There are certain fundamental principles in marketing that don’t change, no matter what you market, who you market to or what media you use. When we focus on the nuts and bolts of our particular marketing efforts – building links for SEO, writing sales-copy, creating e-mail follow-ups etc. – it’s easy to get lost in minutiae and forget about the more conceptual aspects of marketing.
Here’s a short video, detailing what I believe are three of the most important, core marketing principles that can help you get more sales, more clicks, better conversions, or whatever it is that you are aiming for, with your marketing efforts. What’s more, you can apply these principles straight away and test them out for yourself in the very next piece of content you create.
Here are the three core marketing principles:
Thanks for watching! Please let me know your thoughts in the comments below!
Cheers,
These are three top principles that everyone should apply to their marketing, thanks for sharing your knowledge Shane.
AJ..
thank you so much for your information, we thank you for every thing, so we are waiting to see how best we can move ahead in this business for us to start this, we need to do
some thing that will generate income so that we can move ahead in this business.
thank you.
your faithfully
john peterson.
Looking back at the content I have been producing I have used at least one of these principles but without really being conscious of it. I do agree that it would be much more effective to use all three.
I will all three into my next article and see how it turns out.
Thanks again for the tip.
Brian
Would love to hear how it works out for you!
It can be difficult to get used to implementing these principles and I can’t say I implement them for every piece of content I create. But I always remind myself of them when I create a piece of content that has a conversion-goal.
Hi Shane
Thanks for telling me that I’m doing it correctly. I use the following;
I offer a benefit to;
A particular group of people (as you say…specific niche)so that they can have it/get it…. better, cheaper, faster, easier)…followed by an ‘even if’
Then I try to show the worst case believable scenario, such as ‘even if you tried it before and failed’
Peter
Hi Shane
Very spooky – I sent an email to a client today and pretty much said what you have just reiterated in your video.
I think one of the tricks is to always imagine you are writing to your most perfect customer. That way your writing is more likely to have the right tone and flow as well.
Regards
Steve
That’s a good way of thinking about it.
Make a “how to make awesome videos” product and sell it. Immediately!
Will do. But you have to make a “how to make products instantly” product, first.
Hey Shane,
Keep this up and we are going to be the best out there ladd!
I was just talking to an associate about focus and appealing to emotion.
I am glad to be here! I’m in the right place at the right time!
Thanks for your hard work.
Regards,
Kal
Shane,
1) Generally people will be more open to a marketing message more if they are familiar with (and like and trust) the seller. Talking about “me” can help the person to understand who I am and give them some basis for choosing to trust (or not). Complete lack of “personalization” on website salespages, squeezepages and advertisements generally, is, in my opinion, one of the main causes of failure of marketing messages to get “prospects” to take the intended action.
Sure telling people “how wonderful I am” is probably not going to have the desired consequences.
But telling them who I am and why they may wish to listen to me may help them to understand that I am trustworthy and understand what I am talking about. (Of course if one is not trustworthy and does not understand what one is talking about then this [fortunately!] may not work.)
2) I have heard the “benefits not features” message so many times (ad nauseum) and I COMPLETELY DISAGREE WITH IT.
I get so frustrated with salespages that try to suck me in emotionally and do not tell me actually what the product is or what it does or how it does what it does. That is, I need to know the FEATURES of the product. As I actually have more than one brain cell actually still functioning I can usually work out most of the BENEFITS for myself.
An almost sure sign for me to keep right away from a product (as it is almost certainly fluff or worse) is that it focusses almost exclusively on the BENEFITS without explaining the FEATURES.
So my recommendation if one has been sucked into the fright of “I won’t sell anything unless I sell the BENEFITS” is to make sure to include the FEATURES as well as the benefits, otherwise you will lose people more like me, who are less open to being manipulated.
3) Once again, appealing to EMOTIONS not LOGIC for me does not work. A marketing message that relies on manipulating emotions to sell is for me a huge red flag. If it is apparent that a marketer is trying to manipulate me emotionally (as most do) I will immediately be suspicious and will have severe resistance to buying the product even if it appears to be something I need. In this case I will need to use my logic to overrule my emotional (AND logical) resistance. I will need to to overrule my LOGICAL resistance to buy? Yes. Because my logic tells me that if a marketer is trying to manipulate me emotionally:
* he/she/it does not meet my required level of ethics
and
* the product is more-than-likely garbage (otherwise the features could sell the product.)
(I haven’t got to watch point number 3 of your video yet but…)
I will be selling what people NEED.
I have no interest in what people WANT (and I won’t sell it.)
(And if all the marketing experts are correct I should go broke!… But I won’t.)
There is some serious generalising happening here!
“…driving that car will make me feel like like James Bond..” will NOT “make” ME buy that car. What will influence me to buy that car is that it is economical, environmentally friendly, reliable, efficient shape and is not full of unnecessary electronic luxuries that I do not need. If I am told “this car will keep my family safe, why should I believe it? I will only believe it if I am told of the features that will help to keep my family safe! (And then I will need proof that these features are real. That the car really does have seat belts etc.)
