If your clients are contacted through the Internet or direct mail marketing campaign, the so-called Borden's formula can be a very useful thing. This comes from Richard C. Borden, head of New York University. He used this formula to originally make his classes more exciting, but it is perfect for attracting attention in offers, advertisements, letters.
The Borden formula
The formula includes 4 simple steps:
1., "Who cares...."
Say something that will make the other look up, that will erase the other's indifference or carelessness and will make them immediately look up at you, will take you into consideration.
2., "Why am I talking about this"
Explain why it is important for the OTHER, why you want to talk or write to him or her. After this, tell your "story" very shortly, aiming to the point.
3., "For example...."
Tell the Other person one or more real life examples that illustrate and make your point more realistic.
4., "So what?"
Help the other Person get to the conclusion that you want him or her to get: why is it good, important for him or her, etc. if he or she does what you are asking him or her.
The Borden formula is a very efficient method, but you should never forget that writing marketing and advertisement texts is a separate profession. There are still lots of other tricks and methods, with which you can continuously develop your base of knowledge.
The only important thing in marketing campaigns, promotional materials and marketing texts is that they communicate. They should be personal and should communicate that they are a great opportunity for the person who is reading them and that they have been written exactly for him or her.
AIDA Formula
Attention - Interest - Desire - Action
Attention
Say something that will attract your reader's attention
Interest
Tell the other person why he or she should be interested in the issue and why he or she should believe what you are saying.Prove that what you are saying is true and real (case studies, offerings, opinions, references, etc.)
Desire
Write down, list your product's or services' advantages, effects on the other person's life, business etc. You should achieve that the other person should WANT, desire your Product, service or You as a professional, what you are offering.
Action
Tell the other person to react to your offer if the interest has been lighten up and tell him or her to do it now.
Best practices for Offer writing
Desire - Problem - Fears - Solution - Advantages - References
Desire:
Write down what you want to sell
Problem:
Describe why it would be necessary for the other person to buy it, to take what you are offering.
Fears:
You need to list here the excuses that clients might say
Solution:
Repeat in 2-3 lines the solution. You mention the price here!
Advantages:
What is the advantage by buying your product or service
References:
Client or reference opinion, reference
CV formula
Desire - Problem - Fears - Solution - Advantages - References
Desire:
I want to have a position as a project manager in your company.
Problem:
This would be good for you because...with my experiences....I can add to your success in this way.....
Fears:
Many companies do not take, consider applicants over 40 years old. They forget that between 20 and 30 years old people change their jobs more often, while a person more mature is much more loyal to their jobs, positions and consider their tasks, jobs as part of their whole life.
Solution:
The expertise and experience is priceless.
Advantage:
I am not a simple expert, professional, your company forms part of my Life...
References:
Reference from who you know, who knows you as well.
The Creating Business Value book is available in International distribution.
Amazon.com: http://amzn.com/1447870670
Official website: http://www.creatingbusinessvalue.com
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