Human nature demands that buyers always want to make the best decision
possible. Marketing and advertising should get the attention of the target
market, facilitate their decision-making process, and lower the risk of taking the
next step in the selling process.
The process for accomplishing this is exactly the same every single time for every kind
of business. Just like 2 + 2 always equals 4, The Marketing Equation always produces
the right answer.
The Marketing Equation
Interupt + Engage + Educate + Offer = RESULTS
1. Interrupt:
Get qualified prospects to pay attention to your marketing. Accomplished by identifying
and hitting your prospects Hot Buttons.
A Hot Button is anything the conscious or subconscious mind of your
prospect deems to be Important & Relevant to them. Good Hot Buttons
cause the brain of your target audience to begin searching for
additional, clarifying information.
2. Engage:
If the "interrupt" is based on good hot buttons, prospects will be looking for more
information. Give prospects the promise that information is forthcoming that will
facilitate making the best decision possible.
3. Educate:
Identify the important and relevant issues prospects need to be aware of, then
demonstrate how you stack up against those issues. Become the facilitator of
information - the fountain from which all knowledge flows when it comes to figuring out
how to buy what you sell. The information has to be delivered in a way that's easy to
quickly scan and digest. The more educated a prospect is on what he needs to know,
what he needs to look for, and what to look out for, the more your going to sell.
4. Offer:
Give prospects a low-risk way to take the next step in the sales process ... put more
information in their hands and allow them to feel in total control of the decision. The
right offer allows you to capture a large percentage of all future buyers in addition to the
"now" buyers.
5. RESULT:
The Right Answer Every Single Time.
Make This Marketing Mistake And It'll Cost You A Fortune -->
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