How To Create Sales Messages…

So Your Prospects Will Remember You And Then Take Action And Buy From You

9 Ways to Make a Lasting Impression that Motivates Prospects to Buy

In the first article we demonstrated how Coca Cola created an advert that was very memorable but didn’t necessarily sell a lot of product. Following the appointment of their new Marketing Director, Sergio Zyman, they threw the ambiguous "brand awareness" strategy out of the window and focused their marketing on why their customers bought Coca Cola.

The Coca-Cola example, and campaigns by other household names, contain a wealth of relevant lessons that marketers just like you can learn from.
Here are the first three examples:


The Zyman campaign found 35 relevant ways to show how Coke made you feel good on a hot day, went great with a hot dog at the park, or was a reward worth having after a hard day’s work, etc.

It’s not surprising that relevant benefits are a critical weapon in the armory of any effective copywriter or other selling professional.

Think about it. Who are you most likely to remember? The friend that always has something interesting and relevant to say, and helps you out… or the one who’s never done you any favours?

Lesson 2) BE CLEAR

Nothing laser-targets your ideal prospects better than a simple, well-focused message. Coke’s "teach the world to sing" campaign didn’t do the work it was supposed to because there was no clear connection to buying the product.

And by the way, listen carefully here, because when I say ‘simple and well-focused’, I don’t necessarily mean ‘be brief’ either. Rather, I mean taking all the time you need to find the relevant hot button(s) before you pull the trigger.

There will always be at least one really great idea that bridges the gap between you and your customer. You can become the marketing expert because you’ve learned how to find it, how to define it, and how to express it clearly. It’s that simple.

Does that mean you can no longer write long copy? Not at all.

A long message that feels short and ‘all about me’ is often – and some say always — much stronger and more effective than a short message that feels long or disjointed from the sale you’re trying to make.

Lesson 3) BE FIRST

I don’t necessarily mean you have to be the first to come up with the product or service. The real marketing power is in being first to make a strong claim.

Al Reis and Jack Trout’s breakthrough marketing book "Positioning – The Battle For the Mind" made this very clear. Remember Betamax Video? It was miles better than VHS videotapes. But VHS found a way to get in front of the public eye more efficiently.

And it’s the same for Windows and the PC versus Apple. Millions of people will argue passionately that Apple – by a country mile — produces a better machine and a better operating system.

But Bill Gates and Microsoft arranged a distribution channel at the very start that got them out there and into the public consciousness much faster, and on a much wider scale. They marketed better by making the claims people wanted to hear, where and when they were around to hear them.

I’ll share another three lessons with you in the next edition.

Best Regards

Richard Lomax,

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