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Your Risk Assessment Is The Fastest Way to Drive New Business, But Only if You Follow This Formula…

On one hand, risk assessments are a great way to start an engagement, or close a sale. On the other hand, they offer great value. Should you give all your value and insight away???

It’s a hard question that demands an answer!

The Point of Assessing Risk Is…

Several weeks ago I wrote an article defining the assessment (if you’ve not read it, I recommend going back to better understand the truth behind assessing risk and growing your business).

The bottom line is, Assessments are like health checkups. If the patient has URGENT issues, yet chooses to NOT take action, the doctor’s efforts are wasted.  Even more, if most of that doctor’s patients never enter treatment (and are dying), he has failed.

(More on the Assessment Sales Process – Pg. 194, The House & The Cloud)

If there are urgent issues, action is required.

And it’s your job to sell the customer on taking action – not for money, but for the livelihood of that customer’s business. With remediation in mind, your risk report is a marketing document. You goal is to sell your customer on doing something!

Amateurs Focus On Front-End Selling

When I hear, “We don’t give away the assessment”, I think to myself, “Amateur Thinking”. Front-end, is a funnelology term – It is the process of capturing a lead and ascending that lead up your value ladder.

The sales process starts with a lead magnet (some freemium offering) to attract qualified prospects (Think: Opt-in). You provide value and your buyer wants more. So they ascend over hurdles of indecision to the point of becoming a buyer.

Some prospects will drop out immediately, grabbing the free stuff and moving on (grab and dash). It’s okay…I’ll explain in a minute. Others will buy your initial offer, or perhaps engage with you in basic managed services (New Customers).

A select few will become hyper-buyers…your best customers. Hyper-buyers buy whatever you recommend because they see your value and trust you to advise them.

The front-end has to be easy (think, free or close to it). You might offer a white paper (which I seriously don’t recommend). Better choices include, special reports, quizzes, assessments, lunch & learns, etc. 

Some front-end options convert quickly. Others, not so much. Signing up for your mailing list or free e-zine doesn’t make much sense these days. No one is choosing to get more spam email.

All great front-ends cost money.  The idea is to spend your money with ROI in mind. The company that can spend more upfront (marketing), and still measure a strong return on the back end, wins.

Did you catch that? You’re not trying to minimize the front-end cost (or your marketing budget). You’re trying to maximize conversion and ascension.  If your backend works, you can spend more upfront, beating your competition.

The assessment may be costly, but done right, it can have an extremely high ROI on the backend.

Qualified Prospects Only

Conversion (like getting people to a lunch & learn) is one thing, converting from free to fee is another. You don’t want to invite people for a free iPad…you’ll end up with a bunch of IT folks that want free gadgets (these are not buyers).

If you want qualified prospects, you won’t give your free assessment to just anyone. And that means you won’t advertise it on your webpage. Freemium means high-value and special, and should be guarded.

To qualify, you want to have a freemium offer, like an assessment, and have a clear avatar of your target prospect.

Let’s say its the SMB business owner with 25 to 250 users. Inviting that person to a lunch & learn is a qualifying step that gives you the opportunity to actually meet face to face. It’s costly, but if your conversion is high, you won’t care.

Then converting them (given the right message in your lunch & learn meeting) is easy…We’re converting over 90% right now with a security message designed to instill urgency. It leads to an assessment – we offer this analysis right there in the meeting. But our description is vague…on purpose. You see, we have one more step; it’s a phone call.

On our initial call we have the opportunity to ask them about their business and their role. If they turn out to be someone other than a qualified buyer, we make the assessment a simple over-the-phone questionnaire. If that person is a business owner, in charge of a possible qualified company, we move forward.

Our assessment engagement involves that decision maker all the way through to the deliverable. If our key contact (asset owner, I call them) drops out at any point in time, we stop the process.

Our conversions to business range from 60% to 80%, and our sales cycles averages a couple weeks to a couple of months. (But not 6 to 9 months). These contracts range from $1000 to $5000/month, with a 5 year expected lifetime value. So how much can I spend on customer acquisition (in this case a lunch & learn and assessment)? Do the math, it’s a big number.

