Catching people's attention is not an easy task.
Everyone's bombarded with hundreds of marketing messages everyday and you need to cut through that gigantic clutter.
In the next 5 minutes, I'll show you the easy way to write impactful messages that I discover by analyzing marketing everyday.
If you want to get the attention of the people you want, let's dive into it.
Why every company are using the same boring and lame message
When you look marketing messages of a certain industry, you'll find something interesting.
They are all saying the exact same message.
Let's take a real estate company for example.
You'll find out they are either talking about themselves like
"XYZ real estate! Sell your home with us!"
or if they are advanced (rare) it will be
"Call us and we'll let you know what your home is worth!"
This same message is used in every other country, every other planet and every other multiverse. But, this is not the end.
They have kept using it for more than 50 years.
Do you know how long that is?
50 years ago, Richard Nixon was still running the United States and the calculator was just invented.
Logically, if this amount of period has passed you will assume that marketing will evolve, right?
Well, in reality it doesn't seem like it. It's even getting worse.
So why is it not evolving?
The dark age of marketing
When someone comes to a business, marketing is not their primary object.
They came to do their own stuff.
Like a real estate agent selling homes, like a dentist putting fingers in other people's mouths.
They are not into marketing. They are not marketers.
So what are they going to do with the marketing in this case?
They will start copying what the competitors are doing.
Maybe some of them will add a miniscule change to it. But there's no big difference.
They constantly keep copying each other.
This is why marketing is not evolving and will probably be the same for another 50 years.
The dark age of marketing will continue.
BUT
This means, if you know how to write an impactful message, it could be super powerful.
You can be the light in the dark.
Next, I will show you the easy way to do exactly that.
By implementing this, writing marketing messages will be none of your concern anymore.
The easy method to write an impactful message.
These are the two steps to write impactful messages.
1. Make it clear that you understand your audience's problems, pain, predicament.
2. Don't target everyone with the message.
Let me go deeper.
1. Make it clear that you understand your audience's problems, pain, predicament.
Let's say you need to make a headline for a chiropractor.
Probably, the best one will be
“Does your neck hurt?”
“Does your back hurt regularly?”
“Does your shoulder hurt when you wake up in the morning?”
Super simple, right? No difficult shiny marketing words used but it's super effective.
Why?
Because, this is what the prospects are experiencing and want to fix it.
By focusing on their problem, you can get their attention.
You can't get the attention by saying
“We are the best!”
“We've been in business for 15 years!”
“We're cheap!”
No one cares, my friend. Everybody cares about themselves.
The marketing should be about them and not you.
2. Don't target everyone with the message.
Focus on the people that will most likely buy your product.
Don't be afraid to turn away some people to reach your target audience.
You reach people to the extent that you turn other people away.
For example, If you are selling beard shampoo, the most likely customer will be men.
Yes, maybe some women will need it, but the vast majority will be men so it is ok to make your message just focus on men.
If you sell to everyone you sell to no one.
This is how you make a message cut through the clutter.
If you need help to make a razor sharp message for your business, feel free to contact us.
Talk soon,
Caine
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