Creating that Thing that People Actually Want

The average American is exposed to between 3,000 and 7,000 marketing messages a day.  But how many of these do they actually notice.  We have all gotten really good at almost instantaneously determining whether something deserves our attention.

We glance… our brain analyzes the message to determine if it is of interest… and if it’s NOT interesting… our brain flushes it immediately.  If it didn’t flush it immediately, our heads would explode by the end of the day.  That’s why even though we are exposed to thousands of marketing messages a day… we can’t remember any of them by the end of the day.

Unless… somebody gives us a message that interests us.  Something that pertains to us, something that will make our lives better or more interesting.  If you want your marketing to succeed, you MUST understand and leverage THAT fact. If you do, then people will see… read… understand… and act on your marketing.

So, how do we come up with something that can get your prospects to stop and take notice?  You must create solutions to problems that NONE of your competition is talking about.  If you want to stand out… you can’t sound like everybody else.

You can accomplish this by thinking about your target market AND your particular area of expertise.  What do you know that your competition does not… or if they do know… they don’t talk about?

Here’s some idea starters:

  • Make an invisible service visible –What do you do behind the scenes that you could show people.  How many people love to see the pizza cooks throwing the dough to make the round pizza crust?  That’s making the invisible, visible.  Maybe instead of just doing your analysis, you ask if people want to participate in creating the analysis with you.
  • Save your prospect an enormous amount of time or hassle –create a service where you’ll go into their home and help them go through their records to clean out those things that can be thrown away.  Bring a shredder with you and shred their things on site. You could even train a staff member to do this service as a representative of your office.  (send out a press release and your service might get picked up as a story on the local news!)
  • Get onboard with a local charity or foundation –pledge to give a certain percentage of your profits each year to that cause.
  • Disrupt an industry standard –Do something that your competitors do… but in a completely different way.  Maybe send your clients a video explaining their statements and results each quarter or twice a year.  It wouldn’t need to be more than 5 minutes.

Think outside the box and your messages will resonate and be heard.  Be different and be seen.

About Mike Kaselnak

Michael Kaselnak is considered one of the top marketing and sales experts in the financial services industry. He has personally mentored over 300 financial advisors in the past 10 years. These financial advisors saw their average production increase by 62%. Many saw increases of over 300 percent. He writes articles that have appeared in many mainstream magazines and has written the popular report 300 Financial Headlines that sell.
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