Multiply your Print Advertising Results, Quickly and Easily, without Spending Another Dime! Part 10

Part 10: The Anatomy of an Ad: Body Copy, Part 6, Unique Selling Proposition (USP)

Why Would They Say “No”?

When someone is reading your ad or other marketing material, they are having a conversation with themselves . They are naturally skeptical of you, after all, you’re trying to “sell them something,” and they will be “looking” for either reasons to “qualify” themselves, or “disqualify” themselves .

You have to be VERY focused on writing your piece in such a manner that the people you don’t want in your school disqualify themselves, but the people you do want DON’T disqualify themselves!

A chief consideration you should keep focused on is addressing the reasons someone might NOT take action on your offer.

You should create a list of all the things a person might think when seeing, or reading your marketing piece .
Why might they disqualify themselves?
What might they be “concerned about”?
Some considerations you might want to address are:

• Am I too old to get involved?
• Am I too young to get involved?
• Might I be injured and not be able to work?
• Will my son or daughter become more violent?
• Will this fit into my busy lifestyle?
• Can I “try it out” to see if my child like it?
• Am I too “out of shape” to get started?
• Why should I believe that this can/will solve my problem?
• Why should I believe that you understand me and my problem?

You’ll want to consider what you think is most important to your target market, and why they would most commonly disqualify themselves. Then, help them understand why that particular objection is not a challenge; in fact, it’s a benefit.

Social Proof

One of the most effective methods to overcome these objections in your marketing piece is the use of social proof or “testimonials” that address the specific objection,and tell that person’s story . For example, if you feel that people might be disqualifying themselves as they read your piece because they think that their son or daughter is “too young,” you might include a testimonial from a parent that had the same concern . Someone else telling their story about their experience with you is MUCH more believable and effective than you telling the story yourself .

Legendary marketing guru Jay Abraham says: “What someone else says about you is 1,000 more believable that what you say about yourself, even if what you say is 1,000 times more articulate .”

We provide a life-improving service! Our “customers” have their lives enhanced in such a powerful, positive way, that most of your prospective students can’t truly understand how valuable the experience is . Copious use of social proof, testimonials, reviews, stories from your students and their families cannot be overdone or overemphasized!