“The more you have presold your prospects with other marketing, direct and otherwise, the more likely they are to buy your product.”
Guerilla Marketing Attack by Jay Conrad Levinson, page 44
Today’s quote leads us back to the notion that the primary purpose of marketing is to get more of the right people to know, like, and trust you. This leads me directly to the million-dollar question: What is the best, fastest, and cheapest way to accomplish this formidable task?
Let me begin by asking the question, “What exactly is it that you want to have presold?” Answer:
(1) Your knowledge,
(2) Your personality,
(3) The value you bring to the relationship,
(4) Your track record, and
(5) Your professional approach to the service sector. How hard can that be?
Remember, the assignment here focuses on what needs doing before money is exchanged. It has nothing to do with harvesting your crop. It has everything to do with planting those seeds.
Somewhere along the line the word salesperson was coupled with the concept for having “the gift-for-gab.” Inappropriate behavior from those who made a living “hawking their wares” led to a knee-jerk response to automatically questioning the validity of whatever came out of a salesperson’s mouth. This is a sad commentary, but oh so true. We have come to doubt what we hear.
On the other hand, and this is as bizarre a behavior as it comes, we tend to give credence to what we read. “It must be true. I read it in…”
With these two factoids in mind, it is easy to arrive at the conclusion that the logical way to presell a prospect is to share your knowledge, personality, value, and accomplishments in writing. (I must know what I am talking about. I am writing it.)
“Easy for you Mike. You write all the time. For me, it is like pulling teeth.” Not so fast, amigo. I have no intention of leaving you hanging. I will now make the writing chore for you a lot easier than a 7-10 split.
Begin by selecting a topic. Any topic that you know something about will do. In a perfect world, you should also care about the topic you choose. Then, make up your mind to write a short, lousy article. You heard me. Short and lousy. You can do this. I know you can do this.
Having completed this first draft, you will quickly see that in order to accomplish the tasks listed above, you need to make your article longer. Add a few more salient points of interest. It is still lousy, but getting longer by the minute.
By adding, deleting, and changing a few words here and there, your article will soon become “less” lousy, and eventually with a few more edits will start to take shape. You will begin to see some light at the end of the tunnel. Keep tweaking it until you have an article you can be proud of. That is exactly how it works. You can do it. I know you can do it. Start preselling. Start writing.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.
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