How Great Marketers Can Inspire Action
We, as direct marketers, often consider the people we're selling to as our target market. But we're selling to people, not targets. To generate response, it's essential to understand underlying demographics and interests about your customer. While this is a starting point, it's not likely the tipping-point that leads to a prospect becoming a customer. Breaking through requires that you think deeply about your customer and lead them to the answer of "why." Today we offer a new perspective on defining why customers respond, along with recommended action steps.
A thought-provoking Ted Talk video of author Simon Sinek, titled How Great Leaders Inspire Action, elegantly speaks about the importance of the "why." The title of this video could just as well have been "How Great Marketers Inspire Action." Sinek describes a golden circle of "what," "how" and "why." The outside ring of the circle, where most marketers approach customers and prospects, is the "what." The middle ring is the "how." Direct marketers usually excel at filling in the "what" and "how," as we translate features into benefits for the logical part of the brain.
But at the core of the golden circle, where decisions are often made in the brain, is the "why." It's the emotional response. If your messaging isn't working, here's a challenge for you to think more deeply about the "why" of your organization and the product or service you're selling—to tap the emotions of the prospect.
Here are a couple of critical steps you should take so you can reposition your message in order to tap the golden "why" button.
1. Profile your customers. Most profiles are a treasure-trove of demographic, purchase behavior, interests and other fascinating data points. Profiles can be created for you by several data companies and it's affordable to do. But the profile itself is merely the starting point. We've used the insights that a profile yields many times to successfully reposition messaging copy and increase response.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.