Selling The Free One Isn’t Always Easy

But there’s still one more hurdle. Selling free assessments has it’s challenges. Free sometimes means no value. And getting that initial meeting may also prove to be a challenge.

The 60% to 80% close rate is attractive, so I know I want to sell the risk assessment. I am willing to give it away, because my ascension process works predictably well, and the ROI is there. I can afford it and the return is evident.

However, the assessment can’t be the first step in my sales process (or funnel).

Most of my clients sell assessments by using something upfront to attract clients. eBooks, followed by webinars, with an offer to assess, can work. Live lunch & learns, using a hard copy letter invitation work extremely well. And any excuse to get a meeting (such as referrals, product or quotation requests, etc.) can be turned into an assessment.

In my book, The House & the Cloud, I explain how to transition just about any meeting into an assessment (chapter 13), and then later in the book (Pg. 194 – 200) I explain how to move  through the assessment in a way that engages asset owners, and leads to a sale.

The most important thing in this whole process is to track your conversion metrics. Make sure you are at least breaking even. Once you break even, start tweaking your funnel to modify and grow your ascension process.

As you perfect your conversion metrics you will be creating a long term, predictable profit machine.

©2017, David Stelzl

Get more insights on this process in my book, The House & The Cloud..limited time offer $1.00! / Free Shipping in the US.

 

2017-03-03_13-54-13NIST Framework: You’ve Heard It, Lot’s of People Refer to It, But Do You Know What the NIST Security Framework is…

If forced to… (sales person to client) could you explain what the NIST Security Framework is?

NIST is important to the Assessment process as it gives you an easy reference point from which to assess and define risk. In a sales situation, the customer (if they have any knowledge at all) should be asking you how you approach assessments.

How will you answer?

If you’ve read my book, The House & The Cloud, You already know most of the NIST Security Framework…

(I wrote version one of The House & The Cloud in 2007, so you know I wasn’t just copying NIST – it’s a 2014 publication – of course I’m not claiming to be the author of NIST either).

Either way, it’s important to know NIST if you’re going to talk security.  So here’s the simple “sales person level” overview…

Notice the outline below. There are 5 major components. You’ll remember from The House & The Cloud, PDR – Protection, Detection, Response (Chapter 13)…NIST simply adds IDENTIFY (on the front end) and RECOVER (on the back end).

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In my 2007 book (updated in 2015), I develop The IDENTIFY aspect in more detail (just under a different heading – the Three Important Questions You Should Be Asking Asset Owners). – See Chapter 13, The Three Questions.

  • What are you trying to protect?
  • What are your relevant threats?
  • How likely are you to be able to detect and respond before damage is done?

These three questions provide a clear understanding of just how asset owners (and IT) view their data, their threats, and their current approach to security. In most cases they have no idea that certain digital assets even exist, and chances are, IT cannot define their firm’s most pressing threats.

PDR – The Core of NIST, But Selling It Requires Strategy

Understanding PDR. 

The House & The Cloud is a sales training book, not an SE’s Handbook. So use NIST as the foundation for your security approach to provide credibility in the sales process.  Your client/prospect won’t know my name, but they can Google NIST.

It’s not necessary for you, the sales person) to be fluent in security architecture and the various approaches to remediate risk.

But getting buyers to part with money for NIST is a hard hill to climb.  Chapter 13 of The House & Cloud provides the science behind the marketing approach. In my presentation (the one outlined in chapter 13) I first must break the preconception that my prospect has security “Covered”.

The conversion happens when the client sees their investment tied to column ONE – the NIST protection column (as is explained in The House & Cloud). Protection alone (keeping people out) won’t stop hackers…but until the client sees the truth (and admits their mistake) they won’t move forward.

If you want to be the Trusted Advisor, you must be TRUSTED, and ABLE TO ADVISE…and that means you client must first admit they need advice!

The House & the Cloud solves the problem of how to explain what security should look like, while getting the prospect to admit they have it wrong (Assuming they do).

