Today I’d like to share with you something that I see missing in so many marketing campaigns.
If you’ve been trying to break into the internet marketing world, you probably get daily emails about new product launches.
It seems as though every day there’s a new “magic” pill that comes out that will flood your bank account with money without you having to lift a finger.
And a lot of these marketers have carefully crafted their sales messages to make them so compelling that it’s hard to resist.
But there’s one thing that I see missing in most, not all, but most of these campaigns.
I guess, I was lucky that I’ve spent over 10 years in direct selling before going online, because in that world you had to have it.
It’s also one of the reasons why I was able to develop a large client base in my old business, that still calls me today to do more business with me even though I haven’t done a damn thing to promote my other business in almost 3 years.
Would you like to know what it is?
It’s having a personal touch and building relationships with people.
I know it’s the internet, but we’re still dealing with people, and not robots.
There’s a great principle that I picked up from one of my early mentors, and it’s that you have to MAKE PEOPLE FEEL SPECIAL.
Everyone, even you and I, want to feel important. We love it when people call us by our name and talk about our accomplishments.
In direct marketing as well as in the direct sales world, there’s a saying, that the only thing the customer really cares about is – WHAT’S IN IT FOR ME (them).
Because I’m not a natural salesperson, if there’s such a thing, I used to get nervous when I would go to someone’s home to do my presentation. I learned early on that people like to talk about themselves and also, I learned that when you ask questions, you gain control of the conversation.
So I put two and two together, and the first thing I’d start doing when sitting down with people is asking them questions about themselves.
Sometimes the appointments took longer than expected because we’d be 20 minutes into it, and they’re still telling me about their kids and their jobs, etc….
But what it did is allowed me to get in their circle of trust.
If you think about it, when was the last time people stopped and cared enough to ask? When was the last time the average adult was made feel special? Probably a long time ago.
The bottom line is that we all want to feel this way and we like people that make us feel good about ourselves when we’re around them.
This is one of the biggest secrets of great salesmanship.
And the good news is that you can do that as well, even online or direct mail.
Sure, you can’t sit there and look your prospect square in the eye and ask them. But you can find out more about your prospects and focus on the issues important to them.
You can be more personal and gain their trust before putting up a killer sales letter with your magic pill for whatever problem you’re trying to solve for them.
As Dan Kennedy says, people don’t sit there by their mailboxes (or their computers) waiting for your mail/email ad, so they can buy something.
But what people do want is for someone to help solve their problems, entertain them, and make their life easier.
And the only way you can do that is when you find out more about your prospects and add that human touch that seems to be missing in so many websites.
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