Building Trust Through Networking

I just got back from a networking event.  Biznik’s (Biznik is the social networking phenomenon that sprung up overnight in Seattle) cheeky tagline of  “Networking that doesn’t suck,” began playing softly in the back of my mind when I stepped into the room and was ringing in my ears when I left.

I guess I should have know better since I was “recruited” to attend.  A business coach-type got my name off MeetUp dot Com and sent me the following e-mail (all of the names and dates have been changed):

“We are eager to meet you, Mike.  Our special guest speaker this week is none other than Ned Domino, Executive Director of BusinessMeets in Arizona.  This fellow KNOWS how to network.  Really Peppy Networking meets at 12:00 to 2:00 every Wednesday.  It’s an adventure because you never know who will show up with interest in your business – at least you will find interesting people, people who want to help you, and the potential for life-long friendships.  COME ON DOWN!! And lunch is free for first-timers.”

I sent off a message and asked if we had ever met before or if I’d been referred and how …in general…had he gotten my name?  I got back a boilerplate answer, but it was friendly enough, so I said I’d attend. 

When I walked into the room I sensed something was a bit different from the networking events I usually attend.  The smiles were strikingly large and greetings overflowingly receptive.  These folks were really happy to see me.  The first words out of the organizer’s mouth were Zig Ziglar playbook stuff, like, “If you help enough people get what they want, you’ll get what you want.”  I knew something was up – it wasn’t going to be a timeshare presentation, but it would be close. 

It started out well enough – the open networking was a generous, full half hour.  I met some terrific entrepreneurs, all working hard at their businesses and passionate about what they’re doing.   

We all took our seats at tables – the room was set up like a classroom (another flag went up) with the event leader up in front behind a lectern.  We all got to do a two minute commercial and shameless brag.  There were lots of cool people in the room and it was fun to hear what they were doing in life. 

And then…a talk by the leader.  You could almost feel it coming.  It was a 30 minute pitch on “Perfect Postage and Lovely Cards” (I made up the name) – without question, a fabulous product. 

But just like every other product sold via this type of marketing the description of the product’s features and benefits – and there are many – lasted but a few minutes.  It was followed by an extended spiel laced with words like “levels” and “distributors” and “retail” and “wholesale”  and “earning” and “referral fees”  and “residuals” and ….

Yes, it was true.  I got sucked into an MLM presentation (MLM stands for multi-level marketing.) Don’t get me wrong, I have nothing against MLMs if that’s what people want to do.  Just don’t invite me under the pretence of an open networking meeting.

Sometimes the only way to get a particular product is to buy it from one of these companies.  I’ve seen lots of wonderful products offered at great prices.  Automotive engine additives, health and wellness products, detoxifying agents, self improvement materials from mastery-level people and even thank you notes.  Things that are almost impossible to get anywhere else.  But I didn’t come to the event to hear about any of this stuff – I came to meet people and contribute whatever I can to their businesses. 

I definitely expected a shameless brag for BusinessMeets in Arizona, since it was mentioned in the invitation, but very little was said about that.  He went right into the subject of the day with the ruse that “Perfect Postage and Lovely Cards” had paid for the room.  The presenter said he felt compelled to say a word or two to honor the sponsorship, but yikes, for 30 minutes!  It was a sales pitch for something in which I have no interest – as well as it being disingenuous.

So….a couple things happened.  He (actually there was a team, including a couple shills) lost my respect and will never earn my trust, plus he wasted my time (a precious resource.)

Here’s the deal on building trust – lots of studies have been done and it’s generally accepted that we need to engage with others at least 5 times before we really trust them and develop a lasting relationship.  It’s simply human nature.

Will I ever go back to this networking event?  No.  And will I ever trust these people?  Probably not – no matter what their involvement.  Not so much that I got sucked in to something, but because I’ll never engage these folks enough times to ever form a relationship.

 So…if they’re playing the numbers, they’re playing the wrong ones.  They’re figuring on snagging one in twenty people who will buy the product – then they’ll “work” on them to become a distributor.  

Saying something and being something are two different things.  When we host open networking events it truly has to be about the people attending and not about personal gain.

