pl“Not only are bloggers suckers for the remarkable, so are the peoe who read blogs .” - Seth Godin

I see companies everywhere post blogs, social media posts and write emails that merely describe their products and services.

What's worse, many of these products are similar to other products, so there's no real reason to give the information.

Another common theme is to list out the benefits of your product. Yawn.

At this time, we are all so inundated with marketing that we've become immune to it.

"20% increase in yield!" says the fertilizer ad.

So does every other fertilizer.

What do you think a farmer thinks when he sees that?

"Here's another snake oil salesman. Scroll on by."

To really gain traction, your marketing has to communicate directly to a person. Not a generality, not a group, but a person.

Visualize your ideal client and then pretend you're talking over a cup of coffee or a beer. What would you say? Would you start the conversation with:

"You know Bob, our fertilizer increases yield by 20%, reduces water usage and improves soil health over time. It's inexpensive and most farmers love it!"

That's not a discussion, it's a pitch.

Same thing on voicemails or emails. Instead of trying to get the person to respond, we try to sell our product right from the message. Most won't buy anything that way unless it's a small investment.

Talk to the person. Ask questions. Find out what they need and want. Then broach the subject if it's a good fit.

"Hey Bob, how's the farm going? Just curious, are you happy with your yield prospects this year?

Let me know if I can help.

Thanks, Jim"

Less direct or less pushy messaging with get better response in the beginning. Then develop the conversation, qualify them as a prospect and only THEN start pitching.

If you need help, let me know.

To your success,
Jim