You are not your prospect.
You are not twins.
This is one of the biggest problems marketers create for themselves. They write and design copy, webpages, blogposts, products, and more, all while thinking from their own perspective, not from the perspective of their prospect.
Well, you might not have the same problem as your prospect. In fact, you probably don’t, which is why they are coming to you to solve it for them! So you can’t possibly create your marketing from your own point of view.
And let’s face it; if you are reading these articles from me, you are more likely to be a marketer who understands the finer points much better than the average marketer.
The things that interest you aren’t the things that interest the average entrepreneur in our marketplace.
The things that fascinate you — like the high-level, big-picture strategies — are not what the average entrepreneur is thinking about, nor are they interested in those things.
You’re trying to sell them on what excites you, and you’re wondering why they’re not interested, or why they’re not responding. It’s because you’re selling to them as if they’re you. Instead, you’ve got to think like your prospect; get in their shoes and recognize what excites them and moves them.
You need to empty yourself from the process and get filled up with the prospect.
Really dig deep to find out the answers to these questions:
- What is the prospect afraid of?
- What do they want?
- What do they dream about?
- What are their goals and aspirations?
Look, there are things that I get totally excited about. For instance, I love marketing; I love talking about marketing, I love learning marketing, I love implementing marketing, I love learning new marketing things.
But the typical doctor, lawyer, accountant…the type of person who might be my client… they really hate it. It’s just like when I think about accounting… I hate it! My accountant loves it; he loves all those numbers. Me? The only number I love is ROI.
There are times when marketers put themselves into the prospect’s shoes and they think about the offer, they think about the problem, and they think about the solution, as if they’re the prospect.
THAT is when your copy and your offer and your product will convert and sell.
I’ll say it again, in case you missed it. You are not your prospect. Don’t think like yourself. Think like your prospect.