Kindle Notes & Highlights
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August 18 - August 26, 2018
With the last of those bullets, I was intrigued enough by the adjective “tiny” to wonder “how tiny?” and called the reference desk of my local library to find out. I added what I had learned. That’s certainly a kosher move in this game.
For instance, when I helped an attorney who’d never had a brochure brainstorm reasons why divorcing women should consult her, we created this initial list: o Free initial consultation o Credit cards accepted o Evening hours o Sensitive to women’s issues o 15 years of experience
Likewise, for a company that manufactures and repairs industrial pipes, we came up with these items to start with: o Custom pipes for a great variety of industries o Computerized design o 24-hour repair service, even on weekends and holidays o The best trained technicians in Indiana o Engineers who never say “impossible”
Although I knew what my plans consisted of and how they differed from MBA-style plans, I wasn’t certain what motivated clients to commission a plan. So I spent 20 minutes chatting up a client who had commissioned a marketing plan and was herself a consultant for small business owners.
In thinking about or researching prospects’ motivations, keep in mind that sometimes the issue is whether to buy from you or from a competitor, while in other cases the question is whether or not to buy at all.
Remember too that it’s possible to design your bullet points to turn off kinds of people you don’t want as clients.
You should also imagine various different categories of potential customers and their
questions. For example, if you’re promoting something on the web, customers from far-flung corners of the world might want to know if your material applies to their circumstances.
You stay in complete control of the process as you have the final word on whether you want to accept any Settlement Agreement or not.
Pay special attention to the benefits of what you’re offering and to justifying the value of the purchase.
As Dan Kennedy puts it, “Don’t force readers to translate anything in their minds. Tell them what each feature in your list means for them.
For instance, here is one way to articulate the benefits of the divorce attorney’s services: o Free initial consultation – a no-risk chance to find out what we can do for you o Credit cards accepted – you can spread payments out, easing financial pressures o Evening hours – convenient, you don’t need to take time off from work for an appointment o Sensitive to women’s issues – because we understand how courts treat women and children, we can help you achieve the custody and financial arrangements best for you and your children o 15 years of experience –
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