Finally -Recovery…As in Disaster Recovery

My response calls for Realtime Response…I make the point (in The House & Cloud book) that faster response is needed – even realtime response to stop the threat before harm is done.

In other words, if I could somehow stop the ransomware before my data gets encrypted – I would be a lot better off.

However, stopping disasters is not always possible…and so the Disaster Recovery Plan is essential…developed, documented, and tested regularly. This last component needs work, especially in the small/medium business markets…

Disaster Recovery offers another great opportunity for resellers in the IT Management / MSP business! (And I’m talking about a lot more than just Backup and Recovery Services).

Check out this short NIST video from Rapid 7 for the overview…(Thanks Rapid 7, this clears up a lot of confusion).

© 2017, David Stelzl

boredWait, Does Anybody Actually Read Your Risk Assessment Reports?

Assessing RISK is one thing. Writing readable reports is another.  And if no one is going to read your work, why write about it? So how can you change this trend of ignoring urgent findings?

Last week I wrote a post on defining Risk Assessments, and the Long Tail (that should be dragging product, projects, and managed services).  The problem is, only about 15% of the assessments are converting (according the the hundreds of sales people I interact with through coaching and training programs).

Why? Because no one actually reads them!

In a future post I plan to talk more about the report itself.  But the one piece of the assessment report that, if left out, makes the assessment useless, is a measure of risk.

If your report doesn’t report risk (and instead focuses on technical misconfigurations and outdated patching) chances of getting read are slim.

The One Thing You Can’t Afford to Leave Out of Your Next Risk Assessment Report

Not only can you not leave this one thing out, it actually defines your assessment approach.  If you’re looking for a way to report relevant security risks and recommendations to senior managers, keep reading…

Impact vs. Likelihood is a measure of risk. 90% of the reports I read leave out this quantitative measurement. Instead, executive summaries show Green-Yellow-Red bubbles, with esoteric techno babble beside each. The term EXECUTIVE SUMMARY is just, A-SUMMARY. There’s nothing EXECUTIVE about it.

Test your report…give it to an executive (one you know well) and ask them if it’s readable?impact-v-likeihood

While the colors are meant to alert the reader (RED=URGENT), the reader has nothing to compare this URGENT indicator to.

There’s no measure of LIKELIHOOD.

How To Measure Anything

The problem is, the analytical-technical mind refuses to put a number on LIKELIHOOD.

The argument is, Odds of and attack can’t be accurately quantified…The next time you hear this from your technical team members, point them to the book, How to Measure Anything. Risk can be quantified (with a number or percent-likelihood).

We read risk statistics everyday in the papers, and even pay doctors for their best guess – the Prognosis. Consider some of the current measurements reported by our (trusted) media:

  1. I’m expected to live to age 91 – say the actuarial data.
  2. 15% chance of getting pregnant three days prior to ovulation.
  3. 7.62% chance of a male smoker developing lung cancer.
  4. Fast-food doubles your risk of pre-Type-2 Diabetes.

Security risks are no different. They’re estimates that can be derived from data we have right now ( Reference  report from the FBI, NSA, Verizon, Etc).

The problem is, no one is taking time to work the math, and no one wants to be called out to defend their number.

Understanding the Power of an Impact vs. Likelihood Graph

If you agree with my Long-Tail definition of The Risk Assessment, you really want the person holding the checkbook to read your report. Absent that, your work is a waste of time.

If the newspaper says I’m more likely to develop Type-2 Diabetes or obesity because I eat at McDonalds, I’ll probably listen, but take no action. If I do take action, it’s because I already feel crummy and came across this data while searching for answers…I was ready to buy before the sales pitch was ever delivered.

On the other hand, if the doctor comes back with my blood work, tells me I have insulin resistance (which is the precursor to Type 2 Diabetes), and then goes on to explain what my life is going to be like if I don’t stop (they deliver a prognosis with a percent-likelihood)…suddenly I’m eating salads for lunch.

