Sell more by knowing your prospects deepest thoughts, desires and fears.

By: Dave Dee on: January 14th, 2015 2 Comments

“Find out all you can about your prospects before you call on them: their general living conditions, wealth, profession, hobbies, friends, and so on. Every hour spent in this kind of research will help you impress your prospect.” –David Ogilvy

Because getting to know your prospect is a critical part of your marketing.

In fact, I’d go so far to say that is the number one secret to writing a successful promotion.

When you know who you are selling to, you can create a specific marketing campaign that gets past your prospects natural resistance to selling. It allows you to match what you are selling to what they want.

You can increase sales and give your promotion an edge over competitors who don’t take the time to know and understand your prospect.

Plus you’ll be able to connect with your prospects and customers on a deeper level –which means not only will you be able to sell to them, you’ll be able to turn them into loyal customers in the long-run.

The tricky part is that when you are selling online or through direct mail you can’t see who you are talking to. You can’t see their age or gender or what car they are driving, like you would if you were selling to them face to face.

So what do you need to understand and look for? There are multiple layers to your prospect …(Tweet this!)

  • This covers things such as your prospects age, gender, income, and education. For instance, you might uncover that your ideal prospect is male, aged 40-50 years old, earns $100,000, and has a 4-year college degree.
  • This digs into where your prospects live such as the city, state, and country. This can be broken down even further to specific neighborhoods or types of areas, for instance rural vs. city.
  • Here’s where you dig into your target market’s attitudes, values, beliefs, and lifestyles. What they desire and what keeps them up at night. What their religious, political and other beliefs are and so forth.

Learn all you can about the people you are selling to. Find out what makes them tick. Because if you want people to buy your products and services, you have to know what makes them motivated and what will make them take action.

P.S. – Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.


Dave Dee is one of Dan Kennedy's most successful students. Dave saw Dan speak over 16 years ago at one of the Peter Lowe Success Events when he was a struggling magician. He bought Magnetic Marketing and as you will hear when he tells you his story, his life changed in less than 90 days. Dave became a very serious student of Dan's by attending my seminars, joining his coaching group and most of all from implementing what he learned. For more money-making marketing tips, tactics and strategies, go to

2 Responses

  1. Hi Dave,

    Great post!

    This is something that I always do when speaking to a new client, or where I begin with every new copywriting project. I always start by asking all the factors that you have mentioned in this article such as age, gender, financial status, hobbies, religious beliefs, and so on because it is the best way to get in the prospects mind.

    In fact, in my Marketing course in college (I am currently working towards my BS degree in Business Management) we were just talking about something along these lines.

    We have been covering what the steps are for going from business idea to success in the market place, and what I have found is the great importance of research (market research and customer research). You see, you can’t have business success without consumer confidence and trust in your business and service, and the only way to achieve that level of confidence and trust is twofold:

    1) It requires effective communication and a message that is consistent from the marketing to the actual customer to business interactions.
    2) And it requires high standards of integrity and ethics.

    In short, honesty and transparency is what develops trust and confidence and having those two components in your favor make you unstoppable. But it all starts with research. Research is what conceives powerful influence.

  2. terry says:

    Hi, Great article, thanks.

    Disappointed to find out you are no longer offering the promised, free, article :your customer-getting, sales-boosting tactics.

    Any chance to still get this essential, important report ?



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