Almost all of the marketing and referrals we see is based
on a numbers list of what you think prospective customers
should care about. This is probably why no one responds.
Just in case you can't figure out why the numbers game
creates no curiosity, and therefore no response in most
cases, is due to poor ads and not targeting your market.
Thinking about how you promote your business is the first
and foremost objective you should be doing. You must get
rid of the illusion that your products, services, or
company, or self, are so good that people will be compelled
to read about them. The fact of the matter is that no one
It is still a mystery to why we are all trained to believe
that, because we think we have such wonderful ideas, and
the "best company," and so forth, that everyone is
concerned. Anyone who has tried to impress someone with
bragging knows that is one of the fastest ways to turn
Try walking up to a complete total stranger and start the
conversation with, "Hi. I just wanted you to know that my
company has the best track record over the last three
centuries, and that we offer more services than anyone
else. As a matter of fact, I have been in the business for
three decades, and have won every award my company has How
about pulling your checkbook out, and writing me a check
for this product".
After the person brushed you off, you might have wondered
what went wrong. Is that the kind of phrase that gets
people to buy? Could it really be that no one wants your
company's products or services? Is it possible that your
interrupting someone with your pitch was unwelcomed? Can't
this person see how important it is to have a proper
representative? What other company could possibly help
people as much as I can?
Not hardly. It might just be your fault. You see, there
isn't any law that states that people must think about you,
and they won't until they are ready to. So why does
everyone send mail, or make calls, or send emails, or run
ads that assume prospective customers have been waiting for
your pitch? Because that's what you have been taught to
believe. For example, have you ever sent out postcards for
your product or service that said something like this
(Dear Resident, Owning a home is a mixed blessing. It's
probably your greatest asset... and your greatest expense.
As an experienced exterminator, I can help protect your
home's valuable wood and foundations with professional
exterminator treatments. With my services, you'll feel more
comfortable living in the house you own...)
These types of marketing pieces are not affective. Here's
why. Because you are assuming that your prospective
customers care. Because you are assuming they think like
you. Because you are saying nothing different. Because you
are bragging about yourself without displaying any empathy.
Because you are not attracting attention. Because you are
stimulating zero curiosity or interest. Because you are
trying to convince people of something they don't believe.
If you are interested in getting responses, you might want
to try to understand what it is that your prospective
customers do think about. Try to get a real handle on what
they feel and what they want.
By Abe Cherian