I recently dialed a wrong telephone number and heard the
following recorded message:
“Hi. You’ve reached Mike and Kathy. Who are you and why do
we care?”
It was immediately followed by the “beep” signaling my
opportunity to leave a message. I obviously dialed the wrong
number so I hung up. But then I started thinking about that
abrupt message. That’s exactly what every potential customer
thinks when he or she is exposed to any advertising
message… “Who is this and why do I care?”
Bob Leduc retired from a 30 year career of recruiting sales
personnel and developing sales leads. For more information…
mail to:BobLeduc@aol.com
DO YOU KNOW THE ANSWER?
If you were the prospect,
would that answer increase or decrease the desire to do
business with you?
Prospects may not ask you this question — at least not in
words that blunt. But they are asking it, silently and
unconsciously, every time they see your ad, visit your
website or listen to your sales presentation. You can
increase the effectiveness of all your advertising by
automatically answering it for them. It’s actually a 2 part
question so we’ll look at each part separately.
PART 1: “WHO ARE YOU…?”
People only buy products and services from companies and
individuals they trust.
New distributors for network marketing
companies often use the well-known corporate name of their
company to establish credibility for their business
opportunity offer. Opportunity seekers tend to overlook the
credentials of a novice distributor when the opportunity is
supported by the resources of a well-known large company.
TIP: They
do care that you helped so many new distributors just like
them get off to a fast start last quarter that their
production made you a top producer in your organization.
PART 2: “…AND WHY DO I CARE?”
People buy things because they expect to gain something more
valuable (to them) than the money they spend to get it. What
they expect to gain is a BIG BENEFIT. That’s why they care
— IF they are the right prospects for your product or
service.
You control whether or not they’re the right prospects. How?
By targeting your advertising to reach prospects most likely
to have a strong need or desire for the benefits provided by
your product or service.
TIP: You may never be asked, “Who are you and why do I care?” But prospects and customers silently and unconsciously ask it every time they see your ad, visit your website or listen to your sales presentation. You’ll see a dramatic increase in
the results of any ad or promotion when you automatically
give them the answer.
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http://www.squidoo.com/market-timing
