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Casual Articles - The Five Step Formula For Getting Prospects to Call You
Simply Defined:Marketing is everything that you do to reach and persuade prospects to give you a chance to sell them. The sales process is everything that you do to close the sale and get a signed agreement or contract. However it's not uncommon for a company to be unbalanced when it comes to these two ingredients of business success. If given the choice I would much rather be a better marketer.Don't get me wrong, sales people are great and they are very successful (truth be told I've been a successful salesman for years). But the sales person would have no people to sell to if it weren't for the marketer.The marketer is the one who places the ad in paper to get the phones ringing off the hook. The marketer is the one who drove people to t
People today are so SKEPTICAL. No one believes anybody anymore. Every marketing message is taken with a grain of salt.
That's why you MUST PROVE what you're saying is true. Proof can come through customer success stories, study findings, quotes from experts, before and after photos etc.
You have to consider yourself as being on trial and your prospects are sitting in the jury box. You've got to prove to them what you're saying is true.
Are you proving your solution in your marketing efforts?
___________________________________________
Step 5. Offer Them Additional Help For their Problem ___________________________________________
The last step is to naturally offer your prospect additional help. Up
In direct mail, the offer is the incentive or reward that you dangle in front of your prospects to motivate them to respond to your mailing, either with an order or with a request for more information.Offers follow a “you do this and we’ll do that” format. For example: “Place your order before June 3 and we’ll reduce your price by 40%” or “Phone now and we’ll send you a free demo CD.”Here are some examples of offers that businesses use to sell their products and services to other businesses using direct mail. Each of these offers gives the prospect something for free. “Free” is still a word that increases response, though it is not as effective as it once was because readers are more sceptical and because spam filters often delete emails that contain the wor
Are you sick of networking, begging for referrals, or spending a small fortune on advertisements that produce little results?
Wouldn't it be nice if you could just sit down at your desk and have the phone ring knowing that new business is on the other end of the line?
Who wouldn't, right...? _________________________________________
The Secret Formula for Getting People to Call You _________________________________________
No matter what product or service you sell, there is a formula for getting people to call you (instead of the other way around.)
Let me take a moment and explain each step in this formula and give you a few examples of how it works... _________________________________
Step 1. Interrupt Their Train of Thought _________________________________
People are busy, busy, busy. At any one moment you and I have a thousand things going on. So the first step to effectively market to someone is to interrupt them and grab their attention.
You can do this with...
a. Bold, compelling headlines
b. Unusual graphics or photos
c. Unique opening statements
I run an ad in a trade mag in the most competitive section of the publication. But my ad sticks out like a sore thumb because I place it UPSIDE DOWN!
That ad pulls as much as a quarter page ad does and it's only a tiny little 2' x 2' ad.
(By the way, if you want to see that ad and you have in interest in coaching you can find it in my ttp://www.CoachesMarketingBootcamp.com package.
________________________________________
Step 2. Engage Their Mind With Relevant Content ________________________________________
Once you have your prospects attention, the next step is to pull them into your message. The best way to do that is to use relevant content.
By that I mean, say something that they would be keenly interested in. For instance, I have no interest in cats so I would skip right over the headline, "How to Stop Your Cat from Ripping Your Couch and Carpet Apart."
It's not relevant to me.
But if I saw a headline that said, "The Deal Is Sealed...Shaq Gets Traded," that would stop me in my tracks (I'm a basketball nut).
Your message must be relevant to your prospect.
____________________________________________
Step 3. Educate Them On How to Solve Their Problem ____________________________________________
Now it's time to educate your prospect. Education-Based Marketing is one of the most powerful marketing strategies available today and does a number of positive things for you:
a. It gives your prospect the REASON WHY they should care about what you're saying.
b. It appeals to the prospect's emotional need to solve their problem. (People buy with their emotions)
c. It positions you as the expert and someone to be trusted.
For instance, why do you think you find all those long, long salesletters on the net? Because they work! The more you tell the more you sell.
_______________________________________
Step 4. Prove That Your Solution Actually Works _______________________________________
People today are so SKEPTICAL. No one believes anybody anymore. Every marketing message is taken with a grain of salt.
That's why you MUST PROVE what you're saying is true. Proof can come through customer success stories, study findings, quotes from experts, before and after photos etc.
You have to consider yourself as being on trial and your prospects are sitting in the jury box. You've got to prove to them what you're saying is true.
Are you proving your solution in your marketing efforts?
