Everything you know about marketing is wrong
And we welcome you to test your marketing to see if it follows these seemingly simple steps to creating an effective advertisement.
The Interrupt is simple and does just what it means: When the marketing item grabs the attention of the intended prospect and stops them from whatever they are doing. Most marketing gets this correct, at least partially. From the fortune 500 companies touting their scantily clad women with talking horses across the television to the annoying pop ups on your computer screen. All it has to do is stop the prospect and make them pay attention. You get about 5 seconds to grab a customers attention for them to decide if they should pay attention to what comes next.
This is where most marketers get this wrong. An interrupt should reinforce the rest of the ad, not stand apart like a squirrel to a moving company. The interrupt should indicate I can fix your problem, or I have what you need or want. If the interrupt doesn’t trigger “this is something I need to pay attention to” then you have lost the prospect.
The Engage is a continuation of the Interrupt the promise of forthcoming information that enables the decision making process. This is the hardest of the 4 laws to achieve and it is where most prospects are lost. This is where you entice the prospect into wanting to know more. The interrupt is usually something visual where the engage is the first written or verbal communication. This is the first poke indicating I can fix your problem, or I have what you need.
Without an engage the brain simply filters out the rest of the ad as just more white noise. The rest of the ad could be an alien language, you never had the chance to educate them on why they should choose you over someone or something else, and worse you never even had a chance to give them the offer.
Education is the most powerful and also the most ignored step in marketing. It is here you are given a chance to build a platform. Show them how you meet those needs, how you compare to your competitor. This is your opportunity to separate yourself from you competition.
Education identifies relevant issues to your prospect and shows how you solve these issues. It teaches them what they need to know to be an educated buyer and better establishes you as not only the knowledgeable source on the subject but also shows them that you are the best choice in whatever they buy from you.
At the end of any marketing piece comes the offer. By now you have gotten their attention, you engaged them to pay attention to what you do or what you sell. You have educated them on why you are the obvious choice above your competition.
The offer should encourage immediate action whether they are ready to buy or seeking to learn more. This is where you are asking for their business you are asking them to trust you. Through the education portion of your ad the chance of risk should have been lowered and the opportunity for trust should have been established. This is your chance for you to provide a non-threating next step.