Create Headlines that will Double Your Profit

You surely know what your products do and how they do it, but do your potential customers know? Do they know what your service enables them to do? And most importantly, do they know how to put a value on it? If your potential customers can not understand what your offering will give to them, they will probably think it is too expensive.

The steps described below can be undertaken by your self, but it is recommended that you have a professional facilitator present. They will help you through the brainstorming exercise, and more importantly, they will keep you honest.

It is also a very good idea to have production and support specialists at the session as well. The reasons being; with the production manager to ensure that you are building and creating the right products and services. With the support manager who will have got great feed back from customers who buy what you provide.

Set up a room, with a scribe and a large whiteboard or flip-chart and proceed through these steps.

What has worked in the past?

You will need to have the following information at hand during the session. While the list may seem daunting, please try and have as much information as possible:

1. A list of all customers
2. For each customer you need to identify:

o The value of each item
o The margin on each item
o Where they are geographically based
o Their size and turnover

3. A list of your competitors and information on their products
4. An industry specific magazine that your best customers would read
5. A print-out of the Mission statement of your best 5 customers

Follow these steps for amazing results:

* Clearly define what your product or service does – List at least 10 things
* Using your customer demographics, and any other market research, clearly articulate your target market – the firms that you will sell to.
* Define what people in each of these positions will be enabled to do, once you have helped solve their problems.
* How long does it take for the value to become apparent or measurable?
* What is the status quo of your prospects? In other words, what are they likely to have in place right now? Remember that, the status quo is your biggest competitor.
* Using the three solutions that you identified in step 6, rewrite them for each of the positions identified using at least 3 of the industry specific words.
* Now add a quantifiable benefit to each solution – how much does it save? How much extra revenue will it generates, how much further will your drives go? Etc.
* Create 3 headlines that have each of the 3 key elements above. Then create a 3-4 line subhead that explain them in more detail and could be interesting for your prospects.
* Once you have created your marketing messages as above you will need to Test, Adjust and Measure any lead generation campaigns that use them.

The resultant message that is created can be used as part of your lead generation program.

3R Sales and Marketing has created a program, known as ADSPORT. This program, will more than double the number of qualified leads coming into your business, without necessarily increasing your market spend, and in most cases reducing it.

By: peter lawless

This article is one of many www.3r.ie” title=”sales articles, marketing articles, marketing tips”>sales articles or marketing articles written by Peter Lawless of 3R, www.3r.ie” title=”marketing consultant, business coach”>Marketing Consultant, Business Coach, www.3r.ie” title=”sales training, sales trainer, public speaking”>Sales Trainer, Public Speaker and Communication Specialist to hundreds of companies.

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