To read Nader Anise's bio on Wikipedia, go to:
Dear ,
Ever hold a screwdriver and start twisting in order to loosen... but then realize you're only making it tighter?
And then you have to remind yourself: Lefty loosey, righty tighty.
And, just like that, you twist the other way and things are the way they should be.
Well, you know what? In business, in marketing, we often do the same thing.
You see, we're so fixated on telling people about our qualifications and experience and all the amazing, wonderful, extraordinary things we've accomplished (let's face it, most of this stuff means diddly to the client), that we forget to focus on the client/customer, THEIR needs, THEIR goals, THEIR desires, THEIR wishes.
At the end of the day, all they care about is what will you do for THEM.
We're so busy twisting to the left when we should be twisting to the right.
If We TRULY Realized Just How Self-Interested,
and Self-Centered People Are...
We would change our approach entirely.
We would go from I have done this and I have done that; I have gone here and I have gone there ... to...
You will get the best price because...
You will look and feel so much better because...
You won't have to deal with any of the hassles...
You won't find a property that has a better location...
Etc... etc...
It's all about turning the screw from the left to the right. Focus on the client/customer and not yourself. And if you do want to convey something important that involves you, change the wording so the benefit appears to focus on the other person, not yourself.
Will this make a difference in your sales and profits? Absolutely. People want the focus on THEM... they want to know what's in it for THEM.
Focus on that and you'll see a big difference in the client's response, and ultimately, your bottom line.
Until next time...
K.I.C. (Keep It Coptic!)
If you have any comments, ideas or suggestions, please email me at: nader@copticchamber.com.
