Too often we want to talk about us or our businesses.
That’s a major marketing mistake.
It's about them. It’s not about us.
Let me give you three quick examples of this.
I heard three entrepreneur speakers this week.
Each blew it in front of many prospects.
They talked about themselves, not their prospects.
One presented a 90-minute business tele-seminar.
I exited after 40 minutes because he had no content.
It was all about how wonderful he is.
Another hosted a webinar on book publishing.
I stuck with him for 50 minutes.
He had three guests who could have given real value.
In 50 minutes they said nothing I didn’t already know.
Our Rotary speaker made the worst mistake of all.
She could have shared her expertise in health care.
It would have established her as a credible source.
It would have given her expert authority.
Instead she gave a 15-minute business commercial.
I left after the first 10 minutes. Don’t try to pitch me.
If you have similar opportunities, remember this:
1. It’s not about you.
It’s about your audience and don’t forget that.
Make sure you know who they are.
What their interests, wants and needs are.
Why they want to hear what you have to say.
2. Target their pain, frustration, hopes or dreams.
All of us have them. We live with them daily.
Identify the pain you may be able to relieve.
Or the frustration you can help them deal with.
Or their hopes for their families and themselves.
Or their long-held, inner most dreams.
3. Share with them what they can do about this.
Use examples of your clients who have done it.
Share what they did and how they did it.
Downplay your role in all of this. No bragging.
Give them reason to want to talk more with you.
If you are selling from the back of the room:
1. Share with them what you have to help them.
2. Share with them how it has assisted others.
3. Share with them how it might help them.
Special offer to Success Strategies readers
Want to help edit my new book?
It’s a book on leadership. Its title is:
“What It Costs to Be the Boss”
Its premise is that leadership is a learned art.
It is a privilege, honor and responsibility.
Many managers. Few true leaders.
For sample chapters of the book, email me.
Jerry@JerryBellune.com
All I ask is that you give me your evaluation.
Books are made better by good readers.
