How to Create Truly Effective and Motivating Marketing… That Works!

How do you create effective marketing?  This is a question that many have asked over the years.  This post is all about the “Conversion Formula” for how to create effective marketing; that is a very specific formula for structuring your marketing in a way which increase your chances for success.  Scott Lippitt is a seasoned marketer and a pro at creating effective marketing… having graduated from Columbia University’s Graduate School of Business with an MBA in Marketing, and worked at various national advertising agencies and companies.  During Scott Lippitt’s 30+ years as a marketer, he determined that there was a formula that the best marketing/advertising followed.

I discovered that the most effective marketing followed this basic formula:

• Interrupt/Disrupt
• Engage
• Educate
• Offer

That is, the best marketing always starts by disrupting the prospect’s inertia or complacency.  David Ogilvy, the famous founder of Ogilvy & Mather, once said “you cannot bore the consumer into buying your product or service”.  Your headline must be provocative, distruptive and therefore attention-getting.  It must grab the prospect’s attention by entering into the conversation that the prospect is already having with themselves about your category or industry.  The best way to do that is to highlight the problem the prospect has that they DON”T WANT.

After creating that Disruptive headline, you then can build-off of it by creating an ENGAGING sub-head.  This entails highlighting the solution or result that they WANT but DON’T HAVE.  Once you have connected with the prospect by recognizing the problem they have that they don’t want, and the solution or result that they want but don’t have, you have won more than half the battle.

Now you have their undivided attention AND respect.  With this hard-earned equity, you can turn your attention to the next phase… which is educating the prospect about the features and benefits of your product and service.  Keep this section simple and focused.  Do not overwhelm the prospect with too many features and information.  Focus the prospect on the benefits of using your product or service.  Remember, people buy benefits, not features.  They want to know how your product or service can make their life better.

Lastly, make them an irresistible OFFER… an offer they would be foolish to pass-up.  The best offer is not necessarily a discount.  More often than not, you do not make up the lost margin/profit with great volume/sales.  It is best to consider a “bundled” offering or add-on that costs you very little to offer.  Consider using scarcity and urgency to motivate action.

If you follow this conversion equation, you will discover that your marketing now converts at much higher levels and sales will skyrocket.  This is not brain surgery, but you would be amazed at how effective it is and how few companies employ such a powerful tool.

You can learn more about small business marketing by reading Who Moved My Profit – Where the Increased Revenue and Profits are for Any Small Business! by Scott Lippitt.  You can purchase it on Amazon at https://www.amazon.com/Who-Moved-Profit-Generate-Business/dp/1544049471/ref=sr_1_4?ie=UTF8&qid=1516254015&sr=8-4&keywords=who+moved+my+profit.  You can also learn more about Scott Lippitt and his rainmaking coaching by visiting www.tnlbusinesscoaching.com.  And lastly, you can learn more about Scott Lippitt and his 52-week, online business academy by visiting www.tnlbusinessacademy.com.