Note: Within a few weeks I’ll be back to McDonalds unless the doctor provides some sort of accountability.

The Underestimated Aftermath of Red and Green Circles

When the guy with the check book sees RED circles, don’t expect them to write a check. Instead, watch the buyer pass your report down to IT.

IT will flip through it, perhaps make a few configuration changes, and shelve it. When the executive asks, “Are we okay?” IT will answer, “We’ve got it covered.”

Tomorrow you’ll read about your client in the paper. The CIO will be front page news (Sudden job loss). The IT guy will be on the street as well, but hired within a week, enjoying his 20% raise.

You will no longer be their named account manager.

More to Come…

If you want to know…

  • How to sell the right kind of assessment
  • How assessments should be conducted and why the sales rep should be involved
  • What the report should look like
  • and How results should be delivered for maximum impact and conversion

Subscribe…click on the righthand side bar at the top. More to Come…

© 2017, David Stelzl

PS. Get My Step-By-Step Interview Process in my Book, The House & The Cloud

 

 

long-tail

Decoding The Security Assessment Sales Opportunity

And Why You Can’t Afford Not to Know What Your Client Is Asking For (Or Actually Needing)

Most IT Services Companies do security assessments. Do you? Why or why not?

The Security Assessment (approached correctly) just might be the start of your BIGGEST sale this year!  Let’s take a look…

Assessments Come in Many Flavors

15 Years ago I was leading a global reseller’s security team.  We were selling assessments (and more). But we where leaving a lot of money on the table.  If we had known what I know now, assessments would have doubled and tripled our profits.

Assessment can mean a lot of things. How you define this obscure project will determine if you get the long-tail (follow-on business resulting from this one door-opening engagement) or not.

The IT Director’s Definition

If you sell to IT directors, and they’re saying, “We need a security (or risk or vulnerability or pen test) assessment, this non-buyer could be saying different things. Chances are high, they don’t really know what they need.

Ask them, and you’re likely to get something like, “We need to know if our systems are secure – or accessible to hackers.”

You know the answer without looking. “No…hackers can always access your data”.

While they might need something for compliance, or are just carrying out orders from above, the IT Director’s ability to understand true business risk is limited at best.

If the director is defining assessment in their own words, they’re picturing a list of vulnerabilities and a punch list to patch things up.

You can’t let the IT director define your assessment.

Instead, you will want to EDUCATE your prospect on what board members (or executive management) really need. Educating and selling what’s really needed puts the deal back in your court, and allows you to sell from your home-court advantage point.

The CIO’s Definition

The CIO, if asked, would likely define Assessment differently. CIOs are being asked (quarterly) by the board to quantify business risk.  Risk is more a look at business impact and likelihood.

The request looks something like this: Give us…

  • Our top 3-5 threats right now.
  • How exposed are we (or what are the odds we’ll be compromised or suffer a major incident over the next 3 to 12 months)?
  • How are we managing to our risk?

Can the CIO deliver? No. Not without some help from security analysts that understand how to put risk measurement into business-leader language.

Your Technical Person’s Definition

If you ask your SE or Security Consultant, they may be thinking pen test, vulnerability, compliance, or risk…each one has it’s own definition. This one question (what is a security assessment) can turn into a lengthy discussion (debate) riddled  with semantics…

What do technical people picture (Yes, I did come from the technical side)?

Probably the  NETWORK (architecture, segmentation, router/switch configuration, encryption levels, wireless exposure, etc.), SCANS inside and out, operating system  (O/S) reviews (hardening, active processes, access rights, patches, etc.), and perhaps the WEBSITES (code, SQL Injection vulnerabilities, etc.)

It’s all pretty technical…

Your Definition

Depending on how technical you are, your answer will vary. Probably one of the above…perhaps more or less technical…and depending on the market you sell into, highly profitable (as in large comprehensive risk assessments done for fortune 500 firms)…

…Or of little value, and full of margin crushing surprises (as in assessing risk for the rather stingy Small Business Market).