This is why Biznik has become the phenomenon and wonder that it is.  Events are put on by members who have no agenda other than helping others improve their businesses.  Educational events are meant to share knowledge.  Networking events are organized to make connections.  Contribution parties are about contributing to everyone else in the room. 

The  Biznik 95/5 rule (95% informational/educational and 5% shameless bragging) is spot-on!    When people attend an event they can see from the host’s profile what they do and listening to a minute (the 5%) of the host’s commercial is just fine.  People like to hear what others are passionate about and how they do it. 

Chances of people attending more than one of any host’s events are good if they get value and the chances of engaging with the host five times (if that’s the magic number) -whether at their events, other meetings, on the phone or simply for coffee are excellent.   It’s the way we build trust in a relationship.  We get to know each other.

A copywriter was attending this meeting as his very first networking event.  I felt compelled to call him a day or two later to tell him that most networking events aren’t like this one.  We had an interesting discussion and he was happy to hear that he (probably) wouldn’t be ambushed by an MLM promoter at his next networking meeting.

But selfish, short-sighted networking can ruin it.  As Biznikers we bring a long-term and generous spirit to networking and we live it by honoring our guests.  Preambles need never be stated, so when overly smiley people tell you they have no expectations and no agenda be careful.  They could be wasting your time.

Koan

Those who can see what is right in front of their eyes can accomplish anything.

Those who only see what is right in front of their eyes will accomplish nothing.

When Did AIDA Die?

I think the time has come to have a eulogy for poor old AIDA.  Not the Ethiopian princess immortalized in the Verdi opera, but the so-called “tried and true” advertising formula that has been used forever and ever in advertising and direct response mailings.

 

AIDA – Attention, Interest, Desire and Action.  So many people still subscribe to this formula, expecting blockbusting advertising every time they use it.  They learned it way back when.  And when they don’t get any results they all say the same thing.  “We tried direct response advertising and it doesn’t work.”

 

Well, times have changed a bit and, truth be told, AIDA is the still the backbone of good advertising.  But it takes a lot more to convince people these days.  There’s a high level of skepticism to hurdle over.  But it’s not rocket science – you just have to know the secret.

So here you go.  This is like Penn and Teller giving away the magic trick, but what the heck!

1. Headline (the “Attention” part) – This is, by far, the most important element – this has to be a big, bold promise of some kind.  Give them a reason to read the next line.

2. Sub-Headline.  Just as the purpose of the headline is to get you to read this line, the purpose of   this line is to get them to read the next line.  Plus, backing up the promise is really important. 

3. Benefits (sort of today’s version of “Interest”) Use the benefits of your product (as opposed to features) to put your prospect smack in the middle of the picture.  How should they feel when  they’re using it?  How would they feel if they missed out?

 

4. More Benefits.  It takes a lot to convince people these days. 

5.  Proof.  Testimonials work.  Easy-to-understand statistics help, too.  That sort of thing.  Prove that your product does what you say it will do. 

6.  Risk Reversal.  How about a money-back guarantee?  There can be no risk whatsoever.

7.  Photo.  This isn’t required, but it will definitely increase your response rate.  Show someone enjoying the product.  Illustrate the benefits.  Even a photo of you, which personalizes the piece and makes it seem real, helps a lot.

8.  Offer.  (Just one, though)  You have to offer something.  It’s amazing how many ads are  produced without an offer.  “It’s important to get your out name out there,” is the reason heard most often.  Sorry – without an offer, your ad is dead.  Nothing happens.

9.  Call to Action.  You have to ask your prospect to do something.  Really!  If the rest of the ad is well-structured, people will act – they will take advantage of your offer and do exactly what you  tell them to do.  But not if you don’t ask.  This where your ad becomes your best salesperson. 

10.  Reducing the Resistance to Accepting Your Offer.  It’s that guarantee again.  No risk.  Remind your readers that they have nothing to lose and everything to gain.

       ….and if you really want to spice up the recipe, add some of this secret sauce:

11.  Create  Sense of Urgency.  “Just five days left….,”   “Only 12 lucky golfers will…,”  “Take        advantage today and you’ll also get….”  You know what I’m talking about…  Scarcity breeds wanting and human competitiveness.

