 Featured article --
"Should You Market to Pleasure ... Or Pain?"
- Example of the month --
A great lead generation tool!
- Ask Ann - Ask your single most important question about marketing
- Submit Your Article for publishing in the Marketing Grapevine
- Monthly Contest:
Who is your favorite Marketing Guru?
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On a personal note...
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What was interesting last month: My husband Michael and I celebrated our 10th Wedding Anniversary! (I can't believe it has been 10 years. Although sometimes it feels like I've known him forever). We decided to go to Sedona, AZ for a few days while our 7 year old daughter spent some fun time with her favorite aunt, my sister-in-law Pam...Well, instead of leaving San Diego at 9 am for our 7 hour drive we ended up leaving at 7 pm, because we had a deadline to meet. So 4 hours into our trip we ended up pulling over and spending our first night at a less than stellar roadside motel instead of the luxurious suite waiting for us at the HYATT. I'm happy to say that the rest of the trip was just wonderful.
 Sedona is much more beautiful than we had imagined. No matter where you go you are surrounded by towering Red Rocks beautifully sculptured by mother nature. We took our time exploring both the spectaular countryside and the quaint little town as well. It's as if they built an artist colony at the mouth of the Grand Canyon. It made for a magical trip and we definitely look forward to returning there in the not so distant future.
What's happening now: This week I'll be interviewed by the world renowned InfoTainer himself, Joel Bauer. It is quite an honor and I'm very excited! The interview will be at his private studio in L.A. Stay tuned for details and a clip. If by chance you don't know who Joel Bauer is, click on this link: http://persuasionpowerunleashed.com
Enjoy this months issue of Marketing Grapevine
Have a wonderful day with many Blessings,
Ann DeVere, Creator of the
Marketing Blueprint Developer Systems Toolkit
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Teleseminars and Seminars
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My good friend Shelby Collinge, master relationship marketer and
Author of "The 25 Rules to Relationship Marketing and How to Profit from Them!" twisted my arm into giving a FREE 1 hour teleclass for her 5,000 e-zine subscribers. She'll grill me on things you must know about marketing your small business. I know 2 of the topics she is going to ask me about are:
- How to pick your most profitable target market
- How to easily establish yourself as an expert in your field
This FREE 1 hour teleclass will take place on
Thursday, October 13th at, 12:00 Pacific, 3:00 Eastern.
To Reserve your spot and get the dial in information
Click Here
P.S. - The lines will hold only 60 people and she has 5,000 subscribers. You better reserve your spot now!
Marketing Blueprint Developer
The Fast Track Action Telecourse
6 LIVE, 90 minute, weekly, interactive telecourses.
Together we'll walk through the process of developing your own Marketing Blueprint. You'll get to work on your project and present it for feedback and suggestions from me as well as the rest of your mastermind group. Get more information
Not sure if the 6 week program is for you? Download the FREE Intro AUDIO Class "Developing Your Marketing Blueprint" Listen Right Now! via live streaming audio or download the MP3 file and listen at your convenience.
How to Develop Your Own Marketing Blueprint
FREE Monthly 60 Minute Teleseminar. Every 3rd Monday of the month Reserve Your Spot Now!
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Featured Expert of The Month
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Choose Your Weapon Pain or Pleasure!
You have to FIGHT for their attention with powerful headlines and stories that bring up emotion!
Depending on your product or service, and your target market, your headlines should promise them one of 2 things:
 Take them away from Pain: Promise to take them away from their problem and away from discomfort...
- Dentists remind us that if we don’t take care of our teeth we will have cavities (Do I?).
Untreated cavities lead to root canals (Ouch!)
or loss of our teeth (Oh No!).
- Bring them towards Pleasure:
Promise to bring them pleasure and good feelings...
- Cosmetic Dentists advertise focusing on how beautiful our smile will be if our teeth are all even and “pearly white”. How confident we will feel (Hmmmm…).
If at all possible, focus on pain! We are much more likely to take action to escape pain than to gain pleasure!
This Month's Featured Article
"Should You Market to Pleasure ... Or Pain?"
by Alexandria K. Brown, "The E-zine Queen"
[NOTE: Some words in this article have been disguised to avoid triggering sp^m filters.]
One day a few months ago, I emptied my mailbox after being away for several days.
Because I give regularly to charities, I seem to be on the mailing lists of every organization in the world. So there were plenty of solicitations to sort through.
Usually I toss most of the envelopes I receive, the ones with generic messages on them like "help us today" or "give to save the... [insert 'children', 'animals', or 'forests' here]".
But one envelope caught my eye. It was an unusual beige color, it had a picture of a cute little dog on it, and it said in bold letters, "Don't let what happened to Coco happen again."
Because I was curious who Coco was and what happened to him, I opened the envelope.
The letter told a true story of animal abuse so horrific that I burst into tears for that poor little dog. It ended by explaining how I could help prevent this from happening to other animals by donating to their organization.
I can tell you I never whipped out my checkbook so fast in my life.
But why this time?
Why had I ignored all the other mailings that simply asked for my help?
Because this one made me FEEL.
It told me a shocking true story. It struck a deep nerve in me that brought out my rage regarding this topic. Suddenly it was personal, because it touched on my pain.
