You Must Ask These 10 Questions
An old adage says that you can't understand someone until you've walked a mile in their shoes.
It’s a good adage. Independent Contractors
for instance, would be much better off if each of our elected representatives had to spend a couple of weeks every year running a small business, struggling to meet a payroll, and filling out a slew of government forms. The people trying to work their way out of the slums would be much better off if each of our elected officials had to go live with them for a week or two every year. And our farmers would get some of their problems solved if each of those same officials had to spend a week every year working on a farm.
Several well-run companies require their top executives to take customer complaint calls periodically, open and read mail from customers, even get out into the stores, and deal with customers face to face. The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person.
How easy is it to miss? Some time ago, Dan Kennady (The Father of No BS Marketing) wrote a TV infomercial script (essentially, a sales letter that came to life) selling a home-mortgage-related product. The script called for the spokesperson to walk into a living room, saying, “Here, in a typical American Home.” The producer filmed this line with the spokesperson stepping into a white-carpeted room with a grand piano as its centerpiece!
Out of touch, out of touch! Admittedly, most marketers are never that far out of touch with their customers or prospects but make a mental note: the more in touch you are, the more probable your success. In Dan Kennady’s Copywriting Mastery Seminar (in which each of the hundreds of attendees paid $2,000 to attend), He provided a special checklist of smart questions to ask about your customers and prospects.
Smart Questions You Need to Ask About Your Principle/Clients:
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What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
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What are they afraid of?
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What are they angry about? Who are they angry at?
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What are their top three daily frustrations?
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What trends are occurring and will occur in their businesses or lives?
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What do they secretly, ardently desire most?
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Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical)
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Do they have their own language?
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Who else is selling something similar to them, and how?
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Who else has tried selling them something similar, and how has that effort failed?
These are a few questions you can answer to dig into the true psyche of your prospects. You must answer these before creating an offer or a marketing campaign. Two masters (besides Dan Kennady) of taking these questions and turning them into massive profits are Jim Edwards and Russell Brunson; both having built 7 and 8-figure businesses. They are both frequent contributors to Dan’s NO BS newsletter.
I wish I could take all the credit for every piece of this article but I cannot. I’ve been following Dan Kennedy and Russel Brunson for a long while now. While their message does not specifically address real estate farming it’s important to realize the message is still the same, no matter how the article is formatted. So… I used parts of his email to me as I feel you who follow my blog will benefit from it.
Vr/Jerry Gearhart
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