How,Win,The,amp,#34,Marketing, marketing How To Win The "Marketing War", Capture Your

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How To Win The "Marketing War", Capture Your Prospect's Mind And Make More Sales------------------------------------------------------------(c) 2004 Charles Kangethe-------------------------As a marketer you are engaged in a "War" with competitorswhere the ultimate prize is capturing the mind of prospectsand claiming their purchase dollars.What you are about to read shows you how to create apowerful, automatic weapon for that war that generates relentless, repeating sales.Step #1 - Get Into Your Prospects Mind.---------------------------------------Many new netpreneurs forget, or fail to understand, thatprospects are individuals.You must get into your prospect's mind and appeal to them,and them alone, before they will buy from you.--> SidebarWith some exceptions, buying decisions are made on the basis of emotional and intellectual reasoning in that order.<--Winning marketers, are those who successfully appeal tothe buying instincts of individual prospects. As a direct marketer your task is to learn how to captureyour prospects' minds, one individual at a time.Step #2 - Psychological and Emotional Action Triggers-----------------------------------------------------The holy grail of marketing is unearthing the actiontriggers that make your prospects take your "Most DesiredAction" (MDA).When you understand the ELBOW trigger groups you willpowerfully influence your prospects towards your MDA.* E - EffortPeople are always seeking options that allow them to livelife and work with the least amount of effort. Anything thatpromises a reduction in effort is a powerful call toaction.* L - LossThis group covers the most powerful triggers. For instance fear of loss of :Health, reputation, material possessions, or justice. * B - BenefitsTriggers in this group promise non-material benefits or"gains" that originate from actions taken by the prospect. For instance motivation to greater action often comesfrom a winning streak at sport or business. * O - Outer TriggersThis group relates to triggers that promise non-materialbenefits and gains, for actions the prospect has no controlover. For instance :- A promise of recognition as an authority by peer groupsis a powerful incentive for many people. - Social acceptance is another powerful motivator. Itdrives people to make purchases of products and servicesthat will help them improve their social standing. * W - WealthInto this group fall all triggers that promise materialgains. The promise of "Gold in them thar hills", profitablebusiness and income building opportunities are all powerfulincentives to action.Step #3 - Profile Your Prospect In Detail------------------------------------------As a good copywriter and "Marketing Warrior" you mustlearn to achieve an intimate level of involvement withyour prospects. You need to understand your prospect's background, herhistory, education, career, hopes and fears. Use research,your imagination and experiences to build a detailedpicture about her.As you profile your prospect, have in mind a singleindividual - do not fall into the trap of trying to profilea group. -->SidebarSome marketers prefer to use market research exclusivelyfor this step. This is a valid, but more expensive optionto build your prospect's profile.<--Step #4 - List Product Benefits and Features--------------------------------------------Next, list out all your product and service benefits andfeatures.A feature is "an attribute or quality" of the product. Forinstance colour, sharpness, or construction material andmethod.A benefit is "a service or function" the product deliversto the user. For instance speeding up a process, or makingan activity, task or job easier. -->SidebarRemember : People do not necessarily buy features. Theyalways buy benefits. <--Step #5 - Headlines-------------------Now you have all the pieces of your jigsaw start to buildyour "Mind Capture Weapon".Headlines can be formatted as :* Commands - "Dare To Write Good Headlines"* Questions - "Do you want to write good headlines ?"* Announcements - "New product writes your headlines"* Coaching - "How to write good headlines in 7 easy steps"Write as many headlines as you can, some marketers write50 or more, and format them in the different ways. Now let them to "stew" for a 2 or 3 days before reviewingand choosing the best ones.For software to help you write compelling headlines seerelevant resources below.Step# 6- Write The Copy - Like A Master Storyteller.----------------------------------------------------"Using the action triggers that deliver your MDA, weave apersonal story for your prospect around your product andit's benefits to them."Your copy must be persuasive, emotional, and truthful. Without exception, people love stories.Use your * Action trigger list,* Prospect profile * Product benefits to weave a story that captures your prospects mind. This is the goal you started out to achieve and a storyincorporating these features is how you do it.Story telling is one of many mind motivators that captureyour prospect's mind and attention.A new product about to be released will show you manyother magical mind motivators that you must learn to use tocapture your prospects mind. Step #7 - Ask For "Most Desired Action"---------------------------------------Your "Most Desired Action" may be :* Getting the prospect to subscribe to a product.* Getting the sale.* Getting feedback and comments.* Getting contributions, donations or other help.Whatever it is, you must ask for it in clear explicit terms.Relevant Resources------------------* "Win The war Of Internet Marketing" - e-Book, availableat http://www.simplyeasier.com under "Digital InfoProducts" * "Headline Creator Pro" - available fromhttp://www.headlines-creator-pro.com* "7 steps to writing articles people just have to read." article at http://www.simplyeasier.com/ownarticles.html* Mind Motivators product - Available Mid March 2004 fromhttp://www.simplyeasier.com------------------------------------------------------------ConclusionUse the tactics described here to write copy. Then testeach detail from action triggers, benefits, headlines,prospect profile, and offer until you have a mind capturingweapon in your arsenal. Use this in the "Marketing War" andyou will have a weapon that sells relentlessly andrepeatedly for you.------------------------------------------------------------Charles Kangethe of http://www.simplyeasier.com is a leadingnew wave marketer and a published author from England. The"Simply Easier" brand name is your guarantee of high value, quality Marketing Products, Services and Resources.------------------------------------------------------------ Article Tags: Make More