If you'd like to hear Greenelines on audio, please visit charismapodcastnetwork.com. You might also find a few other Christian podcasts of interest.

Developing awareness for a new product or service is necessary but not sufficient.

As marketers, our work begins with creating brand awareness. But consumers need to be more than "aware" of the product before we can expect a purchase to be made.

Copywriting must be pushed and shoved to the forefront as we write words to draw the consumer closer to the point of sale.

We must build intent to buy. Our greatest tool for building purchase intent is to deliver the right message with heavy frequency.

Most purchases of new products or services require between 10-20 exposures to ONE MESSAGE. We must break through a wall of clutter and deliver "reason-why" copy.

What need does the product satisfy?

How will this new shiny object help me in life?

Why should I change my current buying habits?

We do not "intend to buy" something new until we are convinced the product or service will improve life in some way.

Create awareness then build intent to buy.

Dr. Steve Greene is the publisher and executive vice president–Media Group, Charisma Media. Sign up here for Dr. Greene's leadership e-newsletter.

Leaders are readers! Subscribe now and get 3 magazines for the price of 1. Get Ministry Today, Charisma and SpiritLed Woman all for $24. YES - I'm a leader!

Ministry Today Subscription Special - Subscribe to Ministry Today magazine today and get 12 issues (2 full years) plus Amplified Leadership, a free leadership book for only $24.

Your Turn

Comment Guidelines
View/Add Comments
Use Desktop Layout
Ministry Today Magazine — Serving and empowering church leaders