Getting to a decision

The primary role of marketing is to get people to the point where they think, “Yes, this is the business for me.” To be clear though, that does not mean they’ve actually placed an order. Getting people to a decision is actually the toughest step, because there are so many factors that influence it.

Consider this…

To bring people to a decision-point, here are some things to consider:

• Once this step is passed most of the hard work is done. Except…people won’t stay here! So, consistency is needed.
• You can lose people by doing too much just as easily as you can by doing not enough – let’s be honest: daily emails are overkill and just annoying!

Once you know someone is interested, this allows you to use the following tools to aid in the decision making process:

Email – how did we ever live without it?

The first ever email was sent in 1971, and in less than 50 years we are barely able to function without it. Email is a powerful tool, and now the mailer apps out there make it easy to run email campaigns as well.

When someone has expressed interested in what you do, invite them to join your list. Once joined it’s time to get more specific with them.

Whatever you do though, avoid rushing to the ‘buy my stuff’ stage too quickly, it’s a massive turn off even to those who are already interested in you. Do however offer them a next step in your sales process (a free discovery session, download my ebook, etc.).

These people are getting ready to make a commitment, so make it clear that they will be making a good decision. A great way to do this is to add lots of value through your emails and other free content.

Don’t sneer at direct mail

The first ever letter was probably around 500BC! Stamped post came along in 1840.

We can easily dismiss ‘snail mail’ and see it as antiquated, but it’s actually because it’s used less that many more opportunities are available with it.

Keep in mind…

• Emails are fast – but that also means they get filed just as quickly, if they are even opened at all! Paper on the other hand tends to hang around a bit longer.
• Write letters – don’t just post an advert, that extra personal touch speaks volumes
• Include an invitation for something specific – just as you would with email
• ‘Lumpy’ mail gets attention – that includes a gift, but do make it relevant to the offer
• Vouchers and tokens work too – and are traceable

“I think you are great…”

Of all the things to convince someone that they should speak to you, the testimonial is hands-down your most powerful tool of all. Someone else explaining how brilliantly you can help is always going to take people over the line, so take time to invest in these.

Remember…

To ask for them – a testimonial is not the same as a review. It’s more personal and more identifiable and therefore a lot more valuable to your business.

• Video is better than written – if you can manage it. You may need to do some work in order to get people willing to do this. Interviewing them is a great way, and you can edit yourself out. That way you get what you want and they are not left having to work out what is expected.
• Always get permission – to use names and company logos
• Share widely – and use on your website
• Find people who are willing to act as a reference – in case a prospective customer wants to get in touch with them
• Share ‘new client celebrations’ – this tells other people that someone is working with you, as well as giving your new client a bit of a feature. Win-win!

If you’d like help generating great content that works beautifully with your marketing strategy and moves your customers forward in their decision making process, take a look at our online course Demystifying Content.