The Right Definition

The right definition (in my opinion) is a door opener…a marketing document.  The assessment should be the start of a long tail.

Only about 15% of the assessments I see ( and I see lots of them) convert to long-tail business (remediation and managed services).  But over 90%, according to my friends on the security consulting side, reveal what they would call, urgency.

This low conversion epidemic is like an oncologist, with a long line of patients, that show obvious signs on cancer in their blood work, but are unwilling to enter any treatment plan.

That doctor is a FAILURE. He’s correctly diagnosed (at least at a level that delivers a high degree of certainty) however, he seems unable to convince dying patients of their life-threatening disease.

Security is like cancer. It comes on suddenly, is hard to detect, but left untreated, will kill the victim.

If your assessments show urgency, yet fail to convert, it’s not an economy problem. It’s an epidemic.

Like with cancer, few people will consult their budget before entering treatment. They’ve heard the bad news, know they must take action, and therefore they do. Only when hit with the reality of what’s not covered by insurance, will they start looking at budgets…but this is an effort to reprioritize, not stop treatment.

(MORE ON SELLING SECURITY – THE HOUSE & THE CLOUD)

Making the Tail Longer

Over the next few weeks my goal is to expand on these concepts…and to lengthen the conversion tail that should follow any true risk assessment.  To answer questions like:

  • How do  I sell this thing.
  • Who do I sell it to.
  • How should it be conducted .
  • How do I convert it to business.
  • Is there a way to make it recurring (hint, there is)
  • When should it be free, and how much can I charge.

Stay tuned…

© 2017, David Stelzl

canstockphoto36882341Stuxnet Brought Disaster to Something That Needed to Die…

Why do Your Clients Need You?  After all, The Customer Is Always Right. Right?…Or Are They?  But before we get to that…

Iranian Nuclear Weapon Developments…Remember Stuxnet? The malware sent to DESTROY the Iranian Centrifuges?

When Stuxnet was unveiled, I predicted it would be back. STUXNET IS BACK!!!!

The developers claimed that Stuxnet would self-destruct after sabotaging the Iranian threat…of course the self-kill part of the program couldn’t be completely tested (for obvious reasons).

Everything that goes online eventually turns up in the WRONG hands.

It’s like a new Newton’s Law or something. (In case you’re really into science and think Newton’s Gravitational Law is his 4th, it’s not…but this might be).

Moving on…

Malware In Memory Is Nasty Stuff

Kaspersky discovered some really nasty stuff about two years ago; MALWARE in MEMORY. “Kaspersky eventually unearthed evidence that Duqu 2.0 (the never-before-seen malware) existed and was derived from Stuxnet.” Duqu is a form of malware stored primarily in MEMORY…

Malware in memory (not in a file) is called FILELESS, and according to security analysts, this type of threat is going MAINSTREAM.

Just to give you a feel for how bad this is, it took Kaspersky 6 months for detect Duqu 2.0…that’s bad news for anyone trying to keep systems free from hacker invasions.

According to Kaspersky, “At least 140 banks and other enterprises [across about 40 different countries] have been infected by fileless malware to date.” Meaning, these banks have been successfully infiltrated by an in-memory malware nearly invisible to their IT people (or service providers).

Of course, since this nasty-code is so hard to detect, the actual number has to be much larger.

So far, these attacks seem to be aimed at ATM machines, with the purpose of moving money out of the bank and into the hands of thieves. Stuxnet was unstoppable, simply because it was a surprise attack. FILELESS Malware is one more example of hacker-innovation being one step ahead. The criminals have the advantage.

Insight: Your Client Has No Idea What They Have or What They Need

Once again, it makes NO sense to ask your client if they are infected with malware or need more security. Unless it’s an obvious YES, they don’t know. How could they.

For the past month I’ve been writing about messaging and attracting new leads (Did you get our FREE Special Report Designed to Attract New Prospects?). Once leads start coming in, your job is to educate…

Just yesterday I was on a coaching call. My client was retelling her sales story of meeting with a new prospect. Supporting her call, she had her local channel SE.

