"All the world a stage..."
"And all the prospects merely players; they have their desires and fears, and one man in his time plays many parts."
Okay. I admit I borrowed most of this from Shakespeare's speech but isn't it vivid for your business as well?
Your prospects are merely players in the big world. They have their own problems, fears, goals, and desires to face. In other words, they have lots of their own business to mind.
Most business owners don't like to admit...
The fact that their prospects, even their clients, don't care about them, their services, nor their contents.
No, it's not because they have the wrong prospects or that the prospects are bad people. It's just because everyone's busy.
We all play many parts.
To you, they might be prospects but they're also a father, a mother, a friend, an employee, a boss, a leader, a fan...
So the biggest mistake as a business owner, or a marketer, is to assume that our prospects are actively paying attention to what we have to say, all the time.
No, they're not.
We can have the best headline, the perfect lead, the ultimate offer...but the ideal prospect had a bad day (i.e. a fight with his wife or just a manic day).
And our email got no response.
It might feel like the copy failed but it's just bad luck. And this happens a lot.
Ask yourself, how many times have you "saved" an intriguing email from someone you respect to read "later". But we all know, later means never.
So stop betting on single, viral hits.
The marketing world is about quantity. To stay Top of Mind Awareness so you just might catch your prospects on a day when they're ready to take action.
Of course. Staying Top of Mind Awareness means you'll have to email frequently, 5 or 6 times a week, and that means work.
So if you're not interested in playing the part of a "writer", here's a different part you can play to get it done for you: