Vol. II, Issue 7– 17 April 2007
Editor & Publisher: Tracey Dooley

Welcome, to 203 new subscribers! Please help us grow together and forward this issue to any friends, peers and associates you think would benefit. Thanks!

In this month's success-packed edition:

• Publisher's Preamble
• Announcement
• The Psychology of Purchase Decisions - and How to Apply it to Your Business
• About the Word Doctor
• Special Offer
• Business-Building Tip
• Business-Building Resource
• How to Earn Money the Effortless Way
• Business-building Marketplace

Wow! I'm suffering from meltdown. I'm writing the April edition of CfS, but it feels like I've time-warped into the middle of August. I think it has something to do with El Niño, but it could be the speed at which I'm tapping away!

Times, They Are a-Changing

The long-term subscribers among you will notice a difference to this issue. I'm trimming down this newsletter. This is for three main reasons:

1. The effort to put together CfS has reached new heights. I can't even find the keyboard sometimes, thanks to the mountain of client project- related and research paper swamping my desk (and I am trying my very best to be 'green' – but sometimes you have to print out things to read them properly). Something has to be pared down – and CfS is it, mainly because...
2. ...the amount of spam around means that ezines like the old CfS get caught in traps, and don't always get through to you.
3. The final primary reason is to do with blogs and 'Really Simply Syndication' (that's RSS, to you and me, and is basically a news feed). Both enable anyone to be an overnight (or within-the- minute) online publisher. They deliver your news or other info to the very people who WANT it – and WHEN they want it. While I'm still going to continue publishing a quality newsletter (keep your subscription – I won't always be posting features, practical resources, special offers and exclusives on my blog, for instance), my blog will feature tips, Q&As, etc that would have normally appeared in CfS, plus ONGOING daily (or at least every other day) business tips, marketing motivation, news, advice and that all-time favourite: good, value-added information.

I strongly encourage you to add my blog's RSS feed to your 'favourites' today!

feed:http://marketingmoment.wordpress.com/feed/.

And don't forget – CfS is going nowhere! You'll still receive it at least once per month with actionable ideas, business-building tips, savvy marketing strategies, publicity pointers, news to use, and techniques that work, plus useful resources and writing techniques that EVERYONE and anyone can use. Just not everything all at once! Think of CfS as being on a diet, with a view to it becoming a slimmer version of itself. ;-)

(I hope that's clear. If not, I apologise, but do completely blame the broken back and super-duper painkillers!)

Motivating Your Prospects to Buy From You

I've an extra-special feature for you this month. If you've ever been struggling to work out why people don't buy from you, or what you can do to help improve sales, then this is a must-read!

Till next time

Tracey

PS Are you taking advantage of your FREE CfS subscriber ad? There are only 1-2 free slots per issue. Send yours here. Please make sure you keep it to a maximum of 5 lines, 65 characters per line (including your URL or email address). Copy deadline for the next issue is 7 May.

PPS Please add 'tracey [at] mediaminister [dot] co [dot] uk' to your whitelist or address book in your email program, so that you always receive your issues!

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I have a few coaching slots open for May, but I suspect they might fill up quickly. So if you're a past coaching student, just contact me as soon as you can to get on the calendar.

Or if you're new and want to check out my mentoring programme that will show you step by step how to get the kind of customers and success that will make your business soar, visit: http://mediaminister.co.uk/PowerfullyEffectiveMarketing.htm.

Got a tip or resource you'd like to share? Email it to me and I'll include it in a future issue of Communiqué for Success!

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Everything we do involves an 'underlying motivator' that drives the motion or action taken. For example, you might take up running to lose weight. The 'lose weight' is the underlying motivator.

Similarly, underlying motivators play their part in getting people to do certain things - whether that be your bank manager to approve your overdraft account, persuading an event organisation to take you on as a guest speaker, or enticing a prospect into buying your products.

The better you understand your clients or customers' motivating factors or 'motivators', the easier it will become to convince them to buy from you...

As well as closing sales, understanding and addressing what motivates your customers will help create clearer and more effective communication.

There are five major motivating factors:

1. Recognition
Those motivated by gaining ‘recognition’ are essentially interested in gaining greater admiration, esteem, celebrity, notoriety, regard or respect.

For example, let’s say you are an image advisor. One of the main recognition motivators your target group shares is that they want to look and feel good. Some might go one step further and aspire to follow the style of, say, Sienna Miller.

Often, people who improve their physical appearance are more successful because of their confidence boost. If you can tap into this prime motivator and understand it well enough with regard to how your product or service fits in, then you will be a lot closer to motivating your prospects to buy from you.

2. Profit
Your prospective customers might be influenced by the ‘profit’ motivator. This involves people striving for success or gaining more acquisitions, growth, income, money, possessions or wealth. Are any of these provided by what you offer?

3. Urgency
This is a good one, but it is often overlooked or underplayed. Just think what would have happened if there were only 10 copies of J K Rowling’s follow-up to the first Harry Potter release! People are more inclined to take immediate action and justify their purchase decision if there is a sense of urgency about whatever it is that they are buying.

4. Efficiency
This is an enormous motivating factor – and an important one to consider, especially with today’s frenetic-paced society. Perhaps you can demonstrate that your product or service will save your prospects time and effort…

5. Internal
Some people are motivated by ‘internal’ factors. So focus on things such as creativity, duty, intellect, honour, morals and philanthropy are important to this group.

Finding out what your visitors want is vital, but finding out WHY they want these things reveals their innermost motivations. Target these motivations with your marketing, advertising, PR and web content. When you write words that tie into the emotions of your readers, and about what really motivates, you will never lose their interest or attention.

