Three Tips On How To Prevent Your Prospect From “Walking Out” On Your Sales Offer…

By: Darcy Juarez on: September 20th, 2012 6 Comments

The end of the first teachers strike in 25 years in Chicago yesterday made me think about mistakes businesses make when doing lead generation promotions…

Similar to the Chicago strike where teachers felt their problems were not being solved by their current contract… prospects don’t respond to your lead generation letters when they feel you aren’t solving their problems or challenges.

Dan Kennedy just released his course Opportunity Concepts Marketing in which he reveals why most businesses are DEAD WRONG about what their prospects are really thinking…and how to close this Grand Canyon sized gap.

Here are a few simple remedies that Dan shares that can put an end to their feelings of rejection and garner you a much better response:

1) Remember, it’s not about you. Spend most of your time talking about what your prospect cares about.  When you create a sales letter to promote yourself, your product or your service, it’s important to remember that your prospect isn’t interested in you, your product or service. What they really want to know is what’s in it for them.

The rule of thumb is to spend a very small amount of time (only about 10% of your sales piece) talking about yourself.  You do this to establish your credibility and trustworthiness. Spend the rest of the time talking about what your prospects care about—which is their problems and challenges. Once you’ve discussed these, tell them how your product or service is the solution they are looking for.

2) Make a valuable offer. Lead generation is an important component to growing your business. In these pieces it’s common for these types of promotions to say something like, “For a free information package” or “for more information.”

However, using the words “more information” tends to be a tip off and can come across as  being about what you are concerned about—making the sale—instead of what your prospect cares about.

Instead try offering a free report, free e-book or complimentary introductory kit.  This will still contain many of the same items as your “more information” would such as samples and information about your product, but is more appealing for a prospect to respond to.

Tip: To discover what to put into your introductory kit or report, try getting on forums, social media sites and other places where you can survey people about what questions they want answered.

3) Use a headline, not your logo, at the top of the page.  A common mistake is to put your logo and branding at the top of a sales letter or to use letterhead when contacting prospects. Again, this says the focus is on you instead of on your prospect.

The most valuable real estate is at the top of your letter. Use it to put a headline that will have a powerful impact and dictate whether or not your prospect continues reading.

Here’s something else – and it’s extremely important. Don’t use “wish washy language” at the end of your letter.  Don’s say things like, “If you are interested in finding out about ten ways you can ensure you will be prepared for retirement, call us at 1-800-234-5678.

Instead, use authoritative language when it’s time to make your call to action. Tell your reader what to do.  For example, say, “Complete the enclosed reply card and mail it today to receive your free report on The Financial Planner’s Ten Secrets to Retiring Early.”

Follow these three tips in your lead generation promotions and more people will take you up on your offer the first time.

Not only that, but you’ll find subsequent offers will be more successful because they’ll look upon you as someone concerned about their problems and challenges and not just another marketer trying to sell something.

NOTE: Interested in even more tips for bigger profits from your lead generation sales letters?

Find out the BIG obstacles most marketers don’t know exist and how to overcome them with Dan Kennedy’s newly released Opportunity Concepts Marketing.

I Want To Find Out Why Most Businesses Are Dead Wrong About What Their Customers Are Thinking...click here.

Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

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    ABOUT THE AUTHOR:

    Darcy Juarez has created marketing systems in the direct response and information marketing world that have gained national attention. As the Director of Marketing for GKIC , Darcy has taught thousands of business owners her step-by-step strategies for creating their own success and obtaining more time and more profits. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    6 Responses

    1. I hear ya on the “For more information on” bit.

      People (me and I’m not alone), don’t want to talk to a “salesman” to get more information. You’re 100% right when you say “For more information”, you are screaming “contact me so I can sell you”.

      If it’s a traditional direct marketing piece, I want to feel like I ALREADY have enough information to take the next step forward. If I want to learn more, I want it on MY terms. If the marketing piece doesn’t do the job of making me want more…I’m probably not going to call for “more information (code for sales pitch)”. I’m going to throw the flyer in the trash.

      So, by peaking my interest and offering more information and a way to get it (pdf, video, recorded message, etc) rather than “asking” for it, I (as a consumer) feel in control and feel like “I” am making the decision to move forward and I’m not being “sold”…instead I’m making a decision. The difference is profound.

    2. Very helpful advice for marketers in general. If you want an idea of how many companies are doing it wrong, why not look at all the ‘for more information’ links on websites today.

    3. I concur with Jason. I’ve seen attractive mailpieces and wanted to respond, but my fear of being virtually trapped in a small windowless room with an overeager salesman kills any desire I have to become engaged.

      Last week a salesman tried the “We emailed you some information and I’m calling to see if you received it” ploy. Fortunately I received this message in voicemail. They’ve called every day since then. Don’t you love Caller ID.

      The way to get me to buy is to pitch something I need, then give me a non-threatening way to find out more, like a link to a video that explains more about the product.

    4. Debbi Chan   says:

      Just wanna input on few general things, The website style and design is perfect, the written content is very superb. “To establish oneself in the world, one has to do all one can to appear established.” by Francois de La Rochefoucauld.

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