How NOT to Bore the Sh*t Out of Your Prospects
March 5, 2012
Morning! You didn’t think we were going to start off this FINE Monday morning with some lame-o-crappy ho-hum kinda post, now, did you?
Didn’t think so.
Now – have you had this experience? You’re sending out TONS of emails, trying to connect with your prospects, trying to make connections and drum up some new business — but NO ONE is responding?
Do you want to know WHY?
You’re boring the SH*T out of them, people.
Yes, true.
Well, how can I stop making this rookie mistake and really get to the kind of back and forth that makes for good business? Here’s one thing you need to remember.
Ready?
“People care about themselves. They do not care about you.”
Let me say it again.
“People care about themselves. They do not care about you.”
So what does this MEAN for you?
It means stop telling people about your business and how you got to where you are (at least at first). START by connecting with THEIR problems or situation. Always. Then, once they are interested, then you can show ‘em why you are the answer to their prayers.
What to do when they can’t afford you.
February 17, 2012
Many thanks to Darla LaDoux for this gem of wisdom.
When I sit down with my clients, I ask them “who is your perfect client”. After working through a few “must haves” we usually get to “my perfect client is one who can afford…..”
Stop right there.
I’ve got news. They can never afford you. I don’t care what business you are in – if you are selling a product or a service, or if it is cheap or expensive. No one is sitting around with a pile of money that they are waiting to spend with you.
It’s only when they connect with the benefit of what you are selling in a way that is beyond a transaction that they will be willing to invest. They buy for their reasons Do you know the reasons your prospects buy from you? What is the bigger “why,” that is the true benefit in their life? If you design websites, what does your client really get from you? Is it more sales and profit? Is it the peace of mind that comes from finally getting it off their to-do list? Is it personal pride and enthusiasm about their brand that really drives them even more than money? You’ve got to know the motivation of your people. When you describe your ideal client, it should never be about what they can afford. It needs to be about what they believe.
Don’t Waste Your Time
January 25, 2012
Once there was a girl who magically thought that she spread goodness and light (read: good information and help) throughout the land. She would go from person to person and try to help them. A lot of times, she would try to help and help and those people would run away – or step on her foot to make her run away. But once in a while, she would find a person who said, “oh yes please….that’s exactly the kind of help I need!” and all was right with the world.
I am sure your story is a lot like that of the little girl — she’s so excited about the goodness and light she has to share that she becomes convinced EVERYONE wants the same brand of goodness and light. Well, if you find yourself saying to someone “oh, everyone is my perfect client” you’re in for a few stomps on the foot yourself.
Finding your perfect client starts with clarity – about what you do, what you can offer and what need that offer serves. Sure there are many, many people who need what you have to offer — but they simply don’t know it yet. They may not be ready for you – and that is their choice. If you learn a few solid gold questions that will ferret out the people who easily raise their hands when you start to talk about what you are offering, life (and your success in business) will be a LOT more enjoyable. Help those who want the help – from the rest: run away.
All you have is your time and your life energy. These are so valuable and precious. Decide to only share your goodness and light with those who rise up to meet you and you will begin to see who that “perfect client” really is — and it’s NOT everyone!
The “secret” to your most successful marketing
January 17, 2012
What is it they say? “There are only seven stories in the world and Shakespeare wrote them all”. Are there any new stories or have they all been told? Boy sees girl, boy chases girl, boy catches girl, Bruce Willis steals girl. You know…the standards. If we are all doing the same things – how can they be different?
For example, if I am a carpenter, I learn my trade and the accepted methodologies. But after a while, I begin to learn from my own experience as well. I start bringing myself to the task. I may even have my own way of doing, changing, improving on what I do and this body of knowledge and skill called “carpentry”. It may be technically the same as other good and accomplished carpenters, but I bring that unique piece to the table to make it just — well, completely unique.
In the big picture, this is how a craft evolves. In the more immediate, more personal picture – this is called a key differentiator of the first order. These bits of “special” you bring to the carpenter world are what your perfect client will become attracted to – and ultimately what will be responsible for the most important growth of your business. Bar none.
mary jo cranmore
