As I work through Eben Pagan's Mastermind Course on Developing Content, I've been having a great time with the section on How to Advertise to Attract Customers on the Internet.
I use the term "customers" interchangeably with the concept of prospects, because they are essentially the same thing for this lesson.
A strong appeal for me about Eben is his lack of hype and fluff. I share his philosophy that substance matters much more than flash and "cutesy!" You have to figure out what the right message is for your niche market and then deliver that message in a compelling way. What is the one thing your prospect is REALLY looking for? Get to the heart of this and it gives you a strong competitive edge.
The relationship you have with your customer/prospect over time is invaluable. It doesn't matter if he/she buys from you right up front. Most won't, and that's okay. Think about your own buying habits. Get your mindset correct around what makes someone buy.
Most marketers fail because they want to skip the most important steps of finding out what their customer desires most and marketing to that; solving that; addressing that! Instead, they crank out some headline designed to "sell" that missed the point all together.
Find the right appeal and you've got it mastered.
The most important word in the vocabulary of advertising is TEST!
EXPECT Success!
Jackie Ulmer
