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17 things you should consider before you write to your customer

Imagine if everyone who are selling time were just as good at selling themselves as they are mastering their area of ​​expertise.

I read a lot of sales letters every week and I've noticed that the words ”I”, ”we” and” our” seem to be many consultants' favorite word. And I don't blame them. A consultant must, of course, show its mettle, just like everyone else. The problem is that customers are not interested in what you think you are.

Customers are only- exclusively - interested in why they should listen to you instead of doing something else instead.

Here are 17 things you should consider before you sit down and write to your customer:

1. What keeps your clients awake at night? What problems do they have?

2. What are they mostly afraid of?

3. What are they angry about? Who are they angry with?

4. What are the three things that frustrate them the most?

5. What and who excites them?

6. What trends are important in their lives and in their business?

7. What or who are their secret dreams about?

8. How do they make their decisions? At home? At work?

9. Do they have their own language? (Golfers have their own language, so do lawyers, tavern keepers, carpenters and all other professionals. Could you learn their language? If not, at least build a vocabulary for it)

10. Is there anyone else who sells to them? How?

11. What are they looking for?

12. What are their most pressing problems?

13. What is this person's life goals?

14. Who is the person you are writing to? How does he/she view themselves? What would he/she say if you asked him/her to describe himself/herself?

15. Is there anyone else who has been trying to sell to them and failed? How? Why?

16. Is there anyone else who sells to him/her successfully? How? Why?

17. How can you appeal to his/her feelings and needs?

About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

230 000 prescribes to his free newsletter "The 5 minute marketer"
Every week some 230,000 prescribers gets his free newsletter about 5 minute marketing.

"The 5 minute marketer" - the book
You run a small business and you want to get ahead of the competition, but how can you give resources to marketing when you're short on time and the budget is tight? The solution is here! The 5-Minute Marketer is packed with 395 tried-and-tested ways to market your business in 5 minutes or less.