Don’t Knock Her Story Out Of Her Hands
What are your customers doing when your marketing or sales messages show up in their lives? Sitting there waiting, minds clear, all prepared to devote their full attention to what you have to say?
Of course not!
Any time your customers encounter your marketing or sales messages, you can be sure that they already have a deep, rich, personal narrative happening in their minds. Your challenge: Become part of that story without interrupting it. Have a look at today’s newsletter, Don’t Knock Her Story Out Of Her Hands.
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Steve, I love reading your work and have shared your message in many meetings. This one has me a bit baffled, however. As a radio professional, I do a lot of commercial work for clients. I recognize that a minute of commercial air time is not enough to “sell” a product or service, so I’ve always thought of it as part of prospecting for new customers (it’s all in the home improvement arena). Is there a way my message can meld with, rather than “knocking her story out of her hands”?
Bob –
Sorry for the delay in responding to you. It’s a good question … have a look at this post: http://yastrow.com/2010/the-apertif-pitch/
The trick is to use an initial communication as a way to start a conversation, not to tell your entire story. Happy to talk about it if you want to get in touch.
Steve