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.

Find the typo, but get the message, too. Many years ago, someone told me that a con artist and a professional salesperson use exactly the same tools and skills, the difference is intent. Marketers, salespeople, politicians, and parents are all trying to get their message across. Trying to influence the minds of their “prospect”. Trying to cause their prospect to perform some action. The question that determines intent is, “Why?” Is this product or service the best available and going to change the customer’s life in a positive way, or are we only concerned with making a profit or commission? Is the politician running because he can’t get a real job or has a huge need for approval, or is he actually going to change the world? Why is it that parents aren’t fun, sometimes? Is it because they’re taking their frustration from the workday out on their child, or is it a lesson that the child really needs to know?

Did you find the typo?

Did you get the message?

Which are you?