{"id":133,"date":"2024-08-20T11:00:00","date_gmt":"2024-08-20T11:00:00","guid":{"rendered":"https:\/\/internship.infoskaters.com\/blog\/2024\/08\/20\/this-formula-can-create-irresistible-marketing\/"},"modified":"2024-08-20T11:00:00","modified_gmt":"2024-08-20T11:00:00","slug":"this-formula-can-create-irresistible-marketing","status":"publish","type":"post","link":"https:\/\/internship.infoskaters.com\/blog\/2024\/08\/20\/this-formula-can-create-irresistible-marketing\/","title":{"rendered":"This Formula Can Create Irresistible Marketing"},"content":{"rendered":"

Welcome to Creator Columns<\/strong>, where we bring expert HubSpot Creator<\/a> voices to the Blogs that inspire and help you grow better.<\/p>\n

You\u2019re about to learn an invaluable copywriting concept, something you can use to captivate your market\u2019s attention, not to mention differentiate almost any product. Indeed, this will help you position whatever<\/em> you\u2019re selling in a unique, compelling way.<\/p>\n

<\/a><\/p>\n

Now, consider this book:<\/p>\n\n

Image Source<\/a><\/p>\n

It\u2019s called Outsourcing: The Beginners\u2019 Guide to Hiring Virtual Assistants<\/em>.<\/p>\n

I found it on Amazon, amid dozens of other books on outsourcing. It has 6 ratings, so it\u2019s not very popular, especially when compared to this<\/em> book on the same topic:<\/p>\n\n

Image Source<\/a><\/p>\n

It\u2019s called The 4-Hour Work Week<\/em>.<\/p>\n

It has 12,684 ratings. Tim Ferriss sold over 2 million copies, but not because of his celebrity. (In fact, when the book was published in 2007, Ferriss was still relatively unknown.) The differentiator? I\u2019ll tell you exactly: The 4-Hour Work Week<\/em> is a \u201cbig idea.\u201d<\/p>\n

Big Ideas:<\/strong><\/h2>\n

If you have a big idea<\/em>, you\u2019ve likely revitalized something old. You\u2019ve made something tired feel exciting, compelling \u2014 even irresistible \u2014 <\/em>by expressing it through a proven formula:<\/p>\n\n

Big, \u201cirresistible\u201d ideas are born when a promise<\/em><\/strong> meets a mechanism<\/em><\/strong>.<\/p>\n

The Promise.<\/strong><\/h2>\n

A promise is a personal thing \u2014 and the best, most emotionally charged promises usually provide these four things:<\/p>\n

1) Novelty<\/p>\n

2) Security<\/p>\n

3) Ease<\/p>\n

4) Significance<\/p>\n

Let\u2019s examine each one:<\/p>\n

\nNovelty<\/em><\/strong>.<\/strong>
\n<\/h3>\n

New things are emotional because they give us hope<\/em>. Hope for change, for opportunity, for improvement. Novelty creates the potential for change, an opportunity to become different, better.<\/p>\n

To prove <\/strong>novelty<\/em><\/strong>:<\/strong> you can make your offer exclusive<\/em>: only available through a single source \u2014 your company, your brand.<\/p>\n

\nSecurity<\/em><\/strong>. <\/strong>
\n<\/h3>\n

Safety is a fundamental<\/em> human need. After breathing, food, water, shelter, clothing, and sleep, feeling safe and secure is our next priority. It\u2019s emotional on its face.<\/p>\n

To <\/strong>prove <\/strong>security<\/em><\/strong>:<\/strong> make your offer predictable <\/em>with credible case studies, reviews, and testimonials. You can also offer a guarantee to lower the perceived risk.<\/p>\n

Ease.<\/em><\/strong><\/h3>\n

Though humanity is productive and ever-evolving, individuals are often lazy. Most people don\u2019t like working, thinking, and overcoming challenges. We\u2019d much rather relax, rest, and avoid exerting ourselves. This is one reason to promise ease. Another is because most people simply aren\u2019t confident in their abilities.<\/p>\n

To prove <\/strong>ease<\/em><\/strong>:<\/strong> you can present a system<\/em>, formula<\/em>, or process<\/em> to accomplish something. Give people a set of steps or concrete rules. These things give us a path, a way forward that doesn\u2019t require much thought or risk.<\/p>\n

