A Practical Method To selling Customers What They Want By Abe Cherian
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2005Almost all of the marketing and referrals we see is basedon a numbers list of what you think prospective customersshould care about.
This is probably why no one responds.
Just in case you can't figure out why the numbers gamecreates no curiosity, and therefore no response in mostcases, is due to poor ads and not targeting your market.
Thinking about how you promote your business is the firstand foremost objective you should be doing.
You must getrid of the illusion that your products, services, orcompany, or self, are so good that people will be compelledto read about them.
The fact of the matter is that no onecares.
It is still a mystery to why we are all trained to believethat, because we think we have such wonderful ideas, andthe "best company," and so forth, that everyone isconcerned.
Anyone who has tried to impress someone withbragging knows that is one of the fastest ways to turnpeople off.
Try walking up to a complete total stranger and start theconversation with, "Hi.
I just wanted you to know that mycompany has the best track record over the last threecenturies, and that we offer more services than anyoneelse.
As a matter of fact, I have been in the business forthree decades, and have won every award my company has Howabout pulling your checkbook out, and writing me a checkfor this product".
After the person brushed you off, you might have wonderedwhat went wrong.
Is that the kind of phrase that getspeople to buy?
Could it really be that no one wants yourcompany's products or services?
Is it possible that yourinterrupting someone with your pitch was unwelcomed?
Can'tthis person see how important it is to have a properrepresentative?
What other company could possibly helppeople as much as I can?
Not hardly.
It might just be your fault.
You see, thereisn't any law that states that people must think about you,and they won't until they are ready to.
So why doeseveryone send mail, or make calls, or send emails, or runads that assume prospective customers have been waiting foryour pitch?
Because that's what you have been taught tobelieve.
For example, have you ever sent out postcards foryour product or service that said something like thisexterminator said:(Dear Resident, Owning a home is a mixed blessing.
It'sprobably your greatest asset.
.
.
and your greatest expense.
As an experienced exterminator, I can help protect yourhome's valuable wood and foundations with professionalexterminator treatments.
With my services, you'll feel morecomfortable living in the house you own.
.
.
)These types of marketing pieces are not affective.
Here'swhy.
Because you are assuming that your prospectivecustomers care.
Because you are assuming they think likeyou.
Because you are saying nothing different.
Because youare bragging about yourself without displaying any empathy.
Because you are not attracting attention.
Because you arestimulating zero curiosity or interest.
Because you aretrying to convince people of something they don't believe.
If you are interested in getting responses, you might wantto try to understand what it is that your prospectivecustomers do think about.
Try to get a real handle on whatthey feel and what they want.
About the author: Abe Cherian is the founder of Multiple Stream Media, a company that helps online businesses find new leads and more customers without spending a fortune.
http://www.
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com Circulated by Article Emporium .
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