Every once in a while I’ll receive marketing material that is so awful, I can’t believe it was produced. It’s always a good reminder that even some marketing “professionals” don’t know what they’re doing, so if they could use a refresher, the folks who don’t do it daily for a living probably could too.
Which leads me to this week’s post. There are four tough, good questions to ask whenever you prepare an ad, e-mail, letter, brochure, website, etc.
- Why should anyone READ it (or watch, listen, go to your booth, etc.)?
- Why should anyone care about what you’re saying?
- Why should they believe YOU or listen to you?
- Why should anyone respond IMMEDIATELY?
As stated, TOUGH questions. The marketplace is saturated right now with CHOICES. No one is desperately in need of anything you sell, and it’s best you start with THAT premise rather than believing people are hankering for what you sell and interested in what you do. Desire and interest must be manufactured. Read full article and comment →