SOAR TO SUCCESS / Business Acceleration Strategies she associates with and why, what vocabulary she uses. In more formal terms, demographics, psychographics, emotional background, current state of mind (her opinions), etc. I hear you saying, “You’ve got to be kidding, all this work?” My answer is an emphatic, “YES!” Best-selling author and speaker John Maxwell says, “Everything worthwhile is up hill and too many times we expect uphill results from downhill effort.” If you want to catch a whale for you and your business, you cannot just take off in a rowboat with a jar of tartar sauce and expect one to just jump in your boat. It is work. I learned this from Dan Kennedy. Dan is known for his exceptional copywriting. His copywriting is so effective that his sales letters consistently attract and land whales for his clients. He says the key to writing those successful letters is to get in the target customer’s head and see what he sees, hear what he hears and feel like he feels. One simple place to start is with the acronym FORD – From/Family, Occupation, Recreation and Dreams. • Where are you from? • What do you do for a living? • When you’re not working what do you like to spend your time doing? • What is something you’d like to do if money was no object? Remember, too, that whales do not want to know how to do what you sell; they want to understand it and know for certain that you knowhow to do it or how it will specifically benefit them. Select the strategy that you think would work best for you, your type of business and the whale you are looking to land. Then, get to work! Implement it and refine it as you go along to get you closer to catching your whale.
RkJQdWJsaXNoZXIy MTQ2Nzk4