By Andrew Pearson An Attention Deficit Economy Research we conducted during the past year shows that 83% business owners and managers state that their biggest problem is finding new leads for their businesses. Yet most pursue direct mail, advertising and telesales hoping to build awareness and win business almost overnight!! The reality though is that little is achieved largely because everybody is pursuing the same commodity based tactics! But what if we aim to build a reservoir of leads for the future with real attention making tactics in the heart of our niches and so let our reputation appreciate in the minds of a sufficient number of potential buyers? Such a strategy would have to communicate with prospects and customers in a way in which our business is different from every other business in an attention deficient economy.- Bluntly stated weve got to get out of the commodity business. We have got to stake a claim on a simple idea - or position - in the minds of our prospective customers to build a reputation so that we can generate more leads. Our gates are never knowingly under wrought! This is what I mean. Consider John. John heads up a metal working company, in the heart of west Kent. The company serves local consumer and trade markets with bespoke products. He can handle most requests that are thrown at him, even making parts for vintage cars when these are no longer available. As a way to differentiate his business, he began to offer something he calls Perfect Metal. Perfect Metal is a unique blend of design and build and, here’s the key, no one else in his niche is offering anything like the concept. Prospects like the sound of it and are asking to know more. It’s too early to tell but I suspect this point of difference will open a lot of doors for him. The discovery now opens up the way for John to begin to introduce such a message into all his promotional materials Turning deficit into surplus 21 Ways to Create a Promotable Messages that Sells 1. Outstanding promotional messages are only ever read by one person at a time so write to the one person who is reading your ad., leaflet or brochure at any one time. 2. People are quietly begging to be led. Most people want to be told what to do, how to do it ad why to do it where we dont have the expertise or the benefit. But theyre also wary of being manipulated So give customers as much direction as possible to lead them to a higher level of certainty that serves their best interests. 3. Turn your message into a headline. Would it stand out in your daily newspaper? But avoid headlines with double-meanings or word puns. Some customers wont appreciate them or just wont understand. 4. Simplify and shorten. Less is best. But if you go long go long 5. Increase perceived value through better customer education. People will willingly pay more for most products as long as they understand and appreciate the value theyre receiving. 6. If you didn’t believe in your product, you wouldn’t be selling it. So why not GUARANTEE it … and shout the fact in everything you do? 7. News sells. Whats new then? 8. How much can you give in order to get business? The power of your offer should never be underestimated. It need not (and in most cases should not) be a discount.. Package in extra value … something for which they have a genuine need that maybe costs you very little to provide 9. Your UNIQUE DELLING PROPOSITION. Your USP should answer he most fundamental question that every customer wants to know: Why should I buy from you? Your USP should communicate the most powerful benefit or advantage you an offer 10. Try a comparative message demonstrating superiority over the competition on something that really counts. 11. Accurately determine an address the real needs of your prospects and customers. DONT decide for them. Find out by talking to them directly 12. Do a substitution test by replacing your brand name with the competitions name. If the message still sounds credible, you need to change it! 13. Do the selling vs. telling test. What is your message selling? And to whom? Or are you telling and just providing information? 14. Qualify leads better up front. Screen out quality leads with offers and inducements that link closely to your product so that your prospects can take advantage of. 15. Stay away from overused words and terms (gold standard, optimal tolerability, convenient regime all sound empty). But go for POWER words like FREE, BEST, EASY, POWER. There are around 15 can you find the others? 16. Vary the format of your message: why not use questions, quotes, first-person testimonials etc. instead of usual third person affirmative sentences. 17. People wont appreciate what you can or will do for them unless you educate hem to the facts 18. Dont bore customers into buying your product. Can you be more intriguing? Can you tap into a fresh, new perspective on a benefit area or customers? Be specific and tell the reader precisely what they stand to gain from using your product. 19. Avoid headlines with double-meanings or word puns. Some customers wont appreciate them or just wont understand. Just concentrate on an offer of real value to your customer. 20. Tell people what specific action to take. Once you have shown your prospects the specific actions they must take to achieve the best possible results, more benefits, greater performance take them by the hand and show them the action to take next. 21. People love to look at people. Use a photograph of you, your team or a delighted customer. It increases the responses you achieve A last word Whatever your niche, large or small, the tactics you have studied are some of the recognised ways to assert a unique point of difference. Each of them represents a way to activate the market, where decision-makers already gather to find ways to nourish and grow their own businesses. Select 4 or 5 of them and commit to them, stay at it and resist the temptation to wander off in the next new direction or slip back into the known routines of developing promotions activities. Building a business takes time and patience. Copyright Real Business Results Andrew Pearson 2007 Committed to Multiplying Revenue and Profit. Landline: + 44 (0) 1280 844966 E: mailto:andrew@real-results.org Web:http://RBR.business-builders.org Web: http://www.real-results.org Blog: http://realresults.wordpress.com Real Results works with forward thinking business owners and managers who want more customers, more profit and more fulfilment. Don Burgess, of Freeminor Breweries in Gloucestershire said Your workshops helped us to get better relationships with our customers and increase our turnover by 35,000 per month With more than 20 years experience working with new and established and businesses we know what it takes to manage and motivate business people across the UK and Europe to develop the full potential of their personal and business capabilities. If you aiming for a new level of sales, business or success why not try Real Business Results an all-inclusive coaching programme for those who want word of mouth reputation, higher financial returns and fulfilling work. Article Source: http://EzineArticles.com/?expert=Andrew_Pearson http://EzineArticles.com/?21-Ways-To-Create-A-Promotable-Message-That-Sells&id=486934
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