Use lots of facts without – they are sure to not connect with your prospects and drive up the cost of marketing.
Interview with Jeff Loehr on the Create Your Own Life Podcast.
Last night I was invited to a networking cocktail party. It was a carbon copy of probably a thousand other parties happening the same night: cocktails, appetizers, and elevator pitches. And of the dozens of people there I can remember one. Here is why.
If Dos Equis promoted their product, beer drinkers everywhere would have fallen asleep – or maybe ordered a Corona. Instead, Dos Equis followed a different strategy.
Stories are powerful enrollment conversations.
Here is the good news: if you get the enrollment conversation right the sales conversation is much easier, faster and more natural.
The standard approach to sales and marketing communication is to bombard the market with all of the stuff that you do that is a mistake, here is the solution.
We don’t remember what people do, we remember problems they solve and what they can do for us. If you can’t communicate clearly the problem you solve and the reason why they care – you are wasting your time.
Recently someone asked me how he would close a deal by telling a story. He won’t. None of us will. That isn’t the point of telling your story.
Stories are necessary for enrollment not sales.
- « Previous
- 1
- 2
- 3
A story helps us engage our audience and appeal to our prospects. This is what a story is and why it is so powerful.
You have 8 seconds to engage your audience, to reduce bounce rate and engage your audience there is one thing you can do, and for steps to doing it.
Pepsi failed to create an engaging story and alienated people instead. Compare this to their most iconic commercials where they made the audience the hero by choosing Pepsi over Coke. You can avoid a Pepsi Moment by crafting a meaningful story.
Never was there a more mindless lack of strategy.
There is a much better way.
To define your business to business target market start by recognizing that you are not marketing to businesses. Companies don’t buy anything, people buy. So, your product or services solves a problem for somebody. Know what that problem is and market to that person. This thinking can be a shift for most people, but it is a powerful way to market your business and define your marketing target.
Writing in the second person is a powerful way to engage your audience, this is why.
The idea of the funnel has been around for as long as marketing has existed. It is the process by which prospects go from strangers to customers.
Why does marketing so often not work? The short answer is that marketing requires consistent action over time that is customer focused and structured to bring you sales. If you are missing the structure the customer focus or the consistency your marketing will be a waste of time and money. We’ve found seven key areas to focus on – get these right and your marketing will drive sales.
To sell yourself effectively you must recognize that your customers live in one world and you live in another. You show that you understand their challenges and inspire them to see the possibility in your world.
Why you should be a cognac diamond, not a brown one.
