Dan Kennedy Is Wrong: "But My Business Is Different"
It's common to find in the pitch for Dan Kennedy's training a argument against the objection the reader saying "but my situation is different".
These pitches are for training programs that don't have personal input by him.
Of course he has to counter that hurdle to the sale, not arguing against that.
What I find when clients come to me for help with their marketing, is that
their situation is indeed different.
Giving a one size fits all approach is a disaster waiting to happen for them.
Example 1: *Postcard mailing advocates got to a start-up guy
for a low dollar price point service.
The probability of getting a positive return on a campaign even with the best message was microscopic low
due to low dollar price point.
Example 2: Using new advertising media for a client is not going to work because it's a very time sensitive industry. He has the timing nailed better than any other player in his industry.
What's needed is to plug the holes in the follow up.
You going in to pitch a media he isn't using?
Example 3: Client's market is tradesmen. They have no time to
sit through a Oren Klaff style pitch.
Going to use boardroom tactics on a *plumber?
Example 4: Carpet cleaner using the leading guru's ad template. It's a better version of clean carpets. Problem for the consumer it's always about clean carpets.*
You need to introduce something else they haven 't seen, like dust mites.
Example 5: In my paper receipt business offering me website,
SEO and Adwords, won't work.
Very few are searching for them
through Google in NZ.*
If I was clueless to that point and a*
marketer of those services took my money knowing that, I say he or she*
should be put out of business.
Yep, my business is different.
Example 6: client in paper receipt roll business. Thai food has customers lined up to the footpath at lunch time.
Are you going to pitch a way to get more customers? Laughable!
"But their business is no different",
clueless pitchmen say.
Get real people.
Best,
Doctor E. Vile
These pitches are for training programs that don't have personal input by him.
Of course he has to counter that hurdle to the sale, not arguing against that.
What I find when clients come to me for help with their marketing, is that
their situation is indeed different.
Giving a one size fits all approach is a disaster waiting to happen for them.
Example 1: *Postcard mailing advocates got to a start-up guy
for a low dollar price point service.
The probability of getting a positive return on a campaign even with the best message was microscopic low
due to low dollar price point.
Example 2: Using new advertising media for a client is not going to work because it's a very time sensitive industry. He has the timing nailed better than any other player in his industry.
What's needed is to plug the holes in the follow up.
You going in to pitch a media he isn't using?
Example 3: Client's market is tradesmen. They have no time to
sit through a Oren Klaff style pitch.
Going to use boardroom tactics on a *plumber?
Example 4: Carpet cleaner using the leading guru's ad template. It's a better version of clean carpets. Problem for the consumer it's always about clean carpets.*
You need to introduce something else they haven 't seen, like dust mites.
Example 5: In my paper receipt business offering me website,
SEO and Adwords, won't work.
Very few are searching for them
through Google in NZ.*
If I was clueless to that point and a*
marketer of those services took my money knowing that, I say he or she*
should be put out of business.
Yep, my business is different.
Example 6: client in paper receipt roll business. Thai food has customers lined up to the footpath at lunch time.
Are you going to pitch a way to get more customers? Laughable!
"But their business is no different",
clueless pitchmen say.
Get real people.
Best,
Doctor E. Vile
Recognize reality even when you don't like it - especially when you don't like it.
— Charlie Munger
Recognize reality even when you don't like it - especially when you don't like it.
— Charlie Munger