This is YOUR prospect talking...

Here is a message from your prospect...

“Today has not got off to a good start. I’ve just got into the office, and I’m late. In fact, very late. Leaves on the line, again. This is not great because I now have minutes to prepare for the first of five meetings today. Yes, I should have done this yesterday, but well, I spent most of yesterday dealing with staff ‘issues’!

Just fired up the computer and opened my inbox. Wow! Over 45 emails to wade through -- or delete. Look another ‘exclusive sale’, and what’s this someone I’ve never heard of wants to add me to their LinkedIn account. Oh and deep joy... The minutes from last week’s management meeting have finally arrived and they need my approval; by lunchtime.

And Roger from accounts has now emailed me -- for the third time -- asking for an update on next month’s figures. And why does everyone keep on copying me in on everything?!

Three minutes left to prepare for my first meeting.

The phone goes. ‘Yes, I know we’re starting soon... Yes, I appreciate you’ve been waiting, but the train was...’ They put the phone down!

Welcome to my world.

And then I come across your email. Now this is going to go one of two ways.

Firstly, I’ll open it and you’ll tell me all about you and how great you are... How long you’ve been in business... How your latest, greatest service will turn my company around. Perfect. That has now saved me my most precious of commodities: time. I don’t even have to read the rest of it: you’re email is now safe and snug in my delete folder.

Or... Your email is relevant: completely focused on me and my business. You’ll be talking specifically about outcomes, results and solutions. In fact, you’re not even ‘selling’ but offering a new and specific insight into my industry: you’re offering a report or something of value that I might just want to download, or register for.

Great. I’ve registered for this information and look forward to reading it. Now, I must go, I’ve got the first of five meetings to get through...”

Welcome to the world of your prospect: over-worked, time-poor and cynical.

I hope you get the picture. See the world through your prospect’s eyes. They are never interested in you, only in what you can – specifically – do for them.

In the beginning...

Thought it was about time I ventured into the world of 'blogging' and so here is my first attempt. Various ramblings will be included over the coming weeks, however, for a regular dose of 'Maverick Marketing', do feel free to subscribe to my free marketing newsletter, click here for details.