As a marketing strategist, it’s my job to know how to sell. My clients come to me with excellent products and services, and I help them connect with more of their ideal clients, patients, and customers. Helping people grow their businesses and thrive brings me great joy and satisfaction. It’s why I love what I do.

My passion for harnessing the power of sales and marketing has led me to search out and study master salesmen. I’ve followed the works of David Ogilvy, Gary Halbert, Gary Bencivenga to name a few…and I’ve had the great fortune of working closely on several books and projects with the master himself, Dan Kennedy

I recently came across an article 14 Lessons Learned from One of the World’s Highest Paid Copywriters. The writer Sean Platt is referencing my good friend Dan and his core principles and beliefs about strategic marketing. (See a link to the full article at the bottom of this blog post.)

The advice in this article was so succinct and insightful I thought I’d share it with you today.

If you’re familiar with Dan Kennedy, then you probably know he’s all about putting together the right message for the right market. The message with your Unique Selling Proposition (USP), expresses what sets you apart from your competitors and shows you as the best choice to meet their needs and help them fulfill their dreams.

In the presentation of the message, you must get into your customer’s head. Be aware of what drives them and what they want most; then clearly express how your product or service meets their needs or fulfills their desires. This holds true whether you’re selling dream vacations, expensive dental treatment, or B2B Services.  

The more clearly you describe the value you add to a prospect’s life, the easier it will be for them to say yes.   Back it up with social proof such as referrals or testimonials and you have a message that will have people lining up to do business with you.

His next piece of advice is to selectively choose your audience. You have to know who your ideal customer is and what they care most about.

Let me put it this way…

If you sell hair transplant services, develop a master sales letter guaranteed to attract more patients, and then have it delivered to sorority dorm rooms at every university across the country, what do you think would happen to this sales campaign.

It would fail miserably.

Why?

Wrong message to market mix.

You need to know who needs your product or service. You need to know what drives them, what keeps them up at night, and what’s most likely to motivate them to act. You must deliver your tailored message to these prospects, not their neighbors’ daughter.

In any good sales piece, you have to prove your case. You must address any potential objections your prospect might have to saying yes. Offer social proof in the form of referrals and recommendations. This is extremely important and can do a lot of the heavy lifting in your sales process without you lifting a finger.

Gather testimonials and referrals and proudly display them in your marketing messages. If you have before and after photos add them. There’s nothing like a graphic before and after image of someone who’s had extensive dental work to show the difference dental services can offer for them.

The same goes with home restorations pictures. Snap those before and after pictures and show off the spectacular work you do.

If your product or service can’t be shown in pictures, then ask for and use customer testimonials. A story about how your accounting firm uncovered a billing error that could have cost the business owner millions highlights the dangers of operating without your services.

This is all excellent insight! And this is why I love Dan Kennedy. The advice he offered is sound and will work if executed correctly.

But how?

How do you write a killer sales letter or design a strategic marketing campaign that gets the right message to the right market, speaks to the readers desires and needs, addresses objections, offers social proof, and proudly displays clients’ stories and recommendations?

Simple.

Call me. We’ll have a conversation. We can discuss exactly what message you need and how to clearly define and target your ideal customers, clients, or patients.

Call or text me at 301-873-5791 or go to www.elaunchers.com to book an appointment.

Predictable growth is easy when you get the right message to the right market.   Let’s discuss how I can help you generate a steady stream of customers, clients, or patients lining up at your doors, eager to do business with you.