How To Focus Your Marketing Copy

The best way to reach customers isn’t always tied to your mailing list or demographics, believe it or not. For many years now, marketers have tried to get to the “right customers” by aiming for the right demographic through information they get from media salespeople and list brokers who are just trying to sell their product. Think about it: the average rate for direct mail responses is 1 to 2%. Don’t you deserve a better return on your brochure printing budget than that?

According to one camp in marketing (and there are many camps out there), marketing success isn’t built on getting to the right people, it’s about saying the right things in your marketing materials. This does make sense – you put out a compelling message and it will draw people naturally. Of course, your chances are better if you have a targeted demographic to tell this compelling message to. In either case, whether you target a market to contact or you try to only target your message, having a focused, clear and compelling message works well for anyone.

Here are the four steps to creating a focused and compelling message that will grab people’s attention.

1. Focus your message on who you want to reach. Although you may not have a specific demographic in mind, like men in their 40s who own mountain bikes, you do need to focus your message so that it will appeal to those people you want to connect with. You can’t say you are the cheapest in town in one ad and then say you value quality over prices in another ad. If you do that, you’ll end up alienating both the bargain shopper and the high quality shopper. When you focus your message, you need to accept that you aren’t going to please everyone. Just choose who you want to leave out ahead of time.

2. Get people’s attention with your message. Our society is so overwhelmed with information it can be hard to get prospects’ attention. But if you figure with all the information floating around someone’s bound to see your ads, think again. You need to make an effort to get to the front of people’s minds. Assume that you are competing with the entire world to get one person’s attention, because most of the time, you are. The best way to get people’s attention is to tell them how your product or service will benefit them. Start with some specific attention-grabber like “XX product will save you $100 a month in gas” and then go on to explain how that will happen.

3. Tell the truth. Again, with so many advertising and marketing messages floating around today, you need to stand out. You do that by telling people the truth about your product and what it can do. Young people are growing up skeptical because they’ve been lied to so many times by ads, so you need to tell the truth and then prove it. That’ll draw people to your product.

4. Don’t try to confuse people. No one likes to take a lot of time to figure out what a message is saying. Don’t use jargon and phrases that people aren’t familiar with just to make your product or business look important. People won’t be impressed; they’ll be confused. Keep it simple. Powerful messages are simple messages.

Article Source: http://www.articlesfeed.com

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