Job #1 when marketing to small businesses

In this post, Michael Cage says,

“Your first job is to understand the lives and businesses of the people you want to have buy from you … the chaos and the turmoil and the frustration and the dreams … and then, you must convince them that the most important thing they can do right now isn’t put out the 97th fire of the day … it is to step away from what is happening in their business and learn about what you have to offer them.”

Remember AIDA? If you can’t get your prospect’s attention, you’re gonna be gone! It doesn’t matter if your product is awesome. It doesn’t matter if you’re incredibly good looking. It doesn’t matter if you’re smooth talking. It doesn’t matter if you have a book full of jokes, or if you’re a Red Sox fan, or if you can talk about the weather. It doesn’t matter if you notice that your prospect has a picture of his family on his desk, or his boat on the wall, or his diploma says Summa Cum Laude.

Are you personally relevant to this prospect at this time? That is the question.

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