Perry Marchall's "Swiss Army Knife"
Wednesday, March 3, 2010 at 04:05PM From Katie Freilings blog:
I’d love to take a few moments today and share some of the brilliant marketing insights that I’ve been learning, so you can turn around and use it to take YOUR business to the next level…
You can use these ideas for Google Adwords (Pay Per Click ads), headlines, emails, or telling your story on your blog or a sales page. At the conference, Perry talked about his ‘Swiss Army Knife’ method to crafting ads that convert… There are 16 different blades within this Swiss Army Knife, but to keep things simple, I’ll share the top 5 that I feel are the most relevant and the most important in helping YOU create more success in your business:
Blade 1: IMAGERY.
Different people have various learning styles and ways in which they can relate to and absorb information. Some people are more auditory, some more visual, and some more kinesthetic (feeling, hands on). It’s a good idea to incorporate all 3 when describing the benefits of your program in ads, headlines, emails, and stories to hit your prospects on all different levels. For example, if you’re promoting a weight loss program, you can say:
- You’ll LOOK so thin and radiant, you’ll be getting double takes from everyone you meet (VISUAL).
- You’ll HEAR that good looking man across the room say to his friend, ‘Wow, she’s absolutely stunning!’ (AUDITORY).
- You’ll FEEL 10 years younger. (KINESTHETIC).
Blade 2: EMOTIONS.
One of the most foundational and core principles of marketing is to ‘Sell on Emotion’. People do not make buying decisions based on logic… They make their decisions based on the emotions they feel. When crafting your marketing, be sure to write or speak to your prospect’s emotional body, not their mind. Some examples of powerful emotions to target: Anger, Joy, Disgust, Terror, Anticipation, Sadness, Surprise, Ecstasy, Despair, Nervousness, Humiliation, Pride, Relief, Confidence…
*Please note: This is not meant for manipulation in any way. You can address the core emotions your prospect may feel enduring a problem that you intend to help them solve. Always have your prospect’s best intentions in mind.
Blade 3: TOWARDS/AWAY FROM.
As human creatures, we are driven and motivated by 2 things… Fear and Pleasure. We are hardwired to move away from fear and towards pleasure. In marketing, you either want to be helping your prospect get what they DESIRE or solve the problem that they are in FEAR over. Good marketing leverages both ends of the spectrum.
Blade 4: PROOF.
This is key… You need to have the PROOF to back up your claims. If you haven’t experienced results yet, don’t lie. Honesty and transparency is always more effective than covering up the truth. If you have experienced results in your business or with what you’re selling, make sure you showcase it! Proof can be:
- A powerful demonstration
- Results (money, weight loss, leads, cholesterol levels lowered, conversion rates higher, etc.)
- Any high profile clients or celebrity-like endorsements
- Testimonials and case studies
- Media mentions
- Social Proof (comments, followers, re-tweets, etc.)
Blade 5: LANGUAGE DEVICES.
Our language is so diverse, make sure you take advantage of it! There are many different ways of saying the same thing, so step outside of the box and get creative with your wording! The more UNIQUE you can sound, the more effective your marketing will be. Some different ideas for language devices are:
- Bullets (give the feature AND the benefit).
- Rhymes
- Alliterations (Use the same consonant as the beginning letter for a number of words. Examples: David DeAngelo, Empowered Entrepreneurs, Conscious Creators, Marketing Masterminds, etc.)
- Metaphors and Analogies
- Famous Quotes
- Sarcasm/ Irony
- Humor
- Slang (when appropriate)
So there you have it! Use these 5 blades in your marketing and watch your conversions skyrocket, your traffic double, and your income grow!
Thank you Katie for sharing.
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