You Can Reach Us Either By Phone Or Email When Cutting Through All the Noise – How to Make Sure Your Message Is Being Heard

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Cutting Through All the Noise – How to Make Sure Your Message Is Being Heard

Every day, we have a lot of messages. We don’t even need to leave home. Radio. Television. Internet. Email. Phone. A mobile phone. Voice Mail. Faxes. These are just a few of the thousands of ways advertisers can reach us.

But if we leave (home), there are more: Signs on buses. Signs on buses. Other signs at L stops, on benches, on top of taxis, billboards, at the checkout counter at the local grocery store.

Wow! You can’t forget newspapers even though they are shrinking. And, of course, the mail is still: US Mail, FedEx, UPS, DSL. The list is endless, and it never seems to slow down.

So does a small business—or, any business, cut through all the noise? What does it take to feel like you’re competing for someone else’s attention?

Silence is the first thing that comes to mind. A place without distractions where you can hear what someone else is saying. A restaurant where you can talk and socialize without yelling. Or an office or meeting room where you can discuss business and everyone can hear.

A modicum of interest is the next thing. The person (or people) you are talking to should be interested in what you have to say – and sell. Does your service solve a problem for them? Can you express this clearly and concisely? If so, maybe you can understand them. But to be interested, you have to dig deep. You have to answer the objections, or “Why should I” as I like to call them, which means you have to state your USP (unique selling model).

Why should I give you my business when my current sponsor is doing a great job? Tell me how your service can help make my job easier. Can you save me five hours a month of wasted time? Does this free me up to make five additional calls? I’m sorry with the figures of time saved and money I can, and I can have the next meeting.

You may prefer to make the initial conversation via email. If so, you have different problems. Now you need a plot. You have to make an impression. And you have to do this while navigating around mountains of spam.

How can you be sure that your message has been opened? Do you know how to write a clear, concise subject line that doesn’t contain spammy words? And once it’s open, how do you write a short, compelling message so that when you follow up on the phone, someone listens to your conversation — or better yet, picks up the phone and calls you!

This is where good marketing skills come in handy. Knowing how to write solid marketing – whether it’s email or snail mail – is essential.

Think about the spam emails you get every day. Best of all, try doing this for a few days. Pay attention to the lines of the ones you delete the fastest. Then look carefully at the ones you have opened, and think about why you are not losing them. You should see an example. The emails that are opened are either from someone you know, contain information you requested, or have subject lines that are so interesting, you CANNOT open them. Here’s what you need to do to separate your emails from those that are about to be thrown away.

Obviously, there are many things you can do to get your message across. But if you start with the simple steps outlined above, you’ll be off to a good start.

o Present your message in an environment free of distractions.

o Make sure the person you are talking to is interested in what you are selling.

o Know your USP so you are prepared for “Why should I?”

o Make a small plot.

o Improve your sales skills — both written and face-to-face.

Smart marketing can cut through all the fuss and noise. It’s about understanding what your customers want and telling them how your company has a solution.

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