To Get Rich, Get Personal… First You Win Their Trust… Then You Win Their Money.
Never forget that direct response marketing is supposed to be a personal media. You may be writing to 10,000 people, you may even be speaking to millions on TV and radio, who knows how many will see your direct response marketing on the Internet, but you’ve got to communicate with them (your client or prospect) on a one to one basis.
Being personal and speaking to your prospect or client as if you’re face to face, one on one is the little known secret behind the success of our type of marketing.
It’s a personal message, you understand their hopes, their fears, their wants and desires, and then you can communicate with them personally. You’ve got to get inside the grey mush, enter the conversation in your prospect’s mind. Speak to them in a manner that has them nodding their head in agreement.
And remember the customer is wrapped up in his or her own self-interest. They want to know the answer to WIIFM – What’s In It For Me. They don’t give a damn about your company or how much money you want to make. They want to know how much money THEY can make, how much money they can save, how much younger they can look, or a thousand and one other reasons they should want to do business with you.
So if you are going to get their hard earned money, you’ve got to come to them with a personal message that touches their emotions instead of their intellect. Even if you are sending out 50,000 letters, spend that bit extra $$$ to get personal with the people because your results will increase by 100’s of percents. Use their name in a headline. Address the letter personally to them. Customise all of your communications where possible and use their name.
Because we live in such an impersonal world it’s easy to get them to respond to personal messages from people they believe really understand them, who knows what’s inside them and who knows what their deepest desires are.
This way you win their trust and then you win their money.
Best regards
Mal
