Correct Answer: digital marketing plans tailored to each business
Passage Reference: We can customize a cost-effective marketing plan for you
Why this is correct: After mentioning the free guide, Martin spends most of the email selling his company's service. He offers a cost-effective marketing plan customized for John, with close support. So the main point of the email is that the company offers digital marketing plans tailored to each business.
Tips: In a sales email, most of the text describes what the company sells. Ask which service Martin spends the most sentences on.
Why the other options are wrong:
- one advertising package every client must follow: Plans are customized, not identical for every client.
- training that qualifies owners as consultants: A certified consultant advises owners. No course to certify owners is offered.
- day-to-day management of sales transactions: The service designs and monitors campaigns, not daily sales.
Correct Answer: John previously downloaded one of their guides
Passage Reference: You downloaded our "6 Sample Marketing Plans to Fit Your Small Business" last month
Why this is correct: Martin opens by referring to the guide John downloaded last month. The new email follows up on that download.
Tips: Use the opening reference to last month.
Why the other options are wrong:
- John has already signed a campaign contract: No signed campaign contract is described.
- John asked to change an active campaign: Martin offers to design a campaign. None is running yet.
- John recently finished the free consultation: The free consultation is still being offered.
Correct Answer: practical ideas from small-business owners
Passage Reference: The guide includes actionable insights from small business owners across a variety of industries.
Why this is correct: The guide includes actionable insights from owners in varied industries.
Tips: Identify who contributed the guide's content.
Why the other options are wrong:
- a directory of people ready to buy from John: It shares owners' insights, not a buyer list.
- a personalized schedule for John's campaign: Custom scheduling is part of the paid service, not the general eBook.
- a list of qualifications for consultants: The guide shares owners' ideas, not consultant qualifications.
Correct Answer: focus messages on people likely to be interested
Passage Reference: target specific groups of people that are likely to do business with you
Why this is correct: Online tools can target groups likely to do business with the advertiser.
Tips: Find what Martin says the online tools can do. Test each option against his exact words.
Why the other options are wrong:
- guarantee a sale whenever someone reads a message: Reach is not a guaranteed sale.
- remove the need to review campaign results: The firm monitors results regularly.
- reach only customers who have bought before: Likely customers include new prospects, not only past buyers.
Correct Answer: help decide which tasks deserve attention first
Passage Reference: help you prioritize tasks to maximize your efficiency
Why this is correct: The company offers to prioritize tasks so owners work more efficiently.
Tips: Find where Martin talks about owners with too much to do. Read what the firm promises in that part.
Why the other options are wrong:
- require the owner to run every tool alone: The team guides the owner and can make adjustments.
- replace all tasks with one standard campaign: Tasks are prioritized within a custom plan.
- delay planning until every tool has been tried: Martin offers help deciding where to start, not a delay.
Correct Answer: the nature of the business and its customers
Passage Reference: understand your business and your clients better
Why this is correct: The consultant first seeks to understand the business and its clients.
Tips: Read both objects of understand.
Why the other options are wrong:
- which employees want marketing qualifications: The discussion concerns the business and clients.
- how many copies of the guide John will buy: Guide sales are not needed to design the campaign.
- which rivals will share their advertising: Competitors are not asked to share advertising.
Correct Answer: very practical
Passage Reference: It gave us several clear steps that we can put into practice immediately
Why this is correct: John says the guide gives clear steps he can use at once.
Tips: Put into practice immediately signals usable advice.
Why the other options are wrong:
- too technical to apply: Clear steps for immediate use are not too technical.
- unrelated to our needs: He plans to use Facebook and finds usable steps.
- mainly a discussion of theory: Immediate practice points to practical content.
Correct Answer: specific groups of potential customers
Passage Reference: target specific groups of people that are likely to do business with you
Why this is correct: John prefers targeting likely customers over the widest possible audience.
Tips: Contrast a selected audience with the largest possible one.
Why the other options are wrong:
- only people who already buy from us: He wants new clients, not only existing buyers.
- all users equally regardless of their interests: Targeting selects by likely interest.
- mainly owners of competing insurance firms: He wants potential customers, not rival owners.
Correct Answer: set up our first campaign
Passage Reference: We have not run an online campaign before
Why this is correct: John's business has never run an online campaign, so he needs help starting.
Tips: John says his business has never done this before. So the blank must describe starting, not repeating or renewing.
Why the other options are wrong:
- renew the campaign you already manage for us: There is no existing campaign to renew.
- compare the results of our previous online campaigns: There are no previous campaigns.
- extend the advertising contract we signed with you: He has not signed a contract yet.
Correct Answer: case studies of your insurance clients
Passage Reference: evidence of your experience with similar firms
Why this is correct: John wants proof from similar insurance firms and their results.
Tips: John names the kind of proof he wants just before this request. Match it to what he sells.
Why the other options are wrong:
- the general guide we downloaded last month: He already has the general guide.
- profiles of consultants seeking work: He wants campaign results, not job profiles.
- a list of the software your staff use: Software names would not prove insurance-client success.
Correct Answer: your free one-hour consultation
Passage Reference: our free one-hour marketing consultation
Why this is correct: John wants the free discussion before paying for a service.
Tips: Think about what Martin offers at no cost. John wants to try that before he pays for anything.
Why the other options are wrong:
- your annual campaign management contract: He wants a discussion before any paid commitment.
- a place on your consultant certification course: No certification course for John is offered.
- a paid campaign trial starting immediately: He chooses the free consultation first.
