Great marketing is not about selling a product, it’s about filling a need. Classical advertisers and direct marketers have known for just about forever that the secret formula for selling more product is to identify a consumer or business owner’s problem, issue or opportunity. The closer comes when you explain why your product is the superior solution to that problem.
When you look at the Internet, however, you see that way too many websites are still shouting about the product rather than focusing on the need. Instead of laying out the issues or questions and then showing how their products fill the gap, these websites spend space uselessly pointing out product features that the consumer doesn’t even know he or she needs. For example, it’s much more likely someone has figured out that he needs to make a hole than he’s already decided to buy a drill.
Here’s another case in point: pharmaceutical companies learned a long time ago that their advertising is much more effective when they target by disease rather than by product. Allergy suffers instantly know an ad is pertinent to them when “allergy,” “stuffy nose,” or “runny eyes” are in the headline. Further, they are much more likely to purchase a product that has proven it will relieve the symptoms as well or better than any other product on the market.
This successful marketing tactic is more relevant today than it’s ever been. Internet users are information seekers, in fact, it’s one of the top reasons for surfing the web. So, by providing relevant information that no one else is giving your prospects, you can establish yourself as the expert in your field. And, if you’re the expert, you must have the best product, right?
The problem for most website owners is that they think preparing, writing and editing information is too time intensive or too difficult for them, especially if they don’t think of themselves as good writers. Also, the usual assumption is that an entire tome is what’s called for when, in fact, just the opposite is true. Prospects’ time is of the essence too and they want their information in succinct, concise formats.
“The Definitive Guide to Writing and Promoting Your Whitepaper,” by Perry Marshall, teaches you how to write a meaningful, motivating document in just a matter of days, or even hours. Marshall shows you how to sidestep clichés and tackles key questions like, “is the term ‘whitepaper’ worn out?” by providing multiple answers and alternative terms. He also includes quite a few case studies and examples as both guides and proof that his system works.
In addition to the ebook itself, you get a 2-CD set on “How to Get Free Publicity in Trade Magazines.”
“The Definitive Guide ...” doesn’t stop at how to write your whitepapers. Importantly, it includes information on how to effectively promote your materials so that your company gets noticed and visitors are driven to your website.
John Cale is the GuruReporter within the internet marketing
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