Seven Steps for Creating Successful Marketing

People do not pay attention to advertising. They pay attention only to things that interest them. And they buy benefits, not features. Just ask Jay Conrad Levinson… he should know. He has established himself in the marketing industry as the Father of Guerrilla Marketing. Here’s some of the best advice you can get on creating successful marketing.

1. Find the inherent drama within your offering
The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale.

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. 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 have four or five benefits, stick with one or two—three at most.

3. State your benefits as believably as possible
There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty and state your benefit in such a way that it will be accepted beyond doubt.

4. Get people's attention
People do not pay attention to advertising. They pay attention only to things that interest them. Many advertisers are guilty of creating advertising that's more interesting than whatever it is they are advertising. But you can prevent yourself from falling into that trap by memorizing this line: Forget the ad, is the product or service interesting?

5. Motivate your audience to do something
Tell them to visit the store. Tell them to make a phone call, fill in a coupon, write for more information, ask for your product by name, take a test drive, or come in for a free demonstration. Don't stop short. To make guerrilla marketing work, you must tell people exactly what you want them to do.

6. Be sure you are communicating clearly
You may know what you're talking about, but do your readers or listeners? Recognize that people aren't really thinking about your business and that they'll only give about half their attention to your ad— even when they are paying attention. Knock yourself out to make sure you are putting your message across. One hundred percent of the audience should get the main point.

7. Measure your finished advertisement against your creative strategy
The strategy is your blueprint. If your ad fails to fulfill the strategy, it's a lousy ad, no matter how much you love it. Scrap it and start again. All along, you should be using your creative strategy to guide you, to give you hints as to the content of your ad. If you don't, you may end up being creative in a vacuum. And that's not being creative at all. If your ad is in line with your strategy, you may then judge its other elements.

Source: Jay Conrad Levinson, the father of Guerrilla Marketing, author, speaker and marketing consultant. (


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