When it came time to review their recommendations, the SE asked the prospect, “Do you need this firewall to have failover?”

The prospect said, “No”.

…the SE said, “Okay.”

My client was shocked!!! How does the prospect know what they need???

When my client questioned the prospect’s maximum tolerable downtime (MTD) it became evident – this company would be dead in the water if their firewall were to go down during business hours. Hundreds of people sitting at their desks with nothing to do. How much would that cost the company? Can you picture it?

Is the client always right? Sure, except when we’re talking security…Your clients need an advisor. So be one…

P.S. Remember, The Trusted Advisor is….Trusted (recommends the right stuff) and able to advise (knows things the client doesn’t know, but needs to know).

P.S.S. If you need more leads, download this special report designed to attract business leaders in need of security!!!!

© 2017, David Stelzl

 

sales-funnelNobody Understands Opt-In Strategies, Yet Everyone Has One…

If You Missed My Write Up On Lead Magnets and Insane Web Conversion, Go Back to Last Week’s Post…This Is Important…

What’s the #1 PROBLEM I hear on coaching calls?  Not enough new-logo deals…However, that’s not the real problem…

Keep drilling to the root problem and something unexpected pops up….

Not enough sales meetings…(true, but that’s not the root)…

Push further and I find my client’s list is just too small (or just stale and beaten to death).

A Neglected Prospect List Quickly Becomes Cold Leads

Afraid to keep emailing…If you’re not communicating, you might as well have a cold list. But you also need new names…when you start regular communications, expect people to drop off…it’s okay.

Names are like cells on the body – they die or become useless, so get rid of them, and replace them with new names…

Last week I urged you to get a lead magnet that works, front and center, top of the fold, on your website. Something to attract new names every day…Are you doing that???

(And don’t use the FREE assessment trick – read more about what makes a lead magnet work here)…

Once you’ve read the above, DOWNLOAD my eBook – It’s a lead magnet…One designed to attract prospects to your managed services business (using security)…It’s called,

Surviving the Digital Revolution  <<< The eBook That Converts

eBooks Only Go So Far…You Need More

But Having an ebook is NOT Enough – Something Has To Follow…if you need more leads, keep reading…

Yesterday I visited a site with an ebook. I downloaded it…okay, I have the book. Now what?

Is there a nurturing campaign of some kind to follow? Will that website owner work to earn my business?

The Necessary Actions That Follow Great Opt-Ins

Some of my traffic is HOT – It’s made up of people that know what I do, …and they’ll buy just because they believe my products are great.

Then there’s WARM traffic. Perhaps these people have heard my name, or at least understand what I am offering, and it seems to meet their need. They need some education – but at least they’re listening.

The third group is COLD. They seem unaware – not sure what they need or who can help them…They may not even know they have a need (like many small business owners and security).

My lead magnet is written for COLD traffic group. Sure, those I already do business with will likely download my book, but we’re already engaged. In fact, I may just send them the document to get feed back and provide value.

The COLD CONVERSION is what I am after.

So once that eBook get’s downloaded, I need to know it. From there, a campaign kicks off. Below is a standard 2 step-funnel that does just that… (We use ClickFunnels – one of easiest tools out there for making this happen).

funnel

In the above diagram I’ve sketched out an OPT-IN page followed by a DOWNLOAD page…The download page just may be the most underused page out there.

The prospect expects some type of confirmation, and chances are they WILL read it to get their download. So offer something more...in this case I’ve offered a webinar registration. It too is free, and it brings them one step closer to WARM TRAFFIC.

Here’s a secret…invite cold traffic straight to a webinar and they won’t attend…offer them an ebook, which they will take, but then follow with a webinar, telling them how much time this will save them – they won’t have to read the eBook!!! It’s funny, but true.  People want books; however, people don’t like to read.

If they don’t bite (webinar registration), kick off an email campaign…sell them on the webinar (which could be an everwebinar set up to run automatically – something you can do right inside of your Clickfunnels program).

