Make Your Business Stand Out: Engage, Interrupt, Educate and Offer

Selling products is a science, and its field is changing as technology and economic uncertainty make their mark. Where, in previous times, large brands used the technique of repeating their message over and over in order to raise awareness of their product – hoping this would, in turn, lead to increased sales – today’s marketer must be more savvy. Instead of spending millions of dollars to repeatedly blast a catch phrase like “WAZZZZZZZuppppp” over and over again until their potential consumers capitulate, today’s savvy marketing professional maximizes their return on investment by doing more than engraving their message upon their customer’s mind via repetition. Instead, today’s firms must follow the formula “Engage, Interrupt, Educate and Offer.”

The first step in this process is to interrupt the consumer, also known as grabbing their attention – then effectively engaging that attention in order to maintain the potential customer’s interest. Because major brands have huge budgets that allow them to repeat their message over and over again, they tend to use techniques in these stages of advertising that have little to do with their product. In “agency” parlance, this “creativity and repetition” formula works – because of deep pockets that can reach for the long payoff.

For smaller businesses, it’s important to maximize product exposure. Explore low-cost new media advertising options like YouTube and social networking, but tailor your “interruption” to your market and product. Present your potential client base with a problem that needs solving in their life – one related, of course, to your product – and then move onto step three: educate.

Education is what converts a potential customer into someone willing to spend money on your product or service. Expose your market to the qualities of your product or service that will help them solve the problem you’ve laid out in the previous step. Today’s audiences can spot hype, so including specific, verifiable information will give them faith in your company’s trustworthiness.

Finally, the offer: your opportunity to invite the customer to purchase your product or service. This should be a direct call to action or specific tool the customer can use to participate further in your brand. Whether it’s a marketing brochure with details about a service or commodity, or information on where the customer can call to obtain your product, the offer is your opportunity to close the deal – so use it well, and happy selling!

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