Persuasion 5

How to Create Marketing Materials That Sell (in 5 Steps)

Presentation TipsWhen it comes to creating marketing materials that truly means business, the most effective way is to get deep inside your customers heads, highlight their pain points, and then shower them with benefits.
But you’re probably wondering:
“How can I actually do that?”
Look:
You can spend hours debating over your company marketing materials’ look and feel. But the truth is that 80% of the hard work happens before you ever think about how good you want those marketing collaterals to look like.




Because the truth is that the heavy work must be done upfront – before you even decide to send that messy draft material to your designer.
Why?
Because it all boils down to this:
  • Do you understand your client problems?
  • Do your services clearly address the key issues they’re dealing with?
  • Do you know how to establish your authority right away and get them to like you?
If you’re not sure, read on amigo because today  I’m going to show you how to create effective marketing materials that mean business.




Below you’ll find a table of contents containing  5 strategies to build persuasive business marketing materials that’ll help you motivate, influence and persuade your prospects.
Feel free to jump to a specific section.

chimp brain test

“I’m confused! How can I create marketing materials that convince my clients?”

 

1. Pin point your client problems and aspirations

Here is roughly what a prospect thinks about you:
“How can I be sure this weirdo will provide a solution to my problem?”
 ME ME ME
I already said that nobody cares about you.

But there is a nicest way to say this painful truth.
Clients don’t care about your talents, interests or how good you are at managing consulting projects, upgrading ugly websites, or planning vacations to Hawaii (or elsewhere).
They’re too busy to think about their problems.
They’re too busy to think about THEMSELVES.
Let’s reverse-engineering that statement for a second:
If you manage to put together a business marketing material that SHOWS your beloved prospects how your services specifically solve THEIR problems, you’ll grab their attention.
Because they’ll be like “duh, this guy understands us !!!”
… and you’ll automatically increase your odds to make some serious bucks.
Unfortunately most people just gloss over it.




We’re going to get you started on the right foot.
That means getting laser-focused on your customers.
This #1 strategy is about listing your ideal customers’ key characteristics.
It’s a powerful business blueprint that will drastically help you approach prospects with a clear idea of what’s on their mind. It’s not about building some fancy business marketing materials. It’s about having a sharp understanding of who your business is serving.
And who it’s not.
If you are getting started in business and don’t really know who you’re serving, just think about who could potentially be your ideal customers (i.e. who you WANT your customers to be).
Here’s how to do it:
Characteristic
Qualifiers
Target customer
Big guns like Fortune 500 companies?
Mom and pops businesses?
High-school students?
Industry
Which industry do they belong to?
(Business risk consulting, interior design, fast-fashion…)
Location
Are you only targeting businesses in a specific region?U.S. (everywhere? Or just in specific areas like NYC or LA?)
Worldwide? Where? (Here’s a way to think about location: where do the customers that bring you the highest revenue come from?)
Sex / age
20 something students
50+ years-old C level executives
35-45 business risk consultants
Offering –
Who are they going after?
Do your customers sell products/services?
If yes, who are they trying to sell things to?
Size / business stage
Are they brand new businesses?
Have they been around for a while?
Their problems and fears  
What major pain points do they have? For instance:
1. They are busy and they run out of time
2. They’re overwhelmed and don’t know where to get started when it comes to their online strategy
Biggest aspiration
What do they want to the most of all? Think what and why.
1. Stand out, impress, and be remembered (because they’re in a highly competitive industry).
2. Convert more users to clients (because they want to make more money and leave their mark).

Put it together

We are helping [qualifier 1] + [qualifier 2] with [product/services]
For instance, we’re helping consultants in the financial services industry who need healthy meals delivered to their office.
See? It makes it really easy to picture who your business is targeting.
Key takeaways:
  • Be precise, not random
  • Don’t try to market to everyone
Now that you know exactly who you’re serving, you can switch on to the next step: highlight your client problems.




