It all boils down to the principle known as WIIFM, What stands What? ___ ___ ___ 0 ___ ___ ___ 0 Any communication you attempted with your customers has to strive to answer this question: What & # 39; s In It For Me?
You can not expect your prospects to figure that out all by themselves; you & # 39; ve got to be direct about it. Tell them exactly It 's all about sales. Think of the very best sales people that you know of. These people strive to speak your That & # 39; s their focus- and that & # 39; s where where they want to you; it's about what they can offer you. your you need personal. People have friendship and involvement.
DRM is simply salesmanship multiplied, through whatever medium you choose: direct mail, Internet, radio, or TV. It does a great job of selling your prospects on Ultimately, it & # 39; s all the things you & # 39; re promising to give someone in exchange for the money you & # 39; re asking for.
Almost invariably, you can tell what & # 39; s working and what & # 39; s not, because it is the only type of advertising that & That way, you are always tracking and monitored. With other forms of advertising, you just keep it there and there throwing it out there there , never really knowing for sure if it & # 39; s working. With DRM, you have total control.
But again, it is What are they looking for? Why are they? What are they looking for? What do they do? they really You want the that you are writing a direct marketing sales piece, it needs to be written to a specific person, the person that the research tells you are typical of your marketplace. You want the reader to feel you & # 39; In a good direct marketing letter, there & # 39; re trying to establish a long. term relationship, not trying to make things too homogenized and bland. 39; sa realness that goes along with this humanity you & # 39; re trying to get across.
If by the way: do not be afraid to tell your new marketing strategy that & # 39; s made us more money for me than any other, it would be the fact that since Day One, I 've been honestly telling my story. These are common experiences, things That 's experienced or may experience in relation to the kinds of products and services that we sell. That & # 39; s part of the emotional element of DRM.
Even when we prepare to enter that we can not understand this new can we have a new business we do not know much about, we go in with a deep understanding of this principle of developing relationships with people, and having an intimate knowledge of who we 're can That way, we can feel like we feel feel like. We are feel like like we & # 39; re groping in a dark room looking for a light switch, we & # 39; re not letting that stop us. we 're stepping out in faith; we & # 39; re excited.
Now you are a brick-and-mortar location, one way to do so are to have a lot of different events that people can attend, at least one a month. Now, Even if they do not they, they are bring people together to make them feel special. Invite all your customers, knowing that very few will actually attend. ve been invited; and those who do Either way, you 're doing this to get inside their heads and their hearts.
Even if you already know new them pretty well, over time your understanding will grow, and you can look forward to to learning so much about them that your understanding of them becomes instinctual. This allows you to communicate with them more more more.
All this may sound like common sense ... and of course it is. A lot This is sad, because realizing that you & # 39; re advertising to You see people tripping over this concept constantly, using stilted language in their offers that makes it sound like them & # 39; re talking to everyone at once You can not appeal to everyone, and trying to do so is a mistake! You & # 39; ve got to find one Representative person and talk to them, like you 'd talk to your best buddy on the phone.
Some people argue that, hey, they have a product everyone needs-for example, underwear or toilet paper. Okay, fine, everyone is To repeat: with DRM, you have to make it make a sound like you & # 39; re advertising to just one person and no one else.
That & # 39; You are the best way to sell anything is face-to-face. That you are getting in front of someone and make a case for why they need to buy your product, right there, right now. They knock on your door, you answer, something like do you do not often see people selling vacuum cleaners and Fuller brushes that way anymore, it ' They know they are ready to slam the door on them. they know they are # 1; ve got seconds to make a first impression, to get you not They can make you have their present presentation. They may make you have a presentation. So maybe you invite them into your house, I hoping you ask some questions; and if all goes right, they end up walking away with a sale.
And they & # 39; ve got a lot of noises and a few yeses. got to approach this, even if door - to - door is not your style. Actually, direct response is better, because you can reach out and touch many people all at once.
Let's say you 're a mailing a DRM piece to just one prospect. When they go to their mailbox, they pull out a bunch of stuff: bills, Publishers Clearing House sweepstakes, your letter and a few like it, and some sales papers. they get the touched they stupid they do not want and putting away the stuff they think they should pay attention to. Then they get to your envelope. Well , what do they do? You have a second, at the most, to make an impression.
S not it to them ... or something will Let 's face it: they' re going to do one of two things. They ' catch their eye that they them them hesitate. There 's something about your envelope. Maybe it' s got some sales copy on it, or maybe they open it up and the headline on the sales letters catches their imagination and making them them Best to case scenario, they read it right then and there because it 's just that exciting to them.
If you can do that much more If you can not slam the door in the face to decode to take the next step, and hear your own sales pitch. , maybe they & # 39; ll see at your order form and decide to place an order. I'm sorry to have told you that you were standing there in their doorway or sitting at their kitchen table, trying to convince them to listen to you. Your sales copy needs to offer them a benefit that speaks directly to them.
Once you understand. What benefits are they looking for? What are you looking for? What's # 41; s this new relationship going to do for them? Once you Since you can not have go out there and deliver the sales message in person tens of thousands Instead of "Dear friend," or "Dear homeowner," it & # 39; s "Dear Jim, of times, you & # 39; ve got to do your best to to personalize it. "or" Dear Jane. "There is computer programs that let you do this.
Which brings us back to their favorite radio station, WII-FM, where the only song that & # 39; s ever playing is , "What & # 39; s In It For Me?" That cuts through to the heart of things, does not it? People are busy. They 've got lots of stuff going on, and they want to spend their money only So closely examine their WIIFM equation; and if you can solve if, you & # 39; re well on yourself. way to getting them to pay more attention to you than they had otherwise.
Everybody wants to feel special, you see-and these days, the trend is to make people feel less special, especially where huge corporations are concerned. In his autobiography, Made in America, As he put it, the best he can not be the front it to have a greeter at the door saying "hello" to you as you There 's a way out of the store. There' s definite luck of personal service now days, to the point where you get get put on hold for 20 minutes and there & # 39; s this message that comes on every 10 seconds that goes, "Your business is important to us.
Obviously, they do not really People just do not feel that special anymore. So when you do go out of your way to make people feel that way, then you are automatically a competitive advantage over every everyone else in your market.
