PAPER CRAP
Next month we’re launching a new series of sales and marketing programs beginning with 60 SECOND COMMERCIALS 101. In it, students learn all the ins and outs of great 60 Second Commercials that actually sell and get you referrals. Included in this information are the SIX BIGGEST MISTAKES people make in their 60 second commercials.
Today I’m going to sneak you one of my favorite ones.
Mistake #3: PAPER CRAP
Mistakes are usually made by people who just don’t know a better way to do things. PAPER CRAP is the mistake you make when you give people STUFF THEY DON’T ASK FOR…your brochure, your flier, even your business card. You think you’re giving them valuable treasure, they feel like they’re getting PAPER CRAP. ‘PEOPLE DON’T WANT YOUR STUFF–Here’s the thing. People don’t want your stuff. They’ve got offices full of their own paper crap and mostly, they just don’t need or want yours. Unless they ask for it, DON’T give them stuff. It doesn’t matter how pretty your brochure is, how much you spent on it or how full it is with useful information…they’re probably going to trash it the minute they’re safely our of your sight. To them, it’s just PAPER CRAP. PAPER CRAP VS. THE CHOIR–PAPER CRAP occurs when you’re trying to sell to everyone instead of doing the work to connect with your CHOIR—the people who would just love to buy from you if they only got the chance.
Sell to your CHOIR, create resources that your CHOIR would want and need and don’t bother creating or pushing PAPER CRAP.