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How To Win The "Marketing War", Capture Your Prospect's Mind And Make More Sales

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  • Charles Kangethe
    Title: How To Win The Marketing War , Capture Your Prospect s Mind And Make More Sales Author: Charles Kangethe Copyright: Article URL:
    Message 1 of 1 , Mar 1, 2004
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      Title:  How To Win The "Marketing War", Capture Your Prospect's Mind And Make More Sales
      Author:  Charles Kangethe

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      Word Count: 977 words
      How To Win The "Marketing War", Capture Your Prospect's Mind
                          And Make More Sales

      (c) 2004 Charles Kangethe
      As a marketer you are engaged in a "War" with competitors
      where the ultimate prize is capturing the mind of prospects
      and claiming their purchase dollars.
      What you are about to read shows you how to create a
      powerful, automatic weapon for that war that generates
      relentless, repeating sales.

      Step #1 - Get Into Your Prospects Mind.
      Many new netpreneurs forget, or fail to understand, that
      prospects are individuals.
      You must get into your prospect's mind and appeal to them,
      and them alone, before they will buy from you.
      --> Sidebar
      With some exceptions, buying decisions are made on the
      basis of emotional and intellectual reasoning in that order.
      Winning marketers, are those who successfully appeal to
      the buying instincts of individual prospects.
      As a direct marketer your task is to learn how to capture
      your prospects' minds, one individual at a time.

      Step #2 - Psychological and Emotional Action Triggers
      The holy grail of marketing is unearthing the action
      triggers that make your prospects take your "Most Desired
      Action" (MDA).
      When you understand the ELBOW trigger groups you will
      powerfully influence your prospects towards your MDA.
      * E - Effort
      People are always seeking options that allow them to live
      life and work with the least amount of effort. Anything that
      promises a reduction in effort is a powerful call to
      * L - Loss
      This group covers the most powerful triggers.
      For instance fear of loss of :
      Health, reputation, material possessions, or justice.
      * B - Benefits
      Triggers in this group promise non-material benefits or
      "gains" that originate from actions taken by the prospect.
      For instance motivation to greater action often comes
      from a winning streak at sport or business.
      * O - Outer Triggers
      This group relates to triggers that promise non-material
      benefits and gains, for actions the prospect has no control
      For instance  :
      - A promise of recognition as an authority by peer groups
      is a powerful incentive for many people.
      - Social acceptance is another powerful motivator. It
      drives people to make purchases of products and services
      that will help them improve their social standing. 
      * W - Wealth
      Into this group fall all triggers that promise material
      The promise of "Gold in them thar hills", profitable
      business and income building opportunities are all powerful
      incentives to action.

      Step #3 - Profile Your Prospect In Detail
      As a good copywriter and "Marketing Warrior" you must
      learn to achieve an intimate level of involvement with
      your prospects.
      You need to understand your prospect's background, her
      history, education, career, hopes and fears. Use research,
      your imagination and experiences to build a detailed
      picture about her.
      As you profile your prospect, have in mind a single
      individual - do not fall into the trap of trying to profile
      a group.
      Some marketers prefer to use market research exclusively
      for this step. This is a valid, but more expensive option
      to build your prospect's profile.

      Step #4 - List Product Benefits and Features
      Next, list out all your product and service benefits and
      A feature is "an attribute or quality" of the product. For
      instance colour, sharpness, or construction material and
      A benefit is "a service or function" the product delivers
      to the user. For instance speeding up a process, or making
      an activity, task or job easier.
      Remember : People do not necessarily buy features. They
      always buy benefits.

      Step #5 - Headlines
      Now you have all the pieces of your jigsaw start to build
      your "Mind Capture Weapon".
      Headlines can be formatted as :
      * Commands - "Dare To Write Good Headlines"
      * Questions - "Do you want to write good headlines ?"
      * Announcements - "New product writes your headlines"
      * Coaching - "How to write good headlines in 7 easy steps"
      Write as many headlines as you can, some marketers write
      50 or more, and format them in the different ways.
      Now let them to "stew" for a 2 or 3 days before reviewing
      and choosing the best ones.
      For software to help you write compelling headlines see
      relevant resources below.

      Step# 6- Write The Copy - Like A Master Storyteller.
      "Using the action triggers that deliver your MDA, weave a
      personal story for your prospect around your product and
      it's benefits to them."
      Your copy must be persuasive, emotional, and truthful.
      Without exception, people love stories.
      Use your
      * Action trigger list,
      * Prospect profile
      * Product benefits
      to weave a story that captures your prospects mind.
      This is the goal you started out to achieve and a story
      incorporating these features is how you do it.
      Story telling is one of many mind motivators that capture
      your prospect's mind and attention.
      A new product about to be released will show you many
      other magical mind motivators that you must learn to use to
      capture your prospects mind.
      Step #7 - Ask For "Most Desired Action"
      Your "Most Desired Action" may be :
      * Getting the prospect to subscribe to a product.
      * Getting the sale.
      * Getting feedback and comments.
      * Getting contributions, donations or other help.
      Whatever it is, you must ask for it in clear explicit terms.
      Relevant Resources
      * "Win The war Of Internet Marketing" - e-Book, available
      at http://www.simplyeasier.com under "Digital Info
      * "Headline Creator Pro" - available from
      * "7 steps to writing articles people just have to read."
      article at http://www.simplyeasier.com/ownarticles.html
      * Mind Motivators product - Available Mid March 2004 from
      Use the tactics described here to write copy. Then test
      each detail from action triggers, benefits, headlines,
      prospect profile, and offer until you have a mind capturing
      weapon in your arsenal. Use this in the "Marketing War" and
      you will have a weapon that sells relentlessly and
      repeatedly for you.
      Charles Kangethe of http://www.simplyeasier.com is a leading
      new wave marketer and a published author from England. The
      "Simply Easier" brand name is your guarantee of high value,
      quality Marketing Products, Services and Resources.

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