“Send me something” has been the standard line of busy decision-makers for years. As opposed to the flat out “no thanks,” they probably have some remote interest, but don’t have the time or trust to go further with you. It’s the classic challenge, and represents a great opportunity.
Do you send a brochure? A solution overview? Company background? All of these may become necessary at some point, but these pieces are very focused on you and what you do or make. It’s too much, too soon.
By nature, people like to read about others in similar situations which is why stories are almost always welcome. We’re drawn to people and organizations that we identify with. In addition to the “person like me” appeal, stories about clients work for several key reasons:
1. Credibility – they focus on real people, real solutions – you’re known by the company you keep
2. Education – stories teach and stimulate learning and memory
3. Validation – they are public recognition of a successful relationship
If your prospective clients at least know your name and have some vague idea of what you do, make sure you build on your first impression with material they’ll like and use. Help them learn quickly by highlighting other clients in similar situations. It’s the fastest way to their hearts, minds, and business.
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