From there, consider adding other touch points. Hard copy sales letters, phone calls, etc. It’s always easier to follow up on an eBook than it is to set a meeting to discuss your company.

Nobody cares about your company until they’ve received value. Give them the eBook

© 2017 David Stelzl

 

canstockphoto26876709You Have a Website, Right?

Does it Do Anything Useful??? 

What I  mean is this…Is your website a billboard online, or does it actually attract prospects? )Take note, I’m about to give you the secret to Internet Marketing with your website…)

Or did you just set up your site to education current customers for free? Probably not.

My guess is you wanted people to visit and buy…but they don’t. Why?

Probably because there’s nothing there to convert them.  (In a minute I’ll give you a free sample you can use on your own site…)

When I visit my Amazon account online, I am probably shopping for something. Even if I search for a product, like “Northface Tent”, amazon comes up. But I always buy stuff on Amazon, so I click and see what they have.

What happens when you Google “IT Services”, or worse, “Computers?” I just tied “Computers”.  976,000,000. That’s bad. Are you in there somewhere?

The Lead Magnet Strategy Works, If You Design It Right

I won’t go into great detail here. Instead, I have a free lead magnet you can download right now. But before using it, it’s important to understand it. And if you understand it, you can create more!

My Free Lead Magnet <<< Download it Here

In fact, I was recently listening to a presentation by a guy who writes ebook marketing materials for a living. He’s written dozens of like-ebooks for a single client. In one case a dentist had 26 ebooks on the dentistry website, published under different types of dental challenges.

So if you were having problems with your teenager’s wisdom teeth, you could go to his site and read his 20 page ebook on “How to Deal With Wisdom Teeth”.  (As you can imagine, he’s advertising for paid traffic, and directing different dental searches to his site).

Of course you’ll be asked to enter your name and email before downloading…If the content is good, it’s certainly worth the exchange. But expect to be marketed to once you’ve finished your download. And rightly so…if you have a toothache, you’re ready to buy!

What Topic Is Your Ideal Prospect Going to Read About Right Now? (Hint: Not Managed Services)

It could be a lot of things. If you call on CPAs for instance, they might want to know about recent trends surrounding Ransomware.

But you’ll need a title to grab their attention first.  A title about Keeping your CPA Business Up and Running During Tax Season might do it!!!! Or however about…

“What Will You Do If Ransomware Hits In The Height of Tax Season?” Hmmm, can you imagine what would happen if your own CPA were hit right before filing your taxes this year? That would be bad – but worse for him than you.

Get Some Insight Before Moving Forward – This Business Building Strategy Works

Download my latest ebook and read through it. Here’s what I want you to notice (Note, I am not saying this is perfect – but it does have what The Experts recommend).

  • A Title That Matters – Digital Revolution is a buzzword that will draw in a certain crowd worried about companies like Amazon (and any big-online business stealing the show).
  • Punched Up Copy…this means I’ve applied the rules of copywriting using by many of the great copywriters (Gary Halbert, Victor Schwab, and John Carlton for instance). Meaning, short punchy sentence structure, cliff hangers, transitions that keep the target audience reading, white space and pictures, power words, and much more.
  • There’s a Strong Call to Action…and it’s written to your customers, calling them to action now?
  • And it’s a Specific Call to Action  – an assessment. And justification is given to act now?
  • It Starts Where They are Now – Meaning the document considers what the customer might be doing right now before launching into an offer or call…, business growth and competitive advantage (customer experience). From there the ebook takes them where you need them to go (security).

So without going line by line, put on your “Target customer hat”. I mean, think for a moment, as though you were your best customer.

Download the book, and read it.

If it draws you in, perhaps your target customer is the one I had in mind when I wrote this manifesto. If not, use the same format and feel, and write your own…but I highly recommend having someone with Copywriting skills take a look before you go to market with it…chances are you won’t catch some of the subtle marketing-science behind what I’ve done here, making it hard to recreate the magnetic affect you desire.

In any case, give it a try…this is far easier than making another 100 phone calls to people who don’t want to talk to you right now…

© 2017, David Stelzl