News
 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. (www.gmarketing.com)
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Melissa Data
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