A lot of people I know make the mistake of appearing larger than he really is to the customer. Getting your prospects prefer you over your competitor is easy - appear smaller than you really are!
People like to deal with individuals more than with big faceless companies!
They like personality… and they like that personal touch. The more human you appear, the more you’ll convert. Here’s what I mean…
Imagine for a second, you are looking to buy milk. Would you prefer to buy from a local one-man farmer or would you prefer machine harvested milk from large factories? Large companies are always trying to appear human… or at least local by
- Using their empoyees as their models in their ads
- Using regular people in their ads instead of hot shot models
- Telling stories behind the organization
But for some reason people are stupid enough to purposely make themselves appear larger than they really are!
Being "the small guy" is an advantage! use it properly. Say it in your sales letter. Tell your prospects that you are a one-man show and the story of how you got started with the business. Tell them you work to get their orders filled even if it’s your empoyees are the ones who do the actual work.
And don’t
- Use names like "Acne Medication International Inc" or soemthing like that.
- Use 1 800 numbers!
- Appear unavailable to customers because "your time precious".
The best example I can give you is perhaps what I heard from a Gary Halbert’s seminar a long time ago. He said there’s this guy who wrote a letter saying he lived near the woods and that he would choose a certain selected trees to chop down and because those trees hace special qualities, the would burn with different colors and make different crackling pop sounds. It’s like a bunch of friends in the night.
The guy would then sell these woods through mail order to people during winter. The letter was so successful … people actually plan their holidays to go there just to meet this guy! But guess what they found? A giant sawmill!
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