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for Your Small Business

Chapter Fifty-one: How do you make them ‘feel’ your advertising?

The biggest problem with most marketing and advertising is the empathy that is displayed. If the person reading your letter, ad or webpage doesn’t feel that you are one of them – they are gone. If you can’t show them that you understand what is going on in their mind right at this very moment – they are gone. If you don’t understand the pain, excitement or passion in their inner most protected thoughts – they are gone.

A famous quote sums it up "you must enter the conversation already occurring in their mind as they read your marketing piece".

So – how do you do this?

First, you will never get this right if you can’t relate to them.

If you have never smoked in your life – but are trying to sell smokers on your quit smoking program – you are doomed (unless you have done a ton of research to know anything and everything a smoke goes through).

So, you must know their deepest secrets and desire first.

One thing I do when working with new clients is have them fill out a questionnaire first. Writing sales letters and advertisements for a living – I work with all kinds of products and services and I must find creative ways to understand what their prospects and clients are thinking.

The questionnaire is 36 questions long – and most of them (if not all) have NEVER been thought of by the business owner before. They whine and complain on how hard it is – yet it is marketing 101! If you don’t know the answers to these questions – you have NO CLUE what your clients want.

Here are a few you need to think about for your own business:

(Before you begin – make sure you have a visual of your perfect client in mind)

1. What keeps your ideal clients awake at night, worrying thoughts racing through their minds?

2. What is the feeling or experience you want clients to walk away with?

3. What are they afraid of?

4. What are they angry about? Who are they angry at? Why are they angry?

5. What are their top three daily frustrations?

6. What do they secretly desire most out of life? How do you help them achieve this?

7. What do you help your clients avoid?

8. What makes you, above all other available options, the one to choose?

9. What is the biggest reason you can think of why people would NOT buy from you?

This won’t be easy to do – but it is the most important thing you CAN do. When you understand your clients like your best friends – THEN you can sell to them pretty well anything you want.

If you don’t "get" them – not a chance..