Tag: marketing

9 Levels of Word of Mouth

9 Levels of Word of Mouth

Last time we talked about the second part of word-of-mouth tactics which help you put together a system to help shorten your customers’ purchasing decision time, which can increase your profits immensely.

Today is not so much of a blog but a tool to evaluate where your word of mouth stands and how it affects your business. We’re going to talk about the nine levels of word-of-mouth which gives you a scale to measure the word-of-mouth circulating around your company, products, and services. You can then see where you are getting negative or weak word of mouth and find ways to correct it.

So, launching into the nine levels of word-of-mouth, it should seem relatively obvious that the negative levels are, well, negative, and the positive levels are positive. 

Word of Mouth Scale

Minus 4-Death Blow

This is the worst of the worst and means your product or service is creating a scandal. Remember when the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe? Yea, you won’t want that kind of word of mouth.

If this is where you are, it is most likely a death blow for your business and you have most likely done something very wrong. 

Minus 3-Karen is Out for Blood

Disgruntled customers are going out of their way to convince other consumers from purchasing your products and services. They are boycotting you. 

They are actively making a seen, leaving bad reviews, making their tik toks. In some respect, this can be the worst place to be. Karen does not allow you to have a minute to respond and fix the problem. 

Minus 2-Unacceptable and Unhappy

While not outwardly boycotting, when customers are asked about you, they will give a negative response. They will take the time to leave a Yelp or Google review and most likely leave it at that. 

Minus 1-Solvable 

At this level, people are mildly dissatisfied, and while not outwardly talking about it, they will have an opinion if asked. Now they may purchase from you despite their negative feelings; this can be a little confusing. 

These people may stick with you because it is easy or the pain is not enough to change. It is important to spend time giving them a better experience.

Level 0-Neutral 

This is sort of a neutral place to be. Customers are using your products, but don’t really talk about it. People rarely ask them about it, so they aren’t sharing their opinion with others. This can be a slippery slope because you don’t want to turn that neutral experience into a negative one. You should work to make it a positive one.

Plus 1-Satisfied 

At this level, we are finally starting to work our way into the positive word-of-mouth about your company, products, and services. Plus 1 signifies that people are generally pleased with your products, but unless asked, don’t really say anything about them.

Plus 2-Tip of the Tong Solution

When asked, your customers will talk about how much they love your products or service. They will be a person who says something like, “o I use …” or “consider trying …”. These people need to be prompted but once they have been you’re their go-to.

They may give a review but most likely need to be prompted before they will do it.

Plus 3-Have You Heard About

Customers will go out of their way to talk about your products, services, company, and shopping experience with you. This is most evident when you see how people recommend movies to their friends and family.

These people will leave an unprompted review and 5-star score. These tend to be your 7-9 net promoter scores.

Plus 4- Champion

Your product is the toast of the town. There is an obvious buzz going around, and your business is the place to be. People are not only talking about your great products and services, but they are talking about their shopping experience, your customer service, and how they perceive the company to help them in the future.

These are the people who do not only leave a review but also go out of their way to make a social media post. These are your 9-10 net promoter scores. 

Some great examples of Plus 4 companies are:

  • Lexus
  • Harley Davidson
  • Lululemon 
  • Tesla
  • Apple
  • Costco

 

We’re going to leave this lesson for you to mull over and take a look at what kind of word of mouth you are generating. If you need help with this process, try our FREE test drive to get help from our experienced business coaches.

Next ti, we will talk about the 30 ways to harness the power of word of mouth.

Get People to Talk About You The Way You Want

Get People to Talk About You The Way You Want

In the last post, we started our series on word of mouth and talked about making your customers purchasing experience a short, easy one. We are going to continue with that theme a bit today. We will talk about the power of word of mouth and how to mold it to your advantage.

The reality is everyone needs an advisor to guide them to make a decision. We rely on the expertise of others to make the right decisions as they are explained to us. When you take the time to understand exactly what and how word of mouth works, you’ll see all the great advantages it has to offer you. Remember this path when working to understand word of mouth:

  • Accelerate the decision-making process for increased profits.
  • You can accelerate product-making decisions by making the process easier. For example, try delivering on your word-of-mouth promises instead of low-ball advertising and the used car salesman approach.

