The Rapid System and Focused Marketing

Marketing Assets – The Magic That Makes Your Marketing Work

You Have To Create & Match The Perfect Message To Your Market If You Want Your Marketing To Sell

Unfortunately having the best product or service in the world isn’t good enough to make the business millions. In fact you know as well as we do that there are probably thousands of new and better inventions created every year that never sell. How could that be? Simple – even the best products in the world won’t be a success if they aren’t marketed correctly.

First and foremost, the key is selecting the right target markets or niches. Once that’s done – you’re half way there. But the next most important element is matching the ‘RIGHT MESSAGE TO THE MARKET’.

In other words, what is your prospect or customer thinking right now and how do you enter that conversation so you’re welcomed in as a wanted guest rather than an annoying pest. Ask yourself, “what does your target market want most and what’s the best way of communicating that to them?” For example, what is your compelling offer? Why should they do business with you rather than with anyone else?

We often talk about the importance of the ‘message to market match’ - and this is exactly what helps to speed the growth of a business. Get this right and watch out!

This unfortunately isn’t as simple as it may seem though and is the area where the biggest mistakes are made. And hence why most marketing doesn’t work!

Our experience and testing has proven that there are 8 key elements or MARKETING ASSETS that make up the message (there are more but these are by far the most important).

How many Marketing Assets are you using in your Marketing?

Your Marketing Assets are the elements in your media that make your marketing work – they are the things you have to include to get results. Once you know how to apply “Marketing Assets” you can dramatically improve all your existing media pieces and develop profitable new ones.

Your Customers don´t care about your company or you…they just want to know what´s in it for them, what are you saying to them that will increase your chances of them choosing you?

The Marketing Assets that have proven to be the most influential in helping customers to choose between competing companies are:

Define your Unique Perceived Benefit.
A simple statement which differentiates your business from the competition in the minds of your customers and prospects.
Turning Features into Benefits.
Its worth remembering that people don´t buy your product or service because of what it does (features)…they buy the results the product or service brings them. Start communicating your benefits and you´ll generate more leads and more sales.
Irresistible Offers.
The offer is the most important part of your Media Piece. The offer is what prospects get if they respond to your Media Piece, combined with what they have to do to get it.
Headlines
Crafting the right Headline makes the difference between success and mediocrity…it´s that important. The Headline that grabs the prospect´s attention will make them read on to give you the response you want.
Guarantee/Risk Reversal
As the benefit of your product or service is gained only after the sale is made, it places an enormous risk on the shoulders of would be customers, which often prevents them from buying. If you can lower or eliminate the risk and take away the barriers from the purchase, it ensures that objections and worries are also taken away, making it easy for customers to do business with you.
Sales Barrier Demolition
This takes Guarantees and risk Reversal to a new level. We create something so compelling and so powerful that prospects looking to buy your product or service have no alternative.
Reasons Why
Providing genuine Reasons Why your product or service is better than your competition, is not in itself believable. Expand on the reasons and add them to your Unique Perceived Benefit, general Features and Benefits, Testimonials and Risk Reversal, your claims suddenly become believable.
Social Poof
When a purchasing decision is made, three things go through a prospects mind…Why You? What´s in it for me? And crucially…Who has bought before? By asking for customer testimonials (written, audio and video) and creating case studies you can demonstrate impartial customer satisfaction.
Call to Action
The main purpose of every Media Piece s to get a response to order…NOW! Your call to action is all-important in achieving this objective. In simple terms…your Call to Action summarises the offer and explains what the recipient needs to do to act.