Because Interrupting is temporary, people will quickly revert to what they were doing before they were interrupted. When you get their attention, you need to keep it, by Engaging them with something that gives them the promise that if they keep reading, they will get something of value to them.
In the golf example, you might have a Sub-headline that says something like, “3 Unusual Ways To Par Every Hole.” If you are interested in Golf, how could you possibly resist reading what comes next? (But remember, you have to be able to do it)!
THE MAGIC OF USING AN EFFECTIVE HANDOUT BROCHURE
INTERRUPT, ENGAGE, EDUCATE, OFFER
Brochures can be inexpensive. You don’t need to print 10,000 Brochures to be effective. While that may be the cheapest way per piece, to print brochures, I can show you a little known way to spend less than $100, to print and test the exact brochure you need. Once you know they work, only then should you consider printing in quantity.
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Today, it's all about getting your prospects attention, and giving them the confidence that YOU are the one that can best provide them with the products or services to fit their ever changing needs.
It all starts with getting their attention. If you don’t get their attention, nothing else happens. You Interrupt by using a Headline or a Picture - something that is recognizable to them (remember, people tend to think in pictures).
For example, If you were selling golf equipment, a photo of a golf club, with an unusual Headline will Interrupt their train of thought and get them to pay attention - but, unfortunately, it's only temporary…
So, what do we mean by “Offer”? An Offer is simply a positive way to have them take the next logical step. For example, it could be as bold as (in our golf example) asking them to buy a round of golf, offering a coupon, discount, or some other way that makes a sale.
But, in most cases, the Offer is merely giving them a way to get more information, either by going to your Website, asking to be on your newsletter list, or offering free information through a Book, Video, or Report.
Now, you have a captured audience, ready to be Educated about what you can do for them.
Most people will tell you that “Shorter is Better”, so how do you convey all the information on your product or service? Here is a little known fact: If you have Interrupted and Engaged correctly, your educational copy can be as long and as detailed as it needs to be. And, it all leads up to…
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