How To Win The "Marketing War", Capture Your Prospects Mind

by : Charles Kangethe

As a marketer you are engaged in a 'War' with competitors where the ultimate prize is capturing the mind of prospects and claiming their purchase dollars.

What you are about to read shows you how to create a powerful, automatic weapon for that war that generates relentless, repeating sales.

Step #1 - Get Into Your Prospects Mind.

Many new netpreneurs forget, or fail to understand, that prospects are individuals.

You must get into your prospect's mind and appeal to them, and them alone, before they will buy from you.


With some exceptions, buying decisions are made on the basis of emotional and intellectual reasoning in that order.


Some marketers prefer to use market research exclusively for this step. This is a valid, but more expensive option to build your prospect's profile.


Remember : People do not necessarily buy features. They always buy benefits.

Step #5 - Headlines

Now you have all the pieces of your jigsaw start to build your 'Mind Capture Weapon'.

Headlines can be formatted as :

  • Commands - 'Dare To Write Good Headlines'
  • Questions - 'Do you want to write good headlines ?'
  • Announcements - 'New product writes your headlines'
  • Coaching - 'How to write good headlines in 7 easy steps'

Write as many headlines as you can, some marketers write 50 or more, and format them in the different ways.

Now let them to 'stew' for a 2 or 3 days before reviewing and choosing the best ones.

For software to help you write compelling headlines see relevant resources below.

Step# 6- Write The Copy - Like A Master Storyteller.

'Using the action triggers that deliver your MDA, weave a personal story for your prospect around your product and it's benefits to them.'

Your copy must be persuasive, emotional, and truthful.

Without exception, people love stories.

Use your

  • Action trigger list,
  • Prospect profile
  • Product benefits

to weave a story that captures your prospects mind.

This is the goal you started out to achieve and a story incorporating these features is how you do it.

Story telling is one of many mind motivators that capture your prospect's mind and attention.

A new product about to be released will show you many other magical mind motivators that you must learn to use to capture your prospects mind.

Step #7 - Ask For 'Most Desired Action'

Your 'Most Desired Action' may be :

  • Getting the prospect to subscribe to a product.
  • Getting the sale.
  • Getting feedback and comments.
  • Getting contributions, donations or other help.

Whatever it is, you must ask for it in clear explicit terms.

Relevant Resources


Use the tactics described here to write copy. Then test each detail from action triggers, benefits, headlines, prospect profile, and offer until you have a mind capturing weapon in your arsenal. Use this in the 'Marketing War' and you will have a weapon that sells relentlessly and repeatedly for you.

(c) 2004 Charles Kangethe