2. Your company marketing materials must show your clients you perfectly understand their problems

Now, we’re going to bring your client pain points to the surface (of your business brochure).
Why?
Because first, client comes first and unfortunately, he doesn’t care about you.
elevator-pitch-grumpy-cat
And second, it’s going to be the starting point of the miracle cure… YOU!

 

When we go to see a doctor, they’re telling us what’s wrong and THEN provide the relevant medicine.  It’s not the other way around.
You’re going to do the exact same thing to kick start your marketing materials copy: provide your client with a razor-sharp pain diagnosis and then introduce yourself as the miracle cure.

Scripts to bring client pain points to the surface

  • Have you ever felt / been in a situation where….[CLIENT PROBLEM]
  • Do you remember the last time you….[CLIENT PROBLEM]
  • You know that feeling when… [BAD SITUATION]
  • You’re stuck in [BAD SITUATION], you’re dealing with… [PROBLEM]…
  • Dying to [CLIENT DREAM] and [OTHER DREAM]?
  • If you’re serious about [BENEFIT THEY WANT]…



I prohibit you to say some cheesy thing like:
“Hey, wanna take your business to the next level?”
Instead, say this:
Business Marketing Materials
OR
If you’re serious about bringing more traffic to your site, then you need scalable strategies that just work. We’ve developed a step-by-step system used by over 200 clients across 23 countries to generate more traffic to your site, and ultimately bring more sales.
OR
marketing documents
OK, you’ve hooked your client with a question that focuses on HIS problems. Great job!
It’s now time to craft a kickass headline. Its target will be to position your company as a problem solver that clearly addresses the key issues of its customers.

3. Craft an irresistible value proposition 

You only have a few seconds to let prospective customers decide if you’re worth their time. Or if you’re not. That’s your moment of glory!
There are various methods, styles, structures that can be used to build a valuable value proposition. I advise you to get started with a simple headline that delivers the end-benefit you’re offering.

Craft the perfect value proposition

[Company] helps [target audience] with [product] so you can [benefit/aspiration]
Here’s BuzzStream value proposition:
business marketing materials

Buffer
:
buffer
Here’s how I used it for PPTPOP:
PPTPOP helps tiny businesses to build crisp, persuasive presentations that stand out and help you win more business.
It’s simple and it works.

4. Build a powerful intro that sells you before you even make an offer!

Now that you’ve hooked your client with a question that highlights his problems (2) and stated your value proposition (3), it’s time to build up an intro that establishes your authority right away.
This part focuses on answering these two questions:
  • What makes you unique?
  • Show them they can trust you
Here are various tactics that help you to kick your foot in the door and be trusted:
a) Show them what really makes you unique
You may not have expected a “show them what makes you unique” answer to a “what makes you unique?” question but sometimes, we really need to make it simple.
And there’s no trick here: something about you makes you unique.
Think about it.
You can get started with these two question-marks:

 

Identify what makes you unique

What’s unique and special about this product?
What does your product offer that others don’t)? Is there something that makes it stand out from the competition? Record anything that makes your product special or unique.
What do customers love about your company and products?
What delights them about you or your product?
Why did they buy in the first place, and why do they keep coming back?
Here are a few ways of proving to your clients that you are unique:
Your process:
marketing documents
Your pricing policy: 
effective marketing materials
Your money back guarantee (read: “we’re so confident you’ll like us that we will refund you if not happy”)
jump-course
The people/organizations/clients you are associated with:
by-association
Your passion:
Here’s how AppSumo geeks deal with passion:
appsumo

