I like this post. And it makes good sense on one level. Where I am a bit conflicted with it is if catering to (and selling to) a type of business / niche (that is outside of the internet marketing or direct marketing space) they are not necessarily buyers of that kind of marketing. They tend to be more uncomfortable with it (in my experience) and don't see the value of it. So their is more education required before a sale can be made.
I guess the answer is to put much more emphasis on the results / transformations will deliver the client. But they still want to have a high level understanding of the steps that will be implemented to get them the end result (so they believe that it will work for them). Then it's back to the higher probability of them saying that's not the type of marketing they do.
Does that make sense? Or am I overthinking it? It's just that from my (limited) experience trying to do, say, DR style emails for traditional type businesses - they don't like it and don't buy into it.
Unless they are an educated buyer, no one wants "DR style" marketing. They want the outcome from it. It's our job to position our offer in a way that leads to what they want. And what they want in relation to what we do is typically around leads or customers.
You should be able to explain the process of what you do, at a high level, in 3 steps. And I wouldn't be using the words DR when explaining the process.
Makes perfect sense. Where I have had challenge in past is trying to do emails for traditional brick n mortar type business (outside of the normal online marketing / ecomm space). I didn't mention DR style marketing or anything like that, didn't even mention email marketing. Just introduced idea as a way to capture an email list / contact details for the business to follow up with and convert list to leads and more buyers of different products / services etc.
Admittedly I never tried this on a large scale, but I never got any traction with it
as the business owners I spoke with (in expensive retro watch shop, jeweller, mortgage advisor, accountant etc) they were just never on board with the idea. So I took from that that they were not proven buyers to sell to. Again, it's just been a few instances here and there and a few years ago now.
I can see that they would be more open to the concept of say Facebook advertising or SEO or Google ads etc if it was introduced in a high level way - but I'm not that technical to do that :)
Anyway overall I do agree with your clarification. Thanks.
I like this post. And it makes good sense on one level. Where I am a bit conflicted with it is if catering to (and selling to) a type of business / niche (that is outside of the internet marketing or direct marketing space) they are not necessarily buyers of that kind of marketing. They tend to be more uncomfortable with it (in my experience) and don't see the value of it. So their is more education required before a sale can be made.
I guess the answer is to put much more emphasis on the results / transformations will deliver the client. But they still want to have a high level understanding of the steps that will be implemented to get them the end result (so they believe that it will work for them). Then it's back to the higher probability of them saying that's not the type of marketing they do.
Does that make sense? Or am I overthinking it? It's just that from my (limited) experience trying to do, say, DR style emails for traditional type businesses - they don't like it and don't buy into it.
Unless they are an educated buyer, no one wants "DR style" marketing. They want the outcome from it. It's our job to position our offer in a way that leads to what they want. And what they want in relation to what we do is typically around leads or customers.
You should be able to explain the process of what you do, at a high level, in 3 steps. And I wouldn't be using the words DR when explaining the process.
Makes perfect sense. Where I have had challenge in past is trying to do emails for traditional brick n mortar type business (outside of the normal online marketing / ecomm space). I didn't mention DR style marketing or anything like that, didn't even mention email marketing. Just introduced idea as a way to capture an email list / contact details for the business to follow up with and convert list to leads and more buyers of different products / services etc.
Admittedly I never tried this on a large scale, but I never got any traction with it
as the business owners I spoke with (in expensive retro watch shop, jeweller, mortgage advisor, accountant etc) they were just never on board with the idea. So I took from that that they were not proven buyers to sell to. Again, it's just been a few instances here and there and a few years ago now.
I can see that they would be more open to the concept of say Facebook advertising or SEO or Google ads etc if it was introduced in a high level way - but I'm not that technical to do that :)
Anyway overall I do agree with your clarification. Thanks.
Have more conversations before making conclusions. Volume is important especially in early stages.
Banging post this one hits.
I found that talking to small business owners they don’t have much of a clue yet because it’s so early on.
So when you start talking about stuff you’ve read in the Russell Brunson and Gary Halbert books their minds go blank.
Which means an ideal person to sell a marketing service to.
So simple but so effective.
Thanks Sean
🤝
I've got to be a glutton for punishment because for some reason I'm trying to do this.
Haha it's one of those things you have to experience first-hand...
I KNOW it too. So dumb.
*He types, as he continues doing it*