So you need to keep your advertising, emails and web pages as brief as possible.
Even from school-age, we are taught to keep messages and letters ‘short and to the point’.
But when it comes to promoting your business, nothing could be more damaging for your sales results. Let me explain…
Since the early part of the last century to the present day, the most successful companies in the world, guided by outstanding marketers such as Claude Hopkins, Albert Lasker, John Caples, Rosser Reeves, David Ogilvy and Drayton Bird, have conducted literally tens of thousands of market tests, involving many millions of pounds of investment.
They have proved beyond any doubt whatsoever, that customers and prospects respond in significantly greater numbers to marketing messages that offer detailed, useful information that explains and educates prospects about the results they will enjoy, compared to ‘institutional’ corporate statements about how great your (or my) company is.
Direct response marketing works so brilliantly and so effortlessly because, to do it well, you need to provide your full sales story to your prospects. This means you are obliged to GIVE away as much useful, valuable information and resources to your prospects as they need to be able to respond to your offer.
The secret to truly understanding and implementing this time-proven strategy is to change your marketing (and your mindset) from GETTING to GIVING.
Sounds simple, doesn’t it? WELL IT IS. Give your prospect or customer enough of your full sales story and, if they are genuinely in the market for your product or service, they’ll feel compelled to take action and enquire about, or buy whatever it is you are selling.
That’s exactly why I continue to give away valuable knowledge in my emails, webinars, videos and blog posts. The response I get is generally excellent.
And because I use different marketing channels to provide more value than my competitors, demonstrate my experience, and prove my company’s expertise, my sales cycle is reduced considerably.
You now have the opportunity to add something big to your marketing armoury. An unfair advantage over the competition.
Done correctly, you’ll be remembered, you’ll be liked and your target market will enjoy hearing from you!
All because you are GIVING them so much more in return for their attention. Numbers of leads will increase. Your conversion rate into new clients will also rise quickly, and your success will start becoming more and more predictable.
The KEY is to consistently GIVE away knowledge, rather than focusing on trying to GET more sales.
Have no doubts about it, such a simple strategy can have a profound effect on your sales and profits.
You see, an ongoing education process delivered via email, traditional mail, social media posts, and on web pages, videos, webinars, presentations and so on, is the critical secret to winning business, dominating your market and creating substantial wealth for your business.
If you don’t educate your prospects, they will have no justifiable reason to do business with you, rather than your competitors. As a result, you will be left competing largely on price alone.
Winning companies dominate their competitors for two reasons: they have a meaningful point of difference, and they are trusted by their target market.
So, if you’re serious about growing your business, you have to talk to your prospects on a regular, consistent basis.
You may be thinking “well, our database is untidy, too small or out-of-date”. Don’t worry, that’s no excuse, and I can help you with cleaning and acquiring new data, or acquiring new prospects cost-effectively.
Remember, when they are in the “looking zone”, your prospects become a SPONGE for relevant facts, figures and information about your product or service. They are desperate not to make a mistake.
So ask yourself, how many of your prospects’ doubts or fears or probable questions do you answer in your marketing communications?
How can you help them to make the best decision, or encourage them to take the next small step in the buying sequence?
What free information and valuable advice can you offer?
When you apply this critical strategy to your business, your sales picture will begin to change. Slowly at first, then more and more rapidly, until you’ll be receiving a constant stream of enquiries and sales leads, that become easier and easier to convert into new clients and customers.
Imagine what this will be like for your business! And imagine how good you will feel, knowing that every week new prospects will be contacting you, asking for advice and help because they trust and respect your company.
But guess what? If you don’t act on the marketing secret I have shared with you, NOTHING CHANGES.
When you go back to work after reading this post, you can re-shape your business’ future. You can multiply the sales you have typically become used to.
Alternatively, you can do nothing. And your results will remain static, or more than likely continue to decline.
If you’re serious about achieving market superiority, you’ve got to ACT.
Your business can go two ways. Which one will you choose?
If you’re too busy with the never-ending day-to-day running of your business, so that you fail to keep in regular contact with your prospects and customers, you need help urgently.
Without doubt there is a goldmine of interesting and valuable information and expertise lying dormant within your organisation. You simply take it for granted, because it’s your business. But your prospects and clients would dearly love to receive the benefit of this knowledge to help them make the right choice, and avoid making costly mistakes.
When you gradually and consistently GIVE this knowledge away, they will come to regard you as a trusted friend and advisor, rather than someone who simply wants to GET another sale.
BOOK YOUR BREAKTHROUGH STRATEGY SESSION HERE and I’ll explain how this strategy of GIVING to your clients and prospects will transform your business results. This is the single most important marketing strategy I know. I look forward to speaking with you soon.