The Five Step Formula For Getting Prospects to Call You
Are you tired of prospecting for new business?
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 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
David Frey is the Author of the Small Business Marketing Bible and the Senior Editor of the Small Business Marketing Best Practices Newsletter. To get your free lifetime subscription, visit http://www.MarketingBestPractices.com
Client Attraction Technique #2: Networking
One of the most cost effective ways of generating leads and referrals. However it's important that you 'work' these opportunities in the correct way. The following techniques should make a great difference to your success rate at networking events.
Why Bother With Social Networking Sites Like LinkedIn?
Q: I think I understand the value of networking as well as the next businessman, but for the life of me, I don't really see what sites like LinkedIn, Ryze and Ecademy can do for me. What's the point of these sites other than just as some sort of digital popularity contest?
People Know People
I recently entered the keyword "networking" into Google. In 0.13 seconds, it returned 21,600,000 entries. Amazing! What's even more amazing was when I entered the same search ten minutes later 200,000 additional entries were found. Countless articles and information are available about this subject. By reviewing the latest information, many of you are taking the first step towards learning more about networking tools and techniques.
The Secrets of Effective Networking
Before we talk about specific networking tips I want to addressa critical aspect of networking that is often overlooked. Sometimes we are so eager to network that we don't stop toconsider whether or not we are investing our energy in theright places.
Building Bridges - The Importance of Being Connected Where You Live
As a Young Professional (YP) in the up-and-coming city of Milwaukee, WI, I can tell you that it's very important to find a way to get connected in your city. It's important because in order to make a difference, you need to know who those difference makers are. To influence, you must know who holds the influence. Remember, there is influence in numbers, so you'll need to get connected with others that are like you. YP groups are sprouting up all over the country, none better than Milwaukee's own Young Professionals of Milwaukee (YPM).
Did You Market Yourself Today?
"If you build a better mouse trap - the world will beat a path to your door."
Give People Something to Talk About!
My husband and I tried an experiment one night. We were invited to a dinner party with three other couples we didn't know. What we did know is that we were all around the same age. We also knew what we were having for dinner. The purpose of the dinner party was to have an opportunity to meet new people and make new friends.
You Can?t Spell Networking Without Serendipity
"Fear not to entertain strangers for by so doing some have entertained angels unaware."
The Answer to Your Worst Networking Nightmare
Imagine you just met your ideal client at a networking event. He's friendly, has great ideas and could use a valuable person like you to help grow his business. Not to mention, he's the kind of person from whom you could learn a great deal as well. After all, networking is the creation and maintenance of mutually valuable relationships.
Who Are You and What The Heck Do You Do?
A few years ago, I was attending a family function when I ran into a cousin of mine. Having not seen her in more than three years, she told me that her son had graduated from law school and had passed the bar examination and was now a lawyer at a very prestigious law firm in New York City.
Unforgettable First Impressions Part 2: Its All About Them!
Jean de la Bruyere said, "The great gift of conversation lies less in displaying it ourselves than in drawing it out of others. He who leaves your company pleased with himself and his own cleverness is perfectly well pleased with you."
5 Ways to Wow People Who Wear Nametags
People wear nametags more often than you think. The majority of retail establishments, stores and other social gatherings require nametags for several purposes. Sometimes it's for security. Other nametags are solely for identification. But simply stated; people wear nametags for one reason: so other people can use their names for friendlier, more personable service and conversation.
Creating Successful Alliances and Partnerships through Networking
Douglas Wilder, former Governor of the Commonwealth of Virginia, and the first elected Black Governor in the United States gave me advice that I will never forget. He said, "From this point on, when you walk into a room, walk in that room like you own it, when you talk with people remember to stand on your principles, keep your word, and people will want to associate with you." His advice became synonymous with my career and everyday living.
Putting The Fun Back In Networking
Networking is one of the most important skills a person can attain to be successful... in anything. I only recently realized that people don't know how to do it. Or they are uncomfortable with it and I think to myself are you crazy? Networking has always come natural to me. As a matter of fact, I was networking even before the word or idea became popular among business professionals. Perhaps it was because when I was a kid I would sometimes go along with my Dad on a Saturday on his business route. He was a merchant wholesaler, selling fresh meat to butchers. My Dad was a natural networker in the sense that he could build rapport quickly, he always followed through on what he said he would do, and he knew how to size up an individual in an instant. If alive today, he would just look at me puzzled and say networking, hogwash, what the heck is that, what I do is just plain old-fashioned getting things done.
Unforgettable First Impressions Part 4: Become a Social Gift Giver
Do you ever wonder why single people give flowers, wine, candy or mix CD's on first dates?
How to Collect Business Cards
Why the business card grab is not why you are there?So how do you obtain the card and show interest that gains confidence?
The Quest for Passive Income
Passive Income, residuals, royalties three ways to get paid multiple times for a one-time effort. You write a song in 1970 it gets covered by many artists. Each artist sells many albums or radio stations play your tune and Presto! you get a royalty check in the mail, even decades after you first published the song. Here's another example:
Giving Referrals to Get Referrals
One of the best ways to get a referral is to give a referral. When you give someone a referral, they are forever grateful and will feel obligated to return the favor.
Four Brainless Self-Promotion Techniques To Avoid
Many workers think that their hard work will speak for itself. They quietly do their job and stay late at the office hoping that their boss will notice their efforts. However, when a job promotion or pay raise goes to someone else, many employees retreat into a corner, wondering what happened.
Lesson 15 - Meeting the Prince with More Reputation than Power
|© Athifea Distribution LLC - 2013|