Here are four ways to write better marketing content sparked by four different observations from Leonardo DaVinci.
“Tears come from the heart and not from the brain.”
A reminder that we all make buying decisions emotionally, not rationally.
This is why we should always present the emotional reason for taking action first, and then support it with a fact, something rational.
Reversing the order takes us out of lockstep with our prospect. We drift off, squander persuasive impact, and put response at risk.
“Simplicity is the ultimate sophistication.”
Everything about marketing content should be simple. The words, the sentences, and the structure.
- Sentences and paragraphs should be short and straightforward.
- Headlines should focus on only one message to capture the prospect’s attention.
- Offers should sell just one thing at a time.
“The greatest deception men suffer is from their own opinions.”
Our job as marketers is not to deceive, dress up, or dictate.
Our job is to channel existing desire toward our product. This process often begins best by acknowledging and agreeing with the prospect’s opinion.
From there, the copy we write encourages the prospect to embrace existing opinions and beliefs, to consider the merits of our offer, and then to take action.
“Every action needs to be prompted by a motive.”
Marketing changed when John E. Kennedy popularized the concept of “Reason Why” advertising more than a century ago.
When we deadline an offer, we need to give a reason why.
The same goes for any type of response we request. We need to help the prospect understand why he is taking this action.
Leonardo’s motive and Kennedy’s reason why are one and the same. A time honored tactic.