You have few, if any, results from the marketing dollars you’ve spent yet you keep doing the same things. You think your marketing materials must be very expensive and look professional. You think if you just do something long enough that eventually it will work.

Wrong, wrong, wrong. If your marketing dollars aren’t resulting in real qualified leads stop whatever you’re doing and fix it. It doesn’t make any sense to continue to throw good money after bad hoping that it will eventually work.

It isn’t how expensive your marketing materials are or how professional they look that matters. The only thing that matters is that those materials produce results. And if those materials aren’t producing results it’s time to fix the problem.

If something doesn’t work in the first marketing run it isn’t going to work the next thousand times either. When you don’t get the result you want you have to fix it and fix it now. Otherwise you can only expect to get the same bad results.

So why aren’t the things you are doing now working? Without ever having seen any of your materials or having met you I know exactly why your marketing materials don’t work. The first problem is that your marketing materials are you centered when they need to be prospect centered.

Prospects don’t give one whit about you until you give them a reason to. And telling them how great you are isn’t a reason. They want to know that you understand something that’s really bugging them, and that you have a way to help them to get what they want. The prospect wants your marketing communications to be all about them.

When you hit the prospect immediately with a powerful message that directly relates to what they’re thinking they’ll pay attention to every word no matter what format you use. So, you’ve got their attention and they’re hanging on every word. The next thing you do wrong is that you don’t have a call to action that get’s that prospect to reach out to you.

And that call to action should never be to ask them to appoint you. At this point they don’t know you, they know you may have something they want, but they don’t trust you enough to want to meet with you. When you ask for the appointment too soon you can lose a prospect forever, but when you provide a way for them to connect with you by providing value you can market to them until they’re calling you wanting to know more about doing business with you.