In my years as a PR exec, journalist, editor, copywriting and marketing I've discovered that telling people the truth and giving a reason WHY you’re saying what you’re saying is one of the most powerful psychological motivators to get people to take action. That might translate into your prospects picking up the phone to place an order, send back a reply card for more information or just simply reading all that you have to say.

I’ve also discovered that pain is perhaps the biggest motivator of all.

All animal life revolved around two powerful psychological motivators: pain and pleasure. And every single minute of the day, we are trying to either seek pleasure (through dreaming, thinking or attaining our goals, aspirations and desires) and/or we are trying to avoid pain (steering clear of traffic jams, not getting frustrated by anything or one, and so on),

People will do pretty much anything to avoid or get out of pain.

So you tie this into the specific pain your target audience – your prospective customers – are concerned about and the pleasure they hope to achieve and whether your product or service can help them.

You could ask questions like, “What would this person lose if she fails to buy my product/service?” “What is the cost of failing to act or delaying to buy?” and “What if this product/service wasn’t available anywhere?”

Just think of ways to slant your marketing messages to include motivational triggers to the emotions generated by carefully chosen and placed words. But never be aggressive, arrogant or pushy in your presentation. That would bring about a motivational trigger to walk away!

And bear in mind that you are NOT creating pain for your prospects. You are simply helping to see the pain – that is already there – for what it really is, and comparing it to what could happen/would be if the pain was removed and ‘pleasure’ was put in its place.

Essentially, it all boils down to playing detective. Find out what motivates your current customers and what motivated them to do business with you, use this to tap into your prospects’ ‘hot’ buttons and you’ll be much closer to closing the deal – and ahead of your competitors if they fail to acknowledge the importance of motivators.

By Tracey "Word Doctor" Dooley, Creative Consultant | PR Guru | Marketing Diva.

(C) 2004-7 T Dooley

Want to use this article (or any tip in this newsletter) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it's due. You MUST include the following:

Tracey "Word Doctor?" Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent almost 14 years crafting compelling copy that successfully sells, informs, educates or entertains. =====>To sign up for her freebie business- building tips, marketing and publicity pointers, visit www.mediaminister.co.uk.

***I go into more detail with how to capture leads and motivate web visitors to buy in my teleclass ‘Website Copywriting Secrets that Convert Web Readers into BUYERS’. Details here: http://mediaminister.co.uk/products.htm

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Tracey "Word Doctor" Dooley is an experienced copywriter and PR/marketing & editorial consultant. She has spent almost 14 years crafting compelling communications copy that successfully sells, informs or entertains.

She can remove the hassle of writing, editing and producing all your marketing communications – including general business writing, web content, sales letters, postcard campaigns, direct mail packages, brochures, ads, PR materials and more. She can ghostwrite your business articles, too.

Just let her know a little about yourself (who you are, which company you own/work for, the size of your company, your industry), which service you require, the type of copy you’re interested in (ads, mailings, etc.), and she’ll get right back to you.

Get in touch via the online form at www.mediaminister.co.uk/contact.htm or email her your full brief and any supporting documentation.

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David Ogilvy, one of the finest and most revered minds in advertising said: "The wrong advertising can actually reduce the sales of a product."

And he was right, of course. One bad ad, or even an ad that is 'okay' but doesn't raise the sales of a product, can cause more than lost sales. It can cause a client to drop their ad agency. And the agency in turn will fire everyone who worked on that ad. Extreme measures? Sure, but it just shows you the importance of making sure your advertising is on the right track — especially if you're paying big-agency big bucks.

So what if you do have one lame duck of an advert? What if you don't know why your ad isn't working? Or if you think your ad is 'not bad, really' but you are not sure if it will hit the right spot?

Order your 'ad autopsy' critique today and get an expert second opinion including at least six pieces of tactical advice plus some fresh ideas for your one-page ad for just £63 all-in — a whopping discount of 40% off my regular rate. A very affordable price, right?!

Face it: you are about to run an ad that will cost anywhere from £95 (mostly classifieds) to several thousand pounds (national ads) for insertion costs alone. Obviously, it makes sense to ensure your ad has the best chance possible to generate a return.

Of course, I'll return submissions that are either not appropriate or so great that even I can't improve them!

As you can imagine, I can’t take on too many ad critiques at this bargain discount (a saving of £42), though. I am limiting this offer to the first three people who reply. So please order now to ensure you don't miss out:

1.Use big headlines in bold font – ideally, your headline should take up to one third of the ad space.

2. Include an offer, making it obvious and prominent – use the word FREE in big, bold letters.

3. Use a well-cropped photo showing the product in action – a close-up or, even better, action shot is best.

Source: The Marketing Report, 2/5/07, p1.

Got a tip or resource you'd like to share? Email it to me and I'll include it in a future issue of Communiqué for Success!

If you are a consultant or give out any kind of advice as part of your job, then Consultants United is for you.

You'll be able to search articles, make contact with other consultants, find new tools and much more.

http://consultantsunited.co.uk/index.htm

Got a tip or resource you'd like to share? Email it to me and I'll include it in a future issue of Communiqué for Success!

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To find out more just go to ==> www.mediaminister.co.uk/affiliate.htm

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Disclaimer: Neither Tracey Dooley nor MediaMinister endorses the accuracy or reliability of any of any third-party advertisements in this e-newsletter. Rest assured, advertisers are carefully selected and sometimes personally known, which can only be a good thing for you! However, I simply can’t (and don’t) investigate the legitimacy, validity or legality of any item advertised. It therefore always makes sense to check each one out using your own diligence.

Feel free to FORWARD COMMUNIQUÉ FOR SUCCESS! in its entirety to anyone you think will find it useful. When doing do please add a note explaining why you're sending it to them, else they might think I've sent it to them without permission – thanks.

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