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An important part of successful marketing is that you MUST be able to enter the conversation taking place in the mind of your prospects.
Or another way to look at it is to be able to address the number one question on your prospects mind at just the right time.
So how do you do this? It’s actually quite simple when you know and understand the fundamentals of marketing.
The conversation that’s taking place in EVERY prospect’s mind revolves around two major points:
1. There’s a problem they have and they don’t want
2. And there’s a result they want but don’t have
The person who solves the problem, wins.
Now believe it or not, there is actually a marketing formula we follow that takes these two points into account… and spits out a message so compelling it practically forces your prospects to buy what you sell.
It’s called the Conversion Equation, and it looks like this…
The Interrupt is your headline – which means it’s the first thing someone sees when they visit your website, read any of your marketing collateral… or hear you speak. When someone asks you what you do, it’s the first words out of your mouth. That’s your headline… and it MUST address the problem your prospects have that they don’t want.
The Engage is your sub-headline – which is the second thing your prospects see or hear. It MUST address the result your prospect wants but doesn’t have.
The Educate is the information you provide – either verbally or in writing… that presents evidence to your prospects that you and your product or service are superior in every way to your competition.
Unfortunately, MOST businesses aren’t different from their competitors, and that’s why you MUST innovate your business to create what I refer to as a market-dominating position.
In the absence of a compelling reason to do otherwise, consumers will always default to price as their top criteria for making a purchasing decision.
You MUST give them a compelling reason, other than price, to choose you. You MUST make your business unique… it MUST stand out from the crowd. It MUST make your prospects say to themselves that they would be absolute idiots to buy from anyone else but you – regardless of price.
And finally, the Offer:
You MUST create a compelling offer that makes it so irresistible your prospects can’t turn it down.
But here’s another critical fundamental of marketing.
Because of the saturation of marketing messaging these days, most prospects have grown numb to most marketing.
Following my Conversion Equation can dramatically overcome this, but even with this powerful tool in play, it will still take multiple “touch” points before your prospects will buy what you sell.
More on the importance of follow-up and how to do it correctly in a future post.
If you’d like to learn more ways to improve your business and find $50K to $250K or more in new revenue and profits in less than 90 minutes, without spending more money on advertising or cutting costs to the bone, join me for my next Business Breakthrough Focus Group.
May you be in a constant state of victory,
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