I was rapping with a client the other day about developing an email marketing campaign…

“Yeah, so if there’s something you can write that will immediately generate a response…”

WHOA WHOA WHOA!

Wait a minute there, Sparky.

Let’s clear this point toot sweet! There are no “magic words” or “secret phrase” that automatically generates a lead, prompts engagement, or motivates a prospect to buy.

Sure, there are psychological triggers you can embed in language. And those triggers can deliver emotional cues that are critical to the conversion process. Because, as “Sales 101” dictates, most buying decisions are based more on emotion than logic or even practicality.

But this conversion — whether it be at the lead generation, engagement, or buying stage of the process — doesn’t happen instantaneously, blooming out of thin air.

Marketing is a process. It’s the cultivation of the know, like, and trust factors that take you from introduction to sale…

-First, you make contact with a prospect.

-Then you develop a connection.

-And finally, after you’ve established a rapport, and the timing is right (for the prospect), your prospect becomes a buyer.

Here’s a prime example…

Bob Bly is a top-tier copywriter. His work has made millions for his clients, which include countless A-list brands and Fortune 500 companies. He’s also the author of a couple dozen best-selling business books. And he’s self-published scores of info products through his own publishing company.

In short, Bob is a copywriting + marketing guru.

And I’ve followed Bob for well over a decade, bought a dozen or so of his books, and a stack of his info products.

Recently, I was scrolling through my Twitter feed, and I stumble across a Tweet from Bob Bly that included a single line of copy and a link: “How to write B2B and high-tech copy for fun and profit”  — click here

Immediately intrigued, I clicked on the link. It redirected me to a sales page, which I barely even skimmed before plunking down $50 (on the ole credit card) for an ebook entitled “How to Write B2B and High-Tech Copy For Fun and Profit”

Why did I buy this ebook?

Connection (know) — As I said, I’ve followed Bob for yeeeeeeeeears. I’m on his email newsletter list. I regularly read his blog. And I follow his Facebook page, which is filled with his wonderfully cranky ruminations on marketing and sales.

Engagement (like) — I’ve already bought several of his books and info products. And I’ve found them all to be not only insightful, but full of immediately actionable advice.

Action + Timing (trust) — I happen to be looking for additional instruction on B2B copywriting, and I know Bob is a MASTER of this domain. Which he’s proven in the other books and info products I’ve purchased and been wholly satisfied with in the past.

Now, if Joe Blow (who I didn’t know) had Tweeted the same line of copy and link…

I probably would have ignored it. And even if I clicked on the link, I wouldn’t have dropped $50 for an ebook from a guy I’d never heard of before. No matter how brilliant his Tweet or sales page might be.

But if his Tweet or sales page did catch my attention, I might have delved a bit deeper and perused his other products. And if intrigued enough, I might have bought a lower-cost item as a try-out. Or at least his work would be on my radar for future consideration.

In Other Words, You Can’t Depend on “Magic Words”

If your aim is to take a prospect from lead to engaged prospect to bona fide buyer, you need…

-A goal that you aim to achieve with your marketing efforts.

-A carefully considered marketing strategy.

-A well-thought-out plan to implement your strategy.

-An ideal client profile.

-A value proposition that clearly defines how your services help your ideal client.

-A defined niche that sets your business apart from competitors in your broader marketplace.

-The right marketing tactics to reach your ideal clients, generates and nurtures leads, and convert the leads into paying customers.

-And a mechanism to evaluate your results, so you can adjust your approach accordingly.

Looking For Something More Than Magic Words?

Let’s chat! 310.466.7893 | ryan@ryananys.com