Processes >>> Design

After you have done the research and have come up with a great IDEA, you need to convert that IDEA into something real - a marketing piece.

The purpose of all your advertising should be to generate sales.

That's why you had better dress your IDEA up in salesman's clothes and give it all the tools a salesman would use. The design process surrounds your IDEA with all the compelling benefits, not features, received by using your product or service.

Good design usually includes the following:

• A Headline - to attract potential customers
• A Grabber - to arouse the curiosity of potential customers
• Exciting, Educational Copy - to fascinate and teach the customer
• A List of Benefits - to show how the customer will be better off
• Testimonials - to show how others have benefitted
• Additional Proof of Claims - to back up any claims made
• A Call to Action - to get the customer to act TODAY
• A Post Script - to reiterate the major benefits and the call to action

While the particulars for the different forms of media may change, the purpose is always the same:

To compel your target audience to take an action that benefits both of you.

So how do you now if you have a good design? Test!

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