Be Careful How You Market…Words are Powerful

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Don’t Ever Do This

A while ago, I inquired about a piece of software that I had some interest in.

I downloaded a free copy of the software and saved it to my hard disk, with all intentions of exploring in detail over the weekend. The next morning, I got an email from the company thanking me for downloading their software. So far, so good.

But then, came the email that absolutely caused me to rethink my desire to explore the software.

The email invited me to contact an employee of the company, in order for him to “help me make sense of the software“.

If your software is so complicated that you need to have an employee help a prospect make sense of it, then your marketing process is, in a word, upside down.

This gentlemen’s email indicated to me that he is a stand-alone sales prevention unit. Instead of “helping me make sense” of their software, he should have said words to the effect of “helping me to get maximum value from the software“.

So, the watchword to the wise is watch your words, because words have power and they are either attracting or repelling a prospect.

All prospects are in a constant state of movement, and they’re either moving towards you or away from you; and your words can accelerate movement in either direction.

Have you ever had this same experience? How did it make you feel?

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