Lead generation marketing: Shame is a stinky cologne, Dexter
There is one thing in particular people who come to me for help — or who send in copy and marketing pieces to be reviewed — consistently struggle with. And that is ‘positioning.’
And although there are loads of ways to create the positioning you need, one of the most important one is to make sure you’re coming across as an authority in whatever it is you’re speaking about. And to let your new prospects know this, in your marketing.
Many people struggle with this, because they either feel awkward about being an authority with strangers (as opposed to someone who already knows you’re an expert in something), or because they’re afraid or insecure about staking their claim to “something.”
So let me give you three ways you can, and can’t, be an authority.
1. The best way to be an authority is to only write about something you know, in the first place. Trying to sell something you’re not completely familiar with, is like trying to ride a bicycle with flat tires. Even if you somehow manage to get moving, you’re not going to get very far.
This is why, whether I’m working on a project for a client or even if I’m writing for myself, research and preparation takes up as much as 30-40% of my time and effort. If you don’t know what you’re talking about, no one’s going to listen to or believe you. Just like when you’re talking in person to someone.
2. The second thing you need to do, is to NOT be tentative. If you’re uncertain about things, your prospects are going to smell this, the same way a dog can ‘smell’ fear.
So don’t say things like ‘I feel this is the best way to treat canker sores.’ Or, ‘This MIGHT be the most important thing you read.’
Instead, say ‘This has proven to be the most effective way to eliminate canker sores, ever developed. And here’s why…’
Or, you can say something like, ‘This is the most important message you will ever hear.’
See, confidence is ultimately what you are selling. Your buyers buy when they believe their life will be better WITH whatever it is you have to offer, than without it.
3. And lastly, you want to make sure you avoid being a bully and berating people. This is something you see ALL the time, but it’s simply not very effective over the long haul.
Even if you’re trying to qualify people, just tell them they need to qualify and then let them know how and why they need to qualify.
You want to let them know they need to qualify because only the most qualified people are going to get the most out of your program or widget. See, it’s always about them – not about you.
Yes, by being a bully you’ll attract some weak people, and you’ll be able to browbeat a few of them into working with you. But the best customers in the world – regardless of what you’re selling – are the ones with a spine. The ones who can look you in the eye when you’re selling something, not the ones who turn away in shame.
Because shame… is a stinky cologne, Dexter.
Now go sell something, Craig Garber
P.S. We have completely sold out of our first printing! Second printing now available: Discover “How To Position Yourself As Number On In Your Industry” – Chapter 10 inside, “How To Make Maximum Money With Minimum Customers,” which you can find right here. Ships out immediately via US First Class Priority Mail and comes with a LIFETIME guarantee!
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