Marketing From The Heart: Issue # 15

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Marketing From The Heart: Issue # 15
http://www.zerald.com
By Tom St. Louis
"The Shortest Distance Between You And Greater
Profits(tm)"
March 20, 2001
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Today's Tip: What Will It Take? The "Oak Tree" Theory
Of Marketing

One of the most common requests I receive is to buff
up a sales letter or brochure so that it produces
customers. Usually a small business owner has created
a one-page letter and wants some "sober second
thought" before he invests in stamps and stationery.

The letter--after the salutation--usually begins with
the words "such and such Enterprises is committed to
providing ..." And it rambles on about how good the
company is. I hope you can see that they are already
dead in the water.

So, their question about how to improve their letter
cannot be answered because it's the wrong question.
Here's the right question: What will it take to
capture the prospect's attention, intrigue them, fan
their interest into desire and then turn them into a
customer?

What if it took five letters and three phone calls?
Would that be all right? If I could get a perfect
customer with five letters--or three letters and a fax
and one phone call--or any proven variation-wouldn't
executing that campaign quickly become my top
priority?

Think of an oak tree. How many swings of an ax will
it take to fell it? Wouldn't it seem silly to swing
once or twice and then walk away?

A good marketing system is based on the "gradient of
resistance" in the minds of your target prospect.
Forget about yourself and what is comfortable and
familiar for you. Start by asking what it will take.
You will immediately distinguish yourself from 99%
of your competitors who base their marketing decisions
on what is comfortable for themselves.

Go to Issue # 16

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