Intentional Marketing

What makes successful marketing?

Is it the slick style of the sales letter or certain hypnotic words that are used in the copy?

I’m going to reveal to you the secret to truly successful marketing strategies, and it’s not exactly what you maybe thinking.

Now I am a firm believer that you do have to have a strong sales message full of emotionally provoking words. This message needs to appeal to the reader, so it’s important that it is targeted at the right market.

That takes a little bit of research to make sure that the message is in tune with what your target audience is looking for.

It’s important to identify the hidden motivation of your market, in other words what they truly want. And also, how your product or service ties into those wants and helps the reader of your ad achieve them.

But there’s another missing element in a lot of marketing that I see, and that is what I would call intentional marketing.

What is it that you’re trying to accomplish? Of course, making sales is the end result, however is that what your intention is when you’re writing your ad?

Think of when you’re reading an ad or a sales letter on the website. What are you concerned with?

I bet it’s your personal welfare and not the marketer’s who wrote it. In other words, you’re looking for how this will benefit YOU. I know that’s how I am. I buy a lot of things online, but ONLY when I see a clear benefit to me.

Now it may seem obvious at first sight, that we need to list benefits in our marketing pieces. But I want to go a little deeper than that. As you’re writing your sales copy, you need to keep that thought at the top of your priority list at all times.

You must always be thinking of the reader, and have the intention of your letter be of service and benefit to the person reading it.

There’s nothing wrong with using strong language and emotional appeal in your copy, as long as it’s to help the reader obtain the major benefit they’re seeking.

There’s an important prerequisite here, and that is you need to really know what your reader is seeking, and then have THEIR best interest at heart.

Dr. Joe Vitale, one of my favorite marketers, calls it SINCERITY. I couldn’t find a better word to describe it.

Your letter needs to be sincere. And believe me, the reader can feel if it is or it isn’t. As you probably know everything in our world is made up of energy, and when you write your sales piece, the energy that you put into it, can and will be felt by the reader.

Here’s a simple exercise for you. Next time you browse through websites or through your "junk" mail, stop and notice how some sites or mail pieces make you feel good, and others you really don’t even want to open and/or read.

Now the headline used in the copy is important as it will get your attention, but notice how you feel when you read it.

This is not some metaphysical mumbo jumbo. Your ads carry your energy that you’ve put into them, and convey that energy to the reader.

So next time when you sit down and do your marketing campaign, be aware of that, and really pay attention to what your intentions are as you’re crafting your message.

I truly believe that even though you can manipulate people through strong marketing, but that’s short term. To be successful in the long run, I believe you really have to be sincere in your desire to help your prospect get the most benefit from reading, watching, or listening to your marketing message.

Think of the $, as the S that stands for service. And the ones who provide the best service to the most people, make the most money.

As famous motivational speaker and trainer Zig Ziglar says - "You can have everything in life that you want, IF you help enough other people get what they want."

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