Marketing Tips

2006-04-26 Posted at 11:31:19 PM

How could a few words from a poem written 104 years ago help to transform your marketing?

 by Robert Greenshields

Please feel free to pass on this issue to your friends and business associates.
Better yet, tell them to subscribe at: http://www.robertgreenshields.com

 Despite years of practical experience and many expensive courses, I’ve realized the best marketing tip I ever got was in my High School English class.

 This tip provides the basis of a simple and scientifically-proven system for quickly and easily creating persuasive marketing material and convincing business presentations.

 It was framed in the following words penned over 100 years ago by poet and writer Rudyard Kipling (perhaps better known for creating The Jungle Book).

 “I keep six honest serving-men

 (They taught me all I knew);

 Their names are What and Why and When

 And How and Where and Who.”

 Years later, I’ve discovered that Kipling is more than just a master of pretty words. 

Secrets from the Scientific Research

More recently, extensive academic research into effective communication has come up with almost exactly the same formula for success.  And it shows very clearly why most business communication and marketing fails to have the desired impact.

 After studying the learning style of different people for more than 25 years, educationalist Bernice McCarthy developed the 4MAT® teaching system to reflect the four different types of learning style that she identified.

 The system works just as well for communication and marketing.

 In brief, it splits people into four types:

 ‘Why’ people – need reasons and relevance before they will listen

• ‘What’ people – information junkies; want to know all the facts

• ‘How’ people – pragmatic and practical; they seek usability

• ‘What If’ people – visionary, interested in the future possibilities

Most of us have elements of all four types but usually one of the four ‘buttons’ is particularly ‘hot’.

 For example, you can provide a ‘why’ person with all of the facts you like but they will not even listen unless you satisfy their ‘why’ first.

 If you are giving a presentation or writing a marketing leaflet, the only safe assumption is that your audience will contain people of all four types.

 Where Most Marketing Messages Fail

And that’s where most marketing messages fail – they don’t pay enough attention to all four buttons. 

 Most often communication misses out the crucial first button – giving people a good reason ‘why’ they should pay attention.  If you don’t hit that one, many in your audience won’t even listen to what you have to say.

 Typically people rush straight in to the facts, the features – the ‘what’ part.  While this is important, it is not enough on its own.

 (This is not a new problem – legendary advertising man John E Kennedy wrote the classic ‘Reason Why Advertising’ on this subject around the same time that Kipling wrote his poem.)

 And, often, messages are stuffed full of information but don't make clear how it can be put to practical use.

The '4mula' for Successful Persuasion

 So, whether you are writing a 200 word letter or a 60 minute presentation, try taking a piece of paper, splitting it into four quadrants and answering these four questions.

 Why should my audience be interested in this message?  

• • Brainstorm as many reasons as possible why people will benefit from what you have to say or from buying your product or service

     Choose the best reasons and tell people about them first

• What information do they need to make a decision?

   Give them the facts that they need  

  • Explain the features of your product or service

• How will they use it?

  Tell them what they need to do next

  • Give them an action plan they can implement  

• What will happen in the future?

   Point out the risks they face if they don’t take your advice

  • Paint a great picture of how things will be if they do as you suggest  

Then use that information to write your letter or brochure or deliver your presentation.

 The amount of words or time needed for each segment will vary depending on your purpose but remember to give adequate time to all four – and cover them in the above order. 

 Cover ‘why’ as early as possible – though you might need a brief introduction to your topic first - and make it powerful.  Then give them the information they need but make sure you explain 'how' they can make it work.  And finally, give a vivid picture of what will happen if they do (or don't) follow your advice.

 And, while you use this scientifically-proven system for persuasion, don’t forget Mr Kipling’s other honest serving men – you need to think about 'who' your audience is and tailor the message to them; and you need to consider 'when' and 'where' to deliver it to get maximum impact.

 But you can use the ‘4mula’ of 'why/what/how/what if' as the basis for creating powerful marketing messages quickly and easily.

 If you choose not to hit these four hot buttons, your message will miss a large chunk of your potential audience and you will lose out on many possible customers.

 Or you can choose to use it as the basis for crafting your marketing messages and see how much easier it becomes to create powerful marketing material and to deliver persuasive presentations. 

 Then, as your marketing message hits the mark with a much bigger audience, just watch as your business begins to grow.

 (Footnote:  Naturally this article follows the formula –  it starts with a reason why you should read on (after a brief introduction), it then covers the facts and goes on to explain how you can use the information.  Finally it says what will happen in the future if you do or don’t listen to this advice.  It makes writing so easy!)

 "By Robert Greenshields; Robert helps business owners and independent professionals use the science of the human mind to build their businesses and win more customers.  Sign up to the 'Persuasion for Business' ezine at www.robertgreenshields.com." (Make sure the link is live if used online e.g. in an ezine or web site.)

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I received this email tonight and thought it was worth sharing with all who are marketing online.  Hope you enjoyed it.

Fran Watson

Proud Member of 10khits4u

Profit for You

2006-04-26 Posted at 01:48:48 PM

Tired of all the advertising screaming “Come here, do this and you’ll make thousands of dollars a day”?

Fran

Need Motivation??

2006-04-12 Posted at 10:55:06 PM

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Dog Quotes

2006-04-12 Posted at 10:52:08 PM

Dog's Quotes

The reason a dog has so many friends is that he wags his tail instead of his tongue. -Anonymous

Don't accept your dog's admiration as conclusive evidence that you are wonderful. -Ann Landers

There is no psychiatrist in the world like a puppy licking your face. -Ben Williams

Dogs love their friends and bite their enemies, quite unlike people, who are incapable of pure love and always have to mix love and hate. -Sigmund Freud

I wonder if other dogs think poodles are members of a weird religious cult. -Rita Rudner

Anybody who doesn't know what soap tastes like never washed a dog.  -Franklin P. Jones

If your dog is fat, you aren't getting enough exercise.   -Unknown

My dog is worried about the economy because Alpo is up to $3.00 a can. That's almost $21.00 in dog money. -Joe Weinstein

Women and cats will do as they please, and men and dogs should relax and get used to the idea. -Robert A. Heinlein

If you pick up a starving dog and make him prosperous, he will not bite you; that is the principal difference between a dog and a man. -Mark Twain

If you think dogs can't count, try putting three dog biscuits in your pocket and then give him only two of them. -Phil Pastoret

May your goal in life be to be as good a person as your dog thinks you are!!

Enjoy!

Fran Watson

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