What to Focus on in your Marketing Message

What to Focus on in your Marketing Message

What Should You Focus on in Your Marketing Message?

What’s our marketing message going to be? It’s a question faced by every marketer when they contemplate how they’ll attract custom.

The first step is to recognise the tools at your disposal:

  • your knowledge of your target audience’s hopes, dreams, desires and emotions; and
  • your knowledge of your product.

Your marketing message connects the two. Here’s a 3 step process to follow to get to your marketing message.

STEP 1:  Identify what the most powerful desire is that can be applied to your product.

Every product appeals to two or three of these ‘desire types’:

Desire type 1 example:  arthritis pains versus a hangover head-ache.

  • urgency
  • intensity
  • demand that needs satisfying


Desire type 2 example:  real discomfort from hunger versus a craving for gourmet foods.

  • staying power
  • degree of repetition
  • inability to become satiated


Desire type 3 example:  spending £50 to add a gizmo that saves petrol consumption versus spending the same amount on one that merely prevents future repair bills.

  • scope


Every product appeals to two, three or four of these desire types, but ONLY ONE can predominate. You can fit only one in your headline. Only one will generate the best results for your campaign from your marketing message when it runs.

Your choice among these desire types is the most important step you will take when crafting your marketing message.

Choose the desire that will give you the most power across the three desire types. What is your product’s single most overwhelming desire that will reach right into the hearts and minds of your target audience? After all, these people are actively seeking to satisfy this desire at this very moment and so your duty is to focus on delivering it.

STEP 2:  Acknowledge that desire, re-inforce it and (potentially) solve it in a single statement within the headline of your marketing message.

The headline is the bridge between your prospect and your product.

  • If your prospect is aware of your product AND realises it can satisfy his desire, start your headline with the product.
  • If he is not aware of your product, but only of the desire itself, start your headline with the desire.
  • If he isn’t aware of what he really seeks, but is concerned only with a general problem, start the headline with that problem and crystallise it into a specific need.

Your headline doesn’t actually have to mention your product, it just needs to create that connection to the desire, justifying and intensifying it.

STEP 3:  Take the series of performances built into your product and show how these product performances inevitably satisfy that desire.

Every product has a physical element and a functional element. The former is how it is made, put together, shaped. The latter is the product in action, the benefits that a customer gets from consuming your product.

The physical product does NOT sell. It has value only because it does things for people. So the important part of your product is WHAT IT DOES. Yes, the physical composition can help you justify or reinforce the primary performance that you promise your prospect:

  • by justifying price – higher quality materials, higher price.
  • documenting quality – a strong shell of a car, makes your safety claims more credible.
  • assuring performance will continue – quality LED lights will last for 10+ years without change.
  • sharpening the prospects mental picture of performance – with the new Apple X you’re getting a larger screen in a smaller package.
  • giving your product a fresh new basis of believability – like Biki, the drone that swims under water with a 4k camera!


However, it is the performance of your product and how it satisfies the desire of your target market that counts.

Study your product.

List the number of different performance it contains and group these against the desire types that they satisfy. Then feature ONE performance that will harness the greatest sales power of your product right now.

Example of a car’s performances:

  • transportation – gets him, family, luggage from a to b.
  • dependability – freedom from breakdowns, repair bills, etc
  • economy – miles per gallon, lower car tax, insurance.
  • power – getting away from the lights or the annoying dick tailgating you.
  • recognition – status of owning the first electric car in your neighbourhood.
  • value – trade in value
  • novelty – gadgets in the car, wifi, etc, etc


Remember, your marketing message can feature ONLY ONE of these performances. So pick the best. Your target is not waiting for your ad, he is pre-occupied, so what will cut through?

Get help with your next campaign from Finely Fettled. Drop a line to contact@finelyfettled.co.uk



How To Create A Marketing Offer

How To Create A Marketing Offer

How to Create a Marketing Offer


A Marketing Offer Gets Motion.

Your marketing offer needs to be compelling enough to get your customer or prospect to take action.  In particular, your offer needs to get prospects into motion in two directions. You want your best prospects moving towards you and those who are unsuited moving away from you. A good marketing offer both attracts and repels.

How will your marketing offer be valuable to your customers and prospects? 

Are you:

– trying to educate your prospects? [a free report, seminar or webinar]

– trying to move your customers or prospects closer to a purchasing decision? [a free trial] 

– do you want to re-activate a lapsed customer? [a free gift]

To be valuable, your offer should address the problems, needs, interests and desires of your prospects and customers.

