Imagine that you are attending a new church. Chances are, some people will come up to you, say "hi" and introduce themselves. The pastor is standing at the door, shaking hands and welcoming all. He smiles warmly and introduces himself to you and thanks you for coming. He may even invite you to a special welcome room to meet a few more people later.
After the service, the pastor stands by the door again, this time thanking everyone for coming and adds that he is looking forward to seeing them next week.
Let me ask you a few questions:
--Did the pastor and his congregation reach out and try to help you feel welcome?
--Upon meeting you for the first time, did the pastor tell you how amazing his church is and try to convince you to immediately join?
--When you were leaving, did the pastor thrust the donation plate at you and tell you that you needed to put money in now or lose the opportunity forever?
--As you were leaving, did the pastor tell you that you would "be perfect" as a pastor and that you should quit your job and join the seminary immediately?
Seems a bit ridiculous when it's stated this way but that's how many people market.
Because that's how they are TAUGHT to market!
It's easy to fall into this trap and not even see what we are doing. So I'd like to ask you to do something...
Take a step back and read your marketing material through the eyes of someone who is "meeting" you for the first time.
Does the material engage the reader and make him or her curious to learn more?
Does it have a call-to-action so they know what to do next if they want to learn more? (Remember, a call-to-action doesn't mean you are asking for a sale).
Are you offering something in exchange for their name and email that has great value and will make them want to learn more from you?
There is a lot of noise and distraction in today's market. People are looking for more than just great information or products and services... When you help them feel welcome, appreciated, and important, you will be waaaaay ahead of your competitors.
P.S. I'd love to hear from you! Did you decide to tweak any of your messages after reading them from a different perspective? Have you noticed any difference as a result of these changes?