Crafting our message:

1. First grab the ATTENTION of prospects and then COMPEL them to take ACTION
2. Ask
a. What is the PURPOSE of our ad?
b. What does our ad focus on?
3. ONE ad one OBJECTIVE (less focus on Comp. Logo and Name)
4. Rather than trying to SELL directly from the ad, simply INVITE prospects to PUT their HANDS
UP & indicate INTEREST.
5. We should be clear about WHAT they should DO NEXT & what they will GET in RETURN
6. Speak to the NEEDS & PROBLEMS of the prospects. NOT on SELF-AGGRANDIZEMENT.
7. Focus on NEEDS, THOUGHTS, FEARS & other EMOTIONS
8. Enter the CONVERSATION in the MIND of our IDEAL prospect.
9. **Why our Business EXISTS & why people SHOULD BUY form US rather than from our
COMPETITOR [USP – Unique Selling Proposition].
 A good USP attracts prospects BEFORE they have made a purchasing decision. (Dont
simply use QAULITY as USP). People only find out about our QUALITY and great service
AFTER they have bought. ***
10. Ask
 Why should they BUY?
 Why should they buy FROM ME? ( clear, precise. Quantifiable
 What is the UNIQUE ADVANTAGE we are offering. ( uniqueness in the way it is
PACKAGED, DELIVERED, supported or even SOLD)***
 Can we explain our product or service and the Unique benefit it offers in a single short
sentence?
 CONFUSION leads to LOST sales
 People have too many options and too much information coming at them constantly and
they are rarely motivated enough to wade through a confused message.
 “1000 songs in your pocket. Change songs in a blink of eye”, instead of 1 GB memory.
200 hz speed.
