Some people (not you) are confused about what marketing is. In simple terms your marketing, promotion and advertising all need to tell your story.
That’s easy enough, once you know how to tell a story. Now: think about the last movie you saw – it had three parts: the premise was introduced, there was the body of the movie and then there was the conclusion. Virtually every movie or play ever written follows that formula. Well, those written since the ancient Greeks discovered it.
It still works today. After all, if it didn’t then the world’s major movie studios certainly wouldn’t still be using it!
So what is your three part story? First, you need to connect with your target market and introduce the subject that you want to communicate about. You do that by talking about their problem and informing them that you can fix it. That tells them that you know how they are struggling with their problem, and that you can help them to fix it. You have achieved your goal of attracting their attention and letting them know why they should want to discover more.
The second part is the main section where you describe your product or service and the associated benefits of them buying from you. This is where you state a fact and then sell the benefit that brings to them.
You also cover the common kinds of objections people may be thinking, and you refute them. You do that because when your target encounters your message some will be thinking “That’s great, but what about [this objection]”. That will lead to a little doubt and that in turn leads to an overall doubt that you can’t deliver on your promise, which means that is enough to prevent them from following your call to action in the third part.
One common objection most of us has heard is “Too expensive”. I know of a company that helps organizations recruit sales people. Hiring the wrong person is a very expensive mistake – their clients claim that making that mistake has cost them anywhere between $20,000 and $1,000,000. (By the way: those figures are the ends of the range of estimated costs, and are from different countries). So if you were selling that product you would introduce that fact and compare your price (under $3,000 for most companies, and it can be under $1,000 for individuals).
Introducing some testimonials and your guarantee is the end of the second part of your story, or you can use them as the beginning of the third part.
Either way you now continue with the third part of your ‘play’, where you make an offer that they can’t easily refuse and entice them to follow your call to action. You wrap your story up and inspire them to follow your suggested course.
Think back to adverts and marketing campaigns that have resonated with you. Did they follow that format? Now you know why – the first part attracted your attention, the second part told a compelling story, and the third part inspired you to follow their suggested course of action.
Now you can do the same with your target market.