Focus On “Them” | Travel Research Online


Focus On “Them”

My Internet provider once bought a competitor, and the switch made my life miserable. There were plenty of problems with the connection from, let’s call them “XYZ,” and my techno-life became problematic.

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Newspapers jumped on this bad news, and when I read the words “XYZ” in the headline, my attention was drawn to the article. It said, in effect, “Hey bub, if you are the recipient from this bogus treatment, I’m talking to you.”

When the article mentioned that “XYZ” was having problems throughout the country, I couldn’t have been impressed less. I live in New Jersey. When they started to talk about how this problem was also affecting television viewers, I found myself skimming through the article. My TV worked fine.

When I spotted the words “New Jersey”, “internet”, “XYZ”, “problem” and “fix” I concentrated on what was being written.

What was happening here? I was only reading what concerned me. And that was the internet problem “XYZ” was having in New Jersey…. and what they were going to do about it.

All of a sudden, the message struck me like a ton of bricks.


It is the only world they know and care about. It is the only world they have time for.

Your prospects and customers hear and see the words and messages that involve them.

So when you write a letter to a customer, write it with your customer’s interests in mind. When you speak to a client, climb into their world. When you make a proposal to a prospect, offer solutions to your prospect’s immediate concerns.

It is always about them.

This should give you plenty to think about today. Go focus on the people who make your job possible.

Bonus Report: Send me an email with the number “12” in the subject box and I will send you a complimentary copy of my 12-Word Marketing Plan.  

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