Traditional advertising draws about one response for every thousand ads, and most of those are to ask for more information before the customer even considers purchasing. When you get information from a friend, you are more likely to take their word for it and act. On average, customers purchase two out of every five recommendations their friends make. That’s a HUGE difference.

So, what exactly is word of mouth? We know how powerful it can be, but to define it: Word of mouth is a communication between a customer and a potential customer. There is usually a relationship of some kind between these two people with an established level of trust. 

Now, compare this to advertising where you are providing a message to a potential customer who has not established a relationship with you or level of trust. Who are they more likely to take advice from? The answer is clear!
We talked above about the benefits of word of mouth now; let’s take a look at some reasons why it works. Some of these are:

  • The information is custom-tailored to the potential customer because of the friendly relationship of the referrer.
  • It’s more personal, relevant, and believable.
  • It’s customer-driven.
  • It’s self-generating and can take on a life of its own, especially with the information age of the Internet.
  • It becomes part of the product’s description.
  • The source of word of mouth can be meaningful and more effective when coming from an expert.
  • Word of mouth saves you time and money. 

To fully utilize word of mouth, you need to understand:

  1. Where is your word of mouth coming from?
  2. What products or services are being affected by word of mouth?
  3. How is your word of mouth traveling?

Once you know these things, you can work out a plan to trigger more word of mouth. This wraps up this lesson on word of mouth. If you need help understanding word of mouth and how it can impact your business, try our FREE test drive to access our wealth of resources and tools.

Next time we’re going to dive into the nine levels of word of mouth. These levels help you understand which word of mouth is positive and which is not.

Are People Talking About You the Way You Want?

Are People Talking About You the Way You Want?

Take Control of Your Word of Mouth

It is time to start a new series, all about Word of Mouth and how it can make or break your business in an extremely short amount of time. In this first lesson, we’ll explore exactly what word of mouth is and give you a chance to know if you’re using it correctly. 

Word of Mouth is easily the most powerful form of marketing and is absolutely free. People talk about ads they see, experiences they have, and the products they purchase. So if you treat people right and spread the word about your new products/services in a positive way, you’ll attract the right customers and clients who will sustain your business for a long time. 

Now, as positive as word of mouth can be for your business, the other side of the coin is how negative it can be as well. Unfortunately, bad news seems invariable to travel faster than good news. If you have a less than high-quality product or weak customer service system, then your customers will tell everyone they know not to buy your products and services.

The age of technology has proved to be an amazing benefit in the world of word of mouth. With blogs, podcasts, online marketing, forums, social networking, and other online mediums available, it is easier and easier for consumers to share their experiences. And remember this is all free advertising for you. 

Shorten Customer Decision Cycle

The decision cycle or more commonly known as your sales cycle. This is your first opportunity to influence your client experience. There are three great ways to shorten & streamline your IAC decision cycle, plus they have the added benefit of impacting your revenue. They are:

  • Decision Speed
  • Friction & Stress Reduction
  • Operational Flexibility

Decision Speed

Let’s take a deeper look at decision speed. Offer simplicity, ease, and a fun purchasing atmosphere, and you’ll help your customers make their decisions quicker and more confidently. When this happens, your customers will buy more frequently, spend more money than usual, refer friends, and decided to purchase more quickly. This can raise your market share by over 100 times.

The time it takes your customer to decide and purchase far outweighs any other component of marketing. When you focus on customer decision speed it forces you to take a hard look at your company and brand image, positioning, value, customer service, guarantees, and product quality.

Friction & Stress Reduction 

The next area I want to talk about quickly is how to minimize the friction or stress involved with decision-making. No matter how easily people find decision-making there is a certain amount of anxiety we all experience when making a purchase, especially from a new source or for a large amount of money. When you help to minimize this emotional response, you will soothe your customers’ anxiety and they will make their decision quicker and more confidently.

There are a few secrets to accelerate the customer’s decision making progress:

  • Your benefits, features, claims, and promises must be obvious, clear, and concise.
  • The information you offer must be complete, easy to understand, credible, and balanced.
  • Use comparisons that show a marked difference.
  • Your guarantees must be rock solid and more than the customer expects.
  • Make trial periods easy.
  • You must have simple evaluations of your products or services.
  • Testimonials need to be relevant and positive.
  • Your support, delivery, and other operational systems must be perfect.

