What is the key to creating messages that grab - and keep - the audience's attention?
Several techniques will get their attention. But one element is key in keeping their attention and getting the result you want.
That key is so crucial, and so often neglected, we need constant reminders. It's a central part of all my training and coaching programs. Those of you who are clients, know how I hammer this home.
But rather than repeat myself, I thought you'd enjoy hearing it from someone else. So here is....
One Secret to Make Your Marketing Message Effective
By Stephen D. Palmer
How To Become the Center of Attention There are millions of people with tons of advice, techniques, and strategies for how to reach your audience and get them to take action. Yet, if we're drowning in such advice, then why are so many marketing campaigns, books, speeches, articles, blogs, and other content painfully ineffective? Why does it seem so hard to get others to take action?
This is a must-read article for you if any of the following are true:
- You are a marketer, writer, entrepreneur, politician, or leader and you want to increase your ability to impact your audience, lead your organization, and make a positive difference.
- You've struggled with getting your message across in the past and have wondered why.
- You have an excellent product, service, or message that you know people will benefit from, but are having a hard time selling it.
- You have a passion for a particular message, but more often than not people seem to tune you out.
- You want to learn how to increase your conversion rate on your website and marketing campaigns.
When it comes to marketing, publishing, websites, public speaking, writing and all forms of content creation and distribution, there's one secret that supersedes anything else you've ever heard on the subject. Learning and applying this one secret will make a bigger difference in your style and presentation than anything else.
Are you ready for it?
Let me give you a hint: Why are you still reading this article? You've made it this far for a reason-what is that reason? Is it because I'm such a great writer? Is it because you like my website? Is it because you think I'm a cool guy?
Does it have anything to do with me at all? Of course not. You're still reading this because you have your own needs, struggles, and issues that you're dealing with and you're looking for answers. It has nothing to do with my writing style or my charismatic personality, charm, or wit. It's all about you and your needs. I've promised to help you meet your needs and answer your questions by giving you a secret that will increase the effectiveness more than any other factor. You haven't made it this far because of me; you're here because of you. You might care about my credibility, but only as it relates to your purposes.
Have you figured out the secret yet? Lean in closer while I whisper it in your ear. Here's the secret: It's not about you.
That's it. It's really that simple. It's not about you -- it's about your audience. It's about your customer, or potential customer. It's about their needs, desires, passions, fears, perceptions, sense of belonging, personality, sense of humor, tastes, preferences, and aversions. It's about giving them what they want, not what you want.
The Golden Rule says to treat people how you want to be treated. The Platinum Rule says to treat people how they want to be treated. The Golden Rule is great for avoiding conflict and war, but horrible for marketing. No one cares that your product is the best and that it was the result of your years of toil and passion. They only care if it happens to coincide with what they want.
To give a tangible example of this secret, I've extracted and analyzed two writing samples from websites of freelance writers. Consider the differences between the two:
Example 1: "I enjoy working with people and I love to write. The combination gives me an edge in the freelance writing industry. I'm outgoing enough to ask all the right questions and lucky enough that I never get bored doing my job. I believe any piece of writing is worthy of perfection...I have always gone the extra mile for my clients. You will find that I am meticulous, that my work is original, and that I will consistently produce above and beyond expectations.
Example 2: "I am here to make your life easier. Partner with me for your writing needs and give yourself the freedom to focus on other aspects of your business. If you are looking for an experienced freelance writer who is committed to your satisfaction, you have found her! I look forward to helping you achieve more with words."
While the first one isn't written too badly, notice that "I" is used eight times with only two references to the writer's potential clients. In an effort to sell you on her services, she has told you all about herself. In the second example, the writer references herself just four times while referencing you, the potential client, six times. The first person tells you how great she is; the second shows you that she's all about meeting your needs.
For some reason we think that to sell people we need to tell them how great we are. The reality is just the opposite - you must show them how in tune to their needs you are. They only reason they care about how great you are is if your perceived greatness coincides with what they're looking for and the particular pain that they're feeling that your product, service, or message will alleviate.
Learning that it's not about you and writing to the perspective of your audience will impact the effectiveness of your message more than any other factor. Stop being self-centered in presenting your message - make your message customer/audience-centric and you will quickly become the center of attention.
Stephen Palmer is a freelance writer and editor and the co-author of Killing Sacred Cows: Overcoming the Financial Myths that are Destroying Your Prosperity. He would love to help you make your book, articles, business plan, website, and/or speech effective, relevant, and memorable. Visit http://www.yourwritingcure.com now to find solutions to your content, writing, and editing problems.
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