This is not bad news. This is good news.
What gives marketing a bad rap is the notion that it is somehow manipulative. Nothing could be further from the truth, if you approach marketing my way. And as far as I am concerned, my way is the right way.
I get up each morning knowing that there are only two types of people I will ever come in contact with. These two types consist of (1) people I can help, and (2) people I can’t help. I have no intention of talking anybody into anything. My job is simply to identify those people I am in position to help and who are receptive to my help.
The best way (according to me) to do this, is to implement a marketing strategy where interested prospects are given a reason to contact me. Everything I do is designed to have prospects come to me.
When prospects contact me, it is easy to control the conversation. It is easier for me to make you feel comfortable if I manage to get you to come to me. Therefore, everything I do is geared toward you, the prospect, coming to me. This will put me in control of the communication, and that is not a bad thing.
A proven way to initiate this particular marketing strategy is to offer my prospects and customers something of value, usually in the form of information and/or education. This system has worked for me for over 25 years, and it will most definitely work for you.
These are often referred to as “Ethical Bribes.” More often than not they involve some sort of educational material. This is information the prospect wants and will be receptive to. Once they indicate an interest in this particular subject matter the system involves focused follow up. I continue to send them related information designed to help them make better decisions going forward.
Give people a reason to contact you an if it is to be, the rest of the relationship will take care of itself if you do not allow these “leads” to fall through the cracks.
