Every marketing communication should have 3 focuses:
- To provide value to the reader
- To help bond them to the source (i.e. your client or company)
- And thirdly, to sell.
Yes, selling comes third… and here’s why:
Think about it, if your focus is to sell, then you may be too aggressive.
But by focussing on providing value and building a trusted relationship, you actually achieve the sale as and when the prospect is ready.
If every marketing communication is a sales pitch, but your prospect doesn?t yet hold your spokesperson with enough credibility and authority… or if the prospect is simply not ready to place their order just yet for whatever reason… then constant sales pitches will bore, pester, and turn them off.
By providing value and establishing a good relationship, your prospect will keep reading your marketing communications until they are at the right point in their purchase cycle to want and need your direct sales pitch. At which point, of course… let ‘em have it.
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