You see, all marketing plays on either pleasure or pain.
It seems to me that most marketing plays on pleasure. For example, cosmetic companies show women how gorgeous and young we could look if we only used their products. Car companies show us how sexy and powerful we'd feel if we buy that sports car we can't afford. And beer companies convince men that they'll magically attract h0t ch1cks if they only drink a certain beverage.
But...
Sometimes "Pain" Works Better
Some businesses will do BETTER by marketing to people's pain. For example, a TV commercial for a de*bt c0nsolidati0n service shows a couple arguing over money while their children listen from the other room, looking scared. An acne medication ad shows a teenage girl staying home from the prom, crying because she's got a few pimples.
And if you think about it, most of us don't take action on things until we feel pain. For example, a friend of mine didn't take control of his finances until he was nearly bankrupt. And a couple I know didn't hire a marriage counselor until they were ready to split for good. My sister didn't look for a better job until she couldn't stand the one she was in anymore.
So, follow along with me here...
Are your prospects more likely to actually buy your product or hire you based on wanting pleasure ... or to move AWAY from their pain?
For example, a dating coach may have more success in her marketing with statements like, "Are you sick and tired of sitting home lonely on Friday nights? Attracting the wrong men for you again and again? The clock is ticking - have you met Mr. Right yet?"
The idea is to touch on people's pain, then show them that you're the solution.
For those of us who are naturally positive people, marketing to others' pain may seem initially uncomfortable. But you're doing them a favor! By helping them realize what's wrong in their lives, their businesses, or the world, you're also showing them how they can fix it. You're actually helping them "see the light".
Marketing to people's pain can make for dramatic results when done right.
What State of Mind Are YOUR Prospects In?
Think about your target market right now. What state of mind are they in when they are considering hiring you or buying your product? Are they more likely to take action to gain pleasure? Or to make the pain they're in go away?
If the answer is different than what you've been doing, try changing the angle of your marketing for a while.
You may find that a little pain is the best thing that ever happened to your business. : )
© 2005 Alexandria K. Brown
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," is creator of the award-winning 'Boost Business With Your Own E-zine' system. To learn more about this step-by-step program, and to sign up for her FREE how-to articles and FREE audio class, visit www.EzineQueen.com
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Take your business where YOU want it to be!
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 If you liked today's issue, you'll LOVE this step-by-step toolkit, guaranteed to be the most complete and enjoyable guide to learning how to become a Marketing Money Machine.
Download 3 FREE chapters and read reviews now at:
www.MarketingBlueprintDeveloper.com
Ann DeVere, is the creator of Marketing Blueprint Developer Systems Toolkit. Ann also offers FREE audio classes, FREE articles, workshops, and other resources to help entrepreneurs and small business
owners market themselves and build ultimate success. Learn more now at: www.AnnDeVere.com.
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Example of The Month: what's right and what's wrong...
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This is a great lead generation tool!
It Can be a post card, Val Pack or newspaper ad...
Just about any company can offer a consumer awareness report.
What are some of the things consumers should know about in your business?
This ad is designed for a Carpet Cleaning company but can easily be adapted for any kind of business.
Let's take a closer look at the components that make this a powerful ad.
- Grab their attention: The Consumer Awareness Warning along with the "Warning" symbol will stop anyone in their tracks.
- Shake their confidence in what they are doing now: "Don't call any carpet cleaning company..." Makes them wonder if they have been doing something wrong and pay closer attention to your message.
- Build their confidence in you: By educating them you are earning their trust and establishing yourself as an expert.
- Wow them with your service: "...in keeping with our policy of dedicated community service." If you care about your community so much, how well must you treat your clients...
- Address and overcome their objections: Objection handling would be covered in the "6 Costly misconceptions about carpet cleaning"
- Remove the obstacle of risk with your guarantee: This is a lead generating piece and does not need a guarantee at this point. Remember it is providing information at this point, not selling. The guarantee will be covered in the "7 questions to ask.."
- Roll in the testimonials: Again you are not selling at this point. Testimonials are on the 24 hour hotline and on the website.
- Make it easy to contact you: NO-Obligation FREE information, 24 hour hotline, Toll free numbers, all make it safe and easy to contract you.
- The win-win bonus pile-on: You are already giving FREE information by adding the FREE Gift Certificate you are safely tipping the scale in your favor before they spend a dime. Additional bonuses will be added once they decide to purchase a service package.
To find out more about the Marketing Blueprint Developer Lead Qualifier System click here
WANT TO USE THIS IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this blurb with it: Online entrepreneur Ann DeVere, is creator of the Marketing Blueprint Developer system. To learn more about this step-by-step program, and to sign up for her FREE how-to marketing articles and FREE audio class, visit www.AnnDeVere.com
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Ask your single most important question about marketing
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To ask your single most important question about marketing
email me at: info@anndevere.com
If you'd like to have your ads considered for evaluation and publishing email me at: info@anndevere.com
If you'd like to submit your article for publication in the Marketing Grapevine email me at: info@anndevere.com
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[Marketing Grapevine] Grab Their Attention!
October 9, 2005 - Vol. I, Issue 1
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