As we’re aware, not all clients or prospects are the same. We’ve all heard about introverts & extroverts, and most everyone has done the Meyers Briggs (or some variation) at some point in their lives. However, what I want to focus on today is how people consume information. If we vary our communication style slightly, in order to appeal to the widest possible range of individuals, we’re going to get a lot more people consuming our information, and ultimately more sales. So let’s take a look at the 3 different types and how to appeal to them.
First, we have readers. One of the basic questions we need to ask ourselves is, are my prospects this type? Surprisingly (but then again I’m old) this group makes up the second smallest percentage. However, readers tend to be quite serious about solutions. This means that their conversion ration is pretty good. That’s good news. However, we want to make consumption of our free reports, blog posts or other written materials as easy as possible. The most important thing you can do to achieve this is to write in a conversational style. One of the best pieces of advice I ever got was from an editor who told me to read what I wrote out loud. If it sounded like me speaking, then it was probably fine. We’re all pretty good at verbal communication, but that 6th grade grammar teacher raises her ugly head (and it’s almost always a “she” and she’s almost always ugly) and the next thing we know, we’ve lost what makes us effective communicators. I also find it helpful to read the copy of people I admire. Remember, everyone has their own style, and you need to develop your authentic voice, but you won’t go wrong by reading what Frank Kern, John Carlton, Clayton Makepeace and Bob Bly write. It’s conversational. It’s engaging. It’s like a friend talking to you. That’s what you want for your own style.
The second personality type we need to provide communication for are those who are auditory. These are people who like to listen to stuff. They may look at a screen while they do so, but they’re equally likely to be multi-tasking. Thus, these people don’t convert as well as readers, since they aren’t paying as close attention. However, this sometimes works in our favor since our messages can be consumed while driving, working out or while people are engaged in other activities. It’s a more portable form of communication.
Podcasts, repeats of radio interviews, tele-seminars make up the bulk of these types of messages. One trick to increase the conversion percentage of your audio messages is to make sure you have frequent calls to action to an easy to remember URL. Sending someone to www.gentlerainmarketing.com/cold-calling-with-confidence is rather hard to remember. However if I say “Go to Cold Calling With Confidence.com (there’s really no need in this day and age to clutter the message up with saying “www”) and you’ll get some great telephone scripts that make prospects want to do business with you.”…then people are far more likely to remember the URL, and actually go there. It’s a simply matter of forwarding the easy-to-remember URL to the page on your website that has the information you want them to get.
The final group are Viewers. Since these are the most engaged consumers of information, they are the highest converting percentage. While people love to watch video, they are easily distracted, so videos are often consumed through multiple sessions. This means that you want to chunk a larger video down into smaller segments that can be easily viewed. Although you can be as elaborate as you wish when it comes to video, there’s a strong argument to be made for two very basic types. First is the talking head video. That’s simply a video of you talking about whatever you’re talking about. I do one of these every week to introduce the newsletter. (BTW-this is something I encourage your to add to your marketing mix.) The great thing about the talking head style of video is that it connects you to your audience. They get to see and hear you. Next to meeting you live, it’s the next best thing.
While talking head videos are powerful, you’ve got to be able to be natural in front of the camera. Speak to it as you would to a friend. As long as you don’t turn into weird video person-this is a powerful form of communication. However, since it is just you talking, these types of videos need to be short. If you go on for more than 5 minutes you’ll start to lose your audience since the video never really changes. For longer videos (or if you’re just not comfortable in front of the camera) the narrated slide presentations are excellent. You can create these in either Powerpoint or Keynote and they’re very simple to produce. I use them not only to introduce topics, (such as explaining Sales & Marketing Funnels) but they are also great if you want to create information products.
How much text to put on the page is somewhat a matter of personal preference. I wouldn’t script out the whole thing on a slide, but I tend to personally be on the side of a more rather than less text. I think it’s mostly a matter of what you’re comfortable with, and what amount of text will keep you from forgetting important points that you want to make.
The key to keep in mind is that you have different types of prospects, who consume information differently. By varying how you communicate, you will ensure that you’re doing everything possible to reach as many of them as you can. Hope this helps. Talk with you soon Mark Want me to personally create a sales & marketing funnel for you? Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube