In the past, when the Internet was slow and business was stable, lead generation was often a matter of volume. Today it’s very different. Prospects are swamped with offers, ads, and people reaching out.
What to do?
How can you break through?
There is lots of great advice of multi-channel approaches, whether email, phone, LinkedIn, or video. And you should definitely consider and use these channels.
However, if the content inside the messages is more of the same, it’s unlikely to get your prospect’s attention.
So, rather than turning to the latest and greatest techniques which may or may not work, below is a very old technique (like human evolutionary old)…
It’s called:
CONTRAST
Contrast gets people’s attention. It hits the primal part of the brain and helps break through the noise.
Remember the Mac ads that contrasted against PC? Remember the burger battles between McDonalds and Burger King contrasting the differences in size.
This simple act of using contrast grabs your attention. It hits the primal brain, making things memorable and tangible.
It’s so basic we sometimes miss it. Even the words on this page are contrasting against a white background.
I can even contrast:
- UPPER & lower case
- Individual lEtTeRs
- Bold & plain
The point? Contrast captures attention. To be clear, it’s no magic bullet, but it helps.
If you want to see how to use this in your sales to help your prospects hear you, see below.
The good news is that contrast words in sales are simple – we use them everyday:
- In contrast to other sales approaches, I focus on sales principles that help people be agile.
- Unlike other solutions that tend to create additional work, we enable organizations to X, Y, & Z.
- Rather than traditional approaches (many of which take months to see ROI), we empower you to quickly and efficiently…
Get the idea? Adapt this to your context.
You never want to throw your competition under the bus. It makes you look weak. But you can contrast against competitors and market conditions to help your prospect to see and hear you.
For a great book on this line of thinking, consider The Persuasion Code
In summary:
- It’s great to use multi-channel approaches
- But contrast your message to STAND OUT from the rest
I hope this helps.