Quick Ways to Read Your Prospect’s Mind

Quick Ways to Read Your Prospect’s Mind

Just about every marketing guru touts the importance of “knowing your prospect”. But how much do you really know about the person you’re trying to persuade with your landing page, email or other marketing piece? A few years ago, for example, I was hired to write a direct mail letter for a training firm. The target market were sales managers and my client assumed, reasonably, that sales managers would be eager to reach this year’s quota. After all, it was the end of November. Only a few weeks to go. After doing a little investigating, however, I discovered that sales managers at the end of November had already said their goodbyes to the current year. It was done as far as they were concerned. They were, instead, focusing on the new year – especially the first quarter. From a sales standpoint, they wanted to start the new year with a bang. So I wrote the letter with that in mind. And it got a huge response. The lesson? Never assume you know enough about your prospect! Knowing what makes your prospect tick is a particular challenge for freelancers as they have to deal with multiple prospects across multiple clients. But it can also be an issue for in-house marketers and writers, as well as entrepreneurs, who deal with the same prospects day in and day out and can fall into the trap of thinking they know everything about them. You can always learn more. And when you do, your response rates and conversions are bound to go up. Here are my 5 favorite ways of getting to know prospects...