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I Advice - The Five Step Formula For Getting Prospects to Call You
If it is your aim to move from simply being a manager to being a true leader, you will find out here how to go about it.When you become a 'Leader' your word is your bond - you must know that when you speak, you will fulfill your promise to others and others will know they can depend on you. Think before you speak. Make a habit of under-promising and overdelivering. Always keep your promises. Think about the kind of person you would want to deal with and be that person yourself.Leadership -v- PowerDon't make the mistake of associating supervisory positions, or seats of power, with leadership. This presumes that these two things are synonymous and while this can be the case, leadership and power are wholly separate issues. In reality, ev
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 h
Truck Washing is all about customer service when dealing with the Independent Truck Driver Crowd. Many of them have custom rigs and 18-wheelers with chrome, aluminum tanks and fancy paint jobs. They love their trucks and you need to treat their truck you would your own show car or Harley Davidson, otherwise they will not be pleased with your truck wash.Of course if you do everything right they will be on the CB for the next 200 miles talking like a storm about how great your truck wash is and give you another 10 customers in that day alone. Sounds good right? But how does a truck wash give great service?First Truck Drivers make money driving, hauling and delivering their loads, not waiting in line for two-friggin hours for G-darn halfass truck wash. Second s
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 ha
In my experience coaching in organisations is a failure. The central cause of coaching failure is the lack of real interest in coaching by the leaders of the organisation.Having only a cursory interest in coaching as a means of improving employee competence and consequently organisation performance consigns organisation's coaching efforts to the dustbin.Coaching requires thought and commitment. My experience has been that many organisations do not think enough about what coaching is and what results they wish to achieve from coaching.By not understanding what coaching means to their organisation, the element of commitment becomes a moot point.Coaching in sport seems to have a structure and a rationale from which organisations could learn.
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 h
Every organization, whether it has one employee or 500 employees, should have an annual Human Resources Audit. An HR audit is similar to an annual health check. It is a means by which an organization can measure where it currently stands and determine what it has to accomplish to improve its HR functions. An audit involves systematically reviewing all aspects of the human resources functions. It also ensures that government regulations and company policies are being adhered to and your organization is not at risk for fines and penalties. An audit is not only a "check up" - you should be prepared to make the necessary changes identified by the audit. A Human Resource audit can help prevent costly lawsuits and fines by identifying weaknesses and correcting them.Wh
(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 h
Customers put you in business, keep you in business, and they can put you out of business. Therefore, your overriding feelings at all times should be: customer love, customer satisfaction, and customer convenience.Begin by making it as easy as possible for people to purchase what you are selling. That means, taking phone orders, accepting as many methods of payment as possible, having a toll-free number, having a Web site where they can make purchases, and arranging your days and hours around the lives of your customers. This is crucial because many studies have shown that service is the third most important factor influencing a purchase decision, ranking right after confidence and quality.In order to provide excellent customer service it is important that e
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 h
There are many different types of promotional pens that you can choose from for your business promotion, but another good point to make is that there are a variety of different pens that you could use for different promotions. Stepping outside of the box of traditional promotional pen hand outs and usages you can create an influx of new business or great promotions for your upcoming specials.There is a plethora of varieties of promotional pens that you can customize for your business. They range widely in price as well, which makes it easy to find the perfect promotional pen that fits your business and your budget. You can target a specific event, sale or promotion with your promotional pens as well.Perhaps you are having a sale on your services or you are a
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 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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