Your website can be as good as you make it. You can offer more than information; you can offer an experience that guides your customers gently through the decision-making process to make it easy for them to buy. Take it a step beyond by offering toll-free support numbers, software downloads to help with the process, or other classy and informative ways to reassure your customers that you are there with them every step of the way and have nothing to hide.

Operational Flexibility 

The final area to explore is the customer journey. This might be the most important piece of any marketing strategy. A customer journey is the ideal touchpoints and behaviors you want to see your customers exhibit. A great customer journey has the following components:

  • A mapped out experience from prospect to fulfilled happy customer
  • Clear explanation of business action (items you put out in the world) and response (the action you want your customers to exhibit
  • The expectation of employees and responsibilities at each stage 
  • Training on your staff should implement these experiences

Now here is where the flexibility comes in, a great liner plan like a customer journey is an ideal experience. This means you need to empower your employees to be able to make edits, changes, skip steps, expand steps, etc to get to the finished product which is a repeat customer singing your praises to everyone they meet.

This wraps up the first post in our series on word of mouth. If you need help identifying your target market and the issues they run into that lengthen their purchasing experience, complete our One Thing survey and get an implementable solution within 48 business hours. 

Next time we’ll move forward with word of mouth and talk about the power of word of mouth and what exactly this powerful tool is and can be used for.

10 x Your Resources to Maximize Your Results Part 2

10 x Your Resources to Maximize Your Results Part 2

Resources are tremendous, but results are better. Every business has resources, but very few can put them to the best use. Last week we spoke about the three strategies for maximizing your resource, and they were: 

  1. Call in the Troops; using your current customers.
  2. Bring ‘Em Out of the Woodwork; the power of a referral system
  3. Black Sheep Clients; reactivation of previous clients. 

Today we’ll talk about the following three:

  1. Olympic-Size Sales Staff
  2. Open Water Fishing 
  3. Call for Back-Up

Olympic-Size Sales Staff

Now we all know you can’t have a sales staff of 10,000 who work around the clock for free, but there is a tool that will do precisely that-direct mail marketing. Direct mail is one of the big three, social media, email, and direct mail. Now social media and email have higher open rates and lower costs, but direct mail has significant advantages. 

Direct mail campaigns generate purchases five times larger than email campaigns. In addition, they have the distinct advantage of standing out. In today’s, world people get inundated with social media aids and emails but rarely receive real mail. The last advantage is the life span of a social media ad lasts about 3 seconds in front of your customer compared to 17 days for direct mail. 

Direct mail is a written piece of sales and informative copy that offers information about your company and your products/services to potential customers/clients. For example, you have sales letters, brochures, or proposals that can be mailed out to a list of leads. 

This approach can not only open your door to thousands of new customers/clients, but it can also save you thousands of dollars in advertising. 

Open Water Fishing

You have to be careful not to waste your time on clients who are simply not interested. Instead, you must focus on bigger fish. Remember, the previous lessons talked about how you should always be targeting higher-quality prospects. 

To do this, you have to take the time to research and learn about your potential clients to make sure you are targeting the right companies to work with. In addition, make sure they are companies that will benefit from your products/services over a long time. 

If you’re not sure where to start finding big fish clients, go back over our previous lessons or look into purchasing a direct mailing list that targets the clients you need. You can buy or rent lists with name, title, job specs, and contact information. This gives you a jumping-off point in finding high-quality clients.

Call for Back-Up

Don’t be afraid of telemarketing. It’s a powerful tool that can be done tastefully and be highly effective. However, keep in mind, when not handled correctly can bring about adverse reactions. To be successful with telemarketing, you need to use these tips:

  1. Your first line of defense should be mail marketing. 
  2. Test before you start a telemarketing campaign.
  3. Set the price for your offer.
  4. Use a progressive approach with your campaign.

