How To Spot When You’re Being Manipulated By A Presupposition

Failed PitchGot this in my Linkedin Inbox yesterday. It’s the first message from someone I connected with a couple of days ago and it’s a perfect example of how NOT to build relationships.

First off, it begins with a lie. Or at least an inaccuracy. I didn’t reach out to her, she reached out to me to connect.

So immediately I’m on my guard. Either this is a canned message or she’s hitting up so many people she can’t remember whether she reached out or I did. Or she’s trying to fool me into misremembering and thinking I reached out.

Then there’s a beautiful line. The sort that annoys the heck out of me.

“I was wondering if you can take on 3-4 new customers a month? If so please contact me”.

It’s pure manipulation. Looks like a question, but really its making a presupposition. “I was wondering if you can take on 3-4 new customers a month?” implies she can get me 3-4 new customers a month.

If she’d made the statement “I can get you 3-4 new customers a month” I’d have immediately questioned it. But by embedding it in a question she wants me to assume it’s true without raising an eyebrow.

Of course, there’s no evidence that she knows anything about my business at all let alone being capable of getting me 3-4 new customers a month. But she doesn’t want me to think of that, she doesn’t want me to think rationally at all. She wants me to accept the presupposition.

I get similar emails every now and then whenever a local BNI chapter is looking to drum up new members.

“We’re looking for someone to refer marketing clients to. Would you be able to take on more clients?” or similar. Another presupposition (that they have a bunch of referrals ready to pass on) that they don’t want me to think about or challenge because it’s highly unlikely to be true. That’s why they phrase it as a question instead.

Clever, I guess. But I like my marketing to be open and honest.

Sure, I want it to be persuasive. I want to highlight all the factors that will show my ideal clients I’m the right person for them to work with. I want to cover off all their potential objections.

But I want to do it out in the open.

I’m hoping you do too.

If so, watch out for people using presuppositions like this to manipulate your thinking and to try to get you to accept what they’re saying without questioning it. Keep your guard up.

PS you won’t be surprised to hear I’m no longer connected to this person :)

Great Content is Not Enough. You Need “Breadcrumb Content”

Great Content is Not Enough. You Need Breadcrumb Content

I was speaking to one of my Momentum Club members on the phone last week, and one of the topics we focused on was how to move potential clients from that initial point of not really knowing you, to where they’re ready to buy from you.

Great content has a big role to play in how you do that online, but it’s not enough. In particular, your content has to not just build your credibility and deliver value, it has to bring your potential clients closer to the specific mindset they need to be ready to buy.

In this week’s 5 minute marketing tip video I show you exactly how to do this with your content marketing.
 
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How To Make Differentiation Pay

How To Make Differentiation Pay

If you’ve been following my recent videos on different approaches to differentiation then by now you should have a stock of ideas for how you can differentiate your business.

Today’s video will show you how to make that differentiation pay. It will show you how to analyse your ideas for differentiation to make sure you have one that can turn into more clients at higher fees. And it will show you the one big thing you need to do to turn your differentiation ideas into something that will impact clients.

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How To Differentiate Using Your “How”

How To Differentiate Using Your 'How'

Today’s video is the third in our series on how to differentiate your business – specially tailored for service businesses.

Today we’re looking at a common approach to differentating your business – highlighting the difference in how you do what you do. It’s a common approach: but one that often falls flat.

In this week’s video I show you the 3 key factors you need to get right to effectively differentiate using your “how”.

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Building Authority to Differentiate Your Business

Building Authority to Differentiate Your Business

Today’s video is the second in our series on how to differentiate your business – specially tailored for service businesses.

Today we’re looking at how to become seen as an Authority or Go To Expert in your field. And frankly, I think most people who teach this topic get it completely wrong. They focus on the “plumbing” rather than the fundamentals.

So in this week’s video I teach you 4 methods that will properly position you as an authority in your field.

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How To Use Specialization To Differentiate Your Business

How To Use Specialization To Differentiate Your Business

Today’s video is the first in a short series on how to differentiate your business – specially tailored for service businesses.

Today we’re looking at how to use Specialization to stand out from the crowd and ensure you get hired rather than your competitors. If you get it right, specialization can be a shortcut to rapid business growth. If you get it wrong it can lead you down an awful dead end that will really constrain your business.

In the video I show you how to identify what type of specialist niche will work effectively for you.

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How To Build Executive Relationships

How To Build Executive Relationships

In today’s video I share tips on the noble art of building executive relationships.

Selling high value products and services to corporate organisations can be the most profitable and rewarding business to be in. But it can also be tough to win those clients.

Ideally you want to be positoned as a trusted partner to your client organisations. And this only happens to the degree that you build trust and credibility with key executives in those organisations.

We don’t build relationships with organisations, we build relationships with people.

We don’t build relationships with organisations, we build relationships with people.Click To Tweet
In this video I walk you through a simple process for proactive relationship building that you can apply to your work with any corporate or large organisation.

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Simplify Your Marketing With Client Flow

Simplify Your Marketing With Client Flow

Today’s video is, I think, one of the most important I’ve done.

It lays out a simple method for reviewing what you’re doing with your marketing, identifying gaps, areas to improve, and things you can cut out completely. And it’s fairly simple to do.

In the video I walk you through the method and show you how to apply it.

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The Piggyback Technique For Getting More Sales

The Piggyback Technique For Getting More Sales

The Piggyback technique is a method that I’ve used for a number of years that works brilliantly well to get more sales from emails, blog posts and other marketing approaches.

It works by “piggybacking” your marketing and sales messages on the back of content emails, videos, blog posts or even transactional emails.

In the video I give a number of examples of how to do this so that your marketing gets noticed.

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5 Shock And Awe Marketing Techniques To Get More Clients

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“Shock and Awe Marketing” is an approach to making a huge impact on a small number of high potential clients.

It works on the principle that in a competitive market you’re much better off making a huge impact on one prospect than spreading your efforts across 10 and having a minor impact with each one.

I find this is especially true for small and solo businesses. We may not have the resources to challenge big competitors on all fronts. But by focusing our efforts on making a big splash with a small number of potential clients we can come out on top easily enough times to have a thriving business.

Using “shock and awe” techniques you can make that big impact and ensure you’re in pole position to win those high potential clients.

In this week’s 5 Minute Marketing Tip video I share details on how to use shock and awe marketing and 5 of the most profitable situations to use it in.

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