Marketing is simple communication devised to reach the basic emotions and needs of people; love, happiness, success, comfort, revenge, greed. The simplest statement can sum up much of marketing. “People are inwardly begging to be led.” That’s the first lesson of marketing.
Good marketing understands what people want—understands their patterns and comfort zones—and then finds a cost-effective way to let them know you will take care of them now and in the future. Therefore:
- State what you have that can solve their problems.
- Let them envision themselves using the product.
- Make it simple for them to buy from you.
Do these three things and you’ll capture more than the market; you’ll capture their hearts and minds. Once you’ve captured that position, you have earned their trust and the rest will be marketing history.
Gorilla marketers keep it simple.
To demonstrate how simple marketing really is, and how we over complicate it, read this letter. Our eleven-year-old daughter, Rebecca, slipped this note under our bedroom door and scurried back to her sick bed.
Do you want to have a bright, cheerful, well, wide-eyed child? Well, now is your chance. All you have to pay is $.0.99!! (And gas). Because…at your nearest fast food restaurant, namely Burger King, there is a double cheeseburger for just $1..03 (tax included) <SIC>. If not, you will experience a gloomy, droopy, tired, sick child!
So, make up your mind.. Love your sick child, (you can make me well fast)
P.S. Or you can send out for a large pizza with everything but anchovies!
P.S. on the P.S. Please send a Ginger ale with your reply!
Becca instinctively knew that good advertising should have the following:
- Personalized approach to involve the customer
- Specific benefits
- Clearly detail the offer
- $.99 is better than $1.00 (and notice how she later ups the price)
- Simple instructions of what to do next
- The alternative reward or punishment
- Call to action
- Place control in the hands of the customer
- Let them know who you are
- Keep asking them to do something
- Ask for more
No one sat down with Rebecca and taught her these things. I am sure you already knew every one of them. You have probably just clouded them over with sophisticated notions. Trust your instincts and you will talk straight with the customer and be light years ahead.
Understand that buying is an emotional reaction. Too many advertisers make this foolish mistake – they try selling to the intellect. They first heap on rational reasons, bragging why their product is the best.