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THE ONLY WAY TO DO MARKETING

Two different styles of messages looking to do the same thing - open a conversation with a prospect:


A)

Hi X,


I've heard X's name thrown about a bunch of times recently. I've been watching the X of you guys for some time now and I am keen to understand X! I’d love to chat over the phone, or maybe even over a coffee, to talk about your journey and what you are trying to achieve - it’s my personal mission to know and support X.

Let me know if you are up for it!


X


Versus.


B) (some spam I got on Linkedin the other day)

X,

X are a personal one on one Mentor. Executive Coach for pensioners who need to move back into a career or just need to find opportunities we support until you have achieved the objective. Our experience includes Law / Accounting / Electronics / Engineering / Architecture / Airline / Retail / Telco / FMCG / Pharma / Construction / Oil & Gas / Administrative Services / Education / Manufacturing / Government / IT/ Banking & Financial Services. / Consulting Services /Risk Assurance. Click here for an obligation free chat or email X - X Associates established for 23 years and 23500 clients have experienced our help and guidance. X. Australian owned and operated Email: X


Clearly A is going to be more effective.


If you want to get even more effective with it, you could try something along the lines of telling the prospect that they looking like an experienced X and that their advice would be invaluable to your X. So if they would do a call or survey they would be helping you immensely.


The idea here is that you enable the prospect to give you the information they feel strongly about so that you can use it and reflect those words back towards them.


No matter what the context, the idea is still to get the prospect to the next stage of the buying cycle. Which could be a call, a survey, a coffee, a feedback form - whatever it is.


The tone should always be complimentary


Here's another version for someone who is already a customer.


A)

Hi X,


Soon X is going to happen in your X, that situation can be really tricky and it's super important to plan for it. Around that same time we are running an X that I think you'd find super valuable. It's $X for it - when that time comes around are you up for chatting about it?


Versus.


B)

Hi X,


Soon you are going to be ready for X, it's $X, do you want to chat about it and sign up?


Clearly A is going to be more effective.



So what are the basic rules of permission based conversations/marketing?


  • Keep everything conversational

  • Do not give email, links or phone numbers out

  • Make sure people feel like they are important and are helping you

  • Get them to give you feedback in a structured manner

  • Reflect their suggestions back on them

  • Find a sales or marketing person that can tell the story like the founder does

  • Only ever try to get the person to the next step


How can you begin your permission based marketing journey??


You can use tools like Linkedin Helper to enable it at volume.


You can begin a permission based conversation with current customers about future products today.


The key take-away is that you are getting someone to give you permission to sell to them.


The success we've had with conversions have looked like this:

  1. Linkedin outbound outreach - 100 sent - 80 replied

  2. Reply for email or contact details - 80 - 60 replied

  3. Send survey etc, - 60 - 40 completed

  4. Follow up call - 40 - 35 calls

  5. Close - 35 - 30 closed

Personally I learnt about permission based marketing from Seth Godin.


P.s all of my posts are first drafts, my researcher will buff them out — so make sure to write in and ask for extensions or explanations if you are interested.


Thanks.

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