How to Attract the Right Attention Using Emotional Direct-Response Marketing

There are loads of ways to attract attention to your business using emotional direct-response marketing.

Some people create ads with beautiful photos… some men will stand on the side of the road wearing a costume or pay someone else to wear a costume – maybe they are dressed up like a bear in 90-degree heat here in Florida, or maybe it’s a scantily clad woman standing outside in the freezing cold, up north.

Some will get on television and be outlandish or crazy, and others will appeal to your sympathy – “Buy this because it’s the right thing to do… you’ll feel better and so will your conscience.”

The problem with most of these strategies is that there’s a HUGE difference between attracting attention and attracting the RIGHT attention.

See, if you want to attract attention, you have to roust people out of their normal routines.  You have to pull them up and out of the dull and mundane habits of their lives.  You have to be able to interrupt the silent hum of their ordinary routines, yet not be so overt that you’re saying, “BUY SOMETHING!”

And while each of these techniques I first mentioned might do this to some degree, they miss out on the most critical aspect of attracting favorable attention, effectively.

They don’t direct their appeal to your prospect’s interests – they direct it to yours.

This is the problem with the lion’s share of most marketing messages.  They scream and shout and yes, even some whisper.  But the message doesn’t resonate because it’s lacking the guttural emotional self-interest people need to feel, in order to get them to take action.

Most marketing is so focused on the creation of the message instead of the answer to the question, “Why are we creating this message?”  When you focus on this instead- kind of like starting at the destination and then working your way backwards – the answers to this question allow you to start attracting the RIGHT attention using the RIGHT emotional direct-marketing.  And that… is why you’re here.

Now go sell something.

The Key Tools of Marketing and Weapons of Influence

Before you can have your ultimate, fine-tuned business, you must turbo-charge every aspect. Use the 7 Key Tools of Marketing and the 6 Weapons of Influence.

This article will identify and briefly explain each of the 7 Key Tools of Marketing. It is important to understand that once the mechanics of setting up and operating these 7 Key Tools is performed, it is the message that will influence the reader to take the action you want them to take. There are 6 Key Weapons of Influence and this post will briefly introduce them. It is the combination of the mechanics of marketing, which are the 7 Key Tools of Marketing, and the message principles, which are the Weapons of Influence, that enable your business to be successful!

Here are the 7 Key Tools of Marketing.

Tool 1. Advertising. If you have the budget for it, advertising has the broadest reach and creates the most top-of-mind awareness. Here is what you must do to create high response-generating advertising. Be distinctive. Capture attention with a screaming headline. After your headline hooks them, the copy or the message in the body of your ad has to keep them reading. Be sure to include a Call to Action.

Tool 2. Direct Mail. A successful direct mail campaign depends on how regular and consistent your mailings are. First, use color as much as you can. Second, put messages on the envelopes. Third, think about the way you sort your own mail to increase the chances of the envelope being opened. In conclusion, use direct mail as a weapon for attacking your dream prospects.

Tool 3. Corporate Literature. Consider corporate literature to be like your direct mail pieces. Your brochures must draw from your education-based marketing efforts and should be a miniature version of your pitch or core story. It must have riveting data however remember that facts tell but stories sell. Use the same graphics that you use in your presentations, advertisements, and direct mail pieces to enhance cohesion of your marketing efforts.

Tool 4. Public Relations. If you throw splashy events such as trade show parties and benefits for your clients, you are doing PR work. PR also includes press releases, building relationships with the press to get articles written about you, and affiliating with strong forces that can help you such as trade associations and community groups. Most companies do not have a cohesive, highly effective public relations effort, yet it can work miracles for building your fame, even if you are a small company, especially with the reach and pervasiveness of the Internet.

Tool 5. Personal Contact. Personal contact is the most potent form of marketing so do it often and have quality conversations with your prospects.

Tool 6. Trade Shows and Market Education. Trade shows are a great way to provide product and market related information to your prospects. When done properly, it can take you from obscurity to the top of the market in a single event. If not done properly, it can be a big waste of money. Follow these three rules to have a great trade show. 1. Get noticed. 2. Drive traffic. 3. Capture leads.

Tool 7. Internet. The Internet can create an awesome opportunity for your business or it can become your worst nightmare overnight if some competitor learns how to utilize it better than you. As an example, Amazon struggled in its early years but it still took $1B in market share from other booksellers. Because Amazon grew with the Internet, it reached the $1B in sales in four years. Prior to the Internet, other bookstore chains took 50 years to reach $1B in sales. Here are the five key activities to perform on the Internet. 1. Capture leads. 2. Build a relationship. 3. Interact as much as possible. 4. Offer a webinar. 5. Convert traffic to sales.

It is important for all these key tools of marketing to work together. Your content and your message should be, of course, consistent and all the duplicated, or syndicated, content be cross-referenced in some manner.

Here are some important questions to ask as a way to ensure the key tools of marketing are effective. Are all your articles on your website? Are they available as downloads? Are they available to site visitors so they can be shared and or mailed to others by your site visitors? Does your content generate leads for your business? Do you offer free education as a way of building your leads list?

As mentioned at the beginning of this article, it is important that the weapons of influence (contained in your content, your pitch, and your storyboard) are used to get your prospects to take the action you want them to take.

