How To Increase The Number Of Quality Prospects In Your Business

How To Increase The Number Of Quality Prospects In Your Business
by Matt Gillogly
"The medium doesn't make the sale. The message does. Therefore,
the way you persuade people to buy never changes."
-Clayton Makepeace

My office is in an executive suite arrangement. One of those set ups where 50 other businesses are all on one floor, sharing copier, receptionist and conference rooms. (Maybe one day, I'll give you the grand tour.)

Everyday I'm in the office, I get to connect with business owners of every kind. From the solopreneur to the emerging company.

The big conversations in the suites revolve around "How to get more customers." Predictably, the conversations always turn to the latest, greatest new fangled way to get customers. Twitter, Facebook, Google, Video, Teleseminars, Webinars, Phone Sales... the list goes on and on.

Occasionally, they'll ask my opinion.

This is where I have to be careful. My nature is to be blunt, but I don't want to hurt anyone's feelings. So I've learned to be 'gentle'. Sort of.

My conversation goes something like this...

"So you want more customers?" (Me)

"Yes, I was thinking about twittering. Seems to be the hot thing." (Them)

"Let me ask you something. Ever go fishing?"

"Huh what has that got to do with Twitter and more customers."

"Everything. Let me explain. If you were to go fishing for Large Mouthed Bass, would you use bait and a pole that was used for salt water fish."

"Uh... no I don't think so, but what has that got to do with... "

"What about deep sea fishing. Would you use the same kind of bait you used for the bass to catch, say a tuna?"

"No, I don't think so... I still don't understand what this has to do with me getting more customers and using Twitter... you see, my friends, brothers, sisters, neighbor.. "

"It has everything to do with it. The principles of catching fish haven't changed in 6,000 years. A man is hungry. He needs to feed his family, so he goes out and wants to catch fish. He understands that he must match the bait to the critter.

It is the same thing in marketing. Everyone gets all rubbed up about Facebook and Twitter and all this other stuff. But they forget one thing.

Just like fishing, the principles of marketing haven't changed in 6,000 years. And they won't change for the next 6,000 year. Principles are principles. They don't change.

The way you catch a fish hasn't changed in 6,000 years. Nor will it. Now the tools you have at your disposal will change. New rods, reels, better bait, sonar equipment to find the fish. But you still gotta catch the fish.

You gotta match the bait to the critter. The bait is the message. The hook is the medium.

Doesn't matter if you use Twitter, Facebook, Google, Video or blue pixies. You need a message that matches your markets problems."

At this point, there is usually a person standing in front of me, with their mouth hanging open, speechless. Kind of looking like a large mouthed bass.

I jump right back in before they can gather their thoughts.

"If you want to increase the number of better prospects coming into your sales funnel, then you need a better message that matches the market."

At this point, some get it, most don't. Every once in a while, the light bulb goes on for the smart few.

What about in your business?

Is your message 'on target' with the issues that are facing your prospect?

If it's not, then get clear on your message. It's not a slogan, or a catch phrase. It's much more than that.

It's a big promise to your prospect that will cause them to stop, turn around and ask for more information about how you can solve their problem.

Remember, message first - medium second.

Here's to making revenue.

Matthew Gillogly
Partner and Chief Marketing Officer
Capstone Strategic Partners