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Atricle Dump - Sales Letters - Is Your Prospect Living Inside Your Head?
True differentiation continues to elude many service businesses today. The competition, given enough motivation, can duplicate or worse, beat the price, terms or features you offer. The bottom line is that your products and services seldom create lasting distinction in the marketplace.The one factor your competition can’t easily duplicate is your employees. Referred to as “Cultural Capital” by leading management experts, a service firm’s employees repres
No, you must learn everything there is to know about your target market, what their needs are, what their desires are, how they think, how they talk and yes, even how they dress.
For instance, say your product is the latest high-tech
Many people in America are very down on trade commissions and they are upset with things like NAFTA and how that has hurt American jobs. Many laid-off workers will say that NAFTA sent all the jobs to Mexico and then Mexico sent them all the China and it did not do the United States or Mexico any good. In fact many regions in the United States and many small towns are completely boarded up and economically devastated.Although work is being done now to help
Does this question whether your prospect is a mythical person like the dragons in fairy tales of old or does it ask whether you really know your prospect?
Well, there is truth in both sides of the question. A lot of would be marketers think they have found a killer product and write a sales letter to match, only to find out later (to their cost) that there is no market for that product.
But, what I really want to discuss today is…
Do You Breathe The Same Air As Your Prospect?
I mean do you really know your prospect, do you talk the same talk as him/her do you live the same life as him/her? In short can you honestly say that you can identify with your prospect?
Look, when you write a sales letter not only do you have to know your product intimately, taste it, feel it, own it and use it but…
You have to also KNOW your prospect intimately.
Too many marketers today, whether they be Internet or Offline marketers, locate a product or service that they think will sell. They research it in depth and start to write a sales letter for it, but fail to put the same amount of effort into identifying who they are writing the sales letter to.
“You may have the best product in the world but how can you write a killer sales letter for it if you don’t know who will buy it?”
No, you must learn everything there is to know about your target market, what their needs are, what their desires are, how they think, how they talk and yes, even how they dress.
For instance, say your product is the latest high-tech s
Values & NeedsPick your top five values. Our personal values are our secret motivators. These are not moral values, they are what give us energy whether we are aware of what they are or not. You find it easy to be your best when you are engaged in them. They are part of us, we are born with them, and maybe we can add to them, but probably can’t get rid of them. Look here for a list of values. Quiet other people’s voices in your head, the o
But, what I really want to discuss today is…
Do You Breathe The Same Air As Your Prospect?
I mean do you really know your prospect, do you talk the same talk as him/her do you live the same life as him/her? In short can you honestly say that you can identify with your prospect?
Look, when you write a sales letter not only do you have to know your product intimately, taste it, feel it, own it and use it but…
You have to also KNOW your prospect intimately.
Too many marketers today, whether they be Internet or Offline marketers, locate a product or service that they think will sell. They research it in depth and start to write a sales letter for it, but fail to put the same amount of effort into identifying who they are writing the sales letter to.
“You may have the best product in the world but how can you write a killer sales letter for it if you don’t know who will buy it?”
No, you must learn everything there is to know about your target market, what their needs are, what their desires are, how they think, how they talk and yes, even how they dress.
For instance, say your product is the latest high-tech
For obvious professional reasons, I have been keeping close tabs on the real estate advertising scene for several years now. I also monitor general advancements in the real estate industry, especially as they pertain to real estate marketing and advertising. So I thought I might play Nostradamus and make a few predictions about the future of real estate advertising.A word of clarification first. In the context of this article, "real estate advertising" refe
Look, when you write a sales letter not only do you have to know your product intimately, taste it, feel it, own it and use it but…
You have to also KNOW your prospect intimately.
Too many marketers today, whether they be Internet or Offline marketers, locate a product or service that they think will sell. They research it in depth and start to write a sales letter for it, but fail to put the same amount of effort into identifying who they are writing the sales letter to.
“You may have the best product in the world but how can you write a killer sales letter for it if you don’t know who will buy it?”
No, you must learn everything there is to know about your target market, what their needs are, what their desires are, how they think, how they talk and yes, even how they dress.
For instance, say your product is the latest high-tech
What should you do if you run into someone, and just can't remember their name? Ideally, you'll just admit it. Say you remember them, but their name has just slipped your mind. They'll gladly refresh your memory. Admitting forgetfulness up front is perhaps the best option - if you have the courage to do it. If you don't, fortunately there are other options.Option 1: Use a third party. If possible, try to get the name of the pseudo-stranger from a friend b
“You may have the best product in the world but how can you write a killer sales letter for it if you don’t know who will buy it?”
No, you must learn everything there is to know about your target market, what their needs are, what their desires are, how they think, how they talk and yes, even how they dress.
For instance, say your product is the latest high-tech
If you have ever been to a seaport it is a busy place with heavy cranes and material handling equipment everywhere. Containers lined up sometimes 6-8 high, it is a scary place for some but for a material handling equipment supply and services company it is a dream come true. The seaports only job is to move freight to and from our shores. America exports all kinds of goods and imports every thing from car parts to computers.Those containers represent World
No, you must learn everything there is to know about your target market, what their needs are, what their desires are, how they think, how they talk and yes, even how they dress.
For instance, say your product is the latest high-tech skateboard. You’ve researched it endlessly and know that it will benefit your prospect because it is lighter and stronger thus giving him/her more speed and will never break. How do you think your prospect will react if you walk up to him/her wearing a suit and tie then try to talk to him/her in language that would be more suitable for the annual financial meetings of a fortune 500 company?
Or say you are selling a top-notch financial product, how do you think your prospect would react if your opening words were “Yo Dude! What’s the juice?”
I can tell you that he/she would probably laugh in your face. You certainly wouldn’t hold much credibility in his/her eyes.
Far better if you took the time to learn your prospect’s habits then approach him/her wearing similar attire that he/she would wear - immediately you’d start to fit in. Now when you talk to him/her about your product and use familiar language he/she will listen with open ears and be begging you for a chance to try out your product because you’re talking to him/her on his/her level.
Don’t be misled into thinking that there is no need to worry about clothes when addressing prospects via the Internet either. A photo of yourself adds instant credibility to your sales letter but of course that photo must sho
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