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THE 15 MINUTE MARKETER: You Don't Ask, You Don't Getby Nancy Gerber Send Feedback to Nancy Gerber More Details about http://www.sstones.com here.
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We slave over our sales letters. We struggle with our web sites. We try to perfect our products. We plan every minute of a teleseminar presentation. We spend hours crafting the perfect e-mails or articles for our subscriber lists. Often we do everything EXCEPT the most important action of all -- WE DON'T ASK FOR THE SALE! In marketing lingo, this is called "making the offer". A lot of us hesitate to directly ask our prospects and customers to buy. There are many reasons for this -- but WHY we do this IS NOT IMPORTANT. What IS absolutely essential is to notice that you're doing it and figure out what you need to add, change or adjust so that you're making offers more often. The way you make an offer can be gentle, subtle, firm, excited, insistent, encouraging, etc. It depends on what you're offering, and in what context the message appears. Sometimes an offer is a suggestion, other times it comes with a dose of verbal tough love and a firm nudge in the rear end. What matters most is that a ‘call to action' appears frequently and prominently -- and fits your business and your style. So here's this week's "15 Minute Marketer" call to action: 1. Pay attention to your actions and thinking around making offers and asking people to buy from you or become your customer. Notice your self talk, where you hold back or hesitate, what kind of language you use, what feelings come up. Do your attitudes and behaviors encourage or block the actions you desire? 2. Start studying how other businesses make their offers. Pay attention to commercials and infomercials, display ads, web sites, e-zines, direct marketing snail mail, on-line sales letters, teleseminars, and so on. What's clear and specific? What's vague and confusing? Where are there no offers at all, and how does that affect you as the potential consumer? Which offers are most compelling to you? To your potential ideal customers? What repels you? What resonates with you? What helps you decide to buy -- or not? 3. Start a "swipe" file of offers that you think are good ideas that you might like to try OR are great examples of what NOT to do. The more attention you pay to this vital ingredient in your customer attraction process, the more money you'll make. It's that simple. Copyright 2008 by Nancy Birnbaum-Gerber
For over 30 years Nancy Gerber, “YOUR Connection Magician”, has coached and educated thousands of people worldwide on how to improve their communication and deepen their relationships with others -- and themselves. Nancy specializes in showing us how, in this age of increasingly impersonal electronic communication, we can IMMEDIATELY deepen our human connections and build more successful relationships with ourselves, the people around us and our larger community. Sign up for Nancy’s popular FREE e-zine Thoughts For A Thursday (which has been published weekly since February 2001). Learn more about her learning tools, programs and services at http://www.sstones.com
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