I have frequently suggested that it is incumbent on you to be shouting good news, to constantly tell your clientele that things are good, business is great, this is the time to be happy, optimistic, aggressive, to buy, buy, buy.
I have told you, find the news items buried on page 48C about how good the economy is and quote them in communications with your customers. Make good economic news part of your marketing message.
But I have just plowed through over 100 critiques. I have reviewed over 20 newsletters sent by niche “gurus” to members of their industries, over 30 “customer newsletters” put out by real estate agents, dog groomers, dentists, you-name-its.
Not one, not one has included news about how robust and thriving the economy is. Not one.
You MUST be the bearer of good news, for two important reasons:
First, people are noticeably less eager to buy anything but a bomb shelter if they believe the sky is falling. If you do not actively counter the gloom ‘n doom shoveled down their throats everyday, they diminish in value to you.
Second, people prefer being lifted up, not beaten down. They respond to the person who makes them feel better, more confident, more optimistic. This is an opportunity for competitive advantage. For relationship building. It is opportunity to good to neglect.
A secret of the hyper-effective marketer is his recognition that his success does not come from merely selling his ‘thing’ – whether nuts and bolts and tools and dies or chocolate chip cookies – more persuasively than others. Instead it comes from influencing the attitudes and feelings of his customers, not just about him, his product, but about themselves and their lives.