Offers raise response rates to your mailings. Simply by including a free report, or invitation to a seminar or webinar, you can often double your response rate, when compared to a similar mailing without such an offer. The free trial removes the risk for your prospect. And if they are taking too long to make up their minds, then a free trial offer can help remove their procrastination. The same can be said for the money-back guarantee. This might be the final piece of the jigsaw that the prospect needs to reassure themselves that they are making the right decision to buy from you. Free gifts have the benefit that they are perceived as more valuable than the equivalent cash amount. A gift is more tangible and with a little thought can elicit an emotional connection with your prospect or customer.


Your Step by Step Guide to Creating a Marketing Offer

I’m indebted to GKIC (https://gkic.com) for the Offer Generator formula.

  1. Create your marketing offer’s name

Your offer wants to be short, powerful and compelling. The right way to get this done is using this name formula:

Marketing Offer, Offer Generator


I offer a complimentary review of prospect’s and client’s previous mailing packs. Using the marketing offer naming formula, this offer could become:


The Ultimate “What Happened to My Mailing” Assessment
The Ultimate (Adjective) “What Happened to My Mailing” (Problem/Solution) Assessment (Noun)

The adjective should describe how awesome your offer is. It may be new, free, easy, advanced, money-saving or step-by-step! The next bit is the key problem (the problem you know your potential audience has, like an under-performing investment portfolio) or solution (what your company does to eleviate or rid the problem for the customer or prospect). Another client of mine helps people to sell their home quickly for full market value or they’ll guarantee to buy the property. The noun could be assessment, sale, package, gift, toolkit, or formula. There are lots of nouns so there are plenty of options that will make your marketing offer’s name truly unique and memorable.

2. Identify Your Prospect’s or Customer’s BIG WIN

So imagine you were to accept my Ultimate “What Happened to My Mailing” Assessment. What would be the prospect’s big win? If I had to write down the transformation the prospect would go through once they had received the Assessment, that description would be how they’d be transformed as a result of the knowledge offered. The prospect might have been bemused with the results of their previous mailing. The mailing might have been expected to perform at a much higher level. So, what went wrong?

The transformation after an assessment, which is qualitative, provides real evaluation, would point out the wood from the trees. The transformation is therefore insight. It’s free research that can help the prospect make better decisions. Of course, from the assessment provider’s point of view, the exercise is an excellent way to demonstrate marketing consultancy, or lead generation mastery, or direct mail consultancy knowledge. The assessment brings the prospect towards the assessor and they both feel more positive because of the exercise.

The advice here then is to focus on the TRANSFORMATION your prospect or customer experiences. The big win for a person that experiences a mailing assessment is that their next campaign can learn from the issues found and produce better financial results.

3. Describe the Type of Offer

What is the type of marketing offer you intend to make? Examples could include:

  • Two for one
  • Free delivery
  • Free training
  • Buy one get one free
  • Bundle: Get X and Y for one low price
  • Reduced subscription rate for an introductory period
  • Money back guarantee
  • Refer a friend and receive XYZ.

4. Detail Your Price

If you have described your offer already, because you are offering something for free, then this part is done. However, you need to add the total price required for your prospect or customer to accept the offer. That might be £999, for instance, or 3 payments of £333 etc.

5. Add Scarcity

Your offer should include some form of scarcity to stimulate an immediate response.

  • Limited availability – is your premium, discount or rebate limited by availability? Stick in a hard deadline to convince the prospect that they had better get their skates on to take advantage.
  • Premium versus discount? – Premiums, like packaged deals are more likely to attract urgency than a simple discount. This is especially the case if you are marketing to the affluent. Nothing destroys value quicker than a random act of price discounting on an upmarket product or service. Can you offer some form of exclusivity, which by definition is limited in supply and might only be available for a short period? Can you offer an exclusive experience that would deliver a higher level of satisfaction, particularly if only 50 desirable units of your premium product or service would ever be released?

I could increase the potential appeal of the Ultimate “What Happened to My Mailing” Assessment by limiting the quantity available. Once they have gone, they have gone.


6. Bullet Your Offer’s Features and Benefits

There is evidence that the human mind can cope with about 4 things at a time, plus or minus a couple. So, focus on getting 3 good descriptions of your features and benefits.

