By the end of today we'll know who the next president of the United states will be. As you know, it's an historic election that's sure to change the direction of the United States (and perhaps the world).
But what you may not have considered is that, in the end, what will determine the outcome of the election will be messages. The candidate who has delivered the most persuasive and potent messages will win the election.
Millions of people have heard these messages at a cost of hundreds of millions of dollars. And the winner takes all in the election message game.
In your business, the messages you deliver will also determine your success. The good news is that you don't need to spend millions of dollars, and it's not winner take all. Just a small percentage of people need to respond to your messages to attract all the business you can handle.
But you still have to communicate the right messages! What are the key elements of a message that will get your prospective clients to respond? Here are 10 important ones:
1. Do you demonstrate that you can relate to the situation, challenges and frustrations of your prospects? If you can, they'll listen to you because they'll feel like you're one of them.
2. Do you communicate your message without showing off? We are attracted someone who is knowledgeable, but don't appreciate a tone of superiority or arrogance. That will just push people away.
3. Do your messages have energy? As David Ogilvy, the direct marketing guru said, "You can't bore someone into doing business with you." If your messages are dull, routine and clichéd, people will abandon you in droves.
4. Do your messages make sense? A message is also an argument or case you are making. If a prospect can easily poke holes in your case, you're not going to win them as clients.
5. Do your messages stimulate emotions? You can't appeal only to logic, but must speak to the hearts of your prospects. The best way to do this is through stories about clients who've experienced similar challenges and got real results.
6. Are your messages simple and clear? Messages that are too complex and convoluted are only going to confuse your prospects. If you gave your message to your mom, would she get it? She isn't dumb, and if it's confusing to her, it will be confusing to your prospects.
7. Is your message complete? A story half-told will not persuade anyone. Once you get the attention of a prospect, why not tell them the whole story, one that answers every single question a prospect might have.
8. Is your message easy to read or listen to? The medium of the message can be just as important as the message itself. If the typeface is too small or the graphics are primitive, they will detract from your message and the full impact will be lost.
9. Is your message persistent? It had better be, as you can't count on your prospects to see, let alone read it the first time. All marketing messages need multiple exposures to get noticed and produce optimum results.
10. Is you message authentic? That is, does it communicate what you really believe and stand for, or is it inauthentic, saying what you think prospects want to hear? If it is, they will see right though it and end up tuning you out.
The More Clients Bottom Line: Messages, however you deliver them - in audio logos, web copy, articles, eZines, books, presentations, speeches, or advertisements - must adhere to these ten principles. If they don't, you may lose the election to attract more clients.
Final message: VOTE TODAY!!
What part of a marketing message do you think persuades the most? Please share on the More Clients Blog.
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