A Surefire Strategy for Quickly Connecting with Customers
by Robert Phillips | July 11, 2011
Guy sitting in chairLet's face it, in todays busy world we are bombarded with marketing messages to such an extent that we've become desensitized and quickly tune them out. It can be disheartening to realize the marketing message you've invested a lot of time, money, and effort into creating is ignored like yesterday’s news and there go your advertising dollars down the drain. It's difficult to capture the attention of today's consumer and it's getting more and more difficult every day...but it's certainly not impossible.
Here's a surefire strategy to quickly connect with your customers and prospects. Legendary copywriter Robert Collier (that’s him in the photo) pioneered and perfected an effective strategy he called "entering the conversation already occurring in the prospect's mind." Instead of going straight into your marketing message and getting tuned out like everyone else does, why not do something different? After all, following the herd and doing what everyone else does produces the same mediocre results everyone else gets, right?
Instead of banging prospects over the head with your marketing message like it's a baseball bat, first capture the prospects attention by using something they're already thinking about as the hook. Then make a smooth transition into the marketing message. This strategy has been proven to work time after time and it will work for you too. There are several ways to tackle this challenge. One way to implement this strategy is by using holidays.
Holidays are ubiquitous and they are constantly on people's minds. Most people are thinking about what they'll do for the upcoming holiday. They’re thinking: Where's the New Year’s Party? And what are my New Years’ Resolutions this year? Where should I take my sweetheart for Valentine's Day? Where can I get some corned beef and cabbage on St. Patrick's Day? Oh and I need something green to wear too. And on and on.
And those are just the major holidays in the first three months of the year. There's a major holiday almost every month and almost every day of the year there is some obscure holiday. You can look them up online. So why not use this knowledge to your advantage and "enter the conversation already occurring in the prospect's mind" by leading with a holiday?
The key is making a connection between the holiday and your offer. Otherwise the prospect will feel like you tricked them and that's no way to get them to know, like, and trust you let alone buy something from you. It's actually very simple. You can probably come up with dozens of great ideas once you sit down and think about it.
New Years Day is easy. Tie your offer to something new or a New Years’ Resolution. Every January health clubs take advantage of one of the most common New Years’ Resolutions – losing weight – and fill the airwaves with ads about your new body – new year, new you. For Valentine's Day, you can offer a "sweetheart" deal. Your friends will be "green with envy" when they see the deal you got during the St. Patrick's Day promotion. You get the idea.
This is a powerful, proven, and effective marketing strategy. Why not pull out your marketing calendar right now and create a promotion around one holiday each month? There's no time like the present to get started. It probably won't take you more than an hour to brainstorm 12 promotions around 12 holidays. I've already done the first three for you.
It's a simple way to solve a complex marketing challenge. And the best part is you can recycle the same promotions year after year if you so desire. After all if it worked well this year, chances are it will work again next year. Talk about putting your marketing on autopilot! Try it. You'll like the results.
Robert Phillips is a professional direct response copywriter, marketing strategist, entertaining platform speaker, author, and information marketer - and also a world traveler and a not-so-professional golfer with a handicap of 11 and 3 career eagles but no holes in one... yet!
When he's not working on his own projects, Robert works closely with direct response copywriting and marketing legend Bill Glazer on the marketing strategies that power the 8-figure Glazer-Kennedy Insider's Circle information marketing machine. His creative ideas and powerful sales copy have rung the cash registers for millions of dollars - as much as $154,699.00 in a single week - and created a separate six-figure information marketing business from scratch.
Along with Bill Glazer and Dan Kennedy, Robert delivers a monthly newsletter package for serious students of direct response marketing, information marketing, and copywriting including the popular Copy CONFIDENTIAL where he and Bill "pull back the curtains" and provide a revealing insider's look at current Glazer-Kennedy projects, including a detailed explanation of the strategies, tactics, and thought-process behind the decisions made. For serious marketers, it's a goldmine of information delivered to your mailbox each and every month.
Glazer-Kennedy Insider's Circle, owned and operated by internationally known marketing personalities Dan Kennedy and Bill Glazer, is THE place where truly smart, progressive, aggressive entrepreneurs with a love of marketing, a sincere desire to get rich and richer (with no apologies for doing so), and an optimistic, forward-looking attitude, gather to exchange and share timely information and "what's working today" strategies and examples. Get Bill Glazer's #1 Bestselling Book, "Outrageous Advertising" for FREE. Click here.