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For the marketer who wonders what will get people to buy

by ewenmack
14 replies
Here's an exercise in coming up with a message that the person knows it's for him,
knows you understand his situation and you massively increase your odds of him buying.

By naming who it's for, you call out who you are talking to. If I called out your name
in a crowd, you suddenly stop what you are doing and take notice. That's the purpose.

Examples could be...

For the busy mom with a toddler
(kitchen remodeling)

For the hotel stayer
(bed retailer)

For West Texas Macadamia nut grower
(liquid fertilizer)

Note there are 3 types of people I have given in the examples...

Type of person (busy)
Recent buyer
Profession and location

Second part is about their current situation.

We do this because it's about them and we need to give the payoff for their attention fast.

Using those 3 examples...

For the busy mom with a toddler
who can't keep an eye on her
while preparing a meal

For the hotel stayer who now finds
his bed at home not quite as comfy
as the hotel's

For West Texas Macadamia nut grower who hasn't yet found a solution to his salty soil

These examples are all focused on the Tipping Point. The resident frustration these people have.
Their inner motivation to take action.

What's your audience message using
this 2 step process...

Call out who the message is for

Say what their current situation is?

Best,
Doctor, E. Vile
#buy #marketer #people #wonders
  • Profile picture of the author helisell
    Attention all internet marketers who
    struggled through 2014 and don't want
    to make the same mistakes and stay
    broke in 2015.

    Read posts by people like Ewan...and
    many many others too numerous to mention

    ;0)
    Signature

    Making Calls To Sell Something? What are you actually saying?
    Is there any room for improvement? Want to find out?

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    • Profile picture of the author ewenmack
      Originally Posted by helisell View Post

      Attention all internet marketers who
      struggled through 2014 and don't want
      to make the same mistakes and stay
      broke in 2015.

      ;0)
      If you made it "For the internet marketer..."
      it would sound personal one-to-one,
      therefore not mistaken it's for others.

      But you could of said that in jest.

      Best,
      Doctor E. Vile
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    • Profile picture of the author savidge4
      Originally Posted by helisell View Post

      Attention all internet marketers who
      struggled through 2014 and don't want
      to make the same mistakes and stay
      broke in 2015.

      Read posts by people like Ewan...and
      many many others too numerous to mention

      ;0)
      Attention Fellow Internet Marketer:

      Did you struggle through 2014?

      Would you like to succeed in 2015?

      Look no further than Post's by Ewen,
      and the numerous other fine contributors
      on the "Offline Marketing" Forum.

      Here is to your Success! ;0)
      Signature
      Success is an ACT not an idea
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      • Profile picture of the author ewenmack
        Originally Posted by savidge4 View Post

        Attention Fellow Internet Marketer:

        Did you struggle through 2014?

        Would you like to succeed in 2015?

        Look no further than Post's by Ewen,
        and the numerous other fine contributors
        on the "Offline Marketing" Forum.

        Here is to your Success! ;0)
        Now I can't go making suggestions when it's about me...
        wanna use another example?

        Best,
        Doctor E. Vile
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  • Profile picture of the author Oziboomer
    I'll bite.

    For the recently retrenched Dad
    who just discovered his wife's
    having another baby
    Signature
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    • Profile picture of the author ewenmack
      Originally Posted by Oziboomer View Post

      I'll bite.

      For the recently retrenched Dad
      who just discovered his wife's
      having another baby
      Man, talk about calling out to that ONE person!

      Excellent.

      What are you offering him?

      Best,
      Doctor E. Vile
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      • Profile picture of the author Oziboomer
        Originally Posted by ewenmack View Post

        Man, talk about calling out to that ONE person!

        Excellent.

        What are you offering him?

        Best,
        Doctor E. Vile
        It's for a free report successful birth control on a vasectomy lead capture page for a local Vasectomy clinic with a back end of "How to make an Extra $200 a week before you run out of formula"

        I made up the back end but maybe I should put it to them.
        Signature
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        • Profile picture of the author ewenmack
          Originally Posted by Oziboomer View Post

          It's for a free report successful birth control on a vasectomy lead capture page for a local Vasectomy clinic with a back end of "How to make an Extra $200 a week before you run out of formula"

          I made up the back end but maybe I should put it to them.
          Funny.

          Never saw that coming.

          Best,
          Doctor E. Vile
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  • Profile picture of the author joe golfer
    Good stuff! Mel Martin was a copywriter that used this all the time to great success. Here are some examples (links to a pdf) on this swipe file:

    http://www.infomarketingblog.com/How...Prospects_.pdf

    Here is more about Mel Martin:

    Mel Martin — the Deadliest Bullet Copywriter (Space Ad #14: “Practical Golf”)

    The golf ad in that link is brilliant and could be swiped for almost any business category. The headline is:

    "For golfers who are almost (but not quite) satisfied with their game -- and can't figure out what they're doing wrong."

    These few words carry a lot of water. It sorts out the best prospects by targeting people who are serious about golf, the type that actively works on their game, the kind that buy all kinds of golf aids. It acknowledges their hard work and talent, but works on their pain and doubt that they "are not good enough."

