Wishy Washy Won’t Work
March 6th, 2010 Filed under: Uncategorized — Marketing Ideas Author
Between marketing workshops and critiquing client’s sales letters and email promotional pieces I see lots of wishy washy wording.
Often the wording is timid, vague or lacks conviction. This is the example I use in my workshop. I will pick a women from among my participants (you will understand why I choose a female) to make my point. “Susan, imagine that we are in a relationship. I look you in the eyes and say, ‘Susan I think I love you’ or ‘Susan I feel I love you’ or ‘Susan I believe I love you’ or ‘Susan I know I love you.’ Which statement has the most impact on you?” Every response is the same. She likes the committed statement best.
Take a look at your sales letters, whether they are in print or used in your email marketing system. Do they show unwavering faith in what you are offering? If they do not, can you blame your prospects for not responding by taking action on your offer? If you are not sure this will solve their problem why should they gamble with their money just to give it a try?
If your prospects are not buying what you are selling it is because they are not convinced you have the solution.
One of the most likely places to find wishy washy wording comes at the end of the letter or email marketing piece. The call to action is often vague, confusing or non-existent.
One client’s call to action was, “If you would like to hire me or ask me some questions feel free to call, email, fax or mail a letter.” There is lots of things wrong here. Remember why you contacted them in the first place. You want them to respond. To take some kind of action. Imagine you wanted one of your staff or your children to do something. Would you tell them to feel free to do it? Of course not because it would never get done. Also make it simple to respond. Giving them 4 options to respond is silly. If the fastest and most effective method to move the sales process forward is to talk to them then why do you want to add extra steps like email, faxing and snail mail?
So go through your marketing materials and ask yourself are they clear, concise and committed or are they wishy washy?
Larry Arrance is an entrepreneur, author, workshop facilitator and Sr. Marketing Coach He’s coached professionals and small business owners to achieving number one in their industries. If you are ready to control your profits please visit http://www.controlyourprofits.com
