d other marketing communication when they dont know how to do it?It doesnt make sense. If you dont know what you are doing then you shouldnt be doing it, or else youll mess things up worse than they were before!The real problem comes, however, when someone thinks they know what theyre doing when in fact, their efforts are usually self-centered and unfocused on the needs and wants of their prospects and customers.Larger companies have entire design and marketing departments that do nothing but put together and create their marketing documents. Though, in my opinion, most of these Madison Avenue Types do terrible, institutional advertising...I feel that everyone can always learn how to communicate better with their prospects.No one has all the answers, but I do believe that a company is better off to hire an outside consultant to come in and do the job right. Maybe I only feel this way because I am such a consultant, but...I think its better because the consultant can look at things (usually) from a prospects point of view easier than an insider from the company can.Because the majority of companies dont know how to put together a persuasive marketing piece, most marketing documents:1) Focus on the seller, instead of the buyer and the benefits that the buyer gets.2) Are terribly boring, dull, and uninteresting.3) Dont excite the prospect to want to take action NOW!4) Dont ask for any action from the prospect.5) Dont tell the prospect whats in it for him if he acts right away.6) Assume that the prospect is as interested in the product or service as the seller is.7) Brag on and on about product and service features, when all the prospect really cares about is the benefits hell get from the product or service.8) Try to be creative and clever, thinking that clever sells when actually clever does nothing to motivate a prospect to buy NOW.9) Try to be professional and worry about their image. When really, the only thing that matters is rele...
