Donald Trump's Directive for Marketers and Copywriters

No matter what you think of your drunk uncle at Thanksgiving, a message he keeps repeating is one that successful direct marketer’s heed: To succeed in selling, you have to make great deals. More importantly: You must close them. If there is a component of marketing that often seems missing these days, in a sea of marketing messages pummeling consumers at every turn, it’s this: Deals aren’t always clearly offered, and when they are, there is often a failure to close.

Direct marketers know that to survive in business, you have to close. When someone is looking at your direct mail, email, landing page, or other channels, and you don’t close the deal on the spot, you’ve probably lost the sale forever.

Successful salespeople know that to get their commission check, they have to close on the spot, or the prospect will walk away possibly buying from a competitor.

So, why does so much marketing messaging fail to close?

A few observations:

• Scarcity of big and bold ideas
• Emotion missing or misdirected
• Lack of persuasion
• Failure to offer proof and credibility
• No engagement with storytelling
• Focusing too much on logic when emotion usually prevails
• Products or services not positioned as usual or unique
• No urgency
• Failure to anticipate and leverage a message of how the buyer will feel when accepting your deal

Instead, people are assaulted with triteness. Marketers blast away with the usual “Buy Now!” “Act Now!” or “But Wait…” and too often, they fail to sell before asking for, and closing the deal.

Clearly, in some channels you wouldn’t ask for the order and attempt to close the deal all in the initial contact. In those channels, you may be building trust and credibility, such as in mass media brand advertising or content marketing in social media.

But after expending so much time and money to build trust and credibility in mass media, content marketing or social media, if there isn’t a plan to migrate the prospective customer to another channel where the opportunity to close is greater, it’s a lost opportunity.

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