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Marketing is a Contact Sport; Can You Deliver a Knockout Punch?

Written by: Cheryl A. Clausen

Article Overview: Your best clients have lots of things to do every day, and lots of things that need their attention, and none of those things necessarily involve you. It can feel as though you’re invisible and your best prospects are walking around, over, or right through you without even noticing YOU.

Marketing is a Contact Sport; Can You Deliver a Knockout Punch?

Your best clients have lots of things to do every day, and lots of things that need their attention, and none of those things necessarily involve you. It can feel as though you’re invisible and your best prospects are walking around, over, or right through you without even noticing YOU. The way you market you and your business is how you change that.

When your marketing is doing its job it’s a full contact sport. Your marketing communications have to reach out and interrupt your potential client’s thoughts, patterns, and actions. It has to do more than politely stop them and say, “Excuse me.”

Your marketing needs to bowl them over. Not in the physical sense, but in the sense that you’re message is speaking to exactly what they’re thinking. It’s as though you know exactly what’s going through their mind. It should feel like you’ve struck up a conversation as though you were invited.

Marketing that delivers a knockout punch doesn’t do it by being obnoxious or dishonest. You deliver a marketing punch by being dead on accurate in your understanding of what your best prospects need and want. When they receive your message they should literally think, “I think that’s exactly what I’ve been looking for.”

To make that thought happen you want to focus on three key elements: self-interest, relevancy, and curiosity. When you get it right rather than giving you a “that’s nice” response they’ll be asking, “How can I find out more about this?” It happens because you’ve engaged them, and interrupted their daily existence long enough for them to pay attention to you.

That won’t happen unless your message speaks to their self-interest. It must address what’s on their mind now or what they’re talking about. And it has to make them want to know more.

Wanting to know more is the only thing that will create the motivation to act. Effective marketing is all about generating actions. You can measure actions. You can offer actions that move them closer to becoming a client. Sales won’t happen, and your marketing isn’t effective unless you produce actions.

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Article Tags: clien, curiosity, effective marketing, elements, existence, full contact sport, job, knockout punch, marketing communications, motivation, none of those things, physical sense, prospects, relevancy, self interest



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