Loss-Leader White Papers & Webinars

The Internet is an information treasure trove. People typically turn to it to learn something they don't already know. You may have noticed that most of the ads and solo emails you get from vendors are offering white papers and Webinars. So, it stands to reason that your prospects may be attracted to documents and Webinars on your topic or subject of expertise. Offering discounts on services and products doesn't work as well because these readers aren't in buy-mode, they're in information-gathering mode.

You know your mileage may vary, depending upon your target audience and the venue in which you advertise. But our point here is to examine closely the vehicle in which you advertise and what sort of offers are apt to meet with satisfying response rates. Think about the modality your audience is in when they see your message, be it a newsletter, a solo email, an advertisement within an email newsletter, a website advertising banner, etc.

Tip: Answering the What Do You Do? Question

Take a moment and think about the results that your work delivers to others. When someone asks you "What do you do?" pretend they asked, "How do you help people?" Then play around with some new ways you might answer the question and see which ones create the most understanding and interest. When people seem able to completely grasp your role without needing a lot of follow-up questions, you'll have a winning answer.

Stop Wasting Your Marketing Efforts! - Use AIDA

What is AIDA? It is an acronym for Attention, Interest, Desire, and Action. Every marketing message you prepare must reflect the AIDA method.

Develop your marketing messages with the following in mind:

Attention: You must use a headline that attracts the attention of your recipient to want to know more about what you have to say. If you fail to attract your recipient with your headline your marketing efforts will be kaput! The most powerful winning headlines will evoke emotion as you highlight a problem that affects your target audience. You must address the every-present question of your target audience Why Should I Care? about what you have to say.

Interest: Your headline has made a promise and you must deliver on the promise. You must keep them interested in your marketing message by focusing on What is In It For Me and quickly communicate on a one-to-one level how your product or service solves their problem or issue. Keep in mind that this approach works with both consumer and business markets. Give the recipient the facts or the evidence needed to support your claim to establish credibility. Do not swamp them with statistics or product specifications otherwise you risk boring them to death.

Desire: Your message must convert the recipient's interest into a desire to have your product or service. Explain how your recipient will receive the benefits by accepting your offer. Yes, that is correct your message must make an offer to the recipient. Your recipient will need to be reassured. You must include customer testimonials and guarantees or warranties to minimize if not eliminate any perceptions of risk on their part. Your recipient must be able to visualize how they will benefit when they accept your offer.

Action: Now you need to tell your recipients what to do and when to do it! Be assertive and do not assume that they will know what to do. You need to be absolutely clear about your call to action and make it simple for your recipient to accept your offer. Reiterate the benefits and the consequences of not taking up the offer. Encourage your recipients to take action now and accept the offer by including incentives available only during a limited time frame or availability.

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