HEY! Youre Talking About Me!

Until your visitors, prospects or customers realize this fact you are doomed!

Persons in sales will call this "Self Qualifying" or "Attention and Desire", but what it comes down to is getting me to realize that the point that you are trying to get across applies to directly to me. None of your finely written ads or award winning sales copy will touch me until I know that your message is about me. In today's world everyone from the house wife/husband to top executives have learned to ignore ads and commercials. We have to or we'd all be in bankruptcy court. If your message doesn't say "Yo, wake up, this is you!", I just don't see it. Think of it like this:

You're in a crowded restaurant. At your table and all the tables around you there are conversations taking place. Of course you cannot listen to them all. You automatically filter out what doesn't pertain to you. As you are focused on the one conversation in front of you and completely unaware that you are filtering out everything else, you faintly hear "Your Name" from across the room. You didn't notice this person before, but now you are straining to hear the conversation. Until your message does this for me, I certainly won't notice you, and I'm willing to bet most others in my target group won't either.

How can you let me know that you are talking about me in your advertising or material?

One way is to ask me a specific question to which I must answer yes. You must be able to do one of the following for me: Solve a problem or Help my situation. Describe a situation that I would have no choice but saying "HEY! You're Talking About Me!" Speak directly at me by starting a question with words like "Is Your......", "Does Your......", "Are You......" or "Do You.....", so that I have no choice but to answer "yes, this is me!"

To give you the most practical of examples, I'll tell you how somebody got their point across to me.

The last two years I have been putting in anywhere from 70-90 hour work weeks between my online and offline work. Since both involve me sitting in a chair in front of a monitor, I have gained a little weight and am not in as good shape as I would like to be because I'm just not as physically active as I was. Driving home one morning after being up for 36 hours or so, working of course, I was so tired I was sore. I heard (something like) this come over the radio:

Are you feeling exhausted?
Having trouble sleeping?
Gaining Weight?
Would you like to feel better?

Bang! It hits me.... Hey! You're Talking About Me!

This particular radio ad was for a local health spa. Now, I have never been the member of a health spa, never lifted weights, never worked out, outside of the required exercise and running in the Army, and that was years ago. I would never have considered a health spa before. I'm not into that kind of thing. But, because of their approach, I saw a value in what they were saying. I connected. This might be what I need to feel better physically and mentally. Needless to say, I and my wife both are members of this health spa now. We go three times a week and you know what......They were right, I feel better!

Nevertheless, the point is you must make that connection!

Good luck to you in your Marketing Ad-ventures!

"Wild Bill"

About the author

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