b) Show them why they should trust you
Client trusts you because he likes you. Make your company likeable.
Use Psychology Professor’s Cialdini’s Liking Factor to enhance trust and get your customers to like you. Why? Because we most prefer to say yes to the requests of someone we know and like. If they like you, they’re more apt to say yes to you.
How should you do it?
  • Tell a secret or an embarrassing story that relates to your business (you’ll appear less than perfect)
  • Compliment your customers (without being sleazy). Tell them you like them: According to Cialdini’s, “we have such an automatically positive reaction to compliments that we can fall victim to someone who uses them in an obvious attempt to win our favor”. I.e. “You’re smart, you know that when it comes to…”
  • Show your imperfections: Admitting you’re wrong makes people trust you more. In 50 Scientifically Proven Ways To Be Persuasive, an experiment run shows the following: Company A published an investors relations report, contributing slump in sales to overall economic climate.
    Company B said slump of sales was relevant to a few bad decisions by top management. The result? Investors viewed company B more positively: the admission of a mistake made investors more confident the situation was under control, while company A investors got the uneasy feeling of the ship floating in the waters with captain losing control.




Client trusts you because you have authority. Use the Herd Behavior technique.
Herd behavior describes how individuals in a group can act collectively without centralized direction. Individuals tend to mimic the actions (rational or irrational) of a larger group.
This persuasion concepts taps into these truths:
  • We believe a person of authority on a topic
  • We are more likely to do as others do than to venture out on their own
OK, but how does that work in real life Clemence?
Well, you use numbers to grab traction:
SALES MATERIAL
As far as someone lands on Mailchimp home page, everyone seems to be using Mailchimp… so why wouldn’t you?
mailchimp
Here is the reaction you want to trigger: “if everybody’s doing it, it must be the right thing to do”.

5. Shower them with benefits

I’ve already written on how to break down your client problems into solutions (i.e. your product offerings) that clearly show what BENEFITS you bring them.
Benefits are what the results that come from doing things. And that’s what you want to focus on when talking to your prospects:
Deliverable [product + features]
Benefits [explain how your deliverable is going to help your client do something he wants to] 
Conversion optimization services (i.e. an insanely detailed web analytics health checkup)
We help you identify where your website is leaking money, create optimized treatments and run optimization tests in order to help you increase your revenue.
Online marketing services (i.e. SEO strategy)
We help you grow your website traffic so you can increase your online visibility / website rankings and generate more leads in an aggressive industry.
ClickBank is an online marketplace for digital information products. Here’s how their homepage looks like:
clickbank
Those guys are nailing it. Here’s how:
benefits-shower
ClickBank is literally showering its clients with benefits. You could structure your business brochure exactly like that they did.
Buffer is a social media management tool. On their product page, here’s how they present their products:
buffer-features
Crystal clear benefits:
buffer-benefits
Persuasion is science, not art.
How to be persuasive when it comes to showcasing your products:
Here are a few scientifically proven ways to be persuasive that you can apply to your product/service benefits:
a) Scarcity: the less available the resource (your product), the more we want it.
The way to love anything is to realize that it might be lost. —G. K. CHESTERTON
videofruit
b) Offer few choices: too many options imply selection, and hence frustration when brain decides it’s unnecessary work. Just offer just a few options tailored to your idea customer’s needs.
c) Motivate them to avoid a loss: Instead of presenting something as a saving, you’re more persuasive if you frame it in terms of what you could lose if you don’t act.
d) Social proof: The tendency to see an action as more appropriate when others are doing it normally works quite well.
As started by Cialdini in Influence:
“The principle of social proof operates most powerfully when we are observing the behavior of people just like us […]. We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves”.
This means that when using client referrals, testimonials, make sure to target your ideal customers (point 1).
buffer-social-proof

Conclusion

In the world of client conversion, battles are won not based on beautiful but on effectiveness and persuasion.
Do your business marketing materials convey meaning and purpose?
Do they offer real, tangible solution to your clients problems?
Or are they just a lame compilation of mumbo-jumbo buzzwords that are just focused on talking about you, instead of your clients?
Whether you’re planning to craft your next brochure, sales pitch or corporate presentation, make sure to:
– understand your client’s needs
– angle your value proposition toward those needs
– deliver specific benefits that bring the results your client cares about (read that sentence again please)
And don’t forget my friend, people will buy from you if they TRUST you and if you’ve HELPED them….


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