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Whats In It For Them

Written by: Donald F. Pooley

Article Overview: Lots of emails waiting for you this morning?

Whats In It For Them

Lots of emails waiting for you this morning?
How did you decide which ones to read first?
The first thing you look at is who it's from. Next is the subject to see what it's about. Those 2 things decide you whether to read it now, later, or not at all.
The subject line, the second thing you see, has to grab you. It has to offer you a benefit. No benefit? Delete!
The benefit is the most important part of any message, so it should be stated loud and clear, up front.
For example, if you're planning to cold call write down all the benefits you offer. Put each in the form of a question, “How would you like ………?” Test each one on 10 calls to see which gets the best response. Then try adding two or three benefits together, “How'd you like………., and ………, and … … …?” to see if that works better.
This is too important to go with the first thing you think of, so spend time shaping it. And after you've written out a few scripts, leave them overnight, and see how they look in the morning. Edit them. Then test them.
Think BENEFITS! Whenever you're trying to influence another person in any way, think “what's in it for them?”, and give those benefits top billing.
Now you know what's wrong with that ad mentioned above. The benefit “… I deserve the best mortgage rate” is subordinate in both its placement and type size to a platitude.
The platitude is the first thing that hits the eye, telling you there's nothing else worth reading here. It doesn't grab the reader the way the benefit would in the same position.
There are lots of similar ads that miss the boat out there, but don't look for them. Look instead for ads that really grab your attention. Then try to figure out why. And if you can use it in your marketing.
Finding out how good advertisers grab your attention can show you how to grab the attention of your prospects.
Great ads offer great benefits. So follow their lead!

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