266New Marketing Reality 103 Make the Prospects Come to You (Attraction)
Nothing will draw your prospects to you or fill your pipeline faster and with more
power than a book. When you offer a FREE book, people will come out of the
woodwork to get it. Rosieta Shaary, one of our authors, went from 20 calls a week
through her $1500 ad to over 500 calls from the same size ad when she offered a
FREE book in that ad.
The perceived value of a book is high, even though the relative cost is small. Not
only will it attract prospects to you, it positions you correctly in front of those
people. Instead of you chasing prospects in the way you are doing now, make
them come to you.
3 Separate Yourself From All Others Selling What You Sell
(Differentiation)
We have shown that in our current business climate, you need to find a way to
differentiate yourself from everyone else who sells what you sell. You have to
change the current perception that you are just like all the others who do what
you do.
If you send a FREE book to your prospect or show up at a sales call with your
published book, you will instantly make your competition totally irrelevant. A
book has that power. How many financial advisors do you know who are authors?
How many times have you gone to an optician’s office and he autographed
his book for you? Do you know many authors? Well, get this... neither do your
prospects. That’s a powerful way to say to the market, “I’m different!”