The foundation of your marketing message – interrupt, engage, educate and offer.

For any marketing to work, it MUST do three things

  1. It MUST grab your prospect’s attention
  2. It MUST facilitate their information-gathering and decision-making processes, and
  3. It MUST provide a specific, low risk, easy to take action that helps them make the right decision.

Let’s review why these three steps are necessary. First, all marketing must grab the prospect’s attention. If it doesn’t, it’s worthless because your prospects will never read, watch or listen to the rest of your content. To be clear, I don’t mean something flashy that disrupts their experience. I mean something that truly connects with them, so they permit you to continue ‘courting’ them.

“Your customers want the best value, which isn’t necessarily the lowest price.”

Second, we know every prospect is always looking for the best ‘deal’ – no matter who they are or what they want to buy. That doesn’t mean the lowest price; it means the most value for the price they pay. To know whether something is the best deal, they must have decision-making information. Your marketing MUST make it easy for your prospect to gather the information they need to decide.

And third, your marketing must contain a low, or better yet, no-risk offer to further help your prospect make their decision. You have to give them a compelling but safe way to take the next step (the second date). This ‘next step’ may not necessarily be to plunk down their credit card then and there and buy your product or service. We want to move them comfortably through the customer journey.

The conversion equation goes like this: INTERRUPT, ENGAGE, EDUCATE AND OFFER. It forms the foundation of your key messages. It answers the question, “Why choose you?”

Let’s look at the conversation equation in more detail.

Interrupt

You first must INTERUPT your prospects. In other words, you must gain their attention. This is done using an attention-grabbing headline. The headline is by far the single most crucial part of any piece of content. If prospects don’t read the headline, they won’t read the rest of the page – no matter how beautifully it’s written.

“Your headline should speak to your prospects’ problems, fears, or desires.”

To be clear, I don’t mean flashy titles, irritating clickbait, or annoying pop-ups. Your headline stops prospects in their tracks because it speaks to their needs. They’re searching for answers, come across your page, and stop because your headline spoke to their primary problem, frustration, fear, or concern.

Engage

Your sub-headline needs to ENGAGE your prospect’s attention by persuasively promising to give them vital decision-making information. In other words, your sub-headline builds on the impact of the headline. It fleshes the headline out with enough specifics to intrigue the reader, drawing them further down the page.

Here’s an example. Imagine a headline says:

Feel like your child is treated like a number rather than a little person at childcare?

The sub-headline would say:

Here’s how to ensure your child gets personal, caring, one-on-one attention at childcare

Here’s another example.

Need to sell your home fast?

The sub-headline would say:

11 steps to get you more money and sell your home in half the time

The interrupt and engage components are two of the most critical marketing fundamentals that, when mastered, can have a tremendous impact on your marketing results and immediately help you attract more clients.

Educate

Next, you want to EDUCATE your reader by providing them with important information about how your business delivers on the promises of the headline and sub-headline. In your body copy, make sure you emphasise the benefits the prospect wants and not merely the features of your product or service. For example, say you’re a hairdresser. Your features are the services you offer, such as haircuts, colours and eyelash tints. Your benefits include helping clients look and feel they’re best so they can approach each day with confidence.

“Your body copy must inform prospects about the extraordinary value you offer with crystal clarity.”

Features tell, benefits sell. Businesses that focus on features are doomed to forever compete on price. Businesses that focus on benefits always compete on value. It’s important to remember that every prospect is looking for the best deal. Therefore, your body copy must inform your prospects about the extraordinary value you offer with crystal clarity.

Explain how it works and why this is the best solution for them. And finally, always end your marketing message with a compelling OFFER. If you don’t, ninety-nine prospects out of a hundred will simply walk away. Your prospect will not take any action unless you ask them to and give them an excellent reason why they should.

Offer

Your offer has one purpose only – to get your prospect to take a specific action. That’s why the offer is often referred to as the ‘call to action’. Your compelling offer needs to be a low- or better yet, no-risk way to lead your prospect to take the next step in your sales process. If you sell a low- or moderately priced product or service, the next step might be to buy. If you sell a more expensive item, the next step might be to request additional information.

One excellent way to do this is to offer a free informational report. A report allows you to provide further detail about the benefits you provide.

I have created a template for writing webpages, using the model. You can download it for free here.

Happy Selling,

Luke Hawley (Managing Director of Marketing Broker Australia).

Adapted From: E-Learning Marketing System 2017