Impact -> Communication -> Persuasion
Many cold approaches fail because they go straight to persuasion.
The very first line starts with something like … “We’re the best people in the world at X… We’ve worked with X client and are ground-breaking X technology is a world’s first…”
YUCK! Of course, that gets deleted!
Your job is to sell the idea that a call or meeting with you is not a bad idea. Not to give every little detail – or to sell your entire offering in one go. Those steps come later…
Dave Trott talks about this when talking about effective advertising.
He brings it down to a level anyone can understand.
Imagine for a moment that you wanted your other half to make you a cup of tea or coffee.
You need first make impact.
That gets her attention.
The communication is next…
“Cath, will you make me a cup of tea?”
However, that’s not very persuasive.
“If you make me a cup of tea, I’ll take the trash out.”
The same rule applies to direct mail or cold email or any form of effective advertising.
You need to make impact first.
You need to stand out.
Your prospect likely gets a ton of other letters and emails (and cold calls) – and they all look and read the same.
You need to make IMPACT.
It’s the single most important thing you should focus on.
Without that, it doesn’t matter how good your communication is. It doesn’t matter how persuasive you are. It doesn’t matter how good your product or service is.
Most people think persuasion is the most important.
They focus on using specific words and formulas and forget you’re writing to a human.
You’re not trying to beat a machine at chess.
You need to get a reaction. A bite. A nod. A smile. A laugh.
You need people to actually see and read and listen before you can communicate and persuade.
Being able to get cut-through – especially if it’s done in a unique or clever way – is persuasive in itself.
Think about that.