First time they appeared, years ago, they might have worked to trick people in clicking the link. Now they totally scream "click here to get to a stupid ad for a worhtless product!"

You're right — this is exactly what the point of this post was. Find the right way to reach your potential customers, and do so only after you understand who they are and what they need.

I wouldn't rule out email entirely. What I'd rule out is the impersonal message. I agree that many emails bug me no end, but it's because they didn't bother to personalize it or even come close to what I need.

Maybe fax is okay too if someone would bother to show that they understand who the recipient is and what they're needing. I may think I need a cruise, but I don't know the sender at ALL since there's no company name on the offer.

If Chuck Buerki sent me a fax, however, and he told me what benefits his product could bring to me and why he's the one to sell it to me, yes. I'd consider buying from him.

To me, it's all about redirecting the message to show the benefits and to show that the sender cares enough to send me something I really could use.

Somehow this all got off track thinking the sales part of the equation was to simulate the spammers and illegal faxers who are out there throwing millions of queries into the stream hoping for some miniscule response.

The kind of selling I'm talking about is all about making the actual contact with someone who is probably interested in the offer based on research before the fact. For example, if we follow the original premise then Lori would create a piece of collateral material, have it printed illustrating many of the features and benefits that could accrue from a relationship with Widmer Writing Services. Her daughter, using some basic selling skills, would attempt to contact those who she defines as likely targets.

Obviously, based on what each has contributed, using fax or email is out, which leaves the phone or a personal visit to seek a level of interest and to leave tracks (the collateral material) in hopes of finding a new client who otherwise would probably not call when in need.

It's known as commerce in the real world, and improved selling skills can make all the difference in the world to bring together the client with the need and the provider who can provide that need.

Chuck

Great suggestions for you, Chuck. And yes, if the offer were somewhat believable, I might look at it twice. Might. There's somewhat of an "ick" factor with faxes, especially the unsolicited ones (which are illegal as Jodi points out). There are so many better ways to get an offer. If I know the client, I might send a fax, but it would have to be worded beautifully and an offer specific to that person.

Fundraisers (from legitimate sources) would not be offensive fax offers.

Philippa, add that to my list of hates, too! I don't want, need, or use Viagra, and yet every day I get at least ten offers. Nor do I need, er, enlargement solutions.

Jodi, I'd LOVE to report them. Alas, their number doesn't dial back. I've tried.

Chuck, I second Jodi's advice. I buy from people who try to understand my situation and my needs. If I need life insurance, for example, and I say "I think I need $100K in coverage" I want an agent who says, "Okay, let's see if that number fits with your actual needs." I contacted an agent who heard "$100K" and never once suggested we do a needs analysis. I did one myself later and realized I needed nothing near that amount.
It's HER job to tell me that! Yet she lost the sale because she wasn't willing to sell me what I need, not what I thought I needed.

I went into that relationship wanting guidance. Getting none, I walked away.

To Chuck's question, the best thing to do when selling is to talk less and listen more. Interrupting people, overcoming "objections", and being pushy doesn't work and isn't welcomed. Being helpful. listening to your prospect, and offering solutions to their problems (not yours) does. Chuck, you might want to check out my friend Bob Poole's site (bobpoole.com). He has excellent advice for sales people (he's a former top salesman for Xerox).

And you're right, it's a new world with new mediums. And because of that, there's a downside for marketers, too. I am suspicious of the fund-raiser who calls or the unsolicited email with links to who knows where. I don't like being that way, but it's reality.

Don't get me wrong – I'm all for hiring professional writers 🙂 but ultimately, it's a matter of trust. Words alone are not going to deliver that.

Maybe the words will intrigue me enough to check the business out with the BBB or Google them. That's a pretty big maybe.

Pop-ups, for instance. Or endless sales pages with fake highlighter pen!

Oh, and unsolicited emails too *hate*.

I somehow get the feeling it's don't do as I do, just do as I say, and what leads me to believe this?

I consider each of you wordsmiths, and successful selling oftentimes depends on how sentences are constructed during the marketing phase.

Could we consider that when a fax with an offer is received that it could have been worded differently for you to respond positively?

Could we consider that the fund-raiser if they chose to use the services of a professional writer could increase the yield of their efforts and reduce their payroll at the same time?

With words could one set the conditions for a new relationship?

Chuck

P.S. TGIF everyone!