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Marketing Rapport - 3 Tips!
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Marketing Rapport - 3 Tips!
Copyright © 2007 Daniel Levis
Establishing & maintaining rapport with your online audience is
perhaps the single most important ingredient in marketing online.
Actually in marketing period, but even more so online because of the
lack of personal contact. Rapport is at the core of selling, always has
been, always will be.
Let me tell you a little story.
Earlier this week, I got a call from a salesman after leaving a message
about getting my stereo repaired. My expensive, but aging Nakamichi CD
player is on the fritz, & I'm virtually tuneless. Not good.
It was a notable conversation for anybody interested in the art
& science of persuasion. And in particular, the role rapport
plays in that process.
My apprehension was this.
I bought the unit about 8 years ago, & I'm thinking. OK, this
is going to cost me some money. I could probably now go out &
buy a new CD player for the same amount. Just getting an estimate is
going to cost me.
So the guy calls up, & immediately starts building rapport with
me. How does he do it?
After introducing himself, he says, "So you've got an MB-1s, awesome
unit, what do you listen to?" I tell him, "I'm into rhythm &
blues & jazz". He probes a little to see what kind of blues I
dig, & we find ourselves rapping for a bit about how much we
both love the music of Stevie Ray Vaughan.
And then without missing a beat, he says "So I suppose you're wondering
whether technology has advanced so far in 8 years that you could
replace your MB-1s with a new unit for pennies on the dollar?
I say, "yes".
And then he goes on to tell me. "Unless you're prepared to fork out a
sizable chunk of change on a relatively high end unit, your going to
lose some of the raw analog warmth & character that oozes
faithfully from Stevie's Fender Stratocaster every time you slide a CD
into that Nakamichi".
And I'm like, Wow, thanks for saving my life dude.
This wasn't the only guy I called, but I can tell you this. He was the
only one I considered doing business with. And it came down to the
rapport he created.
So what can we learn from this?
First off, let me point out that while this was a personal interaction,
you should take the principle of rapport very seriously when it comes
to your marketing.
The fundamentals are thus.
I liked this guy. Because I liked him, I listened to him. Because I
listened to him, I believed him. And because I believed him, I bought
from him. Sure it wasn't a huge purchase. But what happened in those
few minutes on the telephone takes place in virtually every sale you
make, whether you're an active participant in the process, or not.
You are developing an unspoken relationship with your customers, as a
result of both your personal interaction, & every piece of
online marketing you deliver.
The challenge is this.
How do you generate rapport, when you don't have the expensive luxury
of personal contact with all of your clients at every stage of the
Here are a few ideas.
1) Be a person in your online marketing. Far too many businesses make
the dreadful mistake of coming off as stuffy, corporate, &
boring, in the name of professionalism. Your business can be
professional, & still have character.
This is just as true in b2b & technical sales, as it is in
One of the best things you can do is deliver your marketing message in
the first person. You should voice a friendly, rapport-building persona
in virtually every kind of direct response advertising you do.
2) Communicate with your prospects, in their own words. If you're
marketing to engineers, & you know they use acronyms, use
acronyms. If you're selling to the CEO, speak in plain English. Just
common sense, but so often ignored. If you're selling b2b, understand
that there are multiple decision makers involved. Find a way to speak
to them all. Use multiple campaigns if need be.
3) And finally, give your customers more than they expect. It is rare
to do business with a company that demonstrates a genuine concern for
the actual outcomes that their customers experience as a result of a
This is very different than simply being committed to the satisfactory
performance of your product or service. You build rapport by showing
your prospects exactly how what you're selling "fits in" to what they
are already doing.
In the final analysis, your prospects & customers should feel
like they know you as a person from your marketing &
advertising. More importantly, they should know you as the kind of
person they would call a friend, & look forward to hearing
About the Author:
Daniel Levis is a top marketing consultant & direct response
copywriter based in Toronto, Canada and publisher of the world famous
copywriting anthology "Masters of Copywriting" featuring the marketing
wisdom of 42 of the world's greatest copywriters, including Clayton
Makepeace, Joe Sugarman, Joe Vitale, Bob Bly and dozens more! For a
FREE excerpt visit the link http://firstv.wickiup.hop.clickbank.net
********** Additional References **********
30 Days to Internet Marketing Success - huge collection of marketing "know how".
Niche Products Package - giant package of 106 niche products with master resell rights plus 14 guides FREE.
Get It Done! Marketing Action Plan - a complete marketing system using techniques and methods that most people don't know about.
Red-Hot Copy to Woo Your Target Market - step-by-step guide to writing professional-looking copy.
The Golden Book of Proof - a simple system for attracting customers with advertising that works.
Adtrackz - complete guide to ad tracking programs.
Confessions of a Website Copywriter - why almost everyone is wrong about creating sales letters for the web.
Pay Per Click Profits - one of the most powerful marketing strategies to drive targeted prospects to your web site.
Automatic Goldmine - how to use autoresponder courses to put ad campaigns onto autopilot.
Ad Gladiator - guide to creating solo ad campaigns that pay well.
Ultimate Ad Tracker Tool - run your own ad tracking system to get precise statistics on your links.
Ad Tracking SuperTips - a FREE ebook to guide you in choosing, using and profiting from ad trackers.
Best wishes for your online success!
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