Probably 99.9 times out of 100 prospects, will not spend the time to read your unsolicited ad or direct mail piece.

The reason is that you are “interrupting their lives.” The simple act of having an ad or sales letter before a prospect will bring them to the proverbial “fork in the Road” and forces them to make a decision to either read on or not read your message.

Every time their eye moves from one word to the next, from one sentence to the next sentence, from one paragraph to the next, they reach yet another fork in the road. Now they have to decide whether they are going to keep reading the ad or not.

What makes your prospect make the wrong decision and drop your ad into the nearest trash bin?

Unsuitability: Your prospect already has what you are offering and quickly decides your product is of no interest to them.

Boredom: Most of the time ads are very boring so they stop reading it.

Disbelief: Your claims are too exaggerated or even dishonest and they figure that they can’t trust anything you say. So always tell the truth.

Exhaustion: Your ad is so difficult to read and impossible to follow, that they simply give up on reading any more.

Interruption: This is probably the number one reason a prospect stops reading your offer. Something just happened to take their attention away from reading. They now will deal with the immediate crisis instead of continuing to read your offer.

I’m sure you can come up with more items but this should give you a start. Let us know why you stop reading an ad or sales piece.

Technorati Tags: acquire customers, acquiring customers, acquiring leads, ad copy, ad story, ad testing, ad writing, Advertising, alex mandossian, all marketers are liars, attract clients, attract customers, attracting leads, attracting prospects, creating customers, customer acquisition, magazine ads, promoting your business

When I think of this topic, I’m reminded of the movie “The Fly.”  Have there ever been times when you wished you were a fly on the wall of your competitor’s office or store?  The good news is that you don’t have to be a fly to gather information about what your competitors are up to.

With a small amount of creativity and a willingness to ask questions, you will be able to gather an enormous amount of information about your competitors business and their marketing strategies. 

Here are a few ways you can accomplish this.

1. Don’t be afraid to ask questions.  If a potential customer tells you that they have gotten lower bids or prices from one of your competitors, ask who it was and what there prices were.  If you ask, they may tell you and if you don’t ask you will never know.
2. Ask your competitor’s customers what made them choose your competitor over you and whether they are completely satisfied with how your competitor treats them. If you find out what they don’t like about your competitor, you can use this to your advantage by offering what your competitor doesn’t do for them.
3. Ask your competitors employees for information whenever you have the opportunity to do so.  Visit them often so that they get to know you.  They might be willing to talk about working conditions, new projects in the works, or even about their income and what they are getting paid.  But remember, you must remind your own employees to be careful about what information they divulge about your company to any outsiders. What you are willing to find out about your competitors, they might want to do the same thing.
4. Make it a habit of getting to know your competitors and/or their employees.  You can meet them at trade shows, industry events or even at local business events such as a Chamber of Commerce meeting. The more you are physically out of your business, the more chances you will get to meet your competitors and others within your industry that know them and can help you with information.
5. How about asking your competitors what they are up to.  Be direct.  Approach them.  If they like to brag about their accomplishments or even show off, they may volunteer a lot of information you can capitalize on and use to build and grow your own business.
6. All of you have suppliers that you get products from.  Ask them for information.  The answers to a simple question like, “How’s business this month,” might give you important clues about the direction your competition is going in or if they are having problems.  With this information you can create a marketing strategy to take advantage of the moment and the opportunity. Often times your suppliers will know more useful information about your competition and share it with you.  So always ask.
7. On the Internet, use free sites like www.compete.com, www.spyfu.com and other snoop sites to learn what your competitors’ keywords might be, etc.  There are also snoop sites that charge a subscription fee.  Some of these sites charge up to $300 per month, depending on how much information you want to gather..  You can find more of these sites using keywords like “tracking competition”, "competitive intelligence", etc.

I’d love to know how you might gather intelligence and information on your competitors, so please add them in the comments section of this blog article.

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