A few months back, I had the fortunate opportunity to be invited to an all-inclusive resort in Cancun with one of my old college buddies. Not one to say no, I took him up on the offer. To summarize the experience in one word: amazing.
While it was nice to be there and partake in all the events, I couldn’t help but be entranced by their business model. Within 12 hours of my arrival I had already eaten many plates of sushi, drank countless blended drinks and pretty much cleaned out the pre-stocked fridge in our room. How can a business sustain this clear over indulgence of someone like me? I’m assuming amazing budgeting and math skills as well as a strong understanding of consumer psychology. But is that it?
Demand for Inclusivity
The most remarkable concept of the all-inclusive model is how effectively the value-add entices guests. Through conversing with fellow guests, people generally enjoyed not caring about what they did or what it cost. They loved that everything on the trip was included with that little wristband.
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Writing ad copy is not easy. Or let me rephrase that, writing great ad copy is not easy. However, it’s essential for success in business. But most copywriters get the entire process wrong. It’s not about how awesome you are, pal. It’s about the needs of the audience.
So as an entrepreneur (aka marketer hat), how do we accomplish great marketing copywriting?
I’ll let you in on my secret to copywriting; I use the SPIN selling model. For those of you unfamiliar with the SPIN cycle. Neil Rackman’s book, SPIN Selling changed my professional career completely. In summary, the method teaches you to use a series of specific questions in a sales situation. I highly suggest you read it.
But for the sake of this article, put the book on you wish list, toss on your marketing hat and keep reading…
The SPIN cycle is an acronym for situation questions, problem questions, implication questions and need-payoff questions. Each step in this strategy essentially brings the answering party closer to selling themselves on the product or service.
In ad copy we obviously cannot list a string of questions as the method suggests. But we can use the underlying concepts to bring the reader in. And closer to a conversion. Here’s how:
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I thoroughly enjoy the rise of the Walmart-style businesses in the world. Low-cost leaders have all but destroyed those location-based businesses that live in the past, hate change and failed to evolve. (You know… the stores that usually emit a mysterious scent of mothballs) And while I do feel for the employees of these failed businesses who lost their jobs, the owners and managers are to blame.
With the rise of these super companies we have become accustomed to sub-standard customer service and the slue of other complaints I constantly ramble on about… Where are you now Circuit City? Lucky for us, the lack of niche, value-added storefronts has created a hole in the market. And savvy business owners can jump in and rapidly take market share from the big guys. In general, though, most businesses are failing to innovate and are falling back on only low-priced claims.
To illustrate this growing trend of competing on price, simply open your local newspaper. Special sales, coupons and price cuts galore! “Mom and pops” are not buying in mass enough quantities to afford these cost cuts. So where does the cash flow balancing act come from? The essentials, that’s where. Important expenses such as training and retaining employees as well as constant storefront innovations are going by the wayside. These stores feel their price slashing is necessary to compete… not so! Over the years I have worked with numerous brick and mortars on their rebranding efforts. And I have found a common theme for storefront success. Here’s how to eliminate low cost considerations:
Create a Destination
By creating an experience for the shopper, a destination of sorts, any business will find its customer base expand greatly – usually from word-of-mouth. Cabelas is a great example of perfectly implementing this strategy. There is so much extra stuff to do and see at Cabelas than a regular big-box outdoor supply store. From huge fish tanks and animal displays to carnival-style hunting games. Even corrals for “parking” your horse (if equine is your preferred method of travel), the store is a sight to be seen.
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