My recommendation is that if one really feels that one has to try and manipulate the emotions of “your” “prospects”, appeal to their LOGIC as well. (Some marketers say that people buy with their emotions but justify the purchase with their logic.) So, give them some logic to justify with – you will make more sales and get less refund requests.)
……………
A really good “marketer” respects his/her/it’s prospects and treats them as people and as INDIVIDUALS.
If the product is rubbish , then
1) “BENEFITS” (emotional manipulation) will be needed to sell it
2) EMOTIONS will need to be manipulated to sell it.
If a product is good:
* FEATURES will sell it. (REAL BENEFITS can also be included.)
* LOGIC will sell it. (EMOTIONAL manipulation will not be needed.)
Shane, as we have recently communicated, people are individuals.
You and I are individuals.
Our buying choices and decisions are influenced by different factors and based on different criteria.
We are all different.
To me a good marketing message appeals to as many INDIVIDUALS as possible, not just the lowest common denominator.
The bottom line is that we need to treat people with respect and provide them the opportunity to buy what they need (useful and good quality stuff [and maybe good value as well?]) – not just try and manipulate them into buying whatever we happen to be selling.
Wayne.
I too, skip as much of the emotional appeal and look for the features first, however, most people, particularly those not used to seeing IM marketing pitches, are not as savvy as us marketers, who instinctively analyze the marketing message.
The best formula, I think, is to name the feature, then describe the benefit that feature provides. People like to think their buying decision is based on logic, even when the emotional appeal is what really sealed the deal for them, and this allows them to respond to the emotion (“I want that!”) and then justify it rationally (“It is a good purchase because…”).
Give them both.
I agree Garth,
I too look for the features first.
It is rare but does occasionally happenthat someone points out a benefit that I was not aware of.
So yes, give them both.
Damn, missed another one of those imperfections (typo) that proves I am not a perfectionist!
You have to realize that you are part of a tiny minority, if you react more positively to features and logical statements than to benefits and emotional appeal.
And the way I see it, it’s certainly not about talking about benefits exlusively and “emotionally manipulating” your prospects.
Crafting an effective piece of “coversion-content” is about making a connection to what really matters to the people on the receiving end of that message. It’s about taking your offer and showing people: “Here’s what this has to do with YOU.”
It’s about getting out of your own head, to a certain extent. And, for product creators, this kind of thinking needs to begin when you do your market research, so that you can create a product that is made to suit what people in your target market really want and need, rather than just based on your own ideas of what they “should” need.
It took me a long time and many, many failed business ideas before I finally learned this. That’s one of the reasons I made the above video.
Yes, you can focus strictly on logical arguments and features only. But if your offer is truly good, is that the right thing to do, as it excludes the majority of people who could benefit from the offer?
Thank you Shane
Regarding point one, I’m off to make a couple of slight changes to the sticky page of one of my blogs!
Excellent! Here’s hoping you’ll quadruple your conversions (at least). :D
Hi Shane,
Interesting post and definitely food for thought.
I can see what you’re saying about the three principles and agree in part. I also find Wayne’s comments interesting and am looking forward to your response.
One thing that strikes me re: Wayne’s comments … might that be true for a small segment (more of the analytical types) of the niche but not necessarily for the majority?
Something to ponder and experiment with …
Jim
An after-thought … if Wayne is right, does this mean you advocate what you have been hashing around with Paul on the podcasts? … just thinking out loud :)
Jim,
Certainly there are people that will buy more if there emotions are appealed to, but there are others that this approach does not work.
In fact some people will find the emotional appeal approach a complete turn-off and will be lost, possibly for good.
So why not cover both bases and provide the features and possible benefits.
(Benefits are different for different people.)
I recommend covering both bases without attempting to manipulate.
Hi Shane, I have only been away for a few days but found some great stuff from you on my return – you have been busy!
I would just like to add to your excellent video that I prefer to combine functions and benefits – to get my point across.
For example, I was recently writing about a baby high chair that has two removable trays – when I wrote about the two trays feature, I needed to sell the benefits of this, so I imagine I am writing to just one person, the mum of a small baby who is going to be buying a high chair soon – “The top ‘dinner tray’ can be popped in the dishwasher for cleaning at that stage in every baby’s life when just a small amount of food can go a very long way!” – every mum will relate to that stage!
In my opinion you cannot write just about the function or just about the benefit, you need to tell your customer how the function can benefit them and preferrably convey that this function is so brilliant that they just could not possibly do without it now they know about it!
Keep ‘em coming!
Great example!
Great advice Shane, it’s so easy to get wrapped up in the shiny features of a product and forget about the emotional appeal.
I think I’ll put these three points on a sign on my desk.
Kev.
Shane, I want to thank you so much for everything you are doing. It’s incredible. Just incredible. I read evrything you put on your blog and listen attentively to you in your videos. Also, Switzerland is a country I dream to live in)
We need what you are doing. And along my journey in IM (I have made 1.07 Euro off the Internet so far) you are an immense inspiration and help (I found you through Andy Williams newsletter). Once I become advanced marketer (1000 USD a month at least) it’s going to be very interesting buying your stuff and discussing advanced stuff with you.
