| When it comes to marketing your business, two | | | | materials are just like this person because the |
| variables constantly work against each other. | | | | communication is focused on what they want to say |
| First, your prospects are inundated with information. | | | | and not what prospects want to read/hear. The |
| From an advertising perspective, the average person | | | | words "you" and "how to" tell prospects information is |
| is exposed to more than 3,000 messages a day -- | | | | for them. |
| and most are missed because our society has | | | | 2. Deliver on the spot. You can't let your prospects |
| become so immune to information. | | | | wait, so give them what they want now. Better yet, |
| Think about the last time you watched TV, surfed the | | | | provide them with instant value. When you give |
| Web, listened to the radio or talked on the phone. | | | | prospects immediate access to beneficial information |
| Were you also doing something else at the time? | | | | focused on them, you get rewarded with action. |
| Maybe the TV was on while you scanned the paper... | | | | 3. Engage the senses. Remember, the mind "thinks" in |
| maybe you browsed some websites during a | | | | images, not words. So use your words to paint a |
| conference call... maybe you listened to the radio while | | | | picture of your product/service in action and the end |
| talking on your cell phone and driving your car... | | | | result it offers to your prospects. Work in fears, agitate |
| As you can imagine, this multitasking contributes to | | | | pains and then promise a better life in some way. And |
| even shorter attention spans. | | | | don't be hesitant to tell a story. |
| The second variable is unfortunate for you and your | | | | 4. Provide exclusivity. Who doesn't like being part of a |
| business - you're starving for attention. But the more | | | | select group? While everyone else trumpets "me too" |
| messages you put in front of your prospects, the | | | | promises, your limited-time offer, special privileges or |
| more you contribute to their information overload. | | | | members-only invitations offer your prospects access |
| With everyone's brains so stimulated, how can your | | | | to something others can only wish they had. |
| message cut through the chaos? | | | | 5. Engage and encourage interaction. Prospect |
| Here are five ways: | | | | involvement helps you establish closer relationships and |
| 1. Focus on "you." Ever met someone who only talked | | | | proves you want to better understand your potential |
| about himself, laughed at his own jokes and never let | | | | customers' needs and desires. As a result, you gain |
| you utter a single word? Most company's marketing | | | | greater trust and, ultimately, more sales. |