So give direct response another try – just don’t depend on AIDA any more.  AIDA died quite some time ago.

Do You Really Want Them to Read Your Ad?

You’ve written your piece and mailed it out. Or, perhaps you posted it on the internet or in a blog.  You got no response.  What happened?

 

Maybe nobody read it.  We’re all very busy these days.  The information you want to share has to be easy to read and quick to read.  You have to draw people in if you want them to take action.

 

The trick is to write like you speak.  Take a look at dialog in a story, a script or in a TV show.  Have you noticed how simple and direct conversational English is compared to, say, a technical manual or a text book, or even a literary novel? 

 

Pure and simple, you want your stuff read.  You want your clients to read it, understand it and act on it – instantly.  There’s no time for translations, interpretations or explanations these days.  You get one shot and it has to be good.

Fortunately there’s an incredibly easy way to measure your writing level.  The next paragraph may seem like I “went technical” on you – exactly what I just objected to – but I promise it’s worth reading. 

There’s a statistical program designed to measure simplicity of expression.  It’s called the Flesch-Kincaid (F-K) scale.  Simplicity of expression is an essential quality of effective marketing. 

This is what makes it easy:  Almost everyone these days uses Microsoft Word to compose their work.  You can readily see where you’re at on the “readability scale” at the same time you do your spell check.  All you have to do is “turn on” the Flesch-Kincaid program and it couldn’t be easier. 

To check your F-K score, click Tools on the toolbar, then click Options, then click Spelling & Grammar.  Select Check Grammar with Spelling, then select Show Readability Statistics, and click OK.  Once you’ve done that, the Flesch- Kincaid score will be displayed on your screen after you spell-check your document. 

The scale is roughly equivalent to grade level of reading.  Most Americans cannot read above a 7^th grade level.  I know that’s pretty darn sad, but it’s a matter of fact. 

Besides that, why not write the way your target market speaks.  Incidentally, the material you’ve just read has a F-K rating of 7.0.  My goal is always to be under 8.0.

There are some tricks of the trade that can really help.  If you notice any words with three or more syllables in your text, replace them with one or two shorter words that say the same thing.  Use the word use instead of utilize, better instead of preferable,  wasteful or over-priced instead of extravagant, liking or fond of instead of predilection for….you get the drift, right?

A thesaurus comes in handy.  My favorite book is “The Synonym Finder by J.J. Rodale. 

Write about one idea at a time.  Don’t try to weave ideas together like a Russian treatise or a term paper with simultaneous threads of logic designed to impress an instructor.

Use a story to introduce an idea.  Your piece will be much easier to understand because stories are usually told in short active sentences that are quickly read.  Not only that, a story will add an element of emotion (I almost wrote emotional involvement…it’s very tempting to write high-brow) that will get your reader involved.

Read your piece out loud to yourself– if doesn’t sound like casual conversation, then it probably won’t work.  Have a child read it back to you – did they understand it?  Did they have a tough time wading through it?  That will tell you what you need to do – either print and mail or rewrite.

Successful writers of marketing copy need to do two things:  we need to come up with fresh ideas and we need to express those ideas clearly.  The best ideas in the world, expressed in a way that is difficult to understand will never see the light of day.

Some people feel that they shouldn’t have to “dumb down” their writing, but it’s not a question of writing dumb, it’s a question of being efficient.  You want ALL of your readers to “get it” on the first read and not be challenged by the literary nature of the writing. 

As you reduce the complexity of your writing, it will become stronger in its power of persuasion and promotion.  Good salespeople don’t use big words – they use words that promote, persuade and encourage their clients to buy what they’re selling.  You should also do that in your writing.  You’ll notice a big difference in response and, ultimately, in your level of business. 

F-K level: 7.4.  Not bad, eh?

Have a wonderful day!  Mike Schwagler, Write For Sales 

P.S.  It’s time to turn on the money machine. How?  Check out  www.writeforsales.com

How to Succeed In Business

 

It’s Simple.  Have Lots of Customers…

Not just any customers, though. Loyal, regular customers who refer you to everyone they know. 

