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80/20 Of Advertising: Step 2

by ewenmack
7 replies
In the 80/20 of advertising rule # 2, it states "Clearly define what that one person, who represents your ideal customer,"wants in a outcome."

http://www.warriorforum.com/offline-...vertising.html

That outcome can come from 2 ways...

1 Move away from a problem they don't want

2 Move towards what they want but don't have.

Notice there's nothing about how great you are, your product, your service.

You only get a hearing if your prime prospect finds what you say is interesting. And then that moves onto do you really get his situation.

You don't get to second base if you talk about your features and benefits first.

You can find the answers in steering your conversations with clients and prospects in these directions...

1 Ask what happened that caused them to contact you. Often it can be pinpointed to one incident that became their Tipping Point.

2 What is the most urgent, move away from a pain or move to a desired outcome. This determines the level of readiness to take action

The common theme that comes up
can now be the focus and the language to describe their situation
can be used to create a short-cut to signalling to your perfect prospects,
"finally somebody "gets" me!"

Years ago when I had my lawnmowing business I noticed the enquiries off my advertising, especially the best clients, had been let down by their guy.

My focus then became about their bad experience and
put a $1,000 guarantee in place so they felt a new level of comfort.

The result was I attracted my ideal clients. By ideal clients was they were people I liked, had big lawns, able to get more money than others could and easy payments.

How would you use this in your business?

Best,
Doctor E. Vile
#80 or 20 #advertising #step
  • Profile picture of the author Oziboomer
    Thanks Ewen...

    I try to put people from whatever promotion into a survey funnel where I get the feedback and the commitment to move forward.

    I find when you ask your prospects a few simple questions in sequence that not only takes them deeper into the solution but also takes you closer to providing the "ideal" solution for their problem you can then devise new promotions to answer the concerns or observations from the initial sequence.

    Then I make different specific landing pages that try to have the best solution for the variety of clients I've dissected through the first system.

    These landing pages I try to get optimised to improve quality scores in Adwords and then I send traffic via very specific campaigns to the landing page that enters the prospects mind in the situation they are in.

    This is an ongoing project as I don't want to pay as Perry Marshall says "Stupidity tax" to Google and I want to maximise my results for my advertising budget.

    The ongoing testing and modification helps me to find "more" tipping points and get to the root of what ails the prospects.

    You can always start with the "gain pleasure" and "avoid pain" approach and then dig to get what the real specific pain is and what the ideal pleasures are.
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    • Profile picture of the author ewenmack
      Ozi, you're an advanced marketer, it really shows.

      Thanks for passing on your knowledge in my threads.

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

      Thanks Ewen...

      I try to put people from whatever promotion into a survey funnel where I get the feedback and the commitment to move forward.

      I find when you ask your prospects a few simple questions in sequence that not only takes them deeper into the solution but also takes you closer to providing the "ideal" solution for their problem you can then devise new promotions to answer the concerns or observations from the initial sequence.

      Then I make different specific landing pages that try to have the best solution for the variety of clients I've dissected through the first system.

      These landing pages I try to get optimised to improve quality scores in Adwords and then I send traffic via very specific campaigns to the landing page that enters the prospects mind in the situation they are in.

      This is an ongoing project as I don't want to pay as Perry Marshall says "Stupidity tax" to Google and I want to maximise my results for my advertising budget.

      The ongoing testing and modification helps me to find "more" tipping points and get to the root of what ails the prospects.

      You can always start with the "gain pleasure" and "avoid pain" approach and then dig to get what the real specific pain is and what the ideal pleasures are.
      Ozi, I can tell you have both real offline, and real online, sales experience. It's great to hear from marketers like yourself and for you to share with us your real world knowledge.
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    • Profile picture of the author Olympio
      Thank you for sharing your knowledge


      Olympio
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  • Profile picture of the author Oziboomer
    Thanks for kind words Ewen it really means a lot to me.

    You are one of the marketers on the forum that realises that the purpose of promotions and advertising is not to just create awareness or that you are in business.

    Most people just fail when they put themselves out there as another supplier of such and such with no real effort into creating the awareness of the reasons why they should change from their current supplier or highlighting the reasons or points of difference as to why you are worth the money for what you offer.

    Most of your posts help guide people towards discovering these sometimes blindingly obvious and so often overlooked principles and concepts of marketing.
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  • Profile picture of the author John Durham
    Originally Posted by ewenmack View Post

    You only get a hearing if your prime prospect finds what you say is interesting. And then that moves onto do you really get his situation.

    You don't get to second base if you talk about your features and benefits first.

    Great reminder that every great line in your sales pitch only buys you a few more lines worth of attention. Pulling off a ten minute pitch is about keeping someone's attention one minute at a time, or in ad copy one LINE at a time.


    Every good line buys you another couple of lines.
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    • Profile picture of the author Oziboomer
      Originally Posted by John Durham View Post

      Great reminder that every great line in your sales pitch only buys you a few more lines worth of attention. Pulling off a ten minute pitch is about keeping someone's attention one minute at a time, or in ad copy one LINE at a time.


      Every good line buys you another couple of lines.
      From a live presentation perspective or one on one face to face selling one can get a good read or immediate feedback whether consciously or subconsciously that you have lost the prospects attention.

      How do you know whether something in ad copy has caused a loss of attention?

      What can you share in this regards...are there NO-NOs that you could share to help others avoid losing their prospects by inadvertent use of certain things?

      Is it just a matter of extended split testing and eliminating poor copy or poor areas of a pitch?

      How can one shorten this learning curve?

      If this is more a copy based series of questions please let me know but I expect they kind of cross a few sub-forums and any help to add to Ewen's thread would be appreciated.
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