\nSignificance<\/em><\/strong>. <\/strong>
\n<\/h3>\n

People want big gains. Slow, incremental progress isn\u2019t exciting. We want remarkable<\/a>, significant<\/a> results<\/a> \u2014 and fast.<\/p>\n

To prove <\/strong>significance<\/em><\/strong>:<\/strong> you can put a deadline on your promise, the sooner the better. In other words, tell the prospect how quickly she\u2019ll see results, the impact of her taking action.<\/p>\n

The Unique Mechanism.<\/strong><\/h2>\n

Unlike an emotional promise, which should be clear and specific and easy to prove, a unique mechanism should be mysterious, or inexplicable, or curious:<\/p>\n

A mysterious concept<\/strong>.
\n An inexplicable system<\/strong>.
\n A curious product<\/strong>. <\/p>\n

The mechanism is the method. It\u2019s how the promise gets fulfilled. The technique, then, is to withhold as much of the mechanism (i.e., the concept, the system, the product itself) as possible while layering on the benefits of the promise.<\/p>\n

This juxtaposition \u2014 a clear promise paired with an opaque mechanism \u2014 creates tension, interest, desire. It creates an irresistible appeal.<\/p>\n

Big Idea Marketing Example: The 4-Hour Work Week <\/strong><\/h3>\n

This book\u2019s a great example of Big Idea marketing. Tim Ferriss uses the formula to refresh and reposition<\/a> the \u201coutsourcing\u201d concept, which gives his book a huge marketing advantage.<\/p>\n

\nThis blue copy is designed to prove <\/strong>significance<\/em><\/strong>: <\/strong>
\n<\/h3>\n\n

\u201cEscaping the 9 – 5\u201d<\/strong> is a significant thing to many people, a big thing. <\/p>\n

\u201cLiving anywhere\u201d<\/strong> is a big thing. <\/p>\n

\u201cJoining the new rich\u201d<\/strong> is a big thing. <\/p>\n

Where do those three proof points come from? They come from your research, the data and information you\u2019ve gathered about your target market:<\/p>\n

What\u2019s important to these people?<\/p>\n

What\u2019s their definition of success?<\/p>\n

When are they happiest?<\/p>\n

The answers to these questions will inform the significance<\/em> of your promise.<\/p>\n

\nThis orange copy is the <\/strong>mechanism<\/em><\/strong>: <\/strong>
\n<\/h3>\n\n

\u201cThe 4-Hour Work Week\u201d<\/strong> is a mysterious, inexplicable concept \u2014 seemingly impossible \u2014 and it makes The Reader wonder:<\/p>\n

Can this really work?<\/p>\n

Is this even possible?<\/p>\n

What if it were true?<\/p>\n

Now she\u2019s engaged, curious. Now you have her attention.<\/p>\n

\nThis green copy is designed to prove <\/strong>safety<\/em><\/strong>: <\/strong>
\n<\/h3>\n\n

The safety of a credible award or status symbol \u2014 like being \u201cThe No.1 <\/strong>New York Times<\/em><\/strong> Bestseller\u201d <\/strong>\u2014 is transferred to the mechanism, this mysterious thing called The 4-Hour Work Week<\/em>.<\/p>\n

The back of the book is a continuation of the promotion and, by extension, it\u2019s an opportunity to keep proving out the novelty, safety, ease, and significance within the promise.<\/p>\n

\nThis yellow copy is designed to prove <\/strong>ease<\/em><\/strong>: <\/strong>
\n<\/h3>\n\n

\u201cREAD THIS BOOK\u201d<\/strong>
\n \u201cSTEP-BY-STEP GUIDE\u201d<\/strong>
\n \u201c…this book is the blueprint.\u201d<\/strong> <\/p>\n

This promises the prospect a clear path forward, a literal \u201cblueprint\u201d to achieve these significant promises:<\/p>\n

Escaping the 9-5\u2026<\/p>\n

Living anywhere\u2026<\/p>\n

Joining the new rich\u2026<\/p>\n

Want these things? Then simply read the book and follow the steps. It\u2019s a system <\/em>\u2014 and this gives The Reader confidence not only in the product, but also in themselves, their ability to easily understand, follow through, and succeed.<\/p>\n

\nThis red copy is designed to prove <\/strong>novelty<\/em><\/strong>: <\/strong>
\n<\/h3>\n\n

