5+5=11 or MORE.
How to Promote and Market Anything.

When you're in business, you want to sell something. That's the bottom line. We produce a product or service and we want someone else to pay us for it so we can enjoy the fruits of our labor (a boat, house mortgage, college for the kids, etc.). But there are a couple fatal errors that always seem to trip up a theoretically sound marketing plan.

First, we don't understand the 5 stages to any buying process. They are going from Unaware to Aware to Comprehension to Conviction to Action. Most companies do a wonderful job on the first three with lots of money thrown at a media schedule or advertising plan to get people to understand what it is they have to sell. But then the conviction stage is ignored all together. We have to get people to take ownership of any product or service and get them to answer the question "what does this do for ME!?"

Second, to do this we need to apply the 5 essential elements of any effective marketing plan and then put them into its' most effective form called PAPA.

The 5 essential elements begin with clearly stating the item & price. We never buy anything without knowing what the cost will be. Then we lay out the benefits of why our product or service should be purchased rather than someone else's. The urgency is what moves people through the buying process while a theme will help it remain memorable all through the campaign. The Close or action step always tells potential customers exactly what you want them to do. Again, be specific. Do you want them to call? Stop in? Take a test drive? Tell their friends? Be specific in your request so they know what to do. These 5 essential elements are necessary in every effective marketing plan if you want to sell more and sell more often.

PAPA helps you put your 5 essential elements into a structure that best gets the attention of your potential buyer. Promise big! Always begin with the promise of what your product or service will do for the buyer. Remember, you only have 3 - 7 seconds to get their attention and stay with the ad or marketing piece. So Promise Big! Then amplify that promise. Expand on the benefits of your idea and how it will affect their life in a positive way. Prove it. What is your evidence? It could be a testimonial or a statement of how others have benefited. Don't forget the Action step. Tell them exactly what you want them to do. PAPA is Promise, Amplification, Proof and Action, and it will help you get the buyers' attention and keep it until you have brought them through the buying cycle.

Understand your position in the 5 stages of the Buying Cycle. Use the 5 Essential Elements to every successful Marketing Plan and then put it all in the form of PAPA. I guarantee that if you follow this
formula, your buyers will come to the conclusion that there are 11 reasons why they should buy from you....maybe more! Such as: convenience, ease of use, flexibility of scheduling, generous return policy, guaranteed workmanship, safety, excitement, satisfaction, durability, personal attention, expert advice, 24 hour service, easy payment plans, variety of choices, customized creations, fast turn around time, reliability, friendly staff, availability.............