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How To Get More Yes's

by ewenmack
6 replies
The moment of truth.

Your prospect sees or hears your marketing message for the first time.

The brain goes straight into sorting mode...

"shall I find out more or ignore it?"

This tiny point in time either gets a yes or no, in a split second.

The brain doesn't care about how much time and money you've put in
to get this far.

Absolutely brutal.

Say you are doing the best marketing in your area for carpet cleaning.

And the woman glances at your flyer and she sees it's from a carpet cleaner.

Bam, game over!

"No my carpets don't need cleaning", she says to herself.

She's boxed you in with other carpet cleaners.

Time to get out of that mosh pit
and go with a intriguing thing the brain hasn't seen before.

Therefore it can't decide what you are.

Brain has to take more attention and find out more.

Now you have it's attention.

The most valuable resource
because without it, you are dead.

So sticking with the carpet cleaning story,
a new access to her brain is through a startling bug story in her carpet.

"Yikes! get them creepy things out of my home!" the brain screams.

Now in highest state of alertness and ready to take action.

Yet it is the same carpet cleaning guy,
only this time has found a way to get attention and action.

That's the power of getting out of the game where the prospects tag you
as the same as the masses.

You gain free access to the brain of many
which gets you more yes's.

Best,
Ewen
  • Profile picture of the author RockNRolla
    I agree with what you're saying, any outreach marketing method MUST have an engaging headline. It's the same with emailing, if you can get the subject line right, this is half the battle.
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  • Profile picture of the author helisell
    Those first few seconds (or sometimes split seconds) are sooooooooo
    important.

    We win them or lose them right there and then and sadly, most marketers
    have absolutely no idea what happened in either case.

    The crocodile brain in action in all its gory, brutal, instinctive, raw, reactionary,
    sub conscious, instant decision making, 'super active' glory.

    There's a book .....'Pitch Anything' by Oren Klaff.....that shows the best way to present new information to that savage, ancient part of the brain.

    Every marketer should give it a look. Thanks Ewan for forcing us to face up to these
    un-changeable truths.
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  • Profile picture of the author Jason Kanigan
    With making prospecting calls, how you start the call determines whether there IS a rest of the call.

    Most calls start off so poorly that they end right there. And that's why it takes so many dials for most people to make a sale. Your initial "commercial" has to get their attention--it's a part of your marketing--and get them out of what they were doing and onto the call.
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  • Profile picture of the author bsummers
    The same goes with telemarketing too. The first few seconds are the most critical. It is important that you should not let them generalize you with other carper cleaners or telemarketers. With plenty of competition ahead, businesses should be wise and creative on how they can capture their market's attention. Lead generation campaigns should be think thoroughly.
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  • Profile picture of the author KingOfContentMarketing
    Here's a mattress retailer that uses this strategy. Many of their commercials talk about topics other than how cheap a mattress is (commodity). Things like dust mites, allergies, etc:

    Sit 'n Sleep Commercials - Sit &rsquo;N Sleep
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    • Profile picture of the author ewenmack
      Originally Posted by joe golfer View Post

      Here's a mattress retailer that uses this strategy. Many of their commercials talk about topics other than how cheap a mattress is (commodity). Things like dust mites, allergies, etc:

      Sit 'n Sleep Commercials - Sit &rsquo;N Sleep
      Classic example Joe, thanks for bringing it to my attention.

      They are coming at the problems they didn't know they had
      at all different angles.

      Best,
      Ewen
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