Small Business Matters: The 7 Steps For Creating Successful Marketing

Prospects for what you sell don’t pay attention to most advertising. They pay attention only to things that interest them. And they buy benefits, not features. Just ask Jay Conrad Levinson…he should know. Mr. Levinson has established himself in the marketing industry as the Father of Guerrilla Marketing. Here’s some of the best advice you can get today on creating successful marketing:

1. Find the Inherent Drama Within Your Offering
The reasons people buy from you should give you a clue as to the inherent drama in your product or service. Is it your quality or delivery? Could it be the personal service your customers receive or the warranty? How about price or service after the sale? Maybe it’s your location or willingness to travel. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale. Find those 1, 2 or 3 key things that bring people to you and turn them into cash-paying customers.

2. Translate That Inherent Drama into a Meaningful Benefit
Always remember that people buy benefits, not features. People do not buy cars; people buy speed, status, style, economy, performance and power. Home owners don’t buy ¼” drill bits; what they’re wanting are ¼” holes drilled into wood, plastic, metal, etc. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. And even though you could have four, five or more benefits, stick with one or two (three at most) when writing your ads.
 

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