Progressive contact helps build trust and allows the potential customer/client to establish a positive relationship with you. These are the progressive steps you should take:

  1. Put your prospect at ease.
  2. Present your offer in a natural, conversational way.
  3. Avoid being argumentative or pushy.
  4. Always be honest.
  5. Perfect your 30-second elevator speech.
  6. Clearly state your name, business name, why you’re calling, and where you got their information.
  7. Offer the benefits of your products and services.
  8. Mention one of the features that back up the benefits.
  9. Ask preliminary questions that give you information about the prospect.

These step-by-step methods can help you succeed with a telemarketing campaign and avoid a negative response that could forever stigmatize your business. 

This wraps up these three areas of multiplying your resources. We’ll continue with this series for the next two posts to give you all the resources you need to get the most out of your current resources.

If you need help working through any of these processes or areas, download my book and I will give you one free month of access to my online marketing academy $97 value.

Maximize Your Resources – Part 2

Maximize Your Resources – Part 2

 

Let recap last week’s blog, where we discussed the first three areas for maximizing your resources. For reference, they were:

  • Recognize the obvious, give yourself the space to see the apparent areas of waste.
  • Unconventional breakthroughs create a culture and method for maximizing new and creative ideas between you and your team.
  • Face the facts, start by analyzing your current systems and start by making a 1% change.

Today we’ll cover the next three, which are:

  • Reveal your business’ soul
  • From breaking even to breaking the bank
  • Stand up and stand out

Reveal Your Business’ Soul

Every business has a soul, and you likely felt it the strongest when your business was starting. It’s that passion, newness, and momentum you had at the very beginning. Unfortunately, sometimes that can get lost along the way as your business gets stagnant and set in its ways. You have to break out of that rut and get back to your business’ true soul.

The philosophy of putting your client’s needs above your own is the true key to success. You need to serve your clients, not sell to them. They want to build a relationship based on trust, not a used car. Add to these responsibilities your ability to solve problems, handle special situations, be a friend to your clients and focus on offering valuable, high-quality products/services. 

I challenge you to fill these affirmations daily or at least weekly the answer the following questions:

  • I started my business to solve this (insert the problem you solve)__________ for (insert the person or people solve the proble for)  ______________.
  • I started this business to have my customers and clients feel (insert how you want your prospect to feel after purchasing/working with you) _____________. 

Completing this short exercise will help you to be able to frame your purpose quickly and efficiently for yourself to keep you focused. Once focused, you can get back to the basics and solve the problems your business is facing.

From Breaking Even to Breaking the Bank

One of the easiest ways to instantly increase your profit is by cutting costs. Most people panic here and think I can’t afford to cut expenses. I am barely making it work as it is. Most of us, over the life of our business, accumulate costs that we forget about it. They can be $5 for this subscription or looking at your credit card processor. 

By taking the time monthly to review your expense, you can significantly reduce your cost. It is also a great way to start noticing the spending trends of both you and your staff. Along with this, make sure you set aside time to review your annual expenses.

  • Phone & Internet
  • Product Licenses
  • Payment process
  • Banking Fees
  • Insurance
  • Rent 
  • inventory suppliers

These are just a few of the areas to consider reviewing but taking the time to look at making small changes in any of these areas can mean $10,000 or more in additional profit for your business. Of course, taking steps to make changes should never be done without a team. Make sure your key staff and accountant are a part of these conversations. If you’re fortunate to have a business coach make, I would include them as well.

Good luck and start cutting costs.

Stand Up and Stand Out

You need to stand out from the pack among your competitors. The only way you can do this is through consistency and value. You do this by discovering what your USP (Unique Selling Proposition) is and perfecting it. Here are some tips to help you find and develop your USP:

  1. Look for unfilled needs in your industry.
  2. Use preemptive marketing.
  3. Use a technique that is clear and to the point.

This wraps up this post. However, if you need help with any of these areas and techniques, try our Finacial Training & E-Learning Market Place to access a wealth of resources and tools.

O No First Contact! Are you prepared?

O No First Contact! Are you prepared?

Home page picture, used for social post

In the last post, we learned the process for researching our big fish (ideal client). Being prepared to make a great first impression is imperative to your success. Your strategy needs to instill confidence. The prospect needs to know you can meet expectations on time, at a reasonable price, and the quality at or above expectation. 

Now let’s begin to create the perfect first impression. Building a good plan starts with identifying the right big fish. Take a look at your notes and the research you’ve done about prospective fish. Then decide which one will be the most straightforward approach to start with.