  •  Restaurant: “Let us treat you. Your choice of one of 5 delicious desserts”
  •  Dentist: “Teeth whitening for your entire family twice a year to keep them confident and improve their odds of success”
  •  Gym: “Join 5 fitness classes with qualified instructors so you’ll never be bored and get the most from your workouts”

So, how about 3 features and benefits for The Ultimate “What Happened to My Mailing” Assessment?

1. Know what works and what doesn’t, so your future campaigns yield the very best results for your livelihood.

2. Build on your success with a dispassionate review that can say the things you might not wish to admit to yourself.

3. Avoid your review being subject to personal opinions when you can reference expertise borne of long years of trial-and-error experience.


7. Use a BONUS Bullet

It’s advised to have one bonus bullet. List the features and benefits of the bonus:

  • Garage: “Discover money-saving ideas on how to spend less on repairs and extend the life of your car with our free guide”
  • Therapist: “Get immediate access to our private Facebook group where therapists and members will answer your questions and give you encouragement”.

The bonus bullet for The Ultimate “What Happened to My Mailing” Assessment could be:

– Fast Acting Bonus: “Place a done-for-you sequenced campaign with Finely Fettled in the next 30 days and get a free capture and hosted campaign landing page!”


8. Tell Them Exactly What to Do Next

If you dont get this part right, then pretty much all of the above is superfluous! Help your prospect and customer by explaining in detail exactly what they must do in order to take advanatge of your offer.

– Download the free report “The IFA Guide to Attracting New High Value Clients Using Direct Mail” by visiting the website http://directmail.agency/ifa-lead-generation-guide

– Call 01535 654930 and get a free 30 minute direct mail campaign consultation

– Discover how many High Value Clients are in your region and their potential for you as an Independent Financial Adviser. Get your Free Local Targeting Report by visiting http://directmail.agency/local-targeting-report


































































Direct Mail Agency

Direct Mail Agency

Direct Mail Agency Helps Independent Financial Advisers Get High Value Clients


Get Your FREE REPORT from Direct Mail Agency of High Value Clients in Your Area!

You are busy, sometimes too busy with your clients and running your business to put time into marketing or effective direct mail campaigns for your independent financial adviser colleagues. Your practice is doing well, but you need new clients, to expand and to replace those who have moved on. You know that asking your existing clients for referrals, in the way you do now, isn’t getting the required number of new clients for your IFA practice.


Introducing Direct Mail Agency

That’s where Direct Mail Agency can help you. We already help one of the leading IFA Networks produce literally thousands of leads every year. Leads that turn into high value clients. 

We target exactly the type of clients you want. Affluent and high net worth individuals.


Financial Adviser Seminars or Financial Adviser Appointments

You may have thought about doing seminars. This is an excellent way to meet new clients. A great way for you to show off your expertise in financial advice. Whether you speak or you get a guest speaker, the conversions we see through financial advisor seminars are impressive.

Some IFAs prefer to skip the seminar route. They focus on inviting people for appointments. We help here too. One of our Partner clients just experienced one of the lowest cost per new client costs ever by using our specially designed lead generation direct mail campaign.

Speaking to Independent Financial Advisers, we know that you are very impressive in front of prospective clients. You genuinely care about their financial wellbeing.  But, its the getting you in front of new high value clients that is the sticking point. You just do not have a regular flow.

Imagine if you did have a marketing system that operated for you, using the very best data, tried and tested campaigns and at a cost you would cheerfully pay. Of course, you could just try buy clients from someone in your IFA Network. That alternative usually has a very scary cost attached. Which you do not need to pay.

Independent Financial Advisers can get a marketing to the affluent system from Direct Mail Agency. A system that produces high quality IFA leads which you can enjoy converting into your new clients. Clients that will become some of your best clients too. Clients that will recommend you to others.

Direct Mail Agency uses tried and tested mailings, that work. At a very competitive price.

Here are 3 ways you can start the conversation with us:

  1. Discover how many high value clients you can target nearby for FREE. Understand how much each one of these clients would be worth to you and your Return on Investment. To get this FREE REPORT click here.
  2. Download the FREE REPORT “The IFA Guide to Attracting New High Value Clients Using Direct Mail”

  3. Call Graham Arrowsmith, founder, DirectMail.agency on 01535 654930.







Do You Make These Marketing Mistakes?

Do You Make These Marketing Mistakes?

Do You Make These Marketing Mistakes?

These 2 Marketing Mistakes Could Be Costing You a Fortune!

