Friday, September 10, 2010

How to Write the Perfect Advertisement

This quote from Harry Browne got me thinking: "The secret of success is: Find out what people want and help them get it."

When you know what people want, you can give it to them. And that's especially true of your customers. Because if you aren't giving people what they want, you won't have a business for long.

But ... do you really know what your customers want?

You may think, "Of course I know why people buy!"

But how well do you know, really?

Do you have a file of emails or letters telling you exactly why people bought from you? This is the only way to know for sure.

Action Step: Start -- TODAY -- asking your customers why they bought from you.

A simple email form or question by phone is enough: "What caused you to purchase from us?"

The answers will surprise you. Plus, customers will tell you in their words. Words you cannot possibly anticipate. Words you can use to improve your ads.

Think of it: If your ads spoke to prospects in the language of people who have already given you their money, how powerful would that be?

Best part: When you keep asking people why they bought, you keep improving your ads, your telephone sales scripts -- everything you write and say from a marketing standpoint.

So, the way to write the perfect advertisement is to let your customers write it for you.

You will connect faster with prospects and on a more visceral level. People will let down their guard and trust you more -- because you are speaking their language.

And your sales will always go up, never down, as a result.

This is one of the keys to what I call, "inside marketing" -- growing your business from the inside. Start by using the words of current customers to get new customers.

Try it!

(Kevin M. Donlin is author of Guaranteed Marketing for Small Business Professionals.)

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