Grabbing Headline
- Bullet Benefits
- A Compelling Reason for Them to Take Action NOW
As the Social Media behemoth, Facebook can be mightily useful for many business owners. But for the business of actually finding and getting new customers, it’s Facebook Ads, rather than the ‘social’ side of Facebook that offers the biggest potential for many.
Advertising on Facebook is V-E-R-Y different to advertising on Google. On Google it’s all about what people are searching for, but on Facebook it’s about who they are.
Put simply, Google is a fixed billboard with a constant stream of people passing it; and Facebook is a fixed audience, with a passing parade of adverts.
The beauty of Facebook Ads is the way that you can target people so specifically. If you’re looking for married men in Swindon in their early 30’s who like football and golf, then Facebook is almost certainly the best way to find them.
Facebook Ads are definitely NOT right for everyone though, and that’s why my friend Perry Marshall created a 2 minute, 10 question test that tells you whether Facebook is right for your business.
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