The difference between great pieces of marketing that make you money and average pieces that don’t can be subtle.
Here’s a tool I use to help guide the effectiveness of any kind of ad copy. It could make you a lot of money.
One of my clients sent me a newsletter for some feedback. I tucked it away in my action email file where all the emails needing some thought and a response go to while they wait. It’s kind of like an email purgatory.
I retrieved it yesterday evening for further examination. It had a fun title, good graphics and good left brained logical content. It was missing powerful headlines and sub headlines, engaging stories and a clear strong call to action.
Along with my feedback I included this simple little marketing formula someone taught me:
|I – Interrupt||Know specifically who the reader is and speak directly to the reader meeting them where they are with a strong headline that addresses a timely problem.|
|E – Engage||Use sub headlines and content that promises a solution to their problem. Use descriptive power language and good stories that connect with the audience.|
|E – Educate||Provide useful, accurate information in a relevant way so the reader understand the gravity of their problem and how you would go about solving it – not what you would do – but how you would do it.|
|A – Action||Have a clear call to action that follows the specific objective you have for the marketing piece. What do you want them to do next? Go to your website, buy off the page, call or email you, etc.|
Here is a link to some copy I’ve written on my website for one of my core products called a Values Blueprint . You’ll notice how it follows the formula, with a powerful headline and a number of engaging sub headlines directed towards relevant problems, followed by copy that educates and a clear call to action that sells off the page, accompanied by a guarantee that removes their biggest fear.
It’s a good exercise to do some of your own copywriting, even if it makes you want to “poke your eyes out with a pencil!” I promise it won’t be that bad, but what it will do is help you understand the basic art and science principles that go into a good piece of marketing. Once you know what to expect you can hand it off to someone who loves to do it and is good at it.
Then you can sit back with your checklist and make sure the piece checks all the boxes. Can you see how this is useful? Let me know what you thought of my example.
Clint Best is a business coach and the founder of Kaizen Business Coaching in Kelowna, BC. Clint has been guiding forward thinking business owners through change and growth since 2002.