Tuesday, January 11, 2011

Another Way to Eavesdrop on Your Prospects and Find their Hot Buttons

Yesterday I wrote that you can eavesdrop on your prospects and uncover their hot buttons, by reading their email.

Today, here's another "sneaky" (and legal!) way to do the same thing ...

It's simple: Read their comments on blogs.

Every prospect for every service or product probably reads at least one blog. Many folks read dozens of them. And each of these blogs has something you should know about, something that can uncover just as many hot buttons as reading your prospects’ email.

The comments section.

Forget the blog postings themselves. The comments that your prospects leave on the blogs they read are a goldmine of information, providing plenty of hot buttons for you to push in the marketing materials you write.

Here’s an example. The blog Six Minutes is devoted to helping readers become a better public speaker

And here’s a screen capture showing some of the many hundreds of reader comments on this blog. See any potential hot buttons?

If I were marketing a product to speakers, I might say,

Has this ever happened to you? You’ve visualized your speech. You’ve practiced every word. You’re ready to go. But you arrive at the seminar location and -- disaster! Your computer won’t boot up. And the event planner thought that YOU would bring the flip chart. You’re scheduled to go on in only 30 minutes. What do you do?

That’s just a made-up example, but it took me less than 3 minutes to write. I just picked one set of hot buttons – missing or malfunctioning equipment – from one set of blog comments to create a powerful opening to a sales letter.

You can do this, too, when you read the comments on the blogs your prospects read. They will tell you, in their own words, what's really bothering them.

When you know what these "hot buttons" are, you can sell more stuff to people, more easily -- because you'll be using their own words to sell them. Powerful stuff.

(More ideas like these in the Free Report, Guaranteed Marketing for Service Business Owners.)

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