Over the past several weeks, we’ve been discussing the fundamentals of marketing…
• have something good to say
• say it well
• say it often
Click here to review the video that explains the important factors that led to the creation of these fundamentals.
Last week we continued our discussion about the second fundamental… say it well.
We discussed the “magic formula” that will enable you to write powerhouse marketing.
The magic formula is called the “Conversion Equation,” and it looks like this…
Interrupt, Engage, Educate and Offer
As a brief review, the Interrupt refers to a problem-based, attention-grabbing headline.
The Engage is a subheadline that promises a solution to the problem referenced in the headline.
The Educate provides the solution and backs it up with evidence and proof.
And the Offer compels the prospect to take action by providing VALUE.
It’s absolutely critical that you know and understand how to use this “Conversion Equation,” and I promised that this week I would provide you with before and after examples that will prove to you the absolute power of this amazing formula.
Click here and check out these two websites (they should look familiar to you).
Notice how the “After” site follows the Conversion Equation to the letter, and will result in this child psychologist gaining the ability to out-market and out-sell every other child psychologist hands down.
This child psychologist specializes in helping adolescents with a range of problems from emotional and behavioral issues to teen pregnancy and bullying.
In the psychologist’s “Before” site, notice how he attempts to target ALL of the prospects who may have a need for one of more of his services.
This makes it impossible to speak directly to any of them with a targeted, problem-based headline… or a subheadline promising a specific solution.
Obviously there is a BIG difference in the messaging for a parent needing help with bullying issues versus a pregnant teen (can you say “day and night”).
But in the “After” site, the psychologist is addressing only the parents with kids suffering with emotional and behavioral problems, and therefore gains the ability to speak to them directly and target their hot button, problem-based issues.
Now listen, that does NOT mean this psychologist can’t continue to treat the other conditions as well.
But to do so effectively, he MUST develop a separate site for EACH of the conditions he treats.
Then he MUST create targeted marketing that directs the right prospects to each individual site.
As an example, he could run a pay-per-click campaign on Facebook with an ad that says… Sick and Tired of Your Child’s Belligerent Attitude?
Anyone clicking on that ad would be instantly transported to the “After” site where most (if not all) would request the doctor’s informational offer… mainly because of the value it promises, coupled with the fact it is NO RISK to the prospect (they don’t have to speak directly with anyone).
Then the psychologist could run a second Facebook ad that said… Child Being Bullied – Here’s What All Parents Should Know!… and then those parents will be directed to the psychologist’s “bullying” site.
Now answer this question… how many child psychologist’s are currently doing anything like this?
Simple answer… NONE! ZERO! NADA! ZIPPO!
THIS is the great opportunity that is being handed to you right now!
99.9% of business owners have NO clue that this is the key to effective marketing, and now YOU have the knowledge to implement this in your business… and if you do, you will begin to dominate your market.
But there is a reason WHY this works this way, and next week I’ll share that secret with you!
Until then, be successful!
P.S. Also remember, to determine how likely your marketing is to convert, simply fill out my Conversion Equation Evaluator.
This evaluator has the unprecedented ability to predict the future success of any marketing collateral you develop… as well as predict whether that marketing will be profitable or not. And, it’s 100% free to use!
After calculating your marketing conversion level, I can show you exactly what to do with your website and marketing collateral that could double or triple the number of prospects who respond to your marketing.
Just schedule a complimentary meeting with me.