My good friend, Stacy Karacostas, the founder and owner of Success Stream, questions her audience in seminars, “What’s the one thing you need to be successful in your business?” 

She gets all kinds of responses from ‘a great product’ to ‘lots of money’ to ‘hiring the best employees.’  It’s true that a great line of products or a brand name helps. Capital is wonderful, but a lot of companies start out with almost nothing. 

  

Great employees and able assistants can make your work easier, but many businesses do quite well as a one person shop. 

The answer to her question is customers.  To get customers you have to have effective marketing. 

You need to promote your business so that everyone knows what you can bring to their lives…in short, what can you promise them that no one else can provide?  

People have to know you, know what you do, know where to find you, and…they need to know what value you bring. 

There are many ways of marketing yourself and your business.  The internet is a good model and example of how this works. Let’s say you’re mousing around and surfing the internet.  How long do you stay at a site that tries to sell you something?  My guess is, not very long.   

How long do you stay at a site that offers you something that interests you or provides something you need? More than the average 4 seconds, I’ll bet.  You may even hang around to see what you can get out of it.

Traditional sales people are the ones who call you on the phone, knock on your door and pop in at the office for the express purpose of selling you something. You can feel it coming.

There’s A Better Way!

First you need to take a moment and figure out a way to contribute to the customers in your target market.  

A good marketing letter, for example, works this way:  You make a promise that appeals to your audience.  This can be in the headline and it’s usually supported in the first paragraph or two.  Then, paint a picture in words that has your customer enjoying your promise.  What would their life be like if they have what you offer…if they can see themselves enjoying your product?   

Once you have that established, show them some proof of how you did this for others and what makes it work so well.  Then add some credibility. Testamonials work well.  They affirm that using your product or service is the right thing to do.

Follow this up with your unique selling proposition (USP, as it’s referred to in marketing.)  How are you different? What makes you better?  Why should they use you instead of a competitor?  That sort of thing. 

At this point, make them an offer. Some ideas are free consulting or a free sample or a free trial. 

Write For Sales Copywriting was created to help you get sales, even if you aren’t a salesperson or don’t like selling.  Your customers will always buy what you have to offer if they can see the value in it. 

I can help you do that. I can show you how to attract customers for life – effortlessly! Give a call or drop a line and we’ll work together to bring customers to your door.

Talk soon!

Welcome to the world of Write For Sales!

 Are You Ready to Sell More?

 

Here’s How to Write Your Ad the Easy Way…

Your mailer, flyer, advertisement and website homepage must communicate, educate and promote.    But most of all – and this is the million dollar secret – it has to convince your customers that your product or service will contribute to their success, solve a problem or relieve a pain. 

By following a few simple principles, you’ll be able to present your product or service in its highest and best light…and get the order!  That’s what selling and marketing are all about.

Make a Bold Promise and Get Their Attention

You need to grab their attention right off the bat.  If you can promise Success in your headline and sub-headlines,  you’ll be well on your way to an effectively written piece thet gets results.  So promise something they can’t live without.

 

Your Product Must Solve a Problem or Relieve a Pain

Your products and services are unique.  Even if you provide exactly the same product as your competitors, the thing that makes your product better is you.  That’s where all the difference is.  Do some brainstorming and determine your unique selling proposition – marketers and copywriters refer to this as your USP.

There are things you do that no one else can – and things you do better than anyone else.  Only you know what they are.  It’s your job to tell the world why. 

Put Your Customer in the Picture

Your clients want to see themselves using your product.   And you want them to know that your product or service will make a difference.   Keep that thought in mind as you list every compelling thing you can think of.  And then prove it to them:  throw in a testimonial or some amazing facts – remind your customer of the benefits of your product.

Keep the principle of WIIFM (what’s in it for me?) top of mind.  As you put your initial draft together, smooth out your text and do your rewrites – always keep this principle central –  and you’ll be on your way to writing a piece that will make customers appear.

P. S. Don’t Forget to Ask for the Order…

Just one more thing:  You have to ask for the order.  After all, it wouldn’t be much of an offer without that, would it?