Four Words To Make Your Business Communication More Persuasive

If you are interested in creating persuasive marketing material and convincing business presentations, check out these words from a poem written more than 100 years ago.

“I keep six honest serving-men

(They taught me all I knew);

Their names are What and Why and When

And How and Where and Who.”

Recent academic research has shown that Rudyard Kipling, who wrote the poem, is more than just a master of pretty words. It demonstrates that the formula for effective business communication is almost exactly the same.

After studying the learning style of different people for more than 25 years, educationalist Bernice McCarthy developed the 4MAT® teaching system to reflect the four different types of learning style that she identified.

The system works just as well for communication and marketing.

In brief, it splits people into four types:

o ‘Why’ people – need reasons and relevance before they will listen

o ‘What’ people – information junkies; want to know all the facts

o ‘How’ people – pragmatic and practical; they seek usability

o ‘What If’ people – visionary, interested in the future possibilities

Most of us have elements of all four types but usually one of the four ‘buttons’ is particularly ‘hot’.

For example, you can provide a ‘why’ person with all of the facts you like but they will not even listen unless you satisfy their ‘why’ first.

If you are giving a presentation or writing a marketing leaflet, the only safe assumption is that your audience will contain people of all four types.

And that’s where most marketing messages fail – they don’t pay enough attention to all four buttons.

Most often communication misses out the crucial first button – giving people a good reason ‘why’ they should pay attention. If you don’t hit that one, many in your audience won’t even listen to what you have to say.

Typically people rush straight in to the facts, the features – the ‘what’ part. While this is important, it is not enough on its own.

And, often, messages are stuffed full of information but don’t make clear how it can be put to practical use.

So, whether you are writing a 200 word letter or a 60 minute presentation, try taking a piece of paper, splitting it into four quadrants and answering these four questions.

o Why should my audience be interested in this message?

o What information and facts do they need to make a decision about what I am saying?

o How will they use this information – what do they need to do next?

o What will happen in the future if they do or don’t take my advice?

Then use that information to write your letter or brochure or deliver your presentation.

The time needed for each segment will vary depending on your purpose but remember to give adequate time to all four – and cover them in the above order.

Cover ‘why’ as early as possible and make it powerful. Then give them the information they need but make sure you explain ‘how’ they can make it work. And finally, give a vivid picture of what will happen if they do (or don’t) follow your advice.

And, while you use this scientifically-proven system for persuasion, don’t forget Mr Kipling’s other honest serving men – you need to think about ‘who’ your audience is and tailor the message to them; and you need to consider ‘when’ and ‘where’ to deliver it to get maximum impact.

If you choose not to hit the four hot buttons, your message will miss a large chunk of your potential audience and you will lose out on many possible customers.

Or you can choose to use it as the basis for crafting your marketing messages and see how much easier it becomes to create powerful marketing material and to deliver persuasive presentations.

The Fortune is in the Follow Up

It is taught in direct marketing that 20% of the customers who have told you no in the past will change their mind and say yes later if they are continually followed up with. In these days of information overload it is virtually impossible to follow up with all of our contacts since they are not just local anymore, but global. Lists upon lists of contacts are available to us which makes it even more impossible. So most of us go on and sell as usual, rarely getting back with people who have not felt that our product or service was for them at the time.

Steven Burke saw that problem and designed an innovative new software to help us have follow up with everyone we have ever spoken to. Not only does it follow up, but automatically makes initial contacts to potential new customers also. Businesses who take advantage of this software will see their sales increase exponentially. There is no way to describe the amazing capabilities of this software except to see a demonstration. Automation has certainly going to have a direct, positive impact on the sales world.

Secrets of Marketing with Postcards

Postcards are an overlooked, low cost and rarely used marketing tool for the small to medium business. This article discusses a few of the many reasons why you should consider postcards as part of your marketing program.

Postcards are ideal for any business

Postcards are versatile enough to provide scalable marketing for any type of business. Online businesses can use postcards to benefit from increased website traffic, as well as visitors to shops ands sales leads for direct marketing.

Effective design doesn’t need to cost

Designing an effective, high impact doesn’t have to be complicated. There are many websites on the Internet that provide templates and tutorials on creating marketing postcards. Such websites can take the hassle out of the task and make it a pleasurable experience rather than a chore. Postcards often work best when the message is short and to the point and the postcard itself looks at first glance looks like a message from a friend. Goodprint UK Ltd from their website offer full online tutorials and templates on creating marketing postcards for your business.

Printing postcards is inexpensive

Postcards can be professionally printed for a relatively little cost. The quality of your postcards will reflect the quality of your business to your customers. Websites such as Goodprint UK Ltd allow you to have professionally printed postcards from as little as 3 pence per card.

Postcards get read more often than other marketing media

Because postcards are ready to read and aren’t stuffed in envelopes almost everybody will read your marketing message. Advertising in envelopes is easily identified and often thrown in the rubbish without even opening it.

Postcard marketing produces a rapid response

Printing services such as Goodprint UK Ltd can supply your postcards within a few days, your start getting increased sales activity a few days later.

Use postcards to generate website traffic

It is a proven marketing technique to simply list a few benefits of your organisation and then tell the reader where they can find more information. This makes postcards ideal for generating traffic to a website.

Postcards multiply themselves

Postcards are like small advertising boards in that they are easy to handle. They are often kept by recipients or passed on to friends or colleagues …providing more exposure of your advertising message.

Highly targeted marketing

Marketing campaigns can be as targeted as your services require. Simply only send your postcards to mailing lists of prospects that are likely to be interested in your services, or those who have a history of acting on offers that interest them. Mailing lists can be supplied by man various online companies.

Postcards allow you to control sales activity

You can quickly increase (or reduce) your sales activity anytime you wish by simply limiting the number of postcards you send out and altering the frequency at which you send them out at.