So yesterday, I came across an amusing video by Mike Rowe from television’s Dirty Jobs. Not only is it hilarious, but it’s enormously relevant for contractors looking to improve their marketing.
In the video, Rowe reads an email his friend received from his friend’s daughter, Charlotte, who is an 11-year-old Girl Scout. She was looking to sell a certain amount of Girl Scout cookies to take a trip.
Charlotte heard from her dad that his friend was “rich.” Within the hour, she emailed the rich friend a powerful and persuasive sales letter. (If you have a daughter who is a Girl Scout, you know they get cutthroat about meeting their sales quotas.)
Before you go any further in this email, watch the video below to hear Rowe read the sales letter (he starts reading it around the 40-second mark):
Watched it? Good.
Did you count the number of persuasion elements in the letter? There’s a whole bunch. And you can use them all in your own marketing.
Let’s break down Charlotte’s powerful sales letter…
- Credentials (“I’ve sold the most boxes in my troop.”)
- Speaking directly to the prospect’s needs (“I heard you were looking to donate cookies to our soldiers…”)
- Specifics (detailing the taste of each cookie)
- A call to action (“I do hope you’ll purchase a few boxes from my website; the link is below.”)
- An honest, respectful, no-pressure sales approach (being truthful about which cookies she doesn’t like and which ones the prospect may like)
What stands out most to me about Charlotte’s sales letter is that last bullet. An honest and low-key “pitch” can often be THE most effective way to close the sale.
After all, who LIKES the feeling of being pressured into something?
After Rowe read this letter to hundreds of thousands of people on the internet, Charlotte’s little landing page was flooded with cookie orders. She met her goal the same day the video went viral.
That brings me to my point.
When you’re talking to potential customers, are you honest with them? Or do you just tell them what they want to hear?
If it’s the latter, it’ll come back to bite you.
Sooner or later, you’ll get exposed. Those empty promises will lead to unsatisfied customers, bad word of mouth, negative online reviews… the whole nine yards.
But if you’re honest with folks, they’ll reward you. Not just with their money, but with referrals, positive feedback, and repeat business.
At MYM, we use the “Charlotte” approach to selling. We dish the straight facts to potential clients. No fluff. No nonsense.
If the prospect likes what they hear, then we proceed. If not, then we wish them well. Strong-arming prospects into partnerships just isn’t our style.
It’s why we offer invaluable complimentary services to prospects like our Lead Generation Audit.
We’ll unleash thousands of dollars worth of resources—at no charge to you—to determine the effectiveness of your website, SEO, PPC, and internet marketing as a whole. Then we’ll give you the 100% honest truth about where you’re falling short… and what needs to happen to fix the problem.
If you’re interested, get a FREE Lead Generation Audit.
P.S. MYM’s Lead Generation Audit uncovers problems that aren’t even a blip on most contractors’ radar. So if your sales are lagging or your growth has stalled—and you just can’t figure out why—take advantage of our audit. It could be the catalyst that propels your business to where you WANT it to be.
© 2017, Rich Harshaw. All rights reserved.