Usually I’m not into gory stuff.
But I do love a good metaphor.
And my friend Perry Marshall has come up with a brilliant way for you to think about your market and your prospects.
I’ve been enjoying his new book based on the Pareto Principle (AKA the 80/20 rule).
In the book he says to ask yourself (about your prospects) “Do they have a bleeding neck?”
Kinda gross, right?
But what could be more URGENT than a bleeding neck???
That’s a problem that needs to be solved right freaking NOW!
And that’s the beauty of the bleeding neck metaphor, because if your prospects don’t have an urgent problem (or desire), their response to your marketing will be…
“I can think about this later.”
Fact is, ‘later’ usually means NEVER in marketing.
You want to target people who want their problem solved… right… NOW!
If you want to make the big bucks, your product has to deal with something that involves one or both of the following:
a) Pain and great inconvenience, loss of money, threat of loss, and/or
b) some craving for pleasure that borders on the irrational.”
– Perry Marshall from 80/20 Sales and Marketing
Read it again.
This is important.
Then think about who you are marketing to and ask yourself “Do they have a bleeding neck?”
If not, you have your work cut out for you to get a sale.
Or, you can find the bleeding necks and help them.
Your choice.
I highly recommend Perry’s new book. Click below to get it on Amazon.com
80/20 Sales and Marketing: The Definitive Guide To Working Less And Making More by Perry Marshall
