Since I hired Mandy, I have more of a continuous presence online and locally. People are aware of my gallery, see the articles and appear to read them, and they come in as a result. I have seen an increase in people saying they found me through articles and Facebook.
I am going to be more punctual, but I am also going to charge people for mileage and my time when they ask me to meet in another city.
I will never again take a call when there will be kids in the background, but that means that if a client calls on a Saturday and asks, “Is this a good time?” the answer will be, “No, let’s make an appointment.”
In the past, my laid back demeanor helps me accomplish my goals. It makes other people feel comfortable, and when they feel comfortable they start to share their stories and give me the kind of material that works.
P.S. So if you want to be 100% professional, it might not be a good fit. I want to get to know you and show just enough of your quirky side to get people’s attention and get them to buy.
In a couple of days, you might find yourself sitting around the table, eating pie.
Your cousin or uncle or nephew will be next to you making small talk, and you mention work.
(But I have to admit it’s funnier when it happens to my husband… who always has to explain that plasma physicists don’t work with blood or TV’s.)
I’m sure it happens to you too.
And it’s not because your job is that hard to understand. It’s just that it can be hard for others keep track of what you do.
It’s up to you to make it memorable.
Earlier this year I wrote a case study that helped several people explain what they do for a living all at once.
Edj Ink (a printing and branding company run by Patrick and Lisa Brenner) hired me to write the case study.
The sound was like nails on a chalkboard.
Metal on bare metal.
The worst part about it was that I knew my brakes were worn down to a stub.
My dog was first in line, because he was the first to come thundering down the stairs at three in the morning ready to greet me with licks and affectionate doggy lean-ins.
Then came Quinn, ready to cuddle.
When Ella woke up she climbed into my bed and curled up next to me like a baby monkey. Gloria was there in the morning, ready for hugs.
Once we went downstairs Ella insisted that we go straight to the love couch (really our love seat). She considers the love couch a place where we hug and kiss each other.
The whole love-fest reminded me of a point that Perry Belcher
made in his presentation, “How to Put Yourself in the Shoes of Your Avatar, Write Copy That Speaks to them and Generates Sales.”
Now, before I tell you what he said, I will emphasize that Belcher knows exactly how to generates sales – He’s used this method to generate over $200 million in sales of goods and services.
The most important point is that you can sell more by understanding the psyche of buyers.
He pointed out that human beings actually have three brains in one. There’s the “human” brain, full of logic, facts, ideas, and concepts. Then there is the “mammalian” brain, full of feelings and emotions. Then there is the “reptilian” brain, which is all about eating and reproducing.
It’s very difficult to sell to someone up in their “human” brain… because people don’t buy based on logic. People want things that make them feel good on an emotional level. People buy things to get sex.
He made me laugh when he said, “Unfortunately, we can’t send people a bottle of booze to drink before they read our copy.”
No. Obviously, we can’t. (Can you imagine the shipping costs?)
But we can use our words to put people in a certain mood or state of mind. People react to emotion, nostalgia, and storytelling.
Which is what I do for people.
If your ad copy is only producing a sad trickle of sales, chances are you aren’t tapping into the customer’s emotions and buying triggers.
I can help. I will critique one piece of copy for three people for FREE. (Mostly to celebrate all the amazing advice and wisdom that was poured out on me this last week.)
To take advantage, reply to this email. I’ll give a free critique to the first three people who respond.
Talk to you soon!
P.S. I’m settling in after a crazy exciting week, catching up with my regular clients, finishing up projects and following up with new clients.
If you need anything from me, it’s up to you to make an appointment. Send me an email with the subject line “appointment” to [email protected].