READING TIME: 75 seconds!
This is one of the most common complaints I hear from clients and colleagues. Here’s my (edited) response to a client about this concern.
First off, you need to FULLY understand this concept: that people are tuned into a particular “frequency.” It’s also called “signal.” Everything else is “noise.” Signal… noise. Signal… noise.
I can explain it this way: like a radio, one dials into “signal.” For example, I occasionally listen to Classic Rock LA radio station 95.5 (that’s the “frequency” and that number represents 99.5 megaHertz or 99,500,000 cycles per second on the FM dial). If I’m at 95.3, I get “noise” (assuming that no other station has taken that frequency.)
Human beings are tuned into radio station “WII-FM.” That stands for “What’s In It For ME??” (You may already be well familiar with this concept; I’m just adding a little extra info.)
Inexperienced marketers and salespeople FORGET THIS CRUCIAL CONCEPT!! So, they complain that people don’t respond to their emails and/or voice mails. I frequently hear this complaint.
#1–Everyone with whom you work MUST understand this concept. It’s a core starting point and knowledge set.
#2–Develop a plan to utilize A.I.D.A.–that’s: grab their Attention, build their Interest, create Desire, compel them to take Action.
#3–No VM should be left, without using a script. No hip-shooting here. It should be benefit-laden and follow the principles of AIDA.
There’s no free lunch, ever. True businesspeople understand this rule of the economic game. Lousy businesspeople think that just because they send out an email or leave a voice mail, recipients should respond. Ain’t gonna happen!!
If people aren’t responding, you’re getting “feedback” that your communications to your market are weak. Adopt the mindset above, and start creating compelling communications, using AIDA. Then add persistence to that effort.
Business Street Fighter Consulting
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