I'm delighted to have been asked by Debbie Lewis, the Community Manager at The NatWest Accelerator in Milton Keynes to share my PAYDAY Page Marketing Plan on Monday 31st March 2025. It will be part of their Marketing Monday series from 10am until 11am. All participants will get a £100 PAYDAY Plan from me absolutely free.
So, what is my PAYDAY Page Marketing Plan and how can it help you?
It’s six simple steps to help you plan the content you need on any page in order to attract customers and get a positive return on your investment. It’;s an aide memoire.
It’s designed to help business owners and people who are not marketing professionals. Is that you?
I love copywriters. If you want to achieve great results from any marketing you should start by hiring a good copywriter. Using the PAYDAY Plan will help you get better results when you talk to a professional copywriter as you will have answered some of the questions they’ll probably ask you.
Many Copywriters use the well known marketing acronym, A.I.D.A. which stands for
ATTENTION
INTEREST
DESIRE
ACTION
I absolutely love that idea but, I don’t think it goes far enough and I think it isn’t easy to understand for people who aren’t Marketing Professionals.
That’s why I developed my PAYDAY Page Marketing Plan
Have you ever wanted to write content and drawn a blank? You kind of know what you want to say but you just don’t know where to start and how to get to the end. This is what the PAYDAY Plan is all about. It’s 6 simple steps to help you make sure you include everything you need to get a good result.
So, having been inspired by professional copywriters using A.I.D.A. I came up with P.A.Y.D.A.Y. because I want to help you make every day your payday.
PAYDAY stands for
PERSONALITY
ATTRACTION
YOU AND YOURS
DREAMS
ACT NOW
YIELD
What the hello does all that mean?
PERSONALITY
Marketing is a dating game. Do you want a one night stand or a long term relationship with somebody you love being with and who loves being with you?
You will find it much easier to attract the right people if you know the personality you are looking for. You are not looking for anybody, you want someone really special!
Every product or service you offer has at least 1 niche market and you must get to know the sort of people you really enjoy working with.
“The Power is in the Niche and the smaller the Niche, the Greater the Power”
Do some research. How do other businesses attract the same personalities that you are looking for? Do you know where they live, what car they drive, what they read, what they eat? The more you know about the personality of your niche the more likely you are to be able to attract them and keep them.
Work out the words and phrases they love to use and then you will speak to them in their own “language” That will encourage them to respond to your offer.
But… be authentic
ATTRACTION
Now you know the personalities of the people you want to build a long term business relationship with it should be much easier to think of something that will really attract them to your message.
Think of a magazine on a rack. What is the first thing you notice as you scan the shelves? It will be the big fat picture on the front cover, the “Hero” shot.
That picture will have started speaking to you in your language the moment you first saw it. Maybe you like the person or the place or the object in the picture. It could be a sport you follow, a team you follow, an activity you take part in.
It really means something to you so, as soon as you see that picture, you will want to discover more.
The old saying, “a picture speaks a thousand words” is absolutely true. So please make sure that all of your “words” are speaking the language of the personality of your niche for each product or service.
Remember, the smaller you make that niche the easier it is to know exactly what will attract them.
YOU AND YOURS
Now that you have attracted the personalities of the people who exactly fit the niche for your product or service, you really need to hold their interest and encourage them to engage with your story.
What do you think they are most interested in? What are the most important things in their lives?
What they really care about most is themselves, their own family and friends. So you have to show that you really understand their needs, interests and desires and can solve a problem that they genuinely have.
Your language needs to concentrate on “You & Yours” rather than “we & us”. Think of this as their “point of you” Stop “WEing” all over the page.
Going back to the magazine or newspaper example, after the picture has attracted your niche personality the next thing they will see and read is your bold headline. That has to hold their interest and make them want to read your story to find out what you, your product or your service can do to make their lives better. It’s all about them, not you!
Your headline in their language needs to ask a question or deal with a pain they don’t want in their lives or a pleasure they do want. It’s all about them, not you!
DREAMS
Now that your “You & Yours” headline has engaged with the personality of your niche they will be keen to find out more.
You need to start building up their dreams. They need to be able to clearly imagine how great their life will be without the genuine problem that you can solve or enjoying the new pleasure you can provide them with.
You need to demonstrate very clearly that you and your product or service will definitely reduce their pain, or greatly increase their pleasure or look after the people or things they love and care about.
To do this well you really need to know the personality of your niche and be able to speak to them in their own language using their own words and phrases. They will appreciate how much you understand them and really care about what matters to them most.
Tell them a recognisable and memorable story with a happy ending to fulfil their dreams Paint pictures in their mind with their own words and phrases.
Show them how buying your product or service, from you, will solve a genuine problem they would love to get rid of.
ACT NOW
The personality of your niche has been attracted by your well chosen picture which speaks their language.
Your “You & Yours” headline in their language has engaged them and made them really interested to read on and find out more. The rest of the text has built up their dreams and helped them imagine how great life would be without a current problem or with a new pleasure.
So, what do they do next and when do they do it?
At this point you need to tell them very clearly exactly how you can transform those dreams from their imagination and turn them into a new reality. Make sure all your contact points are well matched to their personality. Make sure there is always more than one way of getting in touch with you right now. Test all your contact points to make sure they work.
The best way to make sure people contact you right now is to reward them with something they really appreciate. Something valued by them which fits well with their personality and your brand. Something they will want to keep and talk to their friends and family about.
Preferably, not a discount!
YIELD
Unfortunately, you are very unlikely to get everything completely right first time.
That’s why you need to measure your results carefully so you can continuously improve them with every new campaign.
After all your time and hard work you also need to make sure you are getting a positive return on your investment.
The easiest way to do that is to put devices into the material which automatically measure the results.
A special telephone number which records the number of calls. A special email address just for that message. A special domain name and landing page only accessed from this material. A QR code that records how many times it is scanned. A shortened URL that records how many times it is used. A dedicated Facebook page….
There are so many easy ways to make sure you know exactly what your results are from each & every campaign. Then you can decide what to invest more time and money in and what isn’t working.
Remember, “If you can’t measure it you can’t manage it!”
To find out more you have to book your place at The NatWest Accelerator on Monday March 31st. I will be offering all attendees a £100 PAYDAY Plan audit of their content absolutely free to say thank you to Debbie at NatWest for giving me a platform.
Otherwise call me on 07903 655 169 or email mark@printingandmailing.co.uk and I’ll be delighted to help you get better results. Have a look at my Guaranteed Positive Return on Investment.
Regards, Mark Orr 07903 655 169 mark@printingandmailing.co.uk