1. You sound needy
I know you were brought up right. Mama didn’t raise you to be impolite, but when it comes to marketing, which is really a polite way of saying,” Hand over your hard earned cash for something I believe might change your life, but not 100% positive that will,” people are skeptical at first.
Here’s the most come way people sound needy:
When pitching anything at all (verbally or in writing), the one phrase you should never use is, “I’d like to give you this opportunity…”
According to Oren Klaff, best-selling author of Pitch Anything and billionaire venture capitalist, you have to own the frame to win the game:
“When you own the frame, you are in a position to reach an agreement with your buyer. And, you are also in a position to decide which deals, orders, or projects you want to work on instead of taking what you can get.”
When you own the frame you take control of the situation. And, you have the upper hand. In fact, most people really just want to be told what to do from someone who is more confident than them in the situation. I learned this after 20 years in the Army. People are always looking for someone to lead them.
When you are saying I’d like to… It’s heard as I need your permission to go any further. This immediately puts you on the submissive end of the deal (a place from which you are not likely to ascend before the deal closes).
A similar effect is true when you say, give an opportunity. Never give an opportunity instead your prospects should do something to earn it or, perhaps you determined that they’ve earned it in some way before your meeting with them and now they have been hand-selected to view your opportunity. This positions you as a someone who recognizes their accomplishments while framing yourself as a peer and not a fan.
So a better way to begin your presentation would be this:
“I’m here to help you make a decision. We are looking for people like yourself who have proven themselves as leaders in our community to introduce you to a service that can help you have more freedom, time and money.”
When you need a sale like you need oxygen, you’re tempted to use weak phrases unconsciously.
Here are some examples of weak phrases, and how they are typically heard.
Thank you for being here…
When is a good time for you…
Let me know what you think…
If you want to we can move forward…
What they heard
2. You got the wrong guy
Have you ever seen the cult classic The Big Labowski (1998)? If not, you have to take a look at it. But don’t go run and see it yet! For the sake of time and so that you come back to this amazing list of mistakes that marketing assassins don’t make, here’s a link to the clip I am referencing here: https://youtu.be/r9twTtXkQNA
This scene is a perfect metaphor for getting your target market wrong! Here’s what happened in the scene. The thugs think The Dude (played by Jeff Bridges) is a millionaire and his wife Bunny owes a $ 1Million to some porn king. The thugs try everything they can think of to get him to give up the money. They call him out by name repeatedly; that doesn’t work. They dunk his head in the toilet several times, that doesn’t work. Yelling and threating him, doesn’t work; even peeing on his rug…still nothing! And then the famous line…
“You got the wrong guy. I’m the Dude man…”
The thugs finally realize this guy is not The Lebowski, he has no money, he’s not married and they have to leave embarrassed and empty handed.
If it seems like you keep coming up short, don’t change your idea, change your audience because no amount of yelling, emailing, free downloads or Facebook ads can make the wrong audience buy from you.
You have GOT to understand who is already looking for the solution you are offering and trust me…IT AIN’T Everybody, Anyone or Somebody. That would be like going after The Dude when who you really should target is the Big Labowski.
3. You don’t flush your target out
While I was writing this eBook, something frightening happened. NO! Fighting doesn’t begin to describe the tidal wave of fear that crept over my body and trapped me in a frozen animation for what felt like 20 minutes.
I was sitting at my desk adjacent to a huge picture window. The sun was cascading through the glass and bathing my work space in natural orange and yellow ribbons of light. The trees flanking my window where solid sentries at my gate.
Out of the corner of my eye I noticed a dark shadow about the size of a tennis ball. I glanced in it’s direction but only saw shadowy figures of leaves painted on my wall.
I continued to click-clack on my keyboard. My long nails often forcing me to make mistakes.
I heard something…click- clack clitty-clack-clitty-clack…
My fingers stopped for a moment…click-clack and then a faint echo…click clack
My fingers click…echo clack
Whisky Tango Foxtrot?
It sounded like faint clicks against my wall every time I clicked, it clacked.
I swiveled my head slowly in the direction of the sound and the shadows. My body remained facing my screen and my fingers were still tapping out my last thought when…
I saw it! It was enormous, ravenous and seeking to steal, kill and destroy anything in its wake. It was a tree roach! Betrayed by my beautiful sentries. An unwelcomed visitor had entered my sacred work space. A place where my bare toes wiggle in the plush fibers of my white shaggy rug. A place where I sip tea from a giant mug the reads: “All you need is love.”
Why me? Why now? I was frozen. Glued to my wall, defying gravity like a sinister demon, was a Mesozoic-sized, prehistoric, Smithsonian worthy beast.
I shiver as I write these words. The horror of such a sight is enough for a Post-Traumatic Stress Disorder diagnoses.
Prehistoric trilobite, fossilized elrathia kingii
Was this roach wearing tap shoes? Because, I could hear it scampering down my wall and taking cover in my box of client contracts.
“CEEEEE JAAAAAAAY!”, I yelled for my oldest son to rescue me. I couldn’t move.
“What, Mom?” the way he does when I ask him for a glass of water.
Thank God he was nearby,
I carefully removed the box with the tips of my finger nails from its cubby on my shelf. I was careful not to disturb its contents as I gently placed the box on the floor and pushed with my big toe to the door of the garage.
My son went for the roach spray in the kitchen. This wasn’t the first time we have had to come face-to-face in hand to hand combat with one of the devil’s demons. At the start of every summer in Houston, they are searching for cooler, shadier places to hide.
Armed with the deadliest poison we could buy at the Home Depot and a broom, CJ went in for the kill. I was temporarily freed from my frozen state long to another room of the house.
The roach gave up a good fight. But in the end it was my valiant son, CJ who was victorious. And, by the way, his record is undefeated.
When the exterminator arrived the next day he said something that caught my attention.
Now this guy was a true assassin. I could tell by the way he listed in detail the appropriate weapons for the specific pests.
“If you want to get them all, you have to flush them out.”
The same is true in marketing. Your ideal clients will come to you in two ways. Either the sun gets too hot (their pain is to deep) and they come looking for you or you have to flush them out.
Most female entrepreneurs are waiting for one or two customers to come to them out of the heat, but if you really want to see your sells grow exponentially you are going to have to flush them out. Here a few tools I use to attract my perfect audience:
Unfortunately, these aren’t the only mistakes you might overlook so go to Keliwritescopy.com/blog for a full list.