Dear E-Myth Reader,
Dear E-Myth Reader
The subject of this week's E-Myth Insider is Lead Generation a.k.a. Understand Your Customer. The linked article has examples from our clients on lead generation techniques which have worked for them.
To improve our own understanding, we also invite you to take a 6-question Zoomerang survey on upcoming topics for the E-Myth Insider. Please let us know those topics which interest you most.
What Customers Actually Want
 Martin and Kathleen own a health spa in Ireland. Both are former teachers whose dream was to create a healing refuge, far from the grind of everyday hassles. They equipped the spa well and brought in nutritionists, skin-care and weight-loss specialists, massage therapists and acupuncturists. They printed an elegant brochure, built a website and placed ads in regional publications. Unfortunately, few customers came calling.
They contacted E-Myth for an evaluation, and we noted their brochure's headline;
"Our Aim is to provide treatments that optimize each individual's health, energy, and well-being - and thus honour and respect their Life Force."
We asked "How many of your intended customers want - more than anything else - to have someone respect their Life Force?"
We then asked "what do they Really want?" And the answer was "just to slow down and relax."
The brochure was redesigned and it was handed it out all over town. The new headline read simply "Relax!" and offered (for a limited time only) one free spa treatment.
The schedule filled quickly. New clients were given tours of the facility and asked to make recommendations. The number of return customers increased and referral business began to grow.
Check List:
- Decide on the specific favorable impression your message needs to create.
- Become your own customer and answer the question: "Why should I do what you're asking me to do?"
- Create easy, risk-free actions for your customer to take.
- Always appeal to the customer's self-interest.
See additional marketing and lead generation tips in Lead Generation: Real World Examples.
Also, please take a moment to complete our Zoomerang survey. All answers will be held in strictly confidential.
Yours Truly,
The E-Myth Team
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