Use Marketing Physics To Triple Your Chance Of Success

,yadvertising salespersonThere is mathematical proof that you can literally triple your chance of success by ensuring your marketing program follow three crucial rules.

The three crucial rules are

  1. Your message must communicate an OVERT Benefit
  2. There must be a REASON TO BELIEVE
  3. There must be a REAL DRAMATIC DIFFERENCE

In his book Jump start Your Business Brain, Doug Hall explains how he discovered these crucial rules. First, he itemized the marketing components of 4000 successful and unsuccessful opportunities. Then he created a computer program that could forecast the probability of success.

Doug Hall found that opportunities that effectively followed the 3 crucial rules tripled their success rate, compared to those that didn’t follow the rules.

Here is a little more detail of the 3 crucial rules:

Overt Benefit

We have all heard of features and benefits. Most marketing communicates features with a few communicating benefits. Only a very small amount of companies actually communicates an OVERT benefit. An OVERT benefit is a benefit on steroids. It communicates the maximum and specific benefit one could expect by using a product or service.

An example of a benefit for a cleaning product might be “saves you time and money.” However, an OVERT benefit might say “start cleaning at 9 and be on the golf course by 11.”

Reason To Believe

There are so many claims made that we tend to take them all with a grain of salt. However, if you can back up your OVERT benefit with a real reason to believe, a potential client is much more likely to pay attention. And they are more likely to act on your message. There are different ways of doing this such as using “kitchen logic”, testimonials or guarantees. The OVERT benefit appeals to emotion. But the Reason To Believe provides the logic needed for us to take the benefit claim seriously.

Real Dramatic Difference

People are creatures of habits. We don’t like to change unless our dissatisfaction with our current situation is high enough. A new solution must provide enough improvement that it makes it worth our while to change. Communicating a measurable difference between your product and the competition will often be enough to push someone over the edge to decide to want your product.

If you have been frustrated by a lack of results from your marketing efforts, review your message to determine if your message contains these 3 crucial rules. If they don’t you just may have identified the gap between frustration and success. These rules may help triple your chance of success.

I would be happy to help you out with this. As a gift for taking the time to read this blog I would happy to meet with you at no charge. In 60 minutes I can help to develop an OVERT benefit, Reason To Believe and a Dramatic Difference for your product or service. Just email me at tony@empoweredbusiness.ca or call 604.374.5934 to arrange your free 60 minute session.

Tony Malyk
 

Tony Malyk is a Certified Professional Business Coach and Business Value Accelerator specializing in improving profitability and increasing business value in the manufacturing, distribution, trades and technology sectors.