How To Create Sales Messages…

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

Where do you start when you need to create a sales message that your customer just can’t forget?

It’s hard enough just trying to grab their attention for a few seconds, let alone impact them enough that they’ll remember you, your product or your service.

It might sound like a marketer’s pipe-dream, but it can be done!

Take a look at good old Coca Cola.

Perhaps you remember their famous advertisement… Picture a sun-dappled hilltop, hundreds of free-spirited folk coming together, their voices rising in a chorus…

"I’d like to teach the world to sing…"

The people join hands. They’re smiling. The happy pills are kicking in.

"In perfect harmony…"

It was such a popular ad, that when Coke tried to test other campaigns, viewers wrote in begging them to put the "teach the world" commercial back on the air.

The problem was that it didn’t sell much Coca Cola.

So there’s the first lesson.

It’s not necessarily hard to get your customer to remember something, for example, a catchy tag-line. But it’s much tougher to get them motivated enough that they overcome any obstacles, or complacency, or inertia, and actually take some action to BUY your product or service.

In Coke’s case, one of the biggest breaks in their history occurred when a new Marketing Director called Sergio Zyman was appointed. His first sweeping change was to dump the ambiguous "brand awareness" strategy. Forget making people "feel happy" about the idea of Coke, he told the company’s board of Directors. Let’s sit down and find out why they really drink the stuff.

Perhaps you think that Coca-Cola is just a fizzy brown drink, and people only drink it because they’re thirsty. You’d be wrong on a number of counts.

Zyman pushed his team hard to precisely understand why their customers bought Coke. They then came up with no fewer than 35 reasons why Coke had an appeal to customers over other brands.

So what did he do next?

Zyman helped an ad agency conjure up 35 different ads to capitalize on those "hot-button" hooks already present in Coca Cola’s target audience. Suddenly they were back in growth mode, and their market-share took off.

(Sergio Zyman has written an excellent book titled The End of Marketing as We Know it, which I highly recommend).

Now I can hear you saying “Yes, but we’re still talking about a fizzy drink, and we’re talking about TV and radio advertising, none of which is relevant to me and my business”.

It doesn’t matter, because this Coca-Cola example contains a wealth of relevant lessons, for marketers just like you, which over the next 3 issues of is4profit I will be sharing with you.


Richard Lomax,

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