This month I'm happy to share with you exactly what underlies a truly persuasive marketing message.

Early in my copywriting career my fascination with how our minds work led me to certification as a clinical hypnotherapist, and I began to observe the factors that every successful promotion must satisfy. Those inquiries ultimately led me to formulate Our 7 Subconscious Buying Needs, and it has guided every winning promotion I have created for clients. I hope it will help you, too!

Tom Bruein

They may not know it, but anyone reading your marketing material is yearning to see certain key points covered before they decide to take action. Leave one of these out, and your prospect may still feel as if they have a lingering, unanswered question in the back of their mind.

Although they don’t all have to be covered on the home page, the more quickly a visitor finds these items addressed, the more readily they will buy.

1. Target Audience – make it clear exactly who you serve (so they know you are a good fit for them and vice versa).
2. Problem – a description of the issue that you help them overcome (making it clear that you understand their needs).
3. Solution – what result should they expect? This is your big promise, the reason why you run a business that serves others. It should convey a BENEFIT (not just features or advantages). Ideally this benefit is in the form of an emotion, rather than just a product or service.
4. Biggest objection – this is the one or two ‘Yeah, but…’ statements that immediately enter their mind: “I can’t afford it”; “I don’t have the time”; “That’s too extravagant for me”; “I don’t want to appear weak by asking for help”; “I’ve heard horror stories about ___”; etc.
   By raising the issue before they do, and framing your answer as an advantage, it is seen as a description of your product or service, rather than a defensive response to their objection.
5. Risk reduction – how do they know they will be satisfied? What if they are not? Do you offer a guarantee or pledge? This can be a money-back guarantee or may be as simple as a free consultation or trial offer, or a contract that is easy to cancel. Be easy to do business with.
6. Social proof / credibility – case studies & testimonials. These should be heavy on conveying BENEFITS. They need to be specific, and move beyond generic statements like “they treated me very professionally.” What specifically did they experience that is unusual for your industry? What feeling did they have before buying from you, and how did you turn that around for them? For Case Studies, try to follow the S-A-R formula:
   1. Situation the client was experiencing.
   2. Action you took to help them.
   3. Result they experienced. Where possible, describe how their life is different now than it otherwise would have been. It is best if you can also quantify the benefit in measurable terms such as dollars saved, expense avoided, new business brought in, etc.
7. USP – your unique selling proposition. OK, they’re sold on the problem, solution, objection, testimonials, and guarantee. Why YOU? Why not keep shopping around now for a slightly more qualified provider or lower price? While others may deliver a similar solution, what is special about how you help them arrive at that solution? What will they experience by engaging with you that that can never be duplicated by a competitor?

Cover these 7 points and you are sure to see stronger results from your marketing!