Scott Lippitt – Marketing Tip of the Week #1

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Scott Lippitt - Chief Marketing ResultantIn this week’s marketing tip, Scott Lippitt focuses on the importance of focus or single-mindedness.  Scott Lippitt spent over 23 years working at major national advertising agencies on such brands as Hershey’s, Hallmark, Hardee’s, Progressive Insurance, Arby’s, Bush Bros., Dunkin’ Donuts, Dove for Men, as well as such beer as: Stroh’s, Lone Star, Old Style, Old Milwaukee, Henry Weinhard’s, Ranier and more.  Scott Lippitt therefore has a wealth of experience to share with those doing marketing in today’s highly competitive marketplace.

He strongly suggests limiting your message to the one, single idea or benefit.  Too often, small business owners think more is better.  They attempt to include everything he/she thinks might motivate the prospect to purchase their product or service.  They fill out the brochure or social media post with an obscene amount of details.  Nice to know information, but information that is not all that relevant to the purchase decision.  More is not better.  More is overwhelming for today’s over-communicated-with consumer.  And when consumers are overwhelmed, they tend to postpone making a purchase decision.  Therefore, it is up to you, the marketer, to limit your communications to the one feature (and related benefit) that can convince your prospect to purchase from you.

Scott Lippitt advises asking your current customers what was the most important factor that affected their decision to use you or purchase your product.  Don’t let them drone on and tell you the top 10 things that influenced their decision.  Forced them into disclosing THE most important feature/benefit have influenced their decision.  This will enable you to determine your most important and effective message.

Once you have determined you single-minded benefit you are going to hang your brand’s hat on, you must resist the urge to clutter this message up with other secondary features and benefits.  In marketing, less is more. Instead, become fanatically focused on what makes you different and better, and you, your brand and your company will begin to make significant headway into the mind of your prospects.

If you would like to discuss this with Scott Lippitt further, email him at scott@marketingresultants.com

How to Create Truly Effective and Motivating Marketing… That Works!

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Scott Lippitt headshop

How do you create effective marketing?  This is a question that many have asked over the years.  This post is all about the “Conversion Formula” for how to create effective marketing; that is a very specific formula for structuring your marketing in a way which increase your chances for success.  Scott Lippitt is a seasoned marketer and a pro at creating effective marketing… having graduated from Columbia University’s Graduate School of Business with an MBA in Marketing, and worked at various national advertising agencies and companies.  During Scott Lippitt’s 30+ years as a marketer, he determined that there was a formula that the best marketing/advertising followed.

I discovered that the most effective marketing followed this basic formula:

  • Interrupt/Disrupt
  • Engage
  • Educate
  • Offer

That is, the best marketing always starts by disrupting the prospect’s inertia or complacency.  David Ogilvy, the famous founder of Ogilvy & Mather, once said “you cannot bore the consumer into buying your product or service”.  Your headline must be provocative, distruptive and therefore attention-getting.  It must grab the prospect’s attention by entering into the conversation that the prospect is already having with themselves about your category or industry.  The best way to do that is to highlight the problem the prospect has that they DON”T WANT.

After creating that Disruptive headline, you then can build-off of it by creating an ENGAGING sub-head.  This entails highlighting the solution or result that they WANT but DON’T HAVE.  Once you have connected with the prospect by recognizing the problem they have that they don’t want, and the solution or result that they want but don’t have, you have won more than half the battle.

Now you have their undivided attention AND respect.  With this hard-earned equity, you can turn your attention to the next phase… which is educating the prospect about the features and benefits of your product and service.  Keep this section simple and focused.  Do not overwhelm the prospect with too many features and information.  Focus the prospect on the benefits of using your product or service.  Remember, people buy benefits, not features.  They want to know how your product or service can make their life better.

Lastly, make them an irresistible OFFER… an offer they would be foolish to pass-up.  The best offer is not necessarily a discount.  More often than not, you do not make up the lost margin/profit with great volume/sales.  It is best to consider a “bundled” offering or add-on that costs you very little to offer.  Consider using scarcity and urgency to motivate action.

If you follow this conversion equation, you will discover that your marketing now converts at much higher levels and sales will skyrocket.  This is not brain surgery, but you would be amazed at how effective it is and how few companies employ such a powerful tool.

You can learn more about small business marketing by reading Who Moved My Profit – Where the Increased Revenue and Profits are for Any Small Business! by Scott Lippitt.  You can purchase it on Amazon at https://www.amazon.com/Who-Moved-Profit-Generate-Business/dp/1544049471/ref=sr_1_4?ie=UTF8&qid=1516254015&sr=8-4&keywords=who+moved+my+profit.  You can also learn more about Scott Lippitt and his rainmaking coaching by visiting www.tnlbusinesscoaching.com.  And lastly, you can learn more about Scott Lippitt and his 52-week, online business academy by visiting www.tnlbusinessacademy.com.

 

Small Businesses Marketing

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Small Business Marketing: How Small Businesses Can Compete in a Big Business Marketing World

Small business marketing is one of the most searched topic online today.  When it comes to marketing, small businesses only have one way to compete with bigger competitors.  At the Marketing Resultants Group, we call it “Disruptive Creativity”.  It’s the type of creativity that breaks through the clutter of today’s over-communicated world.  It’s the type of creativity that breaks through your prospect’s inertia… their inherent way of ignoring today’s boring, mundane marketing.  Disruptive creativity disrupts the status quo, and forces prospects to pay attention to it.  You cannot communicate with prospects that are ignoring you.  Small business marketing requires you to be provocative, disruptive, intriguing.

seth-godin-quote

Prospects are looking for more from small business marketing. People want experiences, emotions, and feelings, not attributes, features or price points. Traditional, lookalike creativity is easily ignored.  It’s rational. It’s safe. It’s wrong.  None of your partners, co-workers or friends will ever fault you for creating it.  But we will.  Because it is a colossal waste of your hard-earned marketing dollars.  It’s just wallpaper. It’s there, but no one ever notices it.

Disruptive creativity is the great equalizer.  You can’t print money, so competing on a dollar-for-dollar basis is suicide.  You can’t spend money building a bigger hammer, so you need to create a sharper nail.  Disruptive creativity is that sharper nail.  Disruptive creativity has a strong ROI. It creates the most efficient type of marketing… Word of Mouth.  Here are some examples of what we consider to be “disruptive creativity”.

Small Business Marketing - Disruptive Creativity #1

Small Business Marketing – Disruptive Creativity #1

Small Business Marketing - Disruptive Creativity #2

Small Business Marketing – Disruptive Creativity #2

Disruptive Creativity - Business Card

Disruptive Creativity – Business Card

Disruptive Creativity - Flyer

Small Business Marketing – Disruptive Creativity – Flyer

Would you like to be associated with this sort of marketing? If you say “yes”, give us a call.  720-219-4303 or go our website: www.marketingresultants.com