Before the days of Full Circle Motivation, I was in the advertising industry with Ogilvy & Mather, when the company executed a piece of consumer research which showed that:
· Five times as many people read headlines as read body text, and
· Twice as many people read sub-headings as read body text
As a marketer, the corollary of this is: if you do not get your primary sales benefits into your headline, you have just lost 83% of your audience. Further, if you do not get your secondary sales messages into your sub-headings, you have lost another 66% of the balance.
Communication is more important than reward
Knowing as we do that the primary weapon in any sales incentive programme is communication (and not reward as some might think), we concentrate hard on producing dagger like messages which inform and motivate the recipient to perform.
At Full Circle Motivation, we are not insensitive to the fact that reward has a significant role to play in the overall scheme of things – after all, it isn’t just the thought that counts. But reward has to jockey for position with other important elements, such as: measuring and monitoring; learning; and recognition.
Communication is king
A sales incentive programme can be successful without reward but it cannot without communication, linked to measurement.
As children we learn by imitation and repetition, that’s why as sales incentive professionals we always over-communicate by 1000%.
Getting it right can deliver upwards of 13% over target
And the result for the client is substantial incremental business. How do we know? Because 13% is the lowest percentage increase we have ever delivered for any client.
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