Consider this: Two people hear the same tele-seminar. One loves it. The other hates it.
How can we explain the opposite reactions?
Let’s have a look at two emails that came in the other day from two people. Each had heard my free seminar called “How to Be Noticed, Be Valued and Be Paid by the Clients You Want Most.”
First, the hate mail:
Hi,
There is a saying if you want to know how well your sales are doing just ask the customers who are not buying your product, why.
You posted that your show cut through all the razzle dazzle. If you look at your presentation and time it, you spent the first 18 minutes of my time not telling anyone anything… I found it unprofessional and misleading, and a complete waste of time.
Why didn’t you use a webinar format that worked. Your slides did not appear half the time and I notice other people as well could not see them. Why not use Go to Meeting or some other format.
Also a good presentation will layout what to expect from the webinar and what you are offing right at the start… so your not wasting everyone’s time. I was not until about an hour in that you mention your not a professional marketer… maybe you might have mention that at the start.
It was not until I was 20 minutes in that you mention you were selling your services, I stayed on slide show waiting for something that would indicate that I had not just wasted all this time and that I would here some thing of interest, that never happen.
To conclude talk the talk and explain who you are and what to expect.
Please take me off your mailing list…
Walter
Then there was this one:
Hi Dov,
Thank you. I have been in sales and marketing for 32 years. Selling a service very successfully. One on one sales in the home has been my specialty.
My last 5 years, I have tried to crossover to internet sales and marketing.
I can say that you are the first teacher that has made a real impression on me. You come across as experienced, genuine and skilled at reaching the simplicity on the other side of complexity.
Thank you for the opportunity to be mentored by a true master.
Tom Wall
At first, both Walter and Tom appear to be speaking about me.
But the truth is that neither of these emails are about me.
Each email provides x-ray vision into the psyche of it’s author.
I’m sure you spotted – as fast as I did – how these two men are so different.
To attract a steady, consistent, predictable flow of your ideal clients, you need to recognize and remember that it’s not about you. It’s never about you.
It’s also not about using clever marketing to ‘get’ a Walter to become a Tom.
Walter will always be Walter and Tom will always be Tom.
All you can do is do your best to serve the Toms and shrug sadly for the Walters.
Hit reply and send me your mail – hate mail if you want. I learn from everyone.
Dov Gordon
PS – On Monday, March 31st I’m leading another “Your Marketing Helium” live web-workshop.
I will work with you and a very small group (3 – 8 people) to uncover the precise message that will draw your ideal clients to you. (There will be the occasional Walter, but hey, no system is perfect 😉
Details and registration here. Go have a look.
Questions? Hit reply and ask away!
