Making Choices…

Let’s get to the heart of marketing, shall we?

In this technical world, the big rage is mastering social media and 

e-marketing.  We’re now immersed in a new world of mastering placement on search engines and finding the right domain names.  We recognize the value of publicity and building our list. 

But there’s one essential that’s the foundation for EVERYTHING we do… finding the right words.  How do make your words work for you?  How do you write effectively to build your business?  There is a way to do that…

Great writing is what great marketing is all about.  Plain and simple.  (Actually, great writing is the foundation for almost anything.)

Copywriting can be simply factual – as in technical writing – or emotional.  Emotional writing is what I love to do.  Why?  Because writing with emotion creates a bond with your audience.  They feel like you understand them.  (And you do – because you’re putting yourself in their shoes.)  When you create that bond, you’re more likely to sell products or services, and ultimately attract more clients.

Let’s get down to the basics.  What are the most common buying emotions?

They are: greed, fear, flattery, guilt, exclusivity and redemption.  By reviewing the cause behind each emotion, you can learn to slant your copy towards them.  Let’s take a moment to study this list…

EMOTION  ……..  CAUSE …………   RESPONSE

Greed …………… Desire for more…..  Keeping up with neighbors

Fear…………       Lack of stability……..Need guarantee

Flattery…………. High ego…………….Desires compliments

Guilt……………..Lack of justification…..Need for reassurance

Exclusivity………Need to be the best…. Seeks new services

Anger……………Feels abused………….Wants justice

Redemption…….. Faces problems……….Needs the answer

When you decide on the emotional basis for your copy, make sure it relates to your target audience.  What do they desire?

Every person has a different communication style.  Your task is to offer your information in a way that touches the heart of your target audience.

That’s plenty of food for thought…  For now, take a look at your promotional copy.  Does it tie in with an emotion?  Does it relate to your target audience?  How does it make them feel?

To Your Success,

Lynn

Park Avenue Productions

“Multimedia That Makes A Difference”

www.parkaveproductions.com

Everyday we’re faced with choices. 

Besides working to fulfill our basic needs, we also choose our attitude.  How will we handle the ups and downs that will inevitably happen?  Are we prepared?  What perspective do we choose?

Our attitude is ultimately up to us.  I find when I make time in the morning to repeat positive affirmations, the day seems to flow more smoothly.  I like this one from T. Harv Eker, “I deserve to be rich because I add value to other people’s lives.”

Do most people recognize their own value?  I still struggle with that issue myself.  Sometimes, the idea of filling this blank space with the “exact right words” can be paralyzing.  What is good “enough?”  After a publisher’s polite rejection of a manuscript, the emotional tendency is to recoil with doubt. 

What can one do to ride on the wave of positive thinking?   How do we continue focusing on a positive attitude, when we begin sliding down into critical thinking?   Any ideas?

My friend, Randy Sandknop, has a coaching business that helps people “practice happiness.”  You’d never imagine the power behind practicing happiness, but it really can make a difference in your life.  Check out:  www.practicehappiness.com.   

A little positive affirmation can go a loooong way….

What’s In A Name?

  How important is your company’s name?  To most of us, a name is everything.  It’s your image, your “brand,” and vital to attracting prospects to your business.   In some cases, your company name describes exactly what you do — i.e. “Topnotch Medical Center.”  In others, your name may not reveal your service.  But no matter what, your name can attract potential customers…  especially when you establish your brand on the internet… where many new prospects can find you. 

How do you get people to find you on the internet?  As one colleague shared with me, “you’ve got to think out of the box.”

One way is to build your online reputation around your name. To make your name stand out from the crowd, consider saving more than just your name with search engines.  For about $9.95, you can save descriptive names at Go Daddy or 1and1.com.  Think of names beyond your company name.

Think “out of the box.”

For instance, if your company name is “Smith Communications,” what other phrases   could describe your services in a positive way?  

T. Harv Eker, best-selling author of, “Secrets of the Millionaire’s Mind, branded his marketing seminar as, “The World’s Greatest Marketing Seminar.”  He confessed to his audience that he was surprised no one else had taken “that name” before.  Now,

that phrase, “World’s Greatest Marketing Seminar” is redirected to his website.  Wouldn’t you agree that it probably attracts business?

(Harv also went from zero to millionaire in 2 1/2 years, and he is the founder of Peak Potentials, the fastest growing success training school in North America.)As an affiliate for Harv’s work, I saved the phrase:  www.lynnsuggests.com, so I can get credit for referrals.  (Check it out…) 

I’ve also saved several names for my business.  One is for this blog:  www.greatmarketingmessages.com.  Another is my own name – www.lynnsanders.biz.  

What names might best describe YOUR services?  Search on Google to see if those names are available.  Consider saving a name – and then link it to your website.  The more traffic, the more business.

Make YOUR Brand Stand Out!