Think about it. When you pick up ph0ne or encounter a friend, what’s one of first things you say? Do you launch into a monologue about yourself? Most people usually start conversation with a friendly questions or two and then find a topic of mutual interest. If you have information your friend is interested in, you share it.

I frequently get calls from people who say they hate marketing. Why? Trying to convince people to buy feels pushy.

An alternative that is more effective - and more fun - is to focus instead on giving people what they want. Get your prospect’s attention by leading with a question or statement that succinctly gets them thinking about how you can solve a problem they have. This is your marketing message or elevator speech, not your salës pitch. Once you have their interest, give them something they want in order to prompt them to contact you. This could be a short report or article.

Does your marketing approach give people what they want? Does it help start a conversation and a relationship?

Once a prospect gives you their contact information, go to work and make good on their trust by showing an interest in their needs and giving them a steady stream of useful tips. The more you give your prospects, stronger your relationship will be.

Rowing a boat backwards is hard work and won’t get you very far. There is just too much resistance. To attract more clients and grow your business stop marketing backwards and pushing against high levels of resistance. Give your prospects what they want, build relationships and you’ll find more prospects buying solutions you provide.

2004 © In Mind Communications, LLC. All rights reserved.

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