I received an email today from a new client gripped with pain and frustration. She had invested thousands into her new business and most recently the creation of a new product.
The launch was a dud and although she knew she was skilled in her craft and provided exceptional service, attracting clients was an exercise in futility. She was on the brink of throwing in the towel and walking away from her dream.
I suggested we evaluate several factors that could have contributed to the failed launch.
It could be any number of things from inadequate research prior to creating the product, to not communicating the value clearly, to not pricing it right, not overcoming objections or making the offer risk free to the customer …
We had some homework to do.
I decided to start with a quick review of her sales copy and quickly discovered …
It was all about her.
The eight-page sales letter mentioned her name 18 times. She named her product after herself and the copy was plastered with "I's" and "Me's."
There was very little reference to the potential buyer, what she could do for her, how she could make her life better, how she could solve her problems.
She mentioned she also had a surge of unsubscribes from her newsletter, so I started reading through archived issues.
Again, it was mainly about her with a few snippets of text actually directed to the reader.
There was no real benefit in the content, but basically heartfelt stories about her life and the lessons she's learned.
The product offers in the newsletter read, "My store is open, here are the products, so go here to see more" and "The mate to my report is available, go here to get it."
Headlines read as, "What Can (Her Name Here) Do For Me?" when "Let (Insert Company Name) Help You …" would have focused on meeting the prospect's needs.
Unfortunately, this is a common error among many new entrepreneurs. Randomly visit some of the web sites of home-based and small business owners and you'll quickly discover how widespread this is.
As you're visiting these sites, put on the hat of a potential customer and pay attention to how "I" centered marketing makes you feel. If the copy is all about them with little regard to how you will benefit, does it make you want to pull our your wallet?
And what about communications that focus on you? Solving your problems, making your life easier, improving your relationships or financial position, giving you more freedom, etc. Would you be more inspired to look further into acquiring what they offer?
Once you're deep into the role of the potential client, go to your web site and read your copy from an objective standpoint. If it reads like a biography or resume, it's time for a facelift.
Read past issues of your newsletter, brochures, e-mail, etc.
You can have the best product in the world and be the best at what you do, but if people aren't inspired to open the door and come in, it doesn't really matter.
Here's an easy way to illustrate this lesson if you have people attending your home for products and services. They will have one of two experiences.
One – They come in, have a seat in your office, and you talk across your desk at them about what you do, how you do it, how long you've been doing it, the technology behind it, how great it is, how great you are and what your terms are.
Two – They arrive, are greeted with a cup of tea and a warm smile. You sit next to them and ask how they're doing and what has brought them to see you. You ask what challenges they're facing and what kind of solution they're looking for. Once you're absolutely clear on what they need, you then explain what type of results they can expect.
Will they be healthier, wealthier, happier, pain-free, respected, loved, promoted, smarter, more comfortable …?
Make it abundantly clear to your prospects at all times that they are the stars and will receive exceptional results by doing business with you.
This is one of the first rules to your home business success.
2007 © Laurie Hayes - The HBB Source Laurie Hayes, founder and Director of The HBB Source, helps freedom seekers cross the bridge from employee to home-based entrepreneur. Subscribe to her FREE e-zine for valuable tips and resources designed to create business success, at www.thehbbsource.com
Who's The Star of Your Home-Based Business? - To learn more about this author, visit Laurie Hayes's Website.
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