A motive is the intention of your message. It's the feelings that your message sends to the recipient. They don't care if you want to increase your sales - they want to know what it is that you can do for them.
Too many times we proceed in developing a campaign without ever looking at it from the other side of the table. What feelings does this message send to the reader? What is it that I can do to help his company? Does he see the value in my offering?
If we saw an advertisement that said "Call me now, I need sales or my business is going to go under." We'd ignore it and call it ludicrous, but truth is many times that is how are messages are perceived by the recipient.
Always determine the goal and motive of your message before it goes out. Use a focus group to test and determine the perceived value of your message. Craft your message using the method of solution positioning and you will see results.
That’s right, you must pre-sell. Do not sell something, give information that is helpful.
It took us a fair amount of trial and errot with our marketing materials, but in the end the “solution positioning” seems to work best. I call it “Problem, Solution, Benefit”. Our materials focus on a problem a potential client has and how we can help them solve it, or solve it for them, and back off a bit on the benefits. The response rate to our marketing materials and efforts has increased noticably.
You’re right. A marketing message should focus on how you help your prospects. For example mine is, “Helping you attract more clients.”
Focus groups are not a good testing ground for gathering subjective responses.
See here:
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