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About this lesson
Learn to put together your clear, concise message that you want to articulate to your prospects. You will also create a compelling company or individual story that you will use to build rapport with your audience.
Put together your clear, concise message that you want to articulate to your prospects. You will also create a compelling company or individual story that you will use to build rapport with your audience.
When to use
You need to know exactly what you want to convey to your prospects through your marketing campaigns. Put together your clear, concise message using this framework for any kind of advertising.
Take the information we have so far and put it into an ad format. This framework works for any kind of advertising whether online, email, flyers, video, radio, etc.
Start with the bold promise to grab attention – question or statement.
- “What if there was a way to triple the amount of referrals you get into your business next month?”
- BMW: "The Ultimate Driving Machine, Guaranteed."
- “96% of your unhappy customers won’t tell you they are unhappy, they just won’t come back. How does that affect your business?”
Back up the bold promise with social proof – 3 testimonials. At the most, choose 5.
- What challenge the customer experienced before your using product or service
- How your product or service helped them
- Where are they now
Have ONE direct and explicit “call to action” with a specific outcome in mind. What action do they take?
- Call now
- Email us today
- Click here for XYZ
A call to action is crucial in marketing. Without this, people may just move on to the next thing. Choose one call to action only and be clear on the outcome you want to steer them towards.
- Buy a particular item
- Take a specific action
Include a personal story
- Personal stories allow people to get to know you and like you through your marketing.
- For example, the story of why you or the founder started the company.
- Tell the struggle as well as the successes. Where did you or the company start, what challenges did you have to get to the point you are now.
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