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Your Marketing Checklist By Ben Hart
This is a checklist I have in front of me whenever I sit down to write a sales letter, an ad, or map out a marketing campaign.
It's a checklist I have developed and perfected during my 20+ years in the direct marketing field -- a checklist that has helped me generate more than $500,000,000 in sales over the last two decades.
I think you will find it extraordinarily useful as you map out your own marketing campaigns. So here it is:
Your Marketing Checklist
___ Are you writing/marketing to people who you know want the product you are selling?
___ Is your main headline on your ad or sales letter an intriguing attention-getter that stresses the very best benefit to the reader?
___ Can your reader grasp what you are offering in three seconds or less?
___ Have you written your letter or ad from the prospect’s perspective, not from your perspective?
___ Are your claims backed up with facts, a track-record, testimonials?
___ Does your ad or sales letter answer the six key questions: WHO? WHAT? WHERE? WHEN? WHY? and HOW?
___ Are your claims 100% true? (Readers and listeners will sense a snow job.)
___ What is your Unique Selling Proposition (U.S.P.)? What makes you different?
___ Are you treating your readers and listeners as if they are idiots. (Big mistake if you are.)
___ Is your offer irresistible?
___ Is your guarantee bold, eye-popping, and attention-getting? (i.e. double-your-money-back)
___ Do you have a deadline for the offer to expire and a good reason for the deadline?
___ Is it easy to order?
___ Have you told your prospect exactly how to respond with step-by-step instructions?
___ Have you told your prospect who you are?
___ Is your letter, your ad easy to read, scannable, with lots of headlines, sub-heads, strategic underlines?
___ Is your letter written in a conversational, friendly style?
___ Have you anticipated and answered all your reader’s possible objections?
___ Does your order form or reply form (landing page) look like an order form? (It should.)
___ Is everything you want your reader to do clearly stated on the order form?
___ Does your order form have a headline restating the main benefit?
___ Are the graphics and packaging of your offer attention-getting?
___ Are your graphics enhancing your message or obscuring your message?
___ Are you giving away something to boost response?
___ Have you stripped out empty “hype” words like “best ever” and “amazing”?
___ Have you replaced empty hype words with facts and proof?
___ Have you put your guarantee on a separate document that looks official, like a certificate or a savings bond? Have you signed your guarantee?
___ Have you included a FAQ (Q&A) insert?
___ Have you written an entire package (with all necessary elements), not just a letter?
___ Are you tracking and measuring results meticulously?
___ Are you testing (one element a time)?
___ Are you zeroing in on your best 20% of customers, treating them with extra care and attention?
___ Does everyone in your company understand that they are marketers?
___ Is your company worthy of referral?
___ Are you posting important marketing numbers at your
company so that everyone
___ Does everyone in your company understand that their paychecks come from customers/sales?
___ Does everyone in your company know that the mission of your company is to create a “Happy Customer Experience that exceeds the customer’s expectations and causes customers to say ‘WOW!’”?
___ Have you raised your prices 10%? (This will increase the profitability of most companies by 50%)
___ Do you have a computerized database that includes all relevant information on customers and prospects that will allow you to segment your customers and precisely target your communications?
___ Do you know how much it’s costing you to find a lead?
___ Do you know how many leads it takes to find a customer?
___ Do you know which sources, ads and letters are producing the most leads and the most productive leads?
___ Are you keeping your database clean and accurate, eliminating duplicates? Are you a fanatic about list hygiene?
Your Marketing Tool Kit
Direct Mail
Phones
Traditional Advertising
Internet
Other Media
Methods to Boost Response
Advertising
Lead Generation
Lists and Data
Happy Improved Marketing, Ben Ben Hart Your 21st Century Marketing Coach because everyone (even Tiger Woods) needs a coach
Ben Hart
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