educational

7 (Adult) Marketing Steps Redux

SeeSea

I found this article very interesting, but would have liked to have seen the examples relating more to the adult industry. I have modified Jay Conrad Levinson's original to give it an "adult" reference ~ SeeSea

1. Find the inherent drama in your offer: After all, you plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale. In Iwannasellyouporn.com, it is their unique high quality images and downloadable movies.

2. Translate that inherent drama into a meaningful benefit: Always remember that people buy benefits, not features. People do not buy porn subscriptions; people buy great-content or downloadable movies that fills their sexual needs. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. And even though you have four or five benefits, stick with one or two – three at most.

3. State your benefits as believably as possible: There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, and state your benefit in such a way that it will be accepted beyond doubt. Iwannasellyouporn.com might say, "Thousands of unique images and videos for you to chose that perfect babe to fulfil almost all of your sexual fantasies!." This statement begins with the inherent drama, turns it into a benefit, and is worded believably. The word almost lends believability.

4. Get people's attention: People do not pay attention to advertising. They pay attention only to things that interest them. And sometimes they find those things in advertising. So you've just got to interest them. And while you're at it, be sure you interest them in your product or service, not just your advertising. I'm sure you're familiar with advertising that you remember for a product you do not remember. Many advertisers are guilty of creating advertising that's more interesting than whatever it is they are advertising. But you can prevent yourself from falling into that trap by memorizing this line: Forget the ad, is the product or service interesting? Iwannasellyouporn.com might put their point across by showing a picture of two beautiful babes looking up at the surfer in an eluring pose with likenesses of movie players, the words "Iwannasellyouporn.com" and thumbnail images in the background.

5. Motivate your audience to do something: Tell them to join now, as Iwannasellyouporn.com might do. Tell them to click here to join or click here to take the free tour. Don't stop short. To make guerrilla marketing work, you must tell people exactly what you want them to do.

6. Be sure you are communicating clearly: You may know what you're talking about, but do your readers or listeners? Recognize that people aren't really thinking about your business and that they'll only give about half their attention to your tour – even when they are paying attention. Knock yourself out to make sure you are putting your message across. Iwannasellyouporn.com might show its tour to ten people and ask them what the main point is and how the site navigates. If one person misunderstands, that means 10 percent of the audience will misunderstand. And if the ad goes out to 500,000 people, 50,000 will miss the main point. That's unacceptable. One hundred percent of the audience should get the main point. The site might accomplish this by stating in a headline or subhead, "Joining Iwannasellyouporn.com provides you with hours of eye candy aimed at stimulating your sexual desires." Zero ambiguity is your goal.

7. Measure your finished advertisement against your creative strategy: The strategy is your blueprint. If your tour fails to fulfill the strategy, it's a lousy tour, no matter how much you love it. Scrap it and start again. All along, you should be using your creative strategy to guide you, to give you hints as to the content of your tour. If you don't, you may end up being creative in a vacuum. And that's not being creative at all. If your tour is in line with your strategy, you may then judge its other elements.

Editor's note: Jay Conrad Levinson is one of the most respected marketers in the history of the business, and SeeSea's examples have focused his work toward's our industry. I hope this marriage of minds will benefit you! ~ Stephen

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