Get in to the Head of Your Prospects

Have you ever bought something you didn’t need – in fact, you really didn’t even want – because of a high-pressure sales person and their pitch? Many of us have. However, I would venture a guess that you never engaged in another transaction with that person or the business they represented. That marketing approach may have gained a sale but it also lost a customer.

If we want our marketing to truly be effective, we must approach the process from the customer or client’s point of view rather than our own. Instead of telling them what they need, we must be listening to them and discovering what they really desire. To do this, we need to get in to the head of our prospects. Think like they do. See our products/services from their vantage point.

One way to accomplish this is to realize our prospects often have a conversation going on in their minds which centers on two issues. The first is: The problem the prospect has but doesn’t want. The second: The solution the prospect wants but doesn’t have. If we can understand that conversation in the context of our product or services, we can then effectively market those products and services to that prospect.

Ideally, your product or service will provide a solution to a problem your prospect is experiencing. Now, instead of pitching your product or service based on why you think they should buy, you are able to approach them with the solution they want but don’t have. Instead of coming to them as a sales person, you come as a savior.

Take the time to think of the hot button issues and/or problem your potential customers are facing then figure out how you can solve that issue or problem. Then highlight that issue/problem, along with the solution you offer, in all your marketing mediums using the Marketing Equation.

If you’re not familiar with the Marketing Equation, email me at and I’ll be glad to send you a more detailed explanation.

The Beauty of Direct Response Marketing

Small business marketing

Direct response marketing is a marketing tool that elicits a direct response from your potential customers. This type of marketing can be used to present your branding, products and the reason you do what you do as well as answer some of the questions uppermost in your potential client’s minds. Customers love this, as they are offered the opportunity to respond, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.

So, what does direct response marketing look like? Well, it comes in many forms, including:

  • Direct mail
  • Print ads
  • Radio & TV ads
  • Coupons or other incentives
  • Telemarketing

Direct marketing offers many advantages to businesses who use it to communicate with their customers. Among the many advantages are:

  • It is a productive way to communicate with clients
  • It empowers you to create more relationships
  • It provides an excellent opportunity to up sell and cross sell to current clients
  • It is a low-cost way to generate new business
  • It can be used as leverage to turn small or infrequent sales in to larger, more frequent sales
  • It can supplement your current marketing program
  • It provides a cost-effective way to reach target markets
  • It offers measurable results
  • It enables you to reach outside your local area for new business
  • It can help increase the effectiveness of your sales force

These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.

Jay Abraham once remarked, “I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.”

Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not. For a limited time, I am making my video, “The 3 Biggest Lead Generation Mistakes Small Businesses Make,” accessible at no charge. If you’d like to learn more marketing tips, check it out at