Saturday, January 19, 2013 2:21 PMPosted By: Erik Stafford
Remember the 80′s rock band Van Halen?
Well, here’s something you probably didn’t know:
When Van Halen would tour back in the day, they had a concert rider (which is basically a contract) that specifically FORBID Brown M&M’s.
Most people assumed it was because they were rich and spoiled, but they actually had a damn good reason for doing it…
A very clever reason!
According to the group, the “M&M provision” was included to make sure that promoters had ACTUALLY read its lengthy contract.
If Brown M&M’s were in the backstage candy bowl, Van Halen assumed that more important aspects of a performance (lighting, security, ticketing) may have been botched as well.
So tell me: What are your Brown M&M's?
How do you get people to consume YOUR sales messages?
In this post, I’ve got five Brown M&M’s for you.
These days, most average consumers have the attention span of a ten-year old who just drank 5 cups of coffee. And was then handed a puppy.
No matter if it’s a radio spot, a direct mail piece, or an online sales letter... You need to get them quick. To do that, your headlines really need to SHINE. They should be big, bold, and heavy on the sizzle. Remember, when it comes to selling, this is the first step your prospects will take, in most cases...
So your headline really needs to capture the readers attention, drag them into the content, and force them to start reading, listening, or watching.
The biggest mistake I see people make when trying to create sales campaigns is they mistake FACTS for BENEFITS. This is a big mistake, because it is the benefits that sell. Plain and simple. Not facts. Not features. Facts and features are easy to write... Benefits, however, are a real pain in the ass.
You need to train yourself to look for them. This short explanation will help you:
A fact is simply that... A fact about your product, service, or offer. A benefit is the end result the fact translates into. A benefit answers the question “What’s in it for me?"
FACT: The new Chevy Godzilla SUV weighs 28,000 pounds and is the heaviest vehicle on the road. BENEFIT: Your family will be safer.
FACTS: The Minolta EZ Click 9000 has an ergonomic design and triple-action hood lens.
BENEFITS: It’s light, and easy to carry with you... and it takes perfect images from dawn till dusk.
FACT: The new Nike Para-Glider has a heel that's filled with ass feathers from Australian Geese. BENEFITS: You're going to run faster. Jump higher. Migrate south for the winter :)
So rewrite your facts as benefits. Either that, or at least include them.
I can't count the number of times I've read sales messages that are all about the advertiser. Now, as a consumerI don't mind knowing a little bit about you and your company... Feel free to tell me how you stumbled upon the amazing stuff you're trying to sell me. Feel free to tell me how qualified you are, and how long you've been in business. But keep it short, because all I care about is how it's going to help me! Read through your copy very carefully, and make sure you aren’t making this critical error.
Have you ever heard of The Zeigarnik Effect? It's mega important, and I will get to it in a minute. But first...
This little trick really separates the boys from the men. And the girls from the women. And the kids from the goats... Great marketing always sells the next step. Meaning don’t try to get the sale immediately, all the time... Instead, it focuses only on the next step.
The goal of a headline on a web page, for example, is to get the page read. The goal of a radio spot is to get the phone to ring. The goal of an email subject line is to get the email opened. And the goal of the email itself isn't to sell a product...It's to get the click.
If your creative is trying to do too much, it's not going to do much at all. So read through your copy, and make sure it logically compels the read