No
one likes to be sold, but everyone likes to buy. Most of what passes
for marketing materials and copy is doomed from that start - it loses
the interest of the prospect at “hello - I’m hear to sell you
something.”
Your marketing materials should be designed in such a way that your
prospects are guided logically along a path of education, trust
building and relationship development.
In the beginning your prospects believe that your firm is pretty
much like any other firm that does what you do. And, on the surface
they are right. If you are an electrical contractor, you probably do
wire a ceiling fan the same way every other electrician does. The
difference though is in the way you provide the service, the way you
clean up after the project, the way you communicate, your
professionalism, your training, your 27-point safety checklist, and
your personal story.
That’s the stuff they need to hear about. That’s the stuff that will
make them say, “This is someone I can trust to come into my home, this
is someone I would refer to a friend.” Don’t turn your prospect off
right from the beginning with the typical sales copy.
I have created a new small business marketing product that addresses
this very topic. The program is called Magnificent Marketing Materials.
Have a look.
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