The only 2 things which matter in marketing and the 5 Laws
Our next speaker was Brett McFall, one of the organisers of World Internet Summit. I have a lot of time for Brett - he brings his Aussie laid back approach to speaking and presenting which is quite refreshing. When dealing with some audience “participation” which went beyond the normal bounds Brett just took it all in his stride and even managed to look amused at it. Well done Brett.
Anyhow, on to the talk. The only 2 things which matter in marketing are…
- Yes, and
- No
It’s the “should I stay or should I go?”, “do I like this guy or not?” questions which people ask themselves while reading/viewing/interacting with your marketing material.
Brett then spent time talking about the Five Laws.
1) The Law of Respect
People are here (at the event) because they want a better life. The level of happiness is determined by what you focus on. If you centre you life on your spouse then happiness depends on how they are. If you centre it on your family then how they think and feel affects you. Or if you centre it on work then the decision to do something is based on whether it will help me at work. If you centre on money then decisions are based on cost or opportunity.
If place RESPECT as your centre, to show respect both to others and yourself, then have a better basis. If you respect others they will nromally respect you. Typically employers don’t respect you in this way.
What if you respect your customer? This question pulls out what you need to offer your customer. Your offer would include:
- Guarentee
- Add value
- Testimonials
- Information
- Personalisation
- Privacy
- Quality
- Things which meet what they want.
2) The Law of Uniqueness
You need to make yourself stand out.
What is the one reason why someone should do business with you? E.g. Brett’s promise in his formative copywriting days was “I guarentee you’ll make ten times what you pay me or I’ll continue to work with you until you do.”
Keep pushing through the questions you ask yourself about what makes you stand out until the answer scares you. That tells you you’re onto something!
Search hard until you find something which hasn’t been done before or is available elsewhere.
3) The Law of Irrisistability
Keep offering more and more value to someone until they say “Yes”. Brett gave us an example of this where he sold a small bottle of water to an audience member for £100. He’d even had a drink from the bottle. How did he do this? He kept adding bonuses to the offer until it included his full product set which sells for many hundreds of pounds. In the end the offer became too much to resist and he got the sale.
This ties in with others that I’ve heard talk about bonuses - they should leave people thinking that they’d be crazy not to buy your product or service because of the great bonus(es).
Brett suggests spending 15 minutes each day considering how you can add value to the point of a certain “Yes”.
4) The Law of Results
A fail-safe way to increase sales is split testing. In essence the *results* from your sales (or lack thereof) need to be your measure as you continually change things to seek to improve them. As an example the headline on the landing page is a critical item to test and keep testing.
5) The Law of Value
This is like the third law - you need to give good value in what you do.
Brett gave this simple sequence:
- Create Massive Curiosity
- Deliver Massive Content
- Get Massive Conversion Rates
As an example he gave the 3 sites which formed a single campaign. Go look at them and see what you think!
- www.BrettMcFall.com/secret.html
- www.BrettMcFall.com/secretexposed.html
- www.BrettMcFall.com/mcebayday.html
The question is - how will you use this principal? A free months trial? Free video section from a DVD? Something else?
Overall Brett’s presentation was excellent and he is to be congratulated.
-Paul
Paul Quirk is a director at Know It Use It Ltd
http://www.ValuedClientSystem.com - From Prospects to Customers to Valued Clients
http://www.VCSHosts.co.uk – Create Your Online Business In A Box