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Declare It And Then List It
There are two principals that are effective in getting attention as well as delivering credibility for your advertising claims.
First - is the concept of the declarative statement. This is declaring that you are saying is truth, assu
ming that it is. In this, there is no room for ambiguity, for argument or doubt- it is so! An example of this would be: "all people want income security", or, "you will sleep better if your assets are protected", or, "maintenance is always less expensive than repair." These, when declared as truth, set a standard base of possible acceptance of them as a principal, not to be questioned, that prepares them for your next statement. The declarative statement must make sense or else the subsequent statement will be questioned as well. To say "Texans don't like foreign made cars" is contrary to actual commonly accepted facts and risks your credibility for any other claims of why they should do business with you. People continue to do business with people they trust or otherwise approve.
Second - is the concept of making a numbered list of choices, again, declaring that this is the complete list of options, and, making your product the obvious choice for any rational person. A declared list removes any potential lingering questions of whether any choices are not covered, and, in effect, forces them to make a choice, at least in their mind, as to which is the best choice. The next job, after declaring and listing, is to deliver the irresistible and/or risk free offer to get them to act, now.
Eg.- "There are 3 things you need to know before you buy red shoes! One of them can save you time, grief and money. Don't make a decision before you see these 3 important points on our web site!"
Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.
Go to =>http://www.more-new-customers.com to get free market research tips!
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