“If you’re like me, what you’ll see are business communications that are self-centered, braggart, loaded with unnecessary information, and just plain ineffective marketing tools,” Robert Imbriale writes on his Web site, www.ultimatewealth.com. He lists 10 expensive mistakes business make when trying to convert prospects into clients:
1) Focusing on your company, rather than your prospects. They’re only interested in what you can do for them. Focus on their concerns first.
2) Not understanding your prospects and their problems. When you understand what your prospect needs, it’s easier to convince them you’re the person to help them.
3) Not knowing your product well enough. What are the benefits of your service? Focus on true “benefits” to the prospect rather than listing features.
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4) Failing to qualify prospects before spending money on them. Before you direct your marketing at a prospect, make sure they are interested in your services, are able to afford it, and have a need for it, whether now, or in the future.
5) Attempting to reach too broad of an audience. Focus on a specific prospect and describe how your service will make his or her life easier.
6) Not taking advantage of your headline. Begin your marketing piece with a strong statement to capture your prospects attention. Imbriale recommends backing up your headline by stating the cost of not solving the problem immediately.