They say that the marketing opening and closing are the main factors to consider in our communications. In Rolf Dobelli’s excellent book “The Art of Thinking Clearly” the author lists 99 errors in our way of thinking that affect our lives.
But it was only when I reached the epilogue that I understood an idea that could forever change the way we approach our marketing.
Gabelli says:
«WE CANNOT SAY WHAT CAUSES US SUCCESS. WE CAN ONLY SPECIFY WHAT BLOCKS OR OBSTRUCTS SUCCESS. ELIMINATE THE NEGATIVE SIDE, THE THINKING ERRORS, AND THE REST WILL TAKE CARE OF ITSELF. THIS IS ALL WE NEED TO KNOW.”
What are the main conceptual errors in marketing? I can think of two that have a huge impact on the effectiveness of our marketing:
.Giving credence to ideas that tell us that marketing is difficult or unpleasant and that it leads to rejection
.We do not prepare our openings and closings in marketing communications and because we are not clear, we avoid saying what we have to say.
Regarding the first point, I have been addressing it for years: Face those limiting beliefs, those fears and realize that there is nothing really there. Nothing stops you from moving forward except your own thoughts.
The second point refers to the fact that all marketing actions are actually communication. But why do we have such a problem communicating about our products and services when daily communication is not a problem for us?
It is because we are afraid of saying or writing the wrong thing. The mistake we make is not paying attention to the opening and closing of marketing communication. If we get those two points right, the rest of the communication is easy.
We can stop worrying right now. We’re never going to have everything perfect, but we can still make our marketing work if we focus on the opening and closing.
The Opening And Closing Of Marketing
Table of Contents
Let’s see how to face them in various areas of marketing
In-Person Marketing Conversations
All you need to do is say something interesting enough to get a response. You don’t need to tell everything about your business when someone asks you what you do.
I have shared this formula many times:
«I WORK WITH THIS TYPE OF PEOPLE / COMPANIES THAT HAVE THIS PROBLEM OR WANT TO ACHIEVE THIS RESULT.»
Take your time developing that simple message and make sure it’s grounded, that every word means something. Then, when they answer you, you can explain in more depth. Don’t worry about explaining everything perfectly, make sure you don’t miss the opening line. And if the other person shows some interest, she learns to close the conversation by asking if she can give them something:
“I wrote an article on this subject. Can I send a copy?
Almost everyone is going to say yes and this way you have started the conversation to lead to a follow-up call. Can you learn and master these openings and closings? Of course, you can. And if you do, the rest of the conversation will flow more easily than you think.
Make Follow Up Calls
Ok, now that you’ve met someone (either through this in-person meeting), or after a chat or a client referral, etc. It’s your job to follow up.
Everyone resists this. Because? Because they don’t know what to say to open the conversation.
Try this: “Hi, I’m Mariela Hudson, we spoke a couple of days ago at the Chamber of Commerce meeting, and I sent you an article. I would like to know more about her business. Is this a good time to talk?”
The rest is relatively easy: ask a few questions about your business or your situation. Get an idea of whether they have a need and interest in your professional services. If we don’t thank them and move on.
If so, suggest a next meeting: “From everything we’ve talked about it sounds like it might help you get better results with X. I’d like to talk to you in more depth. May I suggest a more in-depth strategy session to learn more about your situation, goals, and challenges? What do you think? »
Write Marketing Materials And Articles
When you’re faced with a blank screen, it can be hard to know where to start. Always start with your target market and a problem that the market is familiar with.
This immediately catches the eye and sparks interest. “If you have a team, you know the challenges of getting everyone pointing in the direction and doing things the right way. But what to do when one or more team members are not cooperating?
With a setting like this looking familiar, your readers will be instantly drawn to it. Then write more about the challenges before outlining your tactics to get the teams aligned.
To close the article, present a summary of the key points and invite the reader to learn more, and download a report on your website.
Give A Talk, Teleclass, Or Seminar
You can open a talk, class, or seminar in the same way. Open with a topic that concerns your audience.
Establish an immediate rapport by talking about the situation and the challenges they are facing, and then make the bulk of your presentation about what they can do to overcome those challenges.
In the closing, invite the participants to leave their information to receive more information and then follow up after the talk.
Interact On Social Networks
If you use social networks like Facebook or LinkedIn, don’t start posting a lot of information to direct people to your website. It feels like spam. Instead, participate in the discussions and offer your point of view and resources. Start discussions that let you know about ongoing conversations.
Ultimately, this can lead to valuable connections that can actually go somewhere, because you’ve built a favorable impression and a degree of trust. Create, supply, and fine-tune openings and closings.
Once again, I see the freelancers making the most mistakes in their openings and closings. They are unclear about what to say and are worried about being judged or rejected.
Think about how you would like to be approached. Wouldn’t you like direct and simple communication without hidden intentions?
The first step is to sit down and write a script with those openings. Practice out loud until they come naturally and easily. Ask a friend or partner for feedback. Don’t worry about being perfect! Before long you will begin to see marketing as an opportunity to make connections that lead to real opportunities for new business.
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