26th Oct 2007
Marketing - Hot Topics
How can you grab your prospect’s attention? If you’ve read any of my material you’ll know I advocate talking about your prospect; their desires; their worries; their problems and describing solutions for them.
There’s another way of catching their attention. Tie your offer in with a breaking news story; a seasonal event or a current trend like fashion or health. ‘Piggy-backing’ on events that are in the news places the focus more keenly on what you are promoting because the topic is already in your target’s mind.
For example - at the moment a vast majority of people are concerned about their health. There is a huge industry based on the consumption of anything that promises to deliver health benefits.
- 5-a-day for fruit & veg;
- drink plenty of water;
- take vitamin supplements;
- eat so-called superfoods because of the antioxidant benefits they deliver.
But people still want to enjoy treats like biscuits, cakes and chocolate. That’s why it was such ‘hot news’ when researchers discovered dark chocolate was good for protecting against heart disease.So it made sense that a chocolate producer would create a healthier chocolate that delivers the naturally occurring health-enhancing antioxidants found in cocoa beans.
Tying the indulgence of a chocolate treat with a real, scientifically researched health benefit makes marketing sense - visit www.delvaux-acticoa.com to see what I mean.
So how can you tie your product or service in with a news event or current trend? Scan the newspaper headlines or listen to what’s going on around you. Can you put out a timely offer that fits neatly with what people are talking about and looking for? Is there a PR story you can send out?
Keep your eyes open for every opportunity to grab attention for your business.
~ Carol
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