There are a series of things to go through in choosing which fish to start with. They are:

  • Compile Your Hit List
  • Prepare your position
  • Define where to start 

Compile Your Hit List

Start with a list of all the companies you’ve been considering. Then narrow it down to the ones who know could use your products or services. Don’t overlook obvious choices, whether they are big or small. Don’t discount a company just based on the physical size. A small company can have significant opportunities. Think back to your earlier work where you identified what makes a good big fish.

Prepare your position 

You need to prepare your customer research. This starts by creating a documented procedure including the companies revenues, perceived target audience, industry challenges, company culture, decision-makers, etc. Use this tool to get into the heads of your clients to understand their needs and wants.

Once, you have the information you’re ready to make the first move.

Define where to start (prioritize) 

Great so you have been able to narrow your list to a responsible 10-20 ideal clients. Now you need to set priorities of who you should contact first. To help you chose please consider the following:

  • Which have the most purchasing resources to spend?
  • Does their company vision complement yours?
  • What are their employee incentive programs as they relate to your products/services?
  • What’s the company’s actual need for you?
  • Will the partnership lead you off-course?

 

Now you should have a target in mind to start with. It’s time to plan your approach and execute that plan.

Here’s the step-by-step plan to help you make an excellent first impression:

  1. Build and analyze your database. Use the following lead tags to categories and track your sales process (if you don’t like these, come up with your own, but make sure you a definition that includes the behaviors your prospect should be displaying): hot leads, great fits, warm leads, and secondary leads.
    1. Great fits: these are the top 1-3 from your list above.
    2. Hot leads: these are leads that you have been able to engage in meaningful conversations. Specifically, you have spoken with them, and they have moved to the end of your pipeline.
    3. Warm leads: these are the leads that you have engaged in meaningful conversation but have not been able to get over all their objections. They see you as a problem solver and their most likely solution but you still have to get them over the hump.
    4. Secondary leads: These are not great fits, but you feel you can still bring value to them. However, they may not be your ideal for several reasons.
  2. Send out initial mailings (this a print mailing, you may, in addition, consider sending an email) to peak interest, educate, and establish preeminence. It should be short, clean, and concise. Ideally, to speak to the problem they have and don’t want.
  3. Follow up with your first phone call 2-3 days after they would have received the mailings. During the phone call, find out whom you need to be speaking with in the future and set up a meet with the right person.
  4. Follow up your phone call with another mailing/E-mailing/social contact that thanks them for taking the time to speak with you and offer more details about your products/services. Use this letter and opportunity to set up a meeting to do a presentation.
  5. Follow up the letter with another phone call a couple of days after receiving the letter. This phone call is to help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them. 
  6. Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter (the second one) and if they have a minute when you can stop by and introduce yourself in person.
  7. Repeat, Adjust and Adapt. No process is perfect; keep adapting and changing your contact method and message as long as the prospective client fits that ideal process. 

Now, don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but you can’t go wrong when you know you are offering a quality product/service.

Once you’ve gone through this process and make the first contact (and hopefully a good first impression), it’s time to put your best face forward, which means sending the right salesperson to seal the deal.

If you need help putting together your approach and make an excellent first impression, schedule a free consultation to discuss your big fish.

The best time to start was yesterday, but today will do just fine.

About the Author

I am a business coach and consultant specializing in uncovering the root cause of a challenge and offering an unexpected solution. That solution typically results in a substantial increase in profits and the peace of mind to set you free from your business.

I ask powerful questions to clarify who you are and what you want. I am empathetic, although surgical in approach. I make my clients feel they are the only person I am working with. I have an uncanny way of drawing people out and getting to the heart of the matter.

I am a Pittsburgh native who aspires to free business from the rat race. If I am not working to improve the lives of my clients. Then you will most likely find me on the ice playing hockey, reading, or making plans for the future.

If I can ever be helpful to my readers, it would be my pleasure to connect and see where I can bring you value. I look forward to continuing to share more great lessons with my growing community.

One Fish two, Fish, I can’t stop thinking about the Big Fish.

One Fish two, Fish, I can’t stop thinking about the Big Fish.

