There are loads of ways to attract attention to your business using emotional direct-response marketing.
Some people create ads with beautiful photos… some men will stand on the side of the road wearing a costume or paying someone else to wear a costume – maybe they are dressed up like a bear in 90-degree heat here in Florida, or maybe it’s a scantily clad woman standing outside in the freezing cold, up north.
Some will get on television and be outlandish or crazy, and others will appeal to your sympathy – “Buy this because it’s the right thing to do… you’ll feel better and so will your conscience.”
The problem with most of these strategies is that there’s a HUGE difference between attracting attention and attracting the RIGHT attention.
See, if you want to attract attention, you have to roust people out of their normal routines. You have to pull them up and out of the dull and mundane habits of their lives. You have to be able to interrupt the silent hum of their ordinary routines, yet not be so overt that you’re saying, “BUY SOMETHING!”
And while each of these techniques I first mentioned might do this to some degree, they miss out on the most critical aspect of attracting favorable attention, effectively.
They don’t direct their appeal to your prospect’s interests — they direct it to yours.
This is the problem with the lion’s share of most marketing messages. They scream and shout and yes, even some whisper. But the message doesn’t resonate because it’s lacking the guttural emotional self-interest people need to feel, in order to get them to take action.
Most marketing is so focused on the creation of the message instead of the answer to the question, “Why are we creating this message?” When you focus on this instead — kind of like starting at the destination and then working your way backwards — the answers to this question allow you to start attracting the RIGHT attention using the RIGHT emotional direct-marketing. And that… is why you’re here.
Now go sell something, Craig Garber
P.S. Get an immediate, fast start to measuring, testing, and creating effective emotional direct-response ads, AND get a detailed analysis (by me) of a landmark consumer ad, along with:
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