Semper Fi (always faithful)

I was watching a rerun of “Full Metal Jacket” on cable this weekend, and one of the things I that struck me, which I’d never considered before, is why the military is so effective.

It’s because they do everything with a sense of urgency.

Soldiers don’t just slowly wake up in the morning and rub the crust out of their eyes as they’re getting adjusted to the daylight — they JUMP out of bed like someone’s shoved a fire cracker up their rear ends.

They don’t casually do their fitness routines and weapons training, they train quite deliberately, as if their lives literally depend on it (which in fact, is true).

In other words, they have a good reason to take massive action in the here and now.

This reason is, it’s what’s expected of them by their superiors, and the consequences and humiliation of not moving fast are also applied swiftly and seriously.

But you see, things have to be run this way, or else there’d be no progress. As Duke Ellington once said, “Without a deadline baby, I wouldn’t do nothing.”

And this is something most people forget about when it comes to their marketing. Most ads lack a compelling reason your prospects should take action NOW, not later.

And this kills you. Because getting someone to take action is very difficult, in spite of what you might like to believe. And without creating this same military-like sense of urgency in your marketing, you’re facing an uphill battle. It’s you against your prospect’s inertia.

You simply must have a compelling offer that makes your prospects salivate in some way, and you’ve got to create a sense of urgency (using consequences, the same way the military does), to overcome your buyers inherent lethargy and skepticism.

“Been in business 25 years” doesn’t do this, and neither does “Call 555-1212 today.”

If the military said “I urge you to get up early tomorrow so you can accomplish a lot,” rest assured everyone would sleep in.

So wake your prospects up and give them a reason to get moving and they will. Let them sleep in, and they’ll do this, as well.

Semper fi, baby… Semper fi.

Now go sell something, Craig

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)