Thanks tremendously,
Leonid
I like that principle: it is not about you. Getting the ego and self absorbed attribute out of the way could really help. I find this part easy.
I think I am finding it hard to emphasise the benefits in the most effective way though, due to being new in my niche. Good advice re talking about benefits and not features.
I like appealing to their emotions. I could really implement this principle. You gave some really good examples of this works to help produce a conversion.
That last one is key for me and once I am able to put that into practice and define my website in this way I am sure it will start to do well. Being specific makes a lot of sense rather than being vague and not properly defining what you are offering. The video is great and common sense and sensible when you look at it but probably overlooked by a lot of entrepreneurs and not thought of by newbies like me.
“…and there is no new thing under the sun.” (Ecc 1:9)
I read some here that seem to want to reinvent the wheel. What Shane has so succinctly addressed here are time-tested truths of copy-writing.
For success in any print medium, you need to learn these skills, or farm them out to those that do.
I would strongly suggest everyone look at the works of some of the masters, some several decades old. It matters not if it is a pamphlet, direct mail, or a website, these techniques are proven to directly affect sales and conversions.
For instance, one of the most powerful books ever was written over 80 years ago by Claude Hopkins, “Scientific Advertising.” You can get a free illustrated copy (has some of the actual ads written by Mr. Hopkins) here: http://www.scientificadvertising.com/ (Just unsubscribe if you’re not interested in receiving anything more from Mr. Galletti – a fine copywriter in his own right and a bunch of free stuff to help learning the ‘trade’.) See his special offer for another classic, *The Robert Collier Letter Book*
To find some of the most compelling copy-writing see Gary Halbert’s stuff: http://www.thegaryhalbertletter.com/newsletter-archives.htm. Just read some of the headlines of his old newsletters.
{A note: I am sad to see that some of Mr. Halbert’s ‘friends’ have more or less hijacked his site to promote their own stuff since his passing. But, if you want to see the power of marketing as yourself and the power of words, this is a great place to start.}
Lastly, Mark Twain said something that is always in the front of my mind, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”
Hi Shane,
Awesome Video. One of the most incredible Marketing Videos i have seen for a while. Cuts through all the”crap” and straight to the point. i recently bought Backlink Battleplan and still going through my first round and its pretty awesome. I have to say that i have recently following your blog and your posts are to the point and HONEST. Keep it up Shane, love to hear from you more. Had a quick question? Can u recommend any free video making softwares for MAC? I believe the ones which u have mentioned in BB are only for windows?
Thanks
Chirag
I don’t know much about Mac software, I’m afraid.
For video creation, check out Screentoaster as well as screenr. Both let you do screen capture and perhaps they are Mac compatible (not sure, though).
Hello Shane,
Good useful video, straight to the point without taking up too much of my time!
If I am in the market to buy a solution for a problem, I already know what I want to achieve and I am only interested in the final result. However, I will require proof that the product works before I part with my money.
If, on the other hand I am casual about a problem I have and have not yet decided to do anything about it and you present me with an impelling headline that grabs my attention, I will want to know more. The more benefits you list, the deeper you will dig into my emotions as you will be highlighting many positives that had not occurred to me. At that point I usually buy and ignore the rest of the sales page.
If I was buying something on a subject I know, I will want to know everything about that product including the benefits and features. I won’t be led by emotions and will subsequently investigate that product thoroughly before making a buying decision.
Thanks,
- Paul -
Shane,
This is an interesting subject indeed and we can tell from different comments that there is a lot to discuss.
I read an article written by someone PhD and I can’t think of the name but it was about four different learning styles if you will.
1) Tell-me-how or the teacher style
2) Tell-me-details – or the engineer style
3) Tell-me-the-benefits or the sales style
4) How-else-can-I-use it – the expert figuring out a new way to use a product
On top of that we have visual, auditive and kinesthetic people. Visual people learn best from seeing things and use expressions like “I see”, “I get the picture” while auditive people say “I hear what you mean”, “I like the sound of it”. Kinesthetic people use words like “touch”, “feel”, “I get the sense of it” and so on.
I think we can see that in the comments to a certain degree.
If we use this in our marketing messages I think we will get a bit further.
Best wishes
That’s a very good point.
And it’s one of the reasons sales-letters and sales-videos tend to be very long.
Especially with the letter-format, you can address all possible objections and write about the product in a way that communicates to many different types of people.
Great blog! and great content. Many of us are trying to make it in the online marketing business. You provide quality and up to date info here.
Best regards,
J Anderzon
Thank you for your kind comment!
Thanks Shane, Very helpful with my work with local businesses who want to include everything they offer into their ads and always complain when they never get any response. I will share these hints and hopefully get them to focus their ads on the prospect instead of their company name, address and how long in business.
Enough said, Great stuff.
That’s a great example!
Big mistake when a company wants to include everything and basically say “look how great this company is!”. Because no one actually cares about that, apart from the company owner, maybe. No doubt response will be better when you offer a message that focuses on a benefit to the customer.
Thanks Shane for a wonderful video with great information. I’d certainly be trying these useful tips in my next venture. Thanks again.
I don’t know how I found you, but I like your information. Great Post!