Here’s one for ya…
The other day I was doing a Google search and as I was typing my query one of the suggested searches in the drop-down menu was:
Tryna figure out why the world is so cold
(‘Tryna’ as in ‘trying to‘ in case, like me, you don’t always understand abbreviated English.)
And since Google’s suggested searches are often its most frequent searches I thought, “Dayum…all these poor S.O.B.’s out here…desperately wanting to make sense of the cruelty they’ve experienced.”
Bit later I realized the phrase is a Mary J. Blige lyric.
Still…the world can be a cold place. In business especially. Until they know about you and your wicked ways, the market out there is VERY cold. So what’s a late-adapting, spoon-fed Gen-X’er like me to do about it?
Simple…turn up the thermostat.
Allow me to explain:
I was recently asked how to sell to a resistant audience. And while my first reaction was I’d never sell to anyone who’s resistant, I may have missed a beat in illustrating why – email. Nothing works better than email for “warming up” an initially reluctant prospect.
You dangle a juicy bit of bait (something you know your market wants) and give it away free in exchange for an email address. Then, you follow up. Endlessly. Until they either buy or unsubscribe.
(Btw, both of those outcomes are desirable. More on that in a future installment.)
The Chinese water torture…the drip, drip, drip of your unrelenting emails eventually brainwashes…er, I mean wins them over to your way of seeing the world. And by then the world is far less cold I assure you.
That’s when you get messages like (I’m paraphrasing, I’ve gotten many of these over the years):
Conor, you got me. I had my doubts at first, but slowly everything you’re saying just started to make sense. And I’m not one for blogs or emails usually. Yours just hooked me somehow. When can we talk?
You heard it here first.
How to persuade even the most brow-furrowing, arm-crossing skeptic.
Alright, that’s enough for now.
I’ll levitate down off my soap box.
If you’d like done-for-you emails that get customers to track you down, credit card in hand and eager to buy from you, then get your no-fuss, no-obligation Free Brainstorm Call to see if we’re a fit:
With any luck, you’ll never need to figure out why the world is so cold.
a.k.a The Muscle @ Marketing Muscle