Start The Year Off Right!
(Remember, you are selling to your client, not to yourself.)
First off, let me wish you a Happy New Year. Let me take this time to wish you a wonderful New Year filled with fun, adventure, laughter, good friends, good health and even more online success!
In a previous Thrive NOW editor's note I talked about how the very make-up and personality of an entrepreneur can make them a huge success.
Now let's look at how you can start the year off right!! Let's look into your marketing; how much are you focussing on what interests you vs. what interests...them?
Remember, you are selling to your client, not to yourself. Therefore you have to put yourself in their shoes. What matters to you might not matter to them, or might matter in a different way. Even if you have the right product or service and are extolling excellent points about that product or service, if it is not presented in a way that matches your client's current thought process or way of understanding it will not matter to them.
It reminds me of Napoleon Hill's story of Andrew Carnegie's mother going into the store to buy a little furnace, getting the lecture on BTU's, energy efficiency, quality construction – finally interrupting to ask: "Will it keep a little old lady warm?"
Don't fall into the trap of most business owners. They tend to focus inward: on products, on services, on the business itself. The challenge is to focus outward, on the consumer/client/user interests. Focus on their thoughts and the conversations occurring in their minds, the way they make decisions.
In short, true understanding of the customer's thoughts and emotions is far, far more important than anything else. This isn't easy. I'm told that Einstein's initial interest was behavioral psychology, specific female behavioral psych; he gave it up in favor of something easier to understand: quantum physics.
Understanding your customer may be just as baffling and subject to just as much (seemingly) irrational, frequent change. You can do survey's to find out what your customers want, but to really understand them and think like them you must read what they read, watch what they watch, hang out where they hang out, listen as they talk, shop where they shop. Surveys are nifty but insufficient. Immersion is more useful.
If you are really interested in figuring out people, one of my mentor's, Dan Kennedy, recommends a book called 'The Full Facts Book Of Cold Reading' by Ian Rowland.
It is a how-to book, to do psychic readings. You may find it as fascinating. If nothing else, it'll stop you from wasting money on psychics.
To your success in 2008 !!!
Helping your business Thrive NOW!
Richard Lazovick
Editor of MortgagePro News,
P.S. I hope you have been benefitting from this MPN Thrive NOW! newsletter, the MortgagePro News website, the Teleseminars and all the other resources we have been providing for free this past year. If so, please show me your appreciation by dropping me a quick email testimonial. If you include a link to your website, I will post that on the MPN site.
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
|
