W EEKLY EDITION MAY 3, 2017
A Tested, Proven Way to Attract More Sales Leads …continued
By Jim Connolly for Jim's Marketing Blog
• Your script needs to be sp ecific to you.
• It needs to be relevant to what makes your business different from your competitors .
• And, if you want it to spread, it must be easy for people to remember and say.
Here is an example of how to get it right.
A finger lickin' good message
H ere's how an international brand used this idea with
huge success:
The team behind Kentucky Fried Chicken wanted to
give their diners a simple way to describe how tasty
the chicken was. So, they made it super simple. They
placed a short, powerful script o n all their packaging.
It described their food as, "finger lickin' good." Those
who ate and enjoyed their chicken now knew exactly
what to tell their friends. Moreover, they were
delivering an amazingly powerful, professionally
written script!
Regardless of what you happen to think about deep - fried chicken, the mental imagery conjured up with that script is
powerful. The idea of people enjoying their food SO MUCH that they licked their fingers, would surely motivate their
hungry friends to give KFC a try.
And that's what happened. Millions of times. Worldwide.
Your script
Take some time to think about your business and what you would like people to say about you. Then, spend as much
time as necessary crafting a powerful, extremely short script that captu res the key benefit of your product or service.
You may find it helps to research the scripts already used by successful brands in different industries to your own.
If you don't have the time or expertise to get this right, pay for a professional to do it for you. Just don't miss out on
great word of mouth referrals or targeted sales leads because people aren't sure how to recommend you.
Tip: Here's some advice and examples on how to attract word of mouth referrals – Why your business needs a story .
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