GAP 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.

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: 

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.