Sell people problems

At a painful business networking breakfast a while ago the chosen speaker gave us his definitive guide to killer marketing emails (( it was probably a five point plan, they tend to be ))

This five point plan (( told you )) took us through empathy

Are you a terribly important and interesting person? (( it may have been more subtle than this ))

He proposed we ask.

Why yes, yes I am

Our reader would find themselves subconsciously thinking.

Are you in the business of making and selling widgets? (( a friend recently mocked my for my constant use of the term widget in this context. I invited him to find an alternative. I continue to use the term widgets. ))

 

Why yes I am

They would think.

At this point we have hooked them and we can move on to the next, crucial stage.

Your business is about to go bankrupt. Because of the:

– scary IT thing you do not understand

– terrifying tax thing you do not understand

– stupefying legal thing you do not understand (( delete as appropriate. obv ))

By this point our reader is panicking.

What will I do?

they fret

I’m about to go bankrupt because I don’t understand the scary IT / tax / legal thing

And then you strike

I represent the foremost expert in the field of IT / tax / law and we are prepared, for an appropriate fee, to stop you going bankrupt.

The sense of relief in our reader is palpable.

Call us now (( there’s got to be a call to action otherwise people drift off elsewhere, they’re like sheep you see, successful business people ))

 

There is a problem with the five point plan to writing a marketing newsletter and it is this: most people will scan it and think

Oh that’s just a thing about IT / tax / some legal mumbo jumbo

And chuck it away.

Because they don’t know that they have a problem.

People don’t buy problems.

If your business relies on convincing people they have a problem so that you can sell them the solution (even if they do have a solution) then you don’t have a business.

Welcome to the club (( try selling social media risk management when everyone else was just trying to sell social media. No don’t )).