Results.
Converting prospects into customers and customers into loyal fans.
That’s the bottom line in marketing.
So why are marketing departments satisfied with lackluster messaging that doesn’t convert? Why is aimless marketing not only allowed, but encouraged?
Why aimless marketing is so common
It’s fine to talk about marketing strategies or debate the value of different types of marketing. But talk is cheap.
It’s another thing entirely to put those ideas to work. In some marketing departments, as soon as a marketing project hits the copywriter’s desk, things change.
Regardless of what the communication plan says, now there’s a deadline looming, a slew of approvers who have to be appeased, and another staff meeting in half an hour. At this point, getting the project done becomes the key objective. Any old words will suffice, so long as they sell benefits, not features, and secure the necessary approvals.
Besides, in many cases, results are never measured, so in the end, messaging will be based on the personal preferences of the highest-level approver — not strategy.
In this environment, is it any wonder the copywriter focuses on completion rather than conversion?
Introducing direct response
Direct response may conjure images of fast-talking pitchmen and a mailbox full of junk mail. But it’s as useful to the corporate marketing department as it is to direct response companies.
Why?
Because direct response techniques inspire your prospect to take immediate action. And when done right, that action will lead to an ongoing relationship and more sales.
The key is to focus on the prospect rather than the product. By tailoring messages to the prospect’s desires, fears and needs (this applies to B2B as well as B2C), you can forge a strong connection.
If you’ve been reading my posts for any length of time, you already know the premium I place on connecting with your prospect.
When you connect with people and help solve their problems, you become a welcome friend rather than a pushy salesperson. So when it’s time to make a purchase, all else being equal, you’ll be the vendor of choice.
How do you keep conversion a priority?
If highly persuasive sales copy is your goal, every project should start with strategy. And no, I’m not talking about a strategy for getting past your reviewers. If you want results, you need an objective for the campaign.
And you can develop a simple working strategy by asking just two questions:
- What is our business objective for this promotion?
- What am I trying to achieve for my prospect?
Your business objective is basically your expected return on investment. So think about what you need to achieve through this campaign. Is it acquisition, growth or revenue? Or is it brand or positioning related, like improving your image or beating out a competitor?
The answer will help you create an offer that achieves your business need. For instance, if you’re planning an acquisition piece, you need an enticing offer than compels people to buy.
With acquisition, you’re going for numbers, so you want an offer with a low entrance price that’s easy to respond to. You know you can upsell customers later with higher-cost back-end offers.
But your campaign should benefit your customers as much as your own business. They need to have a compelling reason to buy, and that purchase should begin a long, happy customer-vendor relationship.
That’s where question number two comes in: How will your product make your customers’ life better? What value is there in being one of your customers?
The answers to this question will help you create a powerful message that moves people to action.
See how this works? By building your promotion around these two strategic goals, you eliminate aimless marketing that just talks about your product. You’ll be able to make a strategic offer that delivers value while meeting your own corporate objectives.
In the long run, you’ll achieve better results. And your marketing will easily go from lackluster to blockbuster.
