| |
Beyond Wave Marketing
 Defines
the new marketing obstacles: Your target market is over-whelmed with a modern
phenomenon -- Information Overload. In the face of it, traditional tactics are
destined to fail. They are obsolete in today's world.
Gives you the new solutions: Marketers who can turn Information
Overload into an advantage will profit and flourish. That's what this book shows
you how to do.
Gives you a complete strategy: In these pages, you find
a nine-part marketing strategy designed to overcome Information Overload and
paint a picture of you as a trustworthy, credible professional.
Michael Lovas is an internationally recognized credibility
consultant, writer, and speaker. His passion is helping sales and marketing
professionals get more of what they want in their lives. He teaches Beyond Wave
Marketing at conferences and seminars.
"This book, gives the most logical and comprehensive course
I've ever seen on how and why to use wave marketing. It should: Mike Lovas is
one of our business's premier experts on wave marketing."
-- John Coyle, Life Insurance Selling May 1999
Excerpts From: Beyond Wave Marketing
How to add Credibility to your relationship marketing program
by Michael Lovas. 200 pages of ideas and inspiration
Beyond Wave Marketing gives you the step-by-step procedure
for creating your credibility and establishing rapport with your prospects and
clients. Here's a taste.
The Logical Truths about Wave Marketing
Below are nineteen thoughts that make it logical to any industry. They are a
blending of:
-
Neuro-Linguistic Programming
-
Advertising psychology
-
Direct response advertising technique
-
Leveraged use of journalism
-
Extended application of the New Release concept
-
Communication theory
-
Eye-movement theory
-
"Foot in the door" theory (also called Compliance without
Pressure)
-
Typographical manipulation
19 Logical Truths about Wave Marketing are:
-
If you don't communicate, you can't develop credibility.
Period.
-
The more you tell your prospects, the more credible you
can appear.
-
The more credible they think you are, the more they pay
attention to you.
-
The closer your information is to the readers’ existing
perceptions, the more they pay attention to you.
-
The more they pay attention, the more credible you appear.
-
The more credible you appear, the more inclined they are
to trust you to be their Primary Information Provider for your topic.
-
The more they trust you, the more inclined they are to
buy from you — and remain loyal.
-
Most businesses rely on one-page prospecting letters mailed
one time.
-
If you mail a single prospecting letter, you probably have
too much to say at one time.
-
If you say too much, your letter gets too long and goes
unread. (In spite of what some other marketing consultants tell you.)
-
If you mail only once, you're hosting an event, not a process.
Thus, you build no momentum.
-
If you mail several times and make each mailing look different,
you're hosting several events, not a process. Thus, you build no momentum.
-
If you mail several times, and make each mailing look similar,
you build momentum through familiarity.
-
Since people gravitate to the familiar, your prospects
will be more receptive with each subsequent and similar-looking mailing.
-
Borrowing from the "Eye-Tracking" theory, using psychological
Trick Plays can guide a reader’s eyes to what you want them to see.
-
The more times the prospect sees your message, the more
receptive he or she should be to communicating with you. (The easier it is
to build rapport.)
-
If the prospect is open to communicating with you, he or
she will more quickly be in the right frame of mind to either make a purchase
or give you information.
-
Giving information to your prospect allows you to (figuratively)
get your foot farther inside the door.
-
If the total experience with you is rewarding, the client
will credit you with credibility, trust you for information, buy from you
and refer you to other people.
It's been tried and proven over and over. And it works.
Conducted correctly, my wave marketing program typically realizes a 6% response
rate on first mailing! And it sets up your rapport, so you'll close a much higher
percentage.
Here’s a simple test
If you send a letter containing ten features of some product,
would the prospect read it? Probably not. Research proves that people do not
want to read features. Most want benefits that relate to them.
If you send a letter giving your best advice, would your
prospect read it? Maybe, but if he did, why would he believe it? He doesn't
know you from Bob Dole. And no matter how good your advice actually is, to him
or her, it’s still nothing more than your opinion.
If you send a letter giving someone else’s opinion, would
your prospect read it? Maybe, but, again, why would he believe it? And, anyway,
whose advice would you give?
A better way to give advice
People like to read quotes. Open Time, Newsweek or People,
and look for quotes. They're everywhere. That’s because they are excellent focal
points, and they draw the reader’s eyes like a magnet. Using quotes is an easy
way to give information and lend your message credibility.
Think of it as the only way we can add "sex appeal" to our
letters. Quotes take time to research and collect, but you can use them over
and over. Quotes are the heart and soul of your wave and drip programs. They
turn a ho-hum letter into a client magnet.
Learn more about using this concept
to build your credibility.
Beyond Wave Marketing
How to add Credibility to your relationship
marketing program by Michael Lovas. 200 pages of ideas and inspiration.
|
|
