Loading After you get someones attention, you must keep it.
What is the fastest way to lose attention?
I believe it is this:
1). To be irrelevant.
Even if you get someone’s attention, if the message is not targeted and even if it is still funny, it still doesn’t matter.
Funny is all fine and dandy, but what we are after is results. Leads, sales, and money in the bank.
So, we’ve talked about getting attention or interrupting people, and now we need to engage someone.
How do we do that? We need to find out the hot buttons or pressure points of our target market. And how do we do that?
Research. We need to ask them via surveys, and by using common sense. Find out what they want, what they do not want, what they hate, or what they dislike.
And then you use those in your marketing.
For example, if you are a dentist one example could be that you guarantee there is no wait over 5 minutes. The same can go for a doctor. Is that a pressure point or pain for people?
It is for me. I HATE waiting at those types of place. I HATE it, because even though I always have a book to read, it still bothers me for many reasons.
Does that make sense? You need to ask yourself what are the hot buttons of the people who you are trying to target.
If you say, “the only thing my prospects care about is the cheapest price” then you are either lying to yourself, or targeting the wrong customers.
If that were true, then people would only buy the absolute cheapest food, drive the cheapest cars, and wear the cheapest clothes.
If that is the case, then you are perceived as a commodity. Something you need to remove immediately. The next post will talk about this in more detail.
-Matt
