MSI Blog

What if you could have over 30% of your preferred prospects as clients in the next three months? That's exactly what I did with dimensional mailings for two of my clients.

The first client caters to art collectors (talk about a cutthroat business!). After months of swimming with the masses, he was ready to jump above the fray and be seen. Together, we created a stunning story of his journey and art pieces and put it all in print form. The piece was something no one could bring themselves to actually throw away. It was far too important. The result: my client gained 33% of his target market in a few short months and has held that gain for over a decade!

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We've all made the mistake at one time or another of becoming far too fact-driven as we try to get other people to see what our business, product, or service is all about. Simply put, facts tell while stories sell!

What's your real story? What are your clients' stories? What have your products and services done for other people? Quit spewing so many facts and start telling engaging stories. You'll be pleased at what this one simple change will do for your sales efforts.

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It's easy to get comfortable when things are running smoothly. If the cogs in our business machines are turning without any hitches, we tend to get a little lazy. I'm as guilty of this as anyone. Enter the wakeup call...

I don't know any business owner who will attest that things are the same now as they were a year ago. Some are suffering severely, some have retooled a bit and are pulling through, and some are riding waves of new-found success. It's this last group I want to talk about briefly today because these are the companies led by innovators.

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Recently, I took my wife to our favorite burger spot. We've been going there for years. And we've always loved the unique and very tasty food. I ordered my "regular," but it was anything but what I had become accustomed to. My order was stripped of everything that had set it apart all these years as my burger. My wife's meal had similar issues. Needless to say, after years of enjoying this place, it appeared the love affair was over. I would have happily paid more for my same old favorites, but everything I had come to enjoy about this establishment's food had been gutted from the fare.

I've seen this same thing happening in many companies with the economic slowdown. Sure, I understand the need to be competitive and keep a handle on costs. I'm dealing with these same issues right along with everyone else. In a previous life, I was a turnaround manager. Improving financial pictures was my obsession-but never at the expense of the client experience.

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