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Interrupt, Engage, Educate, and Offer: Part 2

In Part 1 of this discussion, we talked about how the layout and design of your print marketing piece is important, but the information you deliver is even more so. Then we looked at the first two of four components—Interrupt, Engage, Educate, and Offer (IEEO)—and how they combine to lay a powerful foundation for marketing success.
Now let’s look at the last two components—Educate and Offer.
Once you’ve Interrupted and Engaged the customer, you need to move to the next step, which is to Educate the customer, turning the corner from an emotional sell to a logical sell. Create relevance by framing what you are offering as a solution, following the What’s In It For Me (WIIFM) approach. Provide enough detailed, quantifiable and specific information to allow consumers to logically understand how and why your product or service solves their problem, but don’t stop there. You may have just given them enough information to make a purchase from your competitor! Prove that you offer the best value available by defining key issues, presenting a convincing argument, and sharing credible evidence that you are the only possible source to meet the prospect’s needs.
Next compel the consumer to take action through an Offer. Present a low-risk way to take the next step. Insert a business reply card to facilitate the ordering of a special report or informational brochure or to schedule a personal consultation. Include links to your website and social media. The buyer must feel in control as you nudge him or her closer to the final purchasing decision.
At any one time you may have hundreds or even thousands of prospects at various positions along this buying spectrum. Most of them are in the information-gathering or “thinking about it” stage, so avoid the common mistake of investing all of your print marketing dollars in those who have already made the decision to buy. Separate yourself from your competition by marketing to those in all phases of the purchasing process on an ongoing basis.
Now go out and see why I+E+E+O is the key to marketing success!