    You can see how this format is easily applied to many products and services.
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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    • Profile picture of the author savidge4
      Joe,

      Great share as usual. you must spend a ton of time perusing the net for such gems. Here is what most grabbed me. sure the content and the delivery was great but look at the dates on these ads. we are talking 1960 1972... sorry, but we are talking old stuff. now look at the layout.. look familiar? Bullet points, image product, your basic CALL TO ACTION... some text pointing out highlights / benefits... its your modern day squeeze page!

      But please remember OFFLINE MARKETING is dying... hahahaha

      If the youngins only knew hahaha

      To better position yourself for the future, one must look to the past.. and solid advertising techniques is OBVIOUSLY no exception


      Originally Posted by joe golfer View Post

      Good stuff! Mel Martin was a copywriter that used this all the time to great success. Here are some examples (links to a pdf) on this swipe file:

      http://www.infomarketingblog.com/How...Prospects_.pdf

      Here is more about Mel Martin:

      Mel Martin -- the Deadliest Bullet Copywriter (Space Ad #14: "Practical Golf")

      The golf ad in that link is brilliant and could be swiped for almost any business category. The headline is:

      "For golfers who are almost (but not quite) satisfied with their game -- and can't figure out what they're doing wrong."

      These few words carry a lot of water. It sorts out the best prospects by targeting people who are serious about golf, the type that actively works on their game, the kind that buy all kinds of golf aids. It acknowledges their hard work and talent, but works on their pain and doubt that they "are not good enough."

      You can see how this format is easily applied to many products and services.
      Signature
      Success is an ACT not an idea
      {{ DiscussionBoard.errors[9775287].message }}
      • Profile picture of the author ewenmack
        Originally Posted by savidge4 View Post


        To better position yourself for the future, one must look to the past.. and solid advertising techniques is OBVIOUSLY no exception
        The people at Conversion Rate Experts took the headline
        of a ad that did very well decades ago for a health remedy
        and used a version of it for Moz.

        The headline was "When Doctors Feel Rotten,
        This Is What They Do".

        Moz headline went something like...

        "When Google, Sony And Apple Want X,
        Here's What They Do".

        The headline I wrote for web design, http://www.warriorforum.com/offline-...5k-2-days.html, which went
        on to become the most ripped off ad online for web design,
        was from a decades old headline for something totally
        unrelated and was a smash hit.

        So yeah, understand why a headline and ad worked
        so well decades ago and adapting them to today's market
        can work very well, as shown.

        Best,
        Doctor E. Vile
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    • Profile picture of the author digichik
      Originally Posted by joe golfer View Post

      Good stuff! Mel Martin was a copywriter that used this all the time to great success. Here are some examples (links to a pdf) on this swipe file:

      http://www.infomarketingblog.com/How...Prospects_.pdf

      Here is more about Mel Martin:

      Mel Martin -- the Deadliest Bullet Copywriter (Space Ad #14: "Practical Golf")

      The golf ad in that link is brilliant and could be swiped for almost any business category. The headline is:

      "For golfers who are almost (but not quite) satisfied with their game -- and can't figure out what they're doing wrong."

      These few words carry a lot of water. It sorts out the best prospects by targeting people who are serious about golf, the type that actively works on their game, the kind that buy all kinds of golf aids. It acknowledges their hard work and talent, but works on their pain and doubt that they "are not good enough."

      You can see how this format is easily applied to many products and services.
      Joe Golfer, you provide links to some of the most interesting blogs and websites. I enjoy being forced to think(I spend far too much time on autopilot). Thanks.

      And Ewen, what else needs to be said ... you continue to keep this place interesting. By the way, I don't really care for the moniker 'Dr. E. Vile'(although it does make me smile), I think 'Dr. Know', while not as funny, is a bit more fitting.
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      • Profile picture of the author bizgrower
        Originally Posted by digichik View Post

        Joe Golfer, you provide links to some of the most interesting blogs and websites. I enjoy being forced to think(I spend far too much time on autopilot). Thanks.

        And Ewen, what else needs to be said ... you continue to keep this place interesting. By the way, I don't really care for the moniker 'Dr. E. Vile'(although it does make me smile), I think 'Dr. Know', while not as funny, is a bit more fitting.
        Yes, Dr. Digital, I agree with your assessment of Dr. Ewen's moniker. LOL
        Signature

        "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • Profile picture of the author Underground
    This is a great thread. But then again, when is thread by Ewan not one.

    Thanks for the links Joe Golfer. On the Info Marketing Blog I spotted a headline that is the hand's down the best I've ever read (and that's on top of finding the best consistent approach to pre-headlines I've ever seen with the format Ewan outlined).

    ''Do You Have The Courage To Earn Half A Million Dollars A Year?''.


    Genius. As if making that figure is a given to be taken for granted, but you're asking whether they personally have what it takes to go and get it, and so is credible compared the headlines that make it sound like its easy. A no answer means they are a coward. So it's basically a challenge that stirs up strong emotions in the target audience who believe they do have the courage and aren't cowards. And if they do have the courage, the could be earning that figure.


    All that contained in one concise sentence. It's just reads so nicely, too.

    Thanks for sharing.
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