I’m currently reading a book called “Selling Your Services: Proven Strategies For Getting Clients To Hire You (Or Your Firm)” by A-list copywriter, Bob Bly.
Admittedly, some of the content is out-of-date. No disrespect to Bob. And I’m only a few chapters in.
But many of this book’s *principles* are timeless. And just as effective today as they were in the ’90s (and ’60s… and ’50s…)
For example:
When Bob qualifies his prospects, a question he asks them is: “do you use this type of service (copywriting) from time to time?”
If the prospect says no, then he concludes that the client is NOT a good fit, and moves onto the next one.
Your instinct might be that Bob (or you) should sell the prospect on why they should be using such a service.
That feels natural, right? After all, you know how awesome your service is, and you know how much it would benefit the prospect.
To that point, Bob says:
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“Sales, advertising, and marketing…are generally more successful when you are ‘preaching to the converted.’ For example, if you’re opening a new steak house and grill, don’t advertise in Vegetarian Times. Instead, try to attract steak lovers.”
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Simple yet profound advice.
So if this resonates with you, then here’s a quick exercise to reflect on:
• What service do you sell?
• Who ALREADY BUYS that type of service? (Not “who do you WANT to sell to”… No, who has ALREADY DEMONSTRATED that they buy what you sell?)
• Now be honest with yourself: does your copy, content strategy, choice of acquisition channels, and targeting parameters (e.g., for outreach, networking, or advertising) leave you in a position where you’re selling “meat” to carnivores… or to vegetarians?
And if you’ve accidentally found yourself in a position where you’re trying to sell meat to vegetarians… what are the top 1-3 tweaks you can make to your approach to veer into the direction of success, and an easier sales process?
Hope this helps! Reply with the word, “Yes,” if this email was helpful. “Meh” if it was only okay, or if it was boring. 🙂
Thanks,
Dylan Bridger