Avoid Instant Prospect Ick!

I could write you the perfect ad. Drive dozens of leads to your door. Make the messaging on your website flawless. Come up with a strategy that brings customers begging for your service… 

But if you confuse your client even once… Then it’s game over.

One wrong message is enough to give your clients the “instant prospect ick.”

Let Me Tell You A Story…

The other day, I met up with one of our clients to round up the month and discuss next steps. They were previously getting 1 - 2 leads a week. 

We brought them 22 leads in three weeks.

We should have been cracking open some champagne and celebrating, right?

There was just one problem. They didn’t close a single sale.

So I put on my detective hat, got out my smoking pipe and asked them:“How are you following up with your prospects?”

“We send them an email.”

“Ok, do you call them?”

“No.”

“Hmm. And what do you email them?”

“We use ChatGPT.”

The solution became obvious:

1. Always call your leads when they provide a phone number. It’s too great an asset NOT to.

2. Never talk like a robot. In ANY communication.

ChatGPT doesn’t talk like a human. It spits out confusing drivel. And confusing drivel doesn’t sell.

So What Does Sell?

Occam’s Razor: “The simplest explanation is usually the correct one.”

In marketing terms, the simpler things are the better the results.

When we get a client a ton of interest, but they don’t manage to make a sale, it usually comes down to one thing:

Confusion. 

They’re confusing their customers and they don’t even know it… And it can creep in at any point in the sales process. 

Most people are terrible at following complicated instructions.

Confuse your prospects (even just a little bit) and they’ll swipe away faster than you can say: 

“Would you like me to book you in for Friday!?!”

Imagine going on a date with a really attractive person. The banter’s good. Sparks are flying. Everything’s going well. But when you take them home they start running up the stairs on all fours. It’s a bit confusing. And it’s also an instant ick.

Here’s what to do instead:

Make It Simple!

The only thing that matters at the end of the day is how many people buy your product.

The goal of an ad can be one of few things:

• To get views

• To collect phone numbers

• To set up calls

• To get more sales

Every step must have one clear endpoint. Any more than that and it just gets confusing. It’s like asking someone to do five things at once. 

The goal is to make it easy to say yes.

In the example I gave earlier, our client used ChatGPT. It was sending Lord Of The Rings sized messages to their prospects. It was asking for way too much. 

Here’s what we found:

- A long-winded 2-paragraph welcome message.

- Mentioning three services instead of laser focusing on one.

- It asked the prospect to respond by deciding between them.

- It then ended the email with two more bulky paragraphs of long boring text.

We turned the messaging around to focus on one goal. It ended up being 3 times shorter than the original. 

But most importantly, it got results.

Put yourself in your customer’s shoes and write with clarity. Ask yourself:

- Am I saying way too much?

- Am I asking for too many things?

- Is it confusing?

Make it simple. People like simple.

Talk soon.

P.S. If you’re hitting a bottleneck at any point in your advertising/sales process, get in touch here:

pkcmarketing.co.uk/free-marketing-analysis

We’d be happy to take a look at your marketing with you.