If you’d like to know about a truly “fool proof” way to
completely avoid the hardships, pain and general
run-of-the-mill “hell” of writing your own sales letters and
ads, then you’re going to love this article.
Here’s why.
A few years ago my wife and I went through a “lemon law”
lawsuit with a truly scummy automobile company (as far as
customer service is concerned) and went shopping for a
lawyer. And even though the whole process was about as
fun as getting a prostate exam, I learned an
incredible marketing lesson from the lawyer we
hired.
You see, when we met with the lawyer we ended up hiring,
there was something very different about his office
compared to all the others.
There were no magazines spread out on the tables. No
coloring books or toys in the corner. No water machine or
coffee maker. There wasn’t even a television blaring the
news or ballgame. In fact, besides the giant “lemon” (this
guy deals only in lemon law lawsuits) he had on
the wall, the waiting area was as bare as a horse’s skull on
the desert.
Except for one thing.
There were five or six (maybe even more, I don’t remember
for sure exactly how many) gigantic (3-inch) binders in that
room placed next to each seat. And looking through those
binders was really the only thing you could do to
pass the time.
Now Here's the kicker: Each of fat binder was stuffed
(To cover) full of nothing but the proof
satisfied customers. Not just ordinary run-of-the-mill "
Testimony, either. I speak and detailed
passionate testimony. Some of them were
several pages long.
Well, in this situation we think that we had no doubt that we
were with the right person for the job done?
Heck, we were "sold" before we have seen, the lawyer. Not
need to see his credentials. Didn’t need to check his
references. Didn’t have to look at his website. Didn’t have to
do anything really, except sign on the dotted line and get the
ball rolling.
So what’s this got to do with your business?
Everything — if you happen to sell a product or run a
business of which there is a basic “assumption of
competence”. That means it’s already assumed
you’re competent at what you’re doing. Lawyers, dentists,
painters, office cleaners, accountants and other “service”
businesses usually fall into this category.
If this is you — and if you have enough testimonials, and if
you run a business where it’s just sort of assumed
you can do the job by the majority of your customers — you
could basically just send out a short cover letter (or even
post some copy on your website briefly describing what you
do) and then let those testimonials do all the “talking” for
you.
No wrestling with your keyboard. No frantically pacing the
room. No wringing your hands in frustration at 3 am in the
morning trying to “create” a killer sales pitch. You just let
your customers do the “selling” for you.
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