We’ve talked about leverage as a concept about marketing. I’ve given some examples, let me give some more.
Recently I designed a marketing system/campaign to go out BEFORE I meet with people on an appointment.
Now this is after I have an appointment set. Why do I do this?
There are several reasons.
1). Hardly anyone else does. That alone differentiates me. You don’t want to be like everyone else.
2) The material I am sending me is designed to educate the person with whom I am meeting. That makes my job easier.
3) The material is designed to position me in their mind better. In other words, the material is designed to be a “sales tool”
Now, with that being said you just can’t send a brochure or a pamphlet. Boo, boring, snore.
No, what you send is something that is interesting, educational, and fun!
The box I included had a funny comic, a candy car, and a guarantee, and was wrapped in great wrapping paper and had a lot of personalization.
Why is this so important? Because one of the main goals is we must interrupt people’s normal patterns and routines in their life. People go on autopilot and run ‘programs or scripts’ to deal with things, and if you don’t get them out of their normal routine, you will be delegated to that normal routine.
Make sense?
More on the routines and interrupting them later.
Matt
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