The biggest challenge you face when writing any marketing piece is determining what will grab your prospects’ attention.
You might use an outrageous offer. Other times a big promise does the trick. In some cases, you can surprise your readers with a statement that goes against common belief.
Although these tactics work well, there’s one desire most prospects share — but few will ever tell you. Fortunately for you, the following desire is extremely easy to incorporate into your marketing materials:
Most people prefer getting information without human interaction.
The problem is too many business owners overlook this fact and instead use a marketing piece to relentlessly tout the superiority of their product or service — an approach that does little to attract attention or address prospect desires.
Remember, people avoid selling situations. So you can make your first interaction memorable and reduce anxiety by allowing your prospects to expand their knowledge in a manner that’s comfortable for them.
I’d argue people’s desire for information without human interaction is a driving force behind the success of the Internet.
Think about it … going online allows you to freely find solutions to problems whenever you want and at just about any location. What other marketing medium is so easily accessible?
With today’s technology, there are many ways you can meet your prospects’ desire for information without pressure. Of course, your website is a great starting point.
You can also use free reports … toll-free phone messages … articles … brochures … seminars … audio recordings … online videos … and even advertisements.
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