Here’s the foundation of all successful marketing. In just 7 words.
It motivates people to take action, now.
Let’s break that down and also see how it works.
- It motivates people: It gives them a compelling reason. A reason, which is powerful enough to grab their attention and generate enough desire within them that they’re ready for the next step.
- To take action: It makes a direct request. It asks them to; call us, click here, proceed to checkout, visit us, read this, subscribe, etc.
- Now: It asks them, whilst their motivation is high, to take the action required. Right now. Straight away. That’s because even if they love what you said and are genuinely interested, their attention will soon jump onto the next thing. This could be a notification on their phone, a delivery person might arrive with a package for them or they suddenly notice it’s time to meet their friend for lunch… and you’ll lose them. They tell themselves “I’ll do it later” and later becomes never.
The marketing from most small and medium-sized businesses is missing at least one of those essential steps. It’s either not motivating enough, lacks a direct call to action or doesn’t generate sufficient urgency. And it’s losing these businesses an absolute fortune.
We have to be smarter than that.
How to overcome the problem
Take a look at all your marketing messages and check you have all 3 of those steps fully covered. Try to be as open-minded as possible. Make sure it’s motivating, action driven and urgent. If you think any of those areas can be improved, improve them. Repeat this process until you have fully maximized everything.
Then remind yourself that you’ll always be able to wrestle another few percent improvement… and do it again. It’s hard to overstate what a massive, positive impact this will have on your marketing and sales results.