A Practical Method To selling Customers What They Want
by Abe Cherian
Published on this site: April 30th, 2005 - See
more articles from this month...
Almost all of the marketing and referrals we see is based on a
numbers list of what you think prospective customers should care
about. This is probably why no one responds. Just in case you can't
figure out why the numbers game creates no curiosity, and therefore
no response in most cases, is due to poor ads and not targeting
your market.
Thinking about how you promote your business is the first and foremost
objective you should be doing. You must get rid of the illusion
that your products, services, or company, or self, are so good that
people will be compelled to read about them. The fact of the matter
is that no one cares.
It is still a mystery to why we are all trained to believe that,
because we think we have such wonderful ideas, and the "best
company," and so forth, that everyone is concerned. Anyone
who has tried to impress someone with bragging knows that is one
of the fastest ways to turn people off.
Try walking up to a complete total stranger and start the conversation
with, "Hi. I just wanted you to know that my company has the
best track record over the last three centuries, and that we offer
more services than anyone else. As a matter of fact, I have been
in the business for three decades, and have won every award my company
has How about pulling your checkbook out, and writing me a check
for this product".
After the person brushed you off, you might have wondered what
went wrong. Is that the kind of phrase that gets people to buy?
Could it really be that no one wants your company's products or
services? Is it possible that your interrupting someone with your
pitch was unwelcomed? Can't this person see how important it is
to have a proper representative? What other company could possibly
help
people as much as I can?
Not hardly. It might just be your fault. You see, there isn't
any law that states that people must think about you, and
they won't until they are ready to. So why does everyone send
mail, or make calls, or send emails, or run ads that assume
prospective customers have been waiting for your pitch? Because
that's what you have been taught to believe. For example,
have you ever sent out postcards for your product or service
that said something like this exterminator said:
(Dear Resident, Owning a home is a mixed blessing. It's probably
your greatest asset... and your greatest expense. As an experienced
exterminator, I can help protect your home's valuable wood and foundations
with professional exterminator treatments. With my services, you'll
feel more comfortable living in the house you own...)
These types of marketing pieces are not affective. Here's why.
Because you are assuming that your prospective customers care. Because
you are assuming they think like you. Because you are saying nothing
different. Because you are bragging about yourself without displaying
any empathy. Because you are not attracting attention. Because you
are stimulating zero curiosity or interest. Because you are trying
to convince people of something they don't believe.
If you are interested in getting responses, you might want to try
to understand what it is that your prospective customers do think
about. Try to get a real handle on what they feel and what they
want.
Abe Cherian is the founder of Multiple Stream Media,
a company that helps online businesses find new prospects
and clients, who are anxious to grow their business fast,
and without spending a fortune in marketing and automation.
http://www.multiplestreammktg.com.
Web's #1 site to find "free resources to Plan, Build,
Market, and Maintain your website":
http://www.multiplestreammktg.com/resources.html
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