The word: \u201cNew\u201d<\/strong><\/p>\n

The sentence: \u201c<\/strong>Forget the old concept of retirement and saving for the future\u2026\u201d<\/strong><\/p>\n

This promises The Reader an alternative way to earn money and live life. It\u2019s hopeful and compelling on its face.<\/p>\n

\nThis blue copy is designed to prove <\/strong>significance<\/em><\/strong>:<\/strong>
\n<\/h3>\n\n

\u201cEscape the rat race\u201d<\/strong>
\n \u201cExperience first-class world travel\u201d<\/strong>
\n \u201cEarn a monthly 5-figure income with no management\u201d<\/strong>
\n \u201cLive the life of your dreams\u201d<\/strong> <\/p>\n

This promises big<\/em> gains, big<\/em> differences in her quality of life. Again, this is so important because unless The Reader thinks your system will make a significant material difference, she\u2019s unlikely to take action.<\/p>\n

\nThis green copy is designed to prove <\/strong>security<\/em><\/strong>: <\/strong>
\n<\/h3>\n\n

\u201cIt\u2019s about time this book was written. It is a long-overdue manifesto for the mobile lifestyle and Tim Ferriss is the ideal ambassador.\u201d<\/strong> <\/p>\n

This testimonial makes the results of the 4-Hour Work Week<\/em> predictable, which lowers the perceived risk of investing time and money in the program.<\/p>\n

The more completely you fill in this formula, the better. <\/strong><\/h2>\n

The 4-Hour Work Week <\/em>is a great example because Ferriss creates a mechanism while also promising novelty, security, ease, and significance.<\/p>\n

Obviously, this is ideal, but it\u2019s not always possible because depending on your medium, you might not have enough room to check every box. You might be working with a word limit or a time limit \u2014 and you don\u2019t have the luxury of proving your promise one element at a time. That\u2019s okay:<\/p>\n

As long as you have a significant promise and a mechanism for that promise, you have the makings of a big idea. And if you marry an emotional promise and a unique mechanism in an appealing way, you\u2019ve actually created a big idea.<\/p>\n

\nPractice<\/strong>: <\/strong>
\n<\/h2>\n

When you see an ad \u2014 for any product, across any medium \u2014 ask yourself:<\/p>\n

\u00a0What\u2019s the promise?
\n \u00a0What\u2019s the mechanism?
\n \u00a0Together, do these things appeal to the target audience? <\/p>\n

Do this constantly and you will actually train yourself to think in big ideas. Something else you can do is an exercise I call \u201cCopy-Annotating,\u201d which revolves around finding and isolating the four components of a promise in an ad \u2014 any ad.<\/p>\n

It could be a sales letter<\/a>.
\n It could be a commercial<\/a> you transcribe.
\n It could be a landing page<\/a> or an email<\/a>. <\/p>\n

Go through an ad and highlight the copy describing the mechanism. Then go through it again and highlight the proof points that make the promise novel, safe, easy, and significant.<\/p>\n\n

To prove a promise is novel<\/em><\/strong>, look for examples of exclusivity and newness.<\/p>\n

To prove a promise is safe<\/em><\/strong>, look for testimonials and examples of predictability, like guarantees.<\/p>\n

To prove a promise is easy<\/em><\/strong>, look for systems and formulas and blueprints designed to make it foolproof. To prove a promise is significant<\/em><\/strong>, look for examples of speed to impact \u2014 the faster the better; the bigger the better.<\/p>\n

The mechanism<\/em><\/strong>, then, is the product, the system, the concept.<\/p>\n

Is it curious?<\/p>\n

Or mysterious?<\/p>\n

Or inexplicable?<\/p>\n

It should be (to create intrigue).<\/p>\n

Look for the mechanism as well as the four proof points whenever you\u2019re annotating copy. The more you practice, the more fluent you\u2019ll become in this language. And over time, it will become easier for you to assemble all of these elements into irresistible marketing.<\/p>","protected":false},"excerpt":{"rendered":"

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that […]<\/p>\n","protected":false},"author":0,"featured_media":134,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-133","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/133","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/comments?post=133"}],"version-history":[{"count":0,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/posts\/133\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media\/134"}],"wp:attachment":[{"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/media?parent=133"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/categories?post=133"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/internship.infoskaters.com\/blog\/wp-json\/wp\/v2\/tags?post=133"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}