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Can Your Marketing Pitch Pass This Challenge?

Are you up for a challenge?

I promise you it’s nothing too difficult.
Take a piece of paper and write down 5 reasons for contacting your prospects and current clients ... but your purpose can’t involve pitching your services.

Ready ... go!

Did you hear that little voice inside your head? I bet it questioned the logic of this exercise.
After all, isn’t the goal of being in business to generate business? Isn’t that the reason you contact prospects and clients?
I’d argue no—not always.
Of course, contacting prospects and clients only to pitch services might bring some work into the office. But it does little to develop a relationship—an essential factor when it comes to repeat clients and referrals.
At least once a week, I get the following inquiry through my website:

Get leads and sales from your website.
We would like to get your website on first page of Google.
All of our processes use the most ethical “white hat” Search Engine Optimization techniques that will not get your website banned or penalized.
Please reply and I would be happy to send you a proposal. In order for us to respond to your request for information, please include your company’s website address (mandatory) and or phone number.

This is typical of the communication many companies use to bring in business, especially via email. You’ve probably received something similar. In addition to sounding desperate, not one word was written to establish credibility, proof or authority. Most importantly, however, this communication doesn’t deliver VALUE. Is there an article, book or website your contacts could read to make their lives easier? Are you aware of any tools that would benefit them? Is a competitor (gasp!) doing something noteworthy that could help the people you know? When you deliver value, you trigger the Law of Reciprocity. Basically, by doing something for someone else (especially when it’s unexpected), they feel compelled to give back to you. Many years ago, I was at a seminar and heard Zig Ziglar, a renowned authority on success and sales, give a tip I won’t soon forget—“You can have anything in the world you want if you’ll just help enough other people get what they want.” What great advice.

Tom Trush

Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

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Filed Under: Featured StoriesPersonal Development

About the Author: Tom Trush is a Phoenix-based direct-response copywriter who helps business owners craft lead-capturing marketing materials. He is the author of “The ‘You’ Effect: How to Transform Ego-Based Marketing Into Captivating Messages That Create Customers” and “The Reluctant Writer’s Guide to Creating Powerful Marketing Materials: 61 Easy Ideas to Attract Attention and Get More Customers.” More of his educational articles, videos and expert interviews are available on his website at writewaysolutions.com.

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