To help you understand the power of the weapons of influence, do you feel as if you are an easy mark for the pitches of peddlers or fund-raisers? Do you find yourself in possession of unwanted magazine subscriptions or tickets to various charity events? Why is it that a request stated in a certain way, is rejected while a request asking for the same favor in a slightly different way will be successful? The key is the psychology of persuasion, sometimes referred to as the weapons of influence.

Here are the 6 Weapons of Influence that need to be considered when preparing your message.

Weapon 1. Reciprocity. This rule is the old give and take and says that we should try to repay in kind what another person has provided us.

Weapon 2. Commitment and Consistency. Like other weapons of influence, this rule is quite simply our desire to be, and to appear to be, consistent with what we have already done. As an example, if we buy a small item, we are frequently asked if we would like to supersize it, or buy another item for 50% (as an example) more; all presented to us at the same time. This is part of the up-sell process.

Weapon 3. Social Proof. This rule states that we determine what is correct when we find out what other people think is correct. Said another way, we think we will make fewer mistakes by acting in accord with social evidence than contrary to it. This is why testimonials are so popular for a product; they make us think that if all the people in the testimonials like or are using the product, how could we be wrong for also using it.

Weapon 4. Liking. This rule is based on the fact the most of us would prefer to say yes to the requests of someone we know and like. As trivial as it may seem, prospects are more likely to purchase from a sales person if the sales person were similar to the prospect in terms of age, sex, religion, politics, and several other factors such as recreation, and even career, activities.

Weapon 5. Authority. We are trained from birth that obedience to proper authority is right and that disobedience is wrong. This message is carried forward in the legal, medical, military, and political systems we encounter as adults. Advertisers frequently harness the respect and influence accorded to doctors in our culture by hiring actors to play the role of a doctor and speak in a positive way about a product. The message from the doctor, an authority figure, can sway or influence prospects to purchase the product.

Weapon 6. Scarcity. The appeal for something of interest increases when we learn that it will soon become unavailable. This is based on the rule of scarcity. There is a secondary source of power, or influence, with the scarcity principle. As opportunities become less available, we lose freedoms and we hate to lose freedoms we already have. Whenever free choice is limited, due to the scarcity of something, the need to retain our freedom makes us desire them significantly more than we did previously.

By understanding and using these weapons, you have the ability to produce a distinct kind of automatic, mindless compliance from people that have a willingness to say yes without thinking first.

With the ever-accelerating pace and information crush of modern life, this form of hypnotic writing that generates unthinking compliance will be more and more prevalent in the future.

As a result, it will be important to understand the how and why of automatic persuasion using the weapons of influence.

The 7 Key Tools of Marketing and the 6 Weapons of Influence are being used by The New Professionals as a driving force for their success with their home-based businesses. As The New Professionals are becoming The Next Millionaires, this makes a home-based business opportunity very appealing for many seeking a career change.

First Things First – Make Sure That Your Direct Mail Stands Out in a Crowd

In my daily work routine there is nothing more likely to fill me with disdain than the sight of the morning’s business mail. A stack of flat brown or white envelopes generates not one iota of enthusiasm or anticipation. OK, so it’s nice when an envelope contains a cheque as payment for work done but the bills, reminders and statements come in exactly the same sort of envelope and these always outweigh the payments.

However, the thing that really disappoints me is when one of these boring envelopes contains a promotional mailshot. It’s not that I am against promotional mail – far from it – but I am against waste. And in an instance such as this there is so much waste – waste of paper, ink, time, effort, money, resources and opportunity. The message within the envelope could be important. For example, it could be announcing a new product or it could be a money-saving offer but the likelihood of it being read are greatly reduced by the fact that it looks like a bill or a statement. Into the bin it goes.

Avoiding this scenario is a really simple task and it is something that should be adhered to by all direct marketing professionals. All that you need to do is to choose a carrier that stands out in the morning’s stack of mail. Once you have achieved that first step there is a chance that your direct mail might start to work for you!

In order to keep things flowing it would be a good idea to choose a mailer with a greater level of interest or interaction than a simple leaflet. Let’s look at some relatively inexpensive ways of creating a mailer that ticks all of the necessary boxes to create direct mail success. I will assume that the mailer will be an item that is produced in conjunction with a design agency and a commercial printer – one with paper and cardboard engineering skills. This leads me to the area of automatic 3D pop-ups and interactive mailers. There are many different styles, shapes, movements and sizes available from printers across the globe and sourcing the right product with the help of your design agency should present no problem at all.

The first major plus point of any range of automatic 3D pop-ups is that each of these marketing products is supplied with its own mailing pack which will be easily spotted in the stack of business mail that lands on your customer’s desk each morning. However, it is when the pack is opened that the 3D shapes really start to work for your direct marketing campaign. Automatic 3D pop-up products are designed to grab your customers’ attention and as they jump out of the opened mailing pack they do exactly that, ensuring that your promotional marketing effort is a success.

It is rare for automatic pop-up products to suffer the fate of many other B2B marketing promotions as they are hardly ever consigned to the waste bin. You will find that many pop-ups will stay on desks for years particularly if a little imagination is applied to the promotion. For example, one easy way to boost the longevity of your campaign is to select a pop-up that can be presented as a pen-holder such as a pop-up cube, pop-up ball or pop-up house. Another way is to print the pop-up as a calendar.

Products such as those described here are available from many different sources, most of which will be known by good advertising and marketing agencies. One major supplier is Whitney Woods Ltd.