Blogs by Patrick Joesph Schnerch
The City of Gardens Collection / Publicity Campaign
3/23/2009 8:57:05 PM
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Writing is the easy part. Trying to get some one to buy it is another story. I have tried many marketing and publicity strategies and I have come to the conclusion that they have all had a small margin of success. To increase those odds, you must establish eye contact to be heard.
Most promotional material is easily discarded. E-mails are easily deleted. Letters are often filed in the shredder. Business cards are used to pick your teeth or open a door.
Phone messages on voice mail are many times not answered.
As an initial contact, these techniques score very poor. A single phone call directly to the person you wish to speak to is a little harder to ignore. This works with confidence and brief direct statements to hook the fish.
The phone should be used to to arrange further communication with the other party. It is ideal to arrange a physical meeting where you can look them in the eyes. There is very little chance that they can avoid or ignore you when you are in their face.
Don't waste their valuable time. Start your conversation with an assertive and direct tag line describing what you do and what you can do for them. People are generally selfish. They do not put time or effort into something unless it will benefit or affect them personally.
Underline why their action to accept your offer will affect them in a positive manner. Stresss the importance of immediate action. Give references as to the consequences of their inaction.
You must command the show. This may be the only five minutes you will ever get, it is time to shine. First impressions will affect the meeting according to what you are wearing, if you are properly groomed and display confidence which can be easily observed by posture and body language, it is critical to shine. People really do judge a book by its cover.
All you have is five minutes to win their heart. Then it's over. A positive responce is a cell number, business card or a sale. Anything less than that, you blew it.
If you are selling your book, five minutes is all it takes. If you are trying to estabish a connection or working relationship, it is those five minutes that will make or break you.
Look directly into their eyes. This is the first step to getting their attention. It also decreases nervousness and promotes confidence. You are not not distracted by any other outside interference, just focus on who you are speaking to. Capture the moment.
Make those five minutes work for you as if it was your last five minutes on this earth. Put these skills to practice at garage sales, community fairs or speaking arrangements. Practice over and over again, you will always get better. Then you will be ready for the big fish.
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