Title picture

In the last post, we started our series on catching big clients, or “fish,” that will sustain your business over the long run. Today we’re going to take that a step further by talking about understanding and thinking like a big fish company and how that can help you plan your approach and find success.

Before you can start landing big clients, you have to make sure your entire team is on board with your approach and vision. There are six keys to finding big client success. They are:

Six Key’s: Big Fish Mindset

  1. First Impression: Never give them a reason to doubt your abilities. Plan your interaction and be prepared to listen, learn, and act to solve their problems. Make it about them and not you; be patient. 
  2. First Priority: Your fish must always feel like they are your priority. Return calls and emails promptly and find solutions to their problems or questions as quickly as possible. Over-communicate on the process; let them know your thinking of them.
  3. Flexible: You need to be flexible in your negotiations. If they need a particular service or for you to customize a product, say yes for the benefit of the long term. A little hassle now will be a big payoff later.
  4. Long-term: This goes along with the last one a bit. As you are approaching and negotiating with big fish, you need to think about the long-term benefits for your business. If you go for a one-time big score, you will lose their interest.
  5. Have Fun: Work should be fun, even when trying to land big clients. Going after the big fish should be the most fun. You are sharing your vision with new people and including them in your future success and likewise. People work better in a fun, happy environment. Your passion will also be contagious and pull the fish into your vision even more.
  6. Put them first: If you take just a little bit of time and offer your clients ways to save money or time by introducing them to potential business partners, this will show you are invested and interested in their business. Strive to find the balance between your business needs and your client’s needs.

Now that you understand the basis of the Big Fish Mindset. You might be asking, great, how do I develop a vision for my entire company? There several tactics to employ, but here are a few of my favorites. 

  • Engage your team in defining who is an ideal “Big Fish Nothing gets a team to share a vision like having them be a part of the process design.”

 

  • Write the vision and goals everywhere. Create signage that reinforced the company vision and goals. Everyone loves suitable bathroom reading materials. A fun poster in the stalls can go a long way. Plus, this is a great way to reinforce company values.

 

  • Training, Training, Training: Constitnantly reinforces the goals and objectives while teaching your staff the skills to achieve them. Get help and provide resources for your team to be successful. May I suggest starting with a lesson on the “Big Fish Mindset.”

 

  • Score Board: create a way to share the progress with your entire company. It is a great way to show each person’s contribution to the whole. Plus, it can be a great way to track and evaluate your process. 

 

  • Strategy eats tactics for breakfast, holds frequent meetings to make sure your strategy is working, and adjust the tactics to achieve your goals.

 

  • Create a communication policy, be very clear with your team about how quickly you expect your staff to get back to customers. In addition, create shared language and terms around communicating to clients and other team members. Defining these parameters will solve a lot of problems down the road. 

 

  • Reward in public, coach in private. As often as you can, praise your team. Find a reason to thank your team and appreciate their work. If they’re not performing, pull them aside and ask a straightforward question. What do you need to be more successful?

Including a big fish mindset in your overall company vision and experience will allow you to achieve more as a business owner and organization than you could ever imagine. It will enable you to start thinking long-term and give you the ability to invest in your people, process, and profits. Include the tactics in your strategy, and your company will begin landing big fish in no time.

If you need help creating the system, process, and developing the strategy big-company mindset, contact us today to work with one of our coaches or check out our resources and tools. 

The best time to start was yesterday, but today will do just fine. 

Make It Pop!

There are five major components to good advertising copy: (The order of these is essential to success)

  • Command Attention
  • Showcase Benefits of Products/Services
  • Prove the Benefits
  • Persuade People to Embrace the Benefits
  • Call to Action


Advertising is sales in print. So, you need to think about your products/services’ unique benefits and compellingly showcase that. You need to emphasize results, not features.

Let’s take a minute to talk about each of these components:

  1. Command Attention: This is accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
  2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual description of benefits to deliver precisely what and how they will help the customer. 
  3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider the information that establishes credibility and past performance.
  4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will compel your potential customers to feel like they have to act now, which leads to the last component.
  5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.  Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited-time price…the list goes on. There are many ways to get potential customers excited about ordering and help them feel like they are getting a fantastic deal.

Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our Marketing Evaluator to make sure your copy POPs!