Marketing

Condition 1:  NO GAP – Forces Are In Equilibrium

If GAPs cause equal and opposite reactions, then your materials with no GAPs are in balance…a situation where the prospect’s emotions and intellect have no differential.  The GAP can best be illustrated as a seesaw in balance.  Experts say that a sale is really 90% emotion and only 10% intellect.  This being the case, what we want to measure with GAP, is the amount of emotional imbalance.

"How to Legally Steal Your Competitor’s Best Customers

We can thank our biggest competitors for several things.  They paid heavily to attract our perfect customers.  These customers already believe, trust, and have paid for products and services similar to ours. 

The third:  Created GAPs.  Created GAPs are GAPs you have to create, because none existed in the prospect’s mind.  This usually requires a very high level of skill and a master’s ability to create urgency.  You must recognize the fact that you need to create a GAP, means that you need a different psychological proposition for this group.  The best to illustrate this point is with a brief story that one of our patients shared with us: 

You must create a deep relationship with these customers.  It should be one that creates such loyalty that they would never consider going back to your competitors. 

An emotional purchase is when a customer calls the company and the company sends them out a sales letter with product samples.  That is an emotional purchase.  The customer is deeper emotionally.  The key critical one is when they get to a quote.  Other than the sale, that’s probably the biggest emotional purchase. 

GAP MARKETING

GAP Marketing is one of the most powerful and easy methods to use “core models”.  The GAP Model will allow you to understand why your medical services are not selling, why your sales copy doesn’t work the way you expect, or why your headlines are sometimes powerless.

“GAP” refers to the word gap as found in the direction, but we further define the word it as:  “A wide difference between an expectation level and an experience level of a person.”

The Affect No GAP Has On Response Rates

It is fairly well accepted that average direct response rates fall between 1% and 3%.  The reality is that the average direct marketer gets a 97% to a 99% non-response rate.

Compare this 97% non-response rate to the IRS’s 1% non-response rate.  We maintain that the difference between these two scenarios is directly related to differences in GAP that each has.