___________________________________________
Step 5. Offer Them Additional Help For their Problem ___________________________________________
The last step is to naturally offer your prospect additional help. Up t
Welcome to part II of our 3 part series entitled "The Psychology Of Packaging."In the first instalment we focused on some of the products and their packaging and why they're packaged in that manner. In this instalment we're going to focus on some other packaging schemes. You'll understand why these people are paid so much money to come up with this stuff after reading.Let's start off with candy bar wrappers.Take a good look at these things, and there are plenty of them to choose from. Candy bars range from the pure milk chocolate type such as Hershey's, and Nestles to the candies that are usually filled with something, like Milky Way, Three Musketeers, Mounds, Kit Kat, Reeses Peanut Butter Cups and so on. If you take a very good look at the packag
People are busy, busy, busy. At any one moment you and I have a thousand things going on. So the first step to effectively market to someone is to interrupt them and grab their attention.
You can do this with...
a. Bold, compelling headlines
b. Unusual graphics or photos
c. Unique opening statements
I run an ad in a trade mag in the most competitive section of the publication. But my ad sticks out like a sore thumb because I place it UPSIDE DOWN!
That ad pulls as much as a quarter page ad does and it's only a tiny little 2' x 2' ad.
(By the way, if you want to see that ad and you have in interest in coaching you can find it in my ttp://www.CoachesMarketingBootcamp.com package.
________________________________________
Step 2. Engage Their Mind With Relevant Content ________________________________________
Once you have your prospects attention, the next step is to pull them into your message. The best way to do that is to use relevant content.
By that I mean, say something that they would be keenly interested in. For instance, I have no interest in cats so I would skip right over the headline, "How to Stop Your Cat from Ripping Your Couch and Carpet Apart."
It's not relevant to me.
But if I saw a headline that said, "The Deal Is Sealed...Shaq Gets Traded," that would stop me in my tracks (I'm a basketball nut).
Your message must be relevant to your prospect.
____________________________________________
Step 3. Educate Them On How to Solve Their Problem ____________________________________________
Now it's time to educate your prospect. Education-Based Marketing is one of the most powerful marketing strategies available today and does a number of positive things for you:
a. It gives your prospect the REASON WHY they should care about what you're saying.
b. It appeals to the prospect's emotional need to solve their problem. (People buy with their emotions)
c. It positions you as the expert and someone to be trusted.
For instance, why do you think you find all those long, long salesletters on the net? Because they work! The more you tell the more you sell.
_______________________________________
Step 4. Prove That Your Solution Actually Works _______________________________________
People today are so SKEPTICAL. No one believes anybody anymore. Every marketing message is taken with a grain of salt.
That's why you MUST PROVE what you're saying is true. Proof can come through customer success stories, study findings, quotes from experts, before and after photos etc.
You have to consider yourself as being on trial and your prospects are sitting in the jury box. You've got to prove to them what you're saying is true.
Are you proving your solution in your marketing efforts?
___________________________________________
Step 5. Offer Them Additional Help For their Problem ___________________________________________
The last step is to naturally offer your prospect additional help. Up
Our surnames or family names are often as individual as any birthmark or DNA imprint. Surnames, unlike other names, are essential hand-me-downs of the male lineage, in each case to deliberately identify, delineate and label (as distinct from everyone else), as well as to perpetuate and celebrate a particular tradition, tribe or clan. Family names spell security, consistency, a sense of ownership, level of importance and a strong sense of history. Now it seems that some also spell automatic success.By themselves surnames do a very good job of sorting people in an unbiased way. But that was until the alphabet took over. The alphabetical use of family names is supposed to offer the ultimate in equal treatment; the fairest and most indifferent form of grouping people i
________________________________________
Step 2. Engage Their Mind With Relevant Content ________________________________________
Once you have your prospects attention, the next step is to pull them into your message. The best way to do that is to use relevant content.
By that I mean, say something that they would be keenly interested in. For instance, I have no interest in cats so I would skip right over the headline, "How to Stop Your Cat from Ripping Your Couch and Carpet Apart."
It's not relevant to me.
But if I saw a headline that said, "The Deal Is Sealed...Shaq Gets Traded," that would stop me in my tracks (I'm a basketball nut).
Your message must be relevant to your prospect.
____________________________________________
Step 3. Educate Them On How to Solve Their Problem ____________________________________________
Now it's time to educate your prospect. Education-Based Marketing is one of the most powerful marketing strategies available today and does a number of positive things for you:
a. It gives your prospect the REASON WHY they should care about what you're saying.
b. It appeals to the prospect's emotional need to solve their problem. (People buy with their emotions)
c. It positions you as the expert and someone to be trusted.
For instance, why do you think you find all those long, long salesletters on the net? Because they work! The more you tell the more you sell.
_______________________________________
Step 4. Prove That Your Solution Actually Works _______________________________________
People today are so SKEPTICAL. No one believes anybody anymore. Every marketing message is taken with a grain of salt.
That's why you MUST PROVE what you're saying is true. Proof can come through customer success stories, study findings, quotes from experts, before and after photos etc.
