How many silent conversations do you have with yourself in a day?
Psychologists have proven that everybody holds a constant, ongoing conversation with himself or herself in his/her own head. These silent conversations are always being interrupted by distractions: the phone rings, someone walks by the door, the kids are fighting, dogs bark, etc.
“The character of a man is known from his conversations.”
My point here is that, if you want to get someone’s attention, then you have to create an interruption in his/her “self talk.” In fact, you have to keep on interrupting them, until you get their total attention.
Your direct marketing effort has to stop a prospect right then and there. If your offer doesn’t get them to pull out their credit card immediately, then likely you have lost the sale. You have to capture the full attention of a prospect or you will lose the opportunity to make any future profits from him/her.
If someone sets aside your marketing mesage without taking any action, then chances are slim that they will ever pick it back up again. It may get covered up by other mail, or by the newspaper, or by something else. Eventually finding its way into the trash. Advertising and marketing are extreme interruptions in most people’s life, so your offer has to get deep into a person’s silent thoughts.
You want your prospect to think silently to him/herself, “I absolutely cannot live without this product/service.” If it doesn’t do this, then your marketing effort or offer is ineffective.
Perhaps your prospect doesn’t want what you are selling, or perhaps they simply can’t afford your products/services. Either way their silent, personal, internal conversation will make the final decision. It is up to you to make your best offer, and persuade them to make a positive decision.
What silent “conversations” are your prospects having about your products/ services? How can you make sure that those conversations are positive?