In a recent email we sent called: The Tale of Two Coaches there was a marketing lesson embedded in the copy.
Did you spot it?
In case you missed out here’s the opening…
“One beautiful summer afternoon in Cleveland, Ohio, 27 years ago, two men attended a seminar looking to build their coaching businesses…
They were very much alike, these two men. Both wanted to make a difference in the coaching industry, both were friendly and people focused, and both had big dreams for their future coaching practice.
They vowed to stay in touch, but as the years rolled by they gradually lost contact, that was until recently when they ran into each other at the Info Summit.
They were still very much alike. Both were happily married. Both had children. And unlike many who attended the same Info Summit, both had started their own coaching practice AND were still in business, despite the ups and downs of the economy.
Both also had excellent reputations for being great businessmen.
But there was a striking difference…
One of the men worked in his business 40-50 hours a week, and made a modest income for his family. (Around $70k pa) The other spent more time with his family than he did working, and enjoyed a 7-figure coaching and consulting practice.
What Made The Difference?
So why did we use the story lead?
Why didn’t we write about the features and benefits of what we were selling?
Because we live in an overcrowded market where copy TEMPLATES are now the norm!
You have to be different if you want to be noticed.
And you have to do something different if you want to make sales.
Which means, you must look for ‘brilliant Ideas’ in your marketing… because this is the ONLY way to make your copy stand head and shoulders above your competitors and most importantly… convert like crazy.
The Tale of Two Coaches was modeled on the Wall Street Journal sales letter!
Because we we’re able to model the ‘BIG IDEA’ and adapt it for our market in minutes…
Can you imagine how much time you could save using this method?
How many promotions could you create?
Dan Kennedy is a master of this process.
And in this week’s blog we’re going to show you his secrets to finding BIG IDEAS and how to create practically any marketing message in any media to get more people to say “Yes” to working with you—or buying your product.
3 EXAMPLES OF THE “BIG IDEA”
1. The “Buy It Now Before It’s Too Late” Idea – There’s nothing like firing the fear of apocalyptic advertising into buyers like there’s no tomorrow. Because literally… THERE IS NO TOMORROW.
Send your buyers into a frenzied rush as they’ll fight to the bitter end to snatch up your “limited” one time offer.
Or even use the oldie, but goldie: ‘buy it now… before prices increase!’ People hate to miss out on something. So you’ll be really playing right into their psyche by using this well regarded school of thought.
2. “The Created Problem” Idea – Now this is good one if you like to get creative… and you love stirring things up.
You see, in advertising, wherever there is a problem – there’s gonna have to be a price-tag on the solution.
And if you can create the solution to a BIG problem, people will flock like sheep to purchase your goods.
Now when I say you’ve got to find solutions to BIG problems, I’m not referring to World Hunger or any kind of Financial or Economic crisis. Those I’m afraid are to be solved for another day.
The problems that you need to solve are all those ‘annoying’, ‘peevish’ or unimportant problems that we face daily.
So before somebody told you that you needed to get just one cup of coffee at a time,
everybody was perfectly content making a Mr. Coffee pot of coffee. Most people
drink three, by the way, at a time, so the Mr. Coffee pot was actually about right.
Now you’ve got to make three cups with three Keurigs.
By the way, all of you people that sort your trash and have five different trash cans and all that stuff, may I point out to you, you’ve gone from throwing away one bag of coffee to throwing away 5,622 little plastic cups a year, which are not biodegradable.
So 1000 years from now, when climate change finally does kill everybody, it’ll be because of your damn Keurig little machine things, and mine too.
So now hot issue topics like “Climate Change” get to form part of the problem. Which are usually the main vehicles of persuasion when you’re trying to convince someone of a problem that might not yet even exist in your buyer’s mind.
It’s pretty much another advertisement fear tactic, but you get to reap the biggest reward by offering your shiny new product or service as THE solution.
And boy, do people beg for solutions to their non-existent problems that you’ve creatively escalated by comparing to a World Crisis!
That’s money straight in your pocket AND you get to win the hearts of the people.
You absolute advertising hero.
3. “School of Curiosity” FINALLY an idea of thought without inflicting fear tactics on your audience – or is it?
Well, they do say that Curiosity killed the cat. So maybe there still is an element of danger with this one. And good use of this school of thought should really get your buyer’s hearts thudding and eye-balls popping.
See if you can arouse people’s curiosity, then they will definitely be paying attention to your advertising. People are pretty odd when it comes down to working out what really makes them tick.
We love to be thrilled. We love to be shocked. And we love being gripped by fear as we pace our way through any sort of electrifying literature.
So if you can set the pace for people in your ads… then you’re onto a real winner!
So yeah, get deep with your audience. Slice right into the human psyche.
Because it’s our deepest FEARS that elicit action. And if you want successful ad copy, then you’re going to need to dig real deep into your market to find out EXACTLY what makes them tick.
Find out exactly what puts the fear of the lord and above inside of them so that you can set a deep-seated desire into all of your buyers and prospects…
However, if you don’t have time to waste figuring out your Market’s Fears and you want to FAST track the process and have more ammunition so you can create killer ad after killer ad using time-tested and PROVEN copy angles that there is no way you could ever think of all by yourself – Check out Dan Kennedy’s 43 Advertising Tactics You Can “Legally Steal” To Easily Create Powerful Sales Messages That’ll Make Your Prospects Buy Now
P.S. – If you want to learn the latest profit boosting, sales multiplying secrets this could be your last opportunity to save money on a ticket for the Info Summit 17… This is important because in 2017, and as we move closer to 2018, only entrepreneurs and info-marketers who employ the most cutting-edge sales and marketing tactics will make the grade. EIGHT out of TEN info-businesses fail in their first year, and of those that stay afloat, many struggle to make a profit. Click here for all the details!