Most advertisers and marketers are pretty conservative when it comes to creating ads or campaigns for their product or service. While the conservative approach may garner you new prospects, you’re most likely missing out on those folks that need more convincing or more of a sales pitch.

Here is when you may want to consider “Presenting Yourself as Something Your Not”

Your product or service is naturally rejected from the onset, but when prospects hear the whole story, they’re interested.

You are in a highly competitive media marketplace where everyone’s message is essentially the same.

You are getting diminishing results from media that used to work in the past.

Have you ever been at an event where the crowd is out of control and the speaker is trying to get their attention? All the speaker has to say is the word “SEX” and suddenly a silent hush comes over the room and everyone is at full attention.

It’s the same principle for headlines. You want them to attract your prospect’s attention so they read your copy, get convinced that what you have is what they need, AND take the desired action.

Sometimes that calls for being a bit outrageous or doing a “bait and switch” to lure them in and allow you the chance at interesting them in what it is you have to sell. This can open the door for a whole new prospect that your regular advertising is just not reaching.

Besides coming up with creative and clever headlines, another way to do this is with a fake article tear sheet (one that looks as though it is an article from a newspaper) sent to a targeted list of prospects. It’s “sneaky” in a sense that the article is not real, but the copy is completely controlled by you, and can then be the best sales pitch ever. This approach has worked successfully for many different kinds of business and may work well for yours.

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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