ADD-Compliant Marketing

ADD-Compliant Marketing:

Assume Every Prospect Has
Attention Deficit Disorder

You probably have read or heard that you got only mere seconds to grab your prospect by their eyeballs. Because they have other things competing for their attention. The world’s foremost authority on everything, Wikipedia, provides these symptoms of Attention Deficit Disorder (ADD):

• Impulsiveness: jumping from one activity to another
• Inattention: easily distracted

If you’re not clear on what you’re offering, your prospect won’t be, either. Your job: reduce your prospect’s chances of jumping away from your presentation to another activity and reduce the distractions your prospect faces during your presentation.

Let’s call this ADD-compliant marketing.

You still can run your promotions for different things, as many as you can manage. Just don’t try to accomplish them all in one promotion. You know what I mean:

1. Sign up for our email list
2. And buy our product or service
3. And reserve your spot for our upcoming seminar / webinar
4. And tell your friends about us / Digg us
5. And learn more about us
6. And read our latest press release

     AND . . .

7. All the other things you can possibly ask them to do at the same time

Instead, create a separate promotion for each of these, and direct your prospects into a blind alley where they have only two choices:

1. Buy what you’re selling: such as your email subscription or seminar
2. Run like hell

Then you see what happens by monitoring the results (or lack of results). This gives you a baseline or standard of measurement.

Let’s say you want to build your email list and you commit $100 to test pay-per-click advertising on Google AdWords (your ads show up next to Google search results).

First, you create the page that visitors will go to when they click on your ad in order to sell them. Next, you write the headline and the body copy (the two lines below the headline). Then you start running the ad at a certain price per click ($0.20). Finally, you record what happens: How many people possibly saw it, how many responded by clicking on it, and how many bought what you’re selling. Maybe your ad was shown 10,000 times, and 500 people (5%) clicked on it and visited your site, where 100 people (20%) signed up for your email subscription. You now know it costs you $1 per subscriber ($100 budget got you 100 new subscribers).

With this new information, you can:

1. improve your offer — different headlines, appeals, bonuses, prices
2. improve your ads — try out different headlines and different pay-per-click pricing
3. expand into new marketing / advertising opportunities — test advertising in new places and know if it’s effective, such as a website or email newsletter you suspect is a good place to run your promotion
4. connect this to other parts of your integrated marketing system where you already tested and improved your results — when people join your email list (20% say yes), you upsell your $50 product (20% say yes)

Without this information, you really don’t know what the hell’s working, and you’re showing symptoms of ADD yourself: jumping from one activity to another and being easily distracted.

Keep it focused: practice ADD-compliant marketing.

So what do you think about this? What are your challenges in putting into place focused promotions that you can test and measure? Is it creating the promotion? Testing it? Measuring the results? Improving it? Something else? Tell me: Comment below now:

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1. Are You Using Old School Marketing?

Tagged as: AdWords, lead generation, sales, testing