The 2 most powerful words you can use in your marketing copy during a recession

friday, 16 december of 2016

By Tom Trush

If ever there is a time when people realize they have new problems or concerns, it's during a recession.

As a result, they seek information.

Many people go to the Internet in search of solutions. Some go back to school. Others turn to family and friends.

So how can you be the source for information your prospects crave?


Focus your marketing copy on solutions instead of sales.

If you're blatant in your attempts to persuade, you'll meet resistance. But when you present educational information, you break barriers.

One of the easiest ways to convey solutions in your marketing copy is by using the follow two words: "how to."

The words "how to" promise a solution to a problem. The key is following these words with a big benefit that addresses your prospects' greatest concerns. Of course, you then need to deliver quality content.

Think of your marketing piece as your opportunity to tell a story no one else is telling.

Recently, I analyzed all the emails I sent to my newsletter list. My goal was to find out what subject lines created the highest open rates.

While industry average for email open rates hovers around 30%, many of my "how to" emails doubled or even tripled that figure.

> How to Use Branding to Capture Prospects and Create Customers -- 100%

> How to Maintain a Strong Mindset in a Weak Economy -- 73.1%

> How to Write 'Easy Reading' Ads Your Prospects Will Remember -- 65.3%

> How to Quickly Implement a Proven Marketing System -- 65.2%

An added bonus of providing "how to" information is that prospects are more likely to keep your content. Furthermore, you increase your chances of them sharing your information with friends and family.

Tom Trush is available at


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