November 20, 2012

Couples riding under a bridgeWhen you’re trying to move a product or service, the purpose of marketing is to capture attention and steer the prospect towards a buying decision. Think of it more as a seduction than a sale, and you’ve got the right attitude.

That’s nice in theory, but how do you seduce prospects in a way that’s professional and effective? It depends largely on the nature of what you’re offering. Some offerings are more widely available and it is necessary to be louder or more dramatic to stand out from the crowd. Others are more technical, requiring a process of education and many steps from initial interest to closing the business. You wouldn’t sell a bushel of wheat the same way you’d sell a computer, for example. Likewise, you wouldn’t sell a one-of-a-kind custom set of machined parts the same way you’d sell a standard yet complex printer, because the fact of customisation means there’s more education and interaction from interest to sale.

Exciting Internet marketing

In Internet marketing, most offerings are designed to be standardised rather than customised. This is not a rule but a rule of thumb. The reason is that the economies of scale and efficiencies of Internet marketing really come into play when an offering is repeated in large volume with no variation, and especially when that offering is an information product rather than a physical one. In such cases, profit margins can be astronomical.

This is all well and good, but the flip side of this is that the less tangible the offering the harder it is to make the offering seem real and valuable to the prospect. How do you compensate for this?

If you’ve paid attention to the solicitations you’ve no doubt received for Internet-based seminars, you’ll notice a common theme. They all use what’s called “long form” copywriting to seduce you to buy. This approach uses a lot of copy, in which the benefits and the call to action (AKA request for an order) are repeated in different ways. Throughout the copy, one has the chance to click and commence an ordering process. Read the copy closely, and you’ll notice an interesting fact. It’s laden with language that stimulates images of things wanted or unwanted, and words that when spoken in one’s mind do the same thing. This is deliberate: the writer is using the senses of sight and sound, which are the most stimulating and exciting to most of us, to generate emotional responses.

The Four P’s

There’s a well-known saying in marketing that people buy on emotion and justify with logic. Keep this in mind when marketing your offering on the Internet, and you’ll do well. You should also remember the famous “four P’s”: Picture, Promise, Proof, and Push. Picture is the image you create of something wanted (greed) or something unwanted (fear). Either can motivate a person to take action. The promise is of something to be delivered that addresses the fear or greed. The proof helps that logical justification process along, and the push is the call to action.

It’s not complex, but it is good marketing. Use it.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: MorgueFile)

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