How to Create Irrisistable Messages for Your Marketing Kit

When Anita Campbell, small business insider,  told me she was looking for an article on Marketing Kits, I jumped at the opportunity to participate with her and HP on this collaboration.

What I wanted to do here – for those of you that are hopping over from smallbiztrends is to give you a little more meat on the bones of pulling together a marketing kit.  Two things have inspired me.

The first is a trackback on the article from Bonigala.com that points out how important it is to speak to customers in their own language and to get off your technical jargon soapbox and focus on what customers care about. Because they won’t be as likely to choose you if you don’t.

The second inspiration for this post came from a book I’ve just finished reading (the first time) “7 Triggers to Yes”. If you head over to the web site you’ll find some great worksheets that will help you use powerful emotional triggers to persuade and convince your customers that you are the right choice.

Let’s go through them and see in what ways we can use them in our marketing materials:

1. Friendship – This is all about writing copy that is centered on your ideal customer and what’s important to them.  Start by keeping your sentences simple and short.  Write a love letter to your audience. Be their friend and talk to them like one.
2. Authority Trigger – Research has shown that or brains are more likely to say yes to an authority figure.  So be sure to show your audience and prove your authority through your writing.  Show them that you have the experience to deliver what you promise.  Make a list of the skills and experiences that are relevant to your audience.
3. Consistency – Show specific results of your product or process.  In what ways can you create a demonstration with your marketing materials?
4. Reciprocity – Give gifts.  Share yourself with your customer base and give. Give. Give.  It will come back and then some. Let me be clear.  This isn’t about giving lame, cheap promotional gifts.  It’s about giving gifts that show that you know and understand your audience, who they are and what they like – and then take the time to deliver and show it.  The reciprocity trigger will kick in and you will reap the results.  What are your target’s hobbies, favorite things, etc.  Take a minute and search those on line.
5. Contrast – Our brains don’t perceive contrast by facts, it’s a relative thing.  For example, if you put your had in freezing water for a few minutes and then put your hand in lukewarm water, your brain will perceive the temperature of the water as warmer than it actually is.  So, if you’re going to offer your customer pricing options, show the most expensive options first, then start adding on the less expensive ones.  If you’re most expensive offer is $1300, then what’s another $50 or $75?
6. Reason-Why – Your brain will say “yes” if you give it  reason.  It doesn’t even have to be an excellent reason, a mediocre one will do.  This is the old “supply is limited” experiences that you’ve had.  What other reasons can you give your audience to choose you?
7. Hope – This is one of the most powerful, profit-pushing triggers you can use.  If you know what your audience wants more than anything, then writing your copy in terms of what they hope for that you deliver will be key to your success.

So there you have it – www.seventriggers.com is your resource tool for worksheets and exercises – see what you get out of it.