You have to consider yourself as being on trial and your prospects are sitting in the jury box. You've got to prove to them what you're saying is true.
Are you proving your solution in your marketing efforts?
___________________________________________
Step 5. Offer Them Additional Help For their Problem ___________________________________________
The last step is to naturally offer your prospect additional help. Up
I think it's GREAT that you are ready to break away from 'the Man' and start your own business! My hat goes off to you! But, I do have a bone to pick with you first! What tools does your corporate job provide you that helped make you successful enough in the first place? Do you get unlimited administrative support? Do you have access to a large database of information that you may take for granted? Or, do you have an intranet/file management system that you rely on everyday that you couldn't live without? There are probably hundreds of other tools that your corporate job provides you that helps you do your job that you might not even realize. Let's take a look at possible solutions to the madness!When I was looking at leaving my job as a Recruiter to start my own r
Step 3. Educate Them On How to Solve Their Problem ____________________________________________
Now it's time to educate your prospect. Education-Based Marketing is one of the most powerful marketing strategies available today and does a number of positive things for you:
a. It gives your prospect the REASON WHY they should care about what you're saying.
b. It appeals to the prospect's emotional need to solve their problem. (People buy with their emotions)
c. It positions you as the expert and someone to be trusted.
For instance, why do you think you find all those long, long salesletters on the net? Because they work! The more you tell the more you sell.
_______________________________________
Step 4. Prove That Your Solution Actually Works _______________________________________
People today are so SKEPTICAL. No one believes anybody anymore. Every marketing message is taken with a grain of salt.
That's why you MUST PROVE what you're saying is true. Proof can come through customer success stories, study findings, quotes from experts, before and after photos etc.
You have to consider yourself as being on trial and your prospects are sitting in the jury box. You've got to prove to them what you're saying is true.
Are you proving your solution in your marketing efforts?
___________________________________________
Step 5. Offer Them Additional Help For their Problem ___________________________________________
The last step is to naturally offer your prospect additional help. Up
The competition for performing arts schools is tough and indeed it is important for those who are in such an industry to pay special attention to branding. Recently, I met a gentleman who started a performing arts and actors training school during my travels and he called it V-Stages.Later I considered what V-stages meant and the marketing value of that brand. The gentleman had done an excellent job designing his business cards and the whole thing made perfect sense. Did you know that "Vstages" is an agricultural term? It refers to the various stages of growing wheat in fact.Thus the Various Stages or Vstages can also relate to the growth stages of crops. In education it could be the nurturing stages of young minds! In the entertainment process it perhaps co
People today are so SKEPTICAL. No one believes anybody anymore. Every marketing message is taken with a grain of salt.
That's why you MUST PROVE what you're saying is true. Proof can come through customer success stories, study findings, quotes from experts, before and after photos etc.
You have to consider yourself as being on trial and your prospects are sitting in the jury box. You've got to prove to them what you're saying is true.
Are you proving your solution in your marketing efforts?
___________________________________________
Step 5. Offer Them Additional Help For their Problem ___________________________________________
The last step is to naturally offer your prospect additional help. Up to this point you've only teased them. Now you must lead them to the next step.
The next step should be some offer for help. This could be a free report, a video, an audio program (notice that I like low cost information products) or a free catalog, or even access to a free question and answer help line.
If you want to decrease your response and increase the quality of prospects that come to you, you can charge a small fee to make the next step.
_________________
A Live Case Study _________________
I used to do a lot of direct response advertising to generate leads for potential hot tub buyers.
I offered a free video to the respondents. We were getting a lot of leads, but many of them were from people who already owned a hot tub (if you can believe that).
So we simply asked for a shipping fee of $2.95 for the video and it cut down our leads but dramatically increased our closing rate.
___________________________________________
How to Use this Process for Your Own Purposes ___________________________________________
You might be thinking, thanks David, but "how" do I use this information for my own business.
It's simple...take each step and ask yourself these questions...
Step 1 - "What headline, photo, or gimmick can I use that would stop my unique prospect and make them pause for a moment?"
Step 2 - "What problem does my prospect have that is painful, ugly, dirty, and smelly?" When you have the answer to that question, use it in a headline, sub headline or opening statement to engage them in your message.
Step 3 - "How can I make the problem in Step 2 sound even worse and then how can I explain to them how my solution solves it."
Step 4 - "What proof can I come up with that my solution actually works and has worked for many companies (or people)?"
Step 5 - "What offer can I come up with that would be so irresistible that my prospects would have to pick up the phone and call me immediately?"
If you ask yourself these five questions and can come up with some good answers then you're well on your way to getting people to chase you down instead of you begging to steal a moment of their time. (Yuck!)
Copyright 2005 David Frey
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