I have seen it over an over. One person creates a marketing piece, such as an advertisement that is really good. The ad is converting leads into sales and the marketing is seen as a success.

Unfortunately, the next thing that usually happens is that others try to copy the successful ad for their business.

Here is the problem, they don’t adjust the ad to fit their marketing or their focus and the ad fails to answer the three key questions every marketing piece must answer for its audience in order to be successful.

The result is failure and money and time wasted on a marketing piece that was copied instead of thought out and planned.

I don’t want to see you make the same mistake, so I am sharing with you the top three questions every successful marketing piece needs to answer to produce the results you want and attract the clients you want.

1. What is this about?
First, you need to make sure that the content and the message is crystal clear, ensuring the reader can quickly figure out the purpose of the marketing piece, who it is for, and what action you want them to take.

2. What’s in it for me? / Why Should I care?
Second, you must communicate the benefits the reader will receive as a result of taking the requested action. Tell them how it will help them, make their life better, or increase their business. This is your chance to tell them why they should care about what you have to say.

3. What makes you an expert?
Third, you need to establish your expert status and build your credibility. You need to let them know why they should listen to you and what makes you qualified to be an expert. Your audience needs to trust you and believe you before they will take the action you are requesting.

By answering these three questions in all of your marketing materials, you will soon see your conversion rates increase. Just don’t forget to include your contact information, including your address, phone number, and website at minimum!

See something I missed? Let me know!