You’ve Got to Interrupt Them At Some Point

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There has been some talk on a forum that I frequent that most of the Web 2.0 tactics are a “tremendous waste of time.” That viewpoint is not one that I share. I gave you some Web 2.0 marketing ideas in my Blog posting, “You Say You Want to Join the Revolution.” You might want to reread that now.

You can Blog, YouTube, build a lens on Squidoo, Stumble Upon, digg and a few dozen other things to get other people talking about your product and service. However, it is important to understand that sooner or later (I’d suggest sooner), you need to tell that first person about what you do. You need to interrupt them.

Having your clients’ permission to communicate with them is your most important asset. In marketing, we call it permission marketing or one-on-one marketing or marketing that is centered around a client’s consent to market to them. Even viral marketing (which is a different animal) is sometimes called permission marketing.

Interruption marketing, which almost always must be used to get people interested in the first place, usually consists of unanticipated communications. But, all interruption marketing is not a bad thing. And, when you consider that you have to get their attention at some point in order to get attention, it becomes necessary. The key (and this is why great marketers have plenty of clients) is how to do that without turning them off to your message.

Since the majority of my readers are small to medium size sales people and business people selling personal, professional and financial services, I am going to focus on some ideas you can use to make that first impression; to interrupt the person in such a way that the interruption brings value to them. And, that’s the first suggestion:

1. Make sure you bring value to the prospective client when you first interrupt them.
2. Speak to them. Done well, speaking still attracts more people to respond to that first interruption than any other way for the small/medium business person.
3. Write a book. Get it published if you can and if you have the time. If you don’t have the time (it takes about a year for a publisher to get your book to market once you have written it) then self-publish it. This works exceptionally well if you also speak, have a defined niche or specialty, and want to use the book to market and make that first interruption.
4. Give the book to prospective clients. Interrupt them with it. You can ask for their email address in return. You can follow up with more value – your newsletter, let them know you speak; they may want you for their organization.
5. Give your current clients a discount if they buy the book for their employees. These employees move to other companies and will remember you if you have continued to add value to them with Web 2.0 tactics.
6. Write articles for newspapers, magazines, trade journals, and all their online iterations. It is easier to get published in most of the online versions.
7. Interview someone your prospective clients would like to hear and invite them to a free teleconference. Or, you have someone interview. Afterwards, post the digital file on your web site, Blog, and email it. Make sure it is not a commercial for you. If your clients need continuing education credits then get your presentations (both online and in-person) certified for CE’s. Then use them to make that first interruption with the prospects.
8. Invite a select group of senior decision makers to an invitation only event where you will speak and have other speakers. Try having one begin around 3:00PM and last for 1.5 hours followed by cocktails and light food and networking. I like having current clients there too and they will often let prospective clients know they are working with you. And, they get a chance to also network.
9. Ask for referrals from your current clients and ask them if they would mind making an introduction even if it is only an email introduction.
10. Whatever you do, once you make that first interruption and receive permission to communicate with the prospect, guard that like your company’s greatest asset – because permission builds trust and rapport and most people only buy from people they trust and like.

Good luck and please drop me a note below if you have any questions or would like more suggestions or help in interrupting your prospective clients.

2 thoughts on “You’ve Got to Interrupt Them At Some Point”

  1. Hi Bob, I’m just re-reading these links again (been busy writing stories about my accessories!) and I have a query about interrupting prospective purchasers. Unfortunately, here in Ireland, we don’t tend to have the same confidence and positive thinking as the Americans (e.g when asked how we are, we say ‘not bad’ whereas I believe you guys says ‘great’ or something similar). So some advice on finding prospective customers (in my case, i require fairly wealthy females for my designer fabrics and female online shoppers for my online interiors accessory shop)and ‘interrupting’ them would be great.
    Thanks in advance, Lorna

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