3 Core Elements For A Good Marketing

Let's talk about what makes good marketing.

Marketing that works.

Just like a good sale, good cooking, or a good speech, good marketing focuses on a few key elements.

And this is good news because it means it works in any language, any country, any market, for any type of business.

Because marketing is always the same.

It all comes down to these small elements, key elements that you need to master.

Once you learn that, you'll have the key that opens all the doors.

There's this supposed saying by Abraham Lincoln (let's pretend he actually said it):

"Give me six hours to chop down a tree and I'll spend the first four sharpening the axe."

Abraham didn't write many ads. But if he had, he would have said:

"Give me six hours to create an ad and I'll spend the first four thinking about the headline."

Why?

Because the headline is the most important part of the ad. Let me explain:

The founder of the world's largest agency

David Ogilvy founded the world's largest marketing agency. The man knew how to sell anything. And his opinion on headlines was simple:

On average, people read the headline five times as much as they read the body copy of an ad. When you write your headline, you've spent eighty cents of your dollar.

So what David is saying is:

If you get the headline wrong, your chances of selling to a potential customer are close to zero.

That's why we want to devote most of our time and energy to creating a rock-solid message for our headline. And then we'll repeat that message throughout the rest of our ad, article, script, or meme... basically any message to any potential customer.

That's why I'm happy to share with you my...

Secret to creating irresistible headlines

The good news is that it's not like a Michelin-starred recipe with 350 ingredients that requires a full scientific laboratory just to attempt to make it.

It's simple. It only takes three ingredients to create the ultimate headline for your next ad. But you have to get them exactly right.

Also, no matter what you're selling, whether it's services, products, or convincing the world that they should choose you as their supreme leader, this stuff works.

(But don't use it to become supreme leader. I'm gunning for that position.)

Pen in hand and let's see the recipe:

Ingredient 1: The right bait for the right prey

Imagine gathering the brightest minds in advertising and marketing. We could even resurrect the all-time greats. We have a meeting and, somehow, everyone reaches the pinnacle of genius, producing the best bikini ad ever conceived by man.

It's something stunning, incredibly good. Ridiculously good. So powerful it should be illegal. Anyone who has ever wanted a bikini would immediately start drooling, grabbing their wallet, and screaming, "Please, take my money!"

Now, let's gather 1000 people in a ballroom to present them with this message and see how many bikinis we can sell.

However, there is one thing...

The 1000 people in that ballroom are all biker gang members. Men. Big, burly, and hairy. Some are chewing cigars, and wearing leather jackets. You get the picture.

You would sell very few bikinis.

Not because the message sucks. Not because the ad isn't good.

Because the match between the message and the target market is terrible.

The first ingredient in every single marketing headline and message: "Speak the language of your audience." Tailor that headline to their wants and needs. To their world.

Don't sell bikinis to biker gang members.

Ingredient 2: The GCP

If there's one thing that can make your marketing take off, it's a GCP. Don't confuse it with GCR. That's something else.

(GCR stands for Great Canine Rogue)

The GCP, on the other hand:

Grand

Courageous

Promise

And if you're not comfortable promising anything - you should be if you sell quality products, but let's say you want an alternative - you can always focus on a Grand Courageous Benefit.

You need to stand out from the chaos and noise. Offer something fantastic. Create a big, bold GCP.

Here are three examples: <link to other blog posts>

Ingredient 3: Incorporate The W.I.I.F.M.

I remember watching an interview with Brian Tracy, and this American guy asked him what the most popular radio station in the world was.

Brian was a bit confused and didn't know what to say. The guy proudly said:

"It's WIIFM."

And Brian could tell he didn't quite understand, so the guy, even prouder of himself, puffed out his chest and shouted in anticipation of the question:

"That means: What's In It For Me?"

Apart from everything else... this guy was right.

Whatever you write, make sure it's about your customer. Because we all care about ourselves. And no one has time to worry about your company, your message, or whatever you're trying to sell.

Focus on THEM. On their NEEDS. On their DESIRES. On their GOALS. Not on you. They don't care about you. You care about you. That's normal. It's human, it's okay.

Click here to see an example of how to catch attention of you perfect customer. https://www.njmarketing.it/post/come-attirare-l-attenzione-del-tuo-cliente-ideale