Why Lazy Sacks Get All The New Customers
Crude you say?
Crude you say?
Well before you judge, let me explain:
The other day, my wife and I were shopping for a mortgage. And during our process we boiled it down to two companies.
Lets call them A... and... B.
Both companies had similar sales systems.
Both were priced right.
But one company got our business because they were LAZY.
Say what?
Yeah.
They were lazy.
No... no... no...
I dont mean they slept on the job. Or dropped the ball. Or anything like that. But they were lazy in the sense they acted like they wanted our business... but... they did not NEED our business.
And this was refreshing.
Why?
Because the other company was over the top.
Too much.
Like a needy boyfriend or girlfriend.
Know what I mean?
This is a very...very important lesson that many sales managers, business owners and companies dont seem to understand. They want sales calls. They want presentations. They want closing scripts.
Yeah... yeah, I hear ya.
But you know what you prospect wants?
To be treated like a human being by someone who listens and cares.
So how then do you sell without being overbearing?
Its easy.
You use PROOF MARKETING to do the talking for you.
Whats that?
Well, NO MATTER WHAT YOU sell...
...product...
...service...
...in-print...
...or face to face...
...what your prospect really wants is some good, old fashioned PROOF!
Yeah baby.
Say that little word again for me... PROOF. It rolls off your tongue like an Irish limerick, dont it? And PROOF is what most marketers (including all the hype filled, baloney-pony Internet Marketers) lack in a big way.
I know.
I know.
Occasionally, you might see a few videos posted on a website from so-called client testimonials. Or you may stumble upon a smorgasbord of written testimonials which you know are FAKED... or... written by friends and family of the business owner.
And so, when I say PROOF MARKETING, Im talking about leading your entire marketing campaign, out of the gate, with nothing but proof.
So if you say something... anything... then you back it up with proof.
If you make a claim, you tie proof to it.
It you state a fact, then you prove it.
Proof.
Proof.
Proof.
Proof.
So why is there a lack of so much proof in marketing nowadays?
Its simple. Because any old Joe can put up a website for a few bucks. And it can sit there for days... weeks... even months on end, and cost a few pennies.
Posting to Facebook... Twitter... and LinkedIn are all free too.
So is email marketing (for the most part).
So marketers are getting sloppier as time goes on.
Compare that to the good old days of direct mail. Guys like Bill Jayme... Gary Halbert... and Gary Bencivenga had to actually pay money for paper, ink, printing, stamps and envelopes so you better believe every campaign they sent out had proof tied to it.
They had to.
Or else they (or the companies they wrote for) would lose their shirts.
Today, Im sad to say that marketing is sloppy. Its pathetic. Its a joke. Its who can shout loudest... who can make the biggest claims... who can photocopy a phony bank statement to make their reader believe what they are saying is true.
You be different.
You tie a piece of proof to every marketing statement you make.
Or else dont make the statement.
In fact, going forward, only say things you can back up with proof.
Otherwise, keep a lid on it.
by: Wesley Murph
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