Prospects and Marketing
by Clay Marafiote
Here is an
article about what your prospects really want.
This might sound like a strange question, but I'm going
to ask it anyway.
What's your favorite radio station?
Okay, now let me ask you another question. What's your prospects' favorite station?
Not sure? Let me share a little, well researched data with you it's WIII (FM).
If you're not familiar with those call letters, they stand for "What Is In It For Me"... and, I assure you, your prospects
are VERY loyal listeners. In fact, most of us are, but (maybe) without really knowing it.
As a marketer, it is vitally important to understand this unfortunately, most marketers and advertisers don't. If
they did, instead of coming up with clever, artsey or cute marketing campaigns and promotional pieces, they'd
concentrate on answering the one thing their target market is dying to know:
What's in it for them!
That's right, prospects are only concerned with knowing how your product or service is going to make their life
better, job easier, or company more profitable.
And if you don't let them know upfront, in no uncertain terms, you run the risk of losing them forever!
Let's face it. We live in a time when each of us are bombarded with thousands of messages everyday. Do
YOU pay attention to every single one of them?
Newsflash: Your prospects don't either.
So, the next time you create a postcard, brochure or marketing letter, make sure you answer -- leaving no
room for doubt -- the one thing every prospect wants to know: how your company can help solve their specific
Prospects and Marketing Resources:
- Prospects and Marketing