Google Shadow And Leadership Marketing
In the last Lesson we talked briefly about influence, our attitude and how it could be used to sell more.
Friend, it’s very important to understand this point:
When you have your own business you must lead your customers to make a buying decision. You must assume the role of a leader and use the influence you have to convince your customers that your product or service is the correct solution to their problem.
Here’s a short story that illustrates this lesson:
When I was director of economic development for the City of Utica, NY there was a company that was in financial trouble that wanted the city’s help. It was my job to complete the due diligence on the company to see if the were eligible for financial support and to make sure that any financial assistance we provided them wouldn’t be a waste of taxpayer’s money. Although the company was eligible for assistance, investing any money in this business would have been a complete waste. The owner was very able to lead the employees to do a wonderful job…but he was not leading his customers so that they viewed his company as the solution to their problems.
In fact, he had a customer list of 32,000 that hadn’t been contacted in over 5 years! He had a few (large) regular customers that had kept the business afloat. When he ran into financial trouble he didn’t even call his bank who had his largest outstanding loan on the books to let them know he was closing the plant for two weeks. The bank president found out about the closure in the news!
When most people think about leadership, they rarely think that marketing is a form of it. But it is.
If you want to be a millionaire Friend, you have to lead your customers….right to your door. Take them by the hand, gently, but with confidence and poise show them that you are the solution to their problems. DO NOT expect your customers to choose to do business with you just because you’re nice or are well dressed, or you give away donuts.
You must be a leader of your customers and with firmness, empathy and gentle prodding get them to open their wallets. This YOU MUST DO every day if you’re to succeed.
Consider reading more about Google Shadow
Introducing Business Power Words
In the last lesson we talked about the importance of leadership in marketing. Let’s take a closer look at what that means when you’re communicating to your prospects and customers through ads, letters and other marketing collateral.
Magazine ads lose effectiveness after 90 days and the average person forgets 80 per cent of what they’ve read or seen within 30 minutes. So there are good reasons for prodding and urging every person who reads your ads to take immediate action Friend: They probably won’t remember you after a few minutes! You must grab them by the throat (figuratively!) and shake them up a bit! Instill in them a sense of urgency and a sense of pain if they don’t respond.
How do we do that? … Words.
The power of words.
Don’t believe in the power of mere words?
Read the following and monitor your emotions as you read them:
1. I hate you, you filthy scum!
2. The country side is beautiful this time of year.
Words carry with them ideas. Words convey ideas. Pictures do too, but words replayed in your mind create a picture of your own making- not someone else’s. That why words are more powerful than pictures. The picture you create in your customer’s mind will be a thousand times more compelling than the one they will see in your ad. Pictures can be a support of your copy. But imagine what would happen if you simply put a nice picture in your ad, without any words! You might say, “Well who would be stupid enough to do that?” Take a look at the majority of ads by large, national corporations. You can measure the space devoted to a picture VS the amount of space to copy. Typically it’s 60% to 90% picture and just a small space devoted to copy. And then the copy is usually ineffective. When selling anything, paint a picture of the benefits and use of your product WITH WORDS. Lead your customers to your door with the right words that convey ideas that appeal to them!
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