We all make marketing mistakes. Collins dictionary says a mistake is:

The marketer in you should see mistakes as something you have done to learn from. Something you have confused with a good idea, but it’s really not a good idea at all. Maybe you took advice from others in your industry or from others you have seen advertise.

I wish to attribute to Dan Kennedy of GKIC (https://gkic.com) the following phrase:

If You Advertise Like Everybody
Else, Expect Everybody Else’s
Results – Unsatisfactory

The first marketing mistake is:

#1  Is your logo getting too much space in the wrong place?

The reason I believe this marketing mistake is made, is because people equate their logo with the message and their desire to ‘get their name out there’. What happens is your logo becomes front and central to your advertisement.

It takes up valuable space on the critical ‘real estate’ of websites, the first 6 inches from the top. You know, that’s the area where the three important questions need to be answered.

  1. Where am I?
  2. What can I do here?
  3. Why should I choose your company versus every alternative out there?

Here a logo can help that spilt second reconnaissance that a visitor is looking for just as they arrive at your site, so they can answer the question ‘Where am I?’. On websites, typically the logo is top left or centred. The size of the logo can be small, leaving you plenty of space that you can dedicate to marketing mistake #2 Your headline.

In print advertising, so many small businesses devote an extra ordinarily large amount of space to their logo. I’m looking at a scaffolding company that has chosen to devote 45% of the total space to their name and logo. The question to ask, is is their logo and names such a strong local brand that it compels attention? Is their business name the most important thing that can be said about it?

Or would the scaffolder attract more attention by tuning into the conversation already going on in the mind of the reader, that their scaffolding was the best answer to a problem the reader faced?

If your logo is NOT the most interesting or persuasive thing that can be said to a potential consumer, then tuck it away, and in print ads and postcards, your logo belongs at the bottom, not at the start.

#2  Your headline 

Still looking at the local print ads containing the scaffolding company, I note only 1 from 4 ads contained a headline. Another marketing mistake. There is almost never a justification for running an ad without a headline.

Can you think of an irresistible piece of information in scaffolding? How quick the scaffolding goes up, safely. How your building project is more profitable because they complete quicker than their competitors. Could they guarantee a set up and break down time?

Oddly, scaffolding companies in West Yorkshire appear unwilling to follow the basic rules of direct response marketing by watering down the most powerful beginning to the story they subsequently tell on their websites. Using the search term ‘scaffolding West Yorkshire’, this is what I found:

  1. “We Guarantee To Beat Any Genuine Quotations” – really? That the best they can do? To offer cheapest? When you look at their site, they offer “a multitude of solutions”. Maybe they have MORE solutions than any other scaffolder. Have they completed thousands of jobs? Have they a perfect safety record? The scope for positioning their company is huge, but they tiresomely offer cheapest.
  2. “One of Yorkshire’s premier scaffolding companies – proudly serving the north of England” – the inclusion of ‘one of’ steals the exclusivity, it steals the limelight and fails to underpin their actual credentials. Their headline should feature alarm, news or a compelling promise of benefit. It doesn’t do any, does it?
  3. “Scaffolding Services Wakefield & West Yorkshire” – This business had a better sub-headline further down the website, which draws on WHAT a buyer wants from scaffolding. My advice to them is lift this right into POLE position. If your headline doesn’t stand out, you will lose visitors in droves, they’ll get lost in all the online noise screaming for their attention.

The next in line from my Google search, simply had an image of Manchester Victoria Station. I was left with the feeling “so what?”.

Here are FIVE types of headlines you could use instead:

  • The “If-Then” Headline

    If You Want To Complete Your Project On Time,
    Then Get The Fastest Complaint Scaffolding Turnaround in West Yorkshire, Guaranteed.

  • The “Hot-To” Headline

    How Your Scaffolding Project Can Complete Early

  •  The “Reason-Why” Headline

    5 Reasons Why You Should Be Focusing on Erection to
    Avoid The Most Frequent Mistake in Scaffolding

  • The “Question” Headline

    Do You Make These Mistakes When You Commission Scaffolding Projects?

  • The “Who Else Wants” Headline

    Who Else Wants To Complete Their Scaffolding Project On-Time and Under-budget, Guaranteed?

You can choose to consign the simple marketing mistakes in your advertising to the “been there, done that, moved on” bin. Get some help today by asking marketing consultant, Graham Arrowsmith at Finely Fettled to work with you on your marketing first footing.

Call Graham on 01535 654930.