Have you ever communicated to… a brick wall?
Have you ever tried to FORCE your sales and marketing messages to a third party, and seemed genuinely surprised when you DIDN’T get a reply?
One of the BIGGEST MARKETING MISTAKES is believing that just because we send a sales letter, brochure or other marketing document out into the market place, that it’ll instantly get opened, read and responded to.
Nothing could be further from the truth.
People pretty much read their mail whilst standing over a wastebasket… their finger poised on the computer delete button… the tv remote control aimed and ready to zap out the next piece of visual nonsense… the newspaper ad about to be instantly dismissed… the trade publication about to be flipped over… fast!
Yes, attention spans are getting shorter and shorter. It looks like ‘instant gratification’ is here to stay.
And that means… the next promotion that is received, had better be a compelling and responsive one.
Which of course… is pretty rare, because as much as 90- 95% of all the sales promotions we all receive, universally… STINK!
The BIG ANSWER to get the attention of the people we wish to influence, is to TREAT THEM AS PERSONAL FRIENDS, even though we may not have made their acquaintance, yet.
What that means to our prospects is to not send them communication that reeks of institutionalised bragging.
But instead… contains warmth… a touch of personality… a dose of authenticity… and… a blast of truth and honesty.
The big breakthrough comes when we get out of thinking in terms of ‘business to consumer’ or ‘business to business’ communication, and, instead, focus on ‘people to people’ selling… on emotional direct-response selling…on creating long-term relationships.
That simple mental shift, focussing on people to people selling instead of thinking otherwise, is what creates the HUGE DIFFERENCE IN RESULTS, both in terms of money in the bank and… long term future business.
How does one create that shift?
What are the factors that one should look for in creating a personal type communication?
Well, the main factors to concentrate on are the KEY DOMINANT EMOTIONS THAT ARE CURRENTLY RESIDING IN THE MINDS of the people, prospects, customers, business owners you are trying to reach!
What emotions am I talking about?
The emotions of greed, love, envy, fear, anger… are good places to start.
And, with further digging, we can find out a lot more about our target market and what makes them tick.
Things like …
… what keeps your prospects up at night, unable to sleep… understanding who your customers and prospects are truly mad at… what are the trends that are occurring that’ll have major consequences for them over the coming weeks, months and years…
All of these, and more, are instrumental in bonding with prospects by tapping into the existing conversations that are currentlydominant in their minds.
For example it’s no good speaking to a business owner who has fewer than 30 staff, by opening with something like…
“Dear Mr Business Owner:
Having over 50 staff can be a nightmare, can’t it?”
Well guess what… you’ve just lost them in that opening sentence!
All that planning, all that research, all that effort… has gone out the window.
And, along with it, ANY POSSIBLE FUTURE SALES, REFERRAL AND
RESIDUAL SALES FROM A NEWLY ACQUIRED PROSPECT.
And do you know what? That can all add up to a pretty SIZEABLE AMOUNT when you consider exactly how much a single customer is worth!
Can you now see how VITAL it is to communicate with sincerity, with personality, with authenticity?
What would YOUR bank account look like if you attracted the perfect prospects, created a long-term relationships where either your customers, clients or patients, made regular and continual payments to you, for as long as you wanted them to?
Delicious, isn’t it?
Wouldn’t you be more inclined to ensure that all your marketing and advertising promotions were deadly accurate and didn’t contain any of the lacklustre, boring, institutionalised rubbish which plague everyone else’s marketing efforts?
Of course you would!
Raja C. Hireker
http://RajaHireker.com
