Yesterday the door bell rang…

Now the fact that the door bell rang may not sound strange but we just moved into a new home so many of our friends don’t even know where our new house is yet. Therefore random visitors have been an unusual circumstance.

So I opened the door and there he was…

A saleslman!

Wow it didn’t take long until the vultures jump all over the new prey in the neighborhood.

So being the nice guy I am, I listened to his offer because I’m always interested in how others describe the value of their products.

But here’s what happened…

This guy was trying to sell me a home alarm system.

Obviously he had seen that we just finished building our home and that we just moved in which would make us perfect prospects for what he had to offer.

However, this is where the lesson for all of us comes into play.

Here was a guy trying to sell me on the idea of “securing” my home, my investment and my family. The product was good, the offer was great but there was something that just didn’t sit right.

There was a hidden message that was turning me away from purchasing.

Then it slowly started to become more and more obvious to me.

I didn’t feel comfortable because the person trying to sell me the alarm system looked like the kind of guy that would break into my home in the first place!

Now I know it’s wrong to judge a book by its cover but the lesson is obvious.

Because of that connection, sales will be either be up or down depending on how closely the two are aligned.

For example, the alarm salesman was selling me on the idea of “security” and yet his image DID NOT portray that at all. So even though the product was great and the offer was appealing, I was turned off as a customer and didn’t buy.

Similarly I was speaking to Bill Glazer from Glazer-Kennedy Inner Circle (one of my clients) this week about a project we are working on for him. During our conversation he was sharing with me the large amount of time he has invested in writing one of his salesletters.

Why was “this” salesletter so important?

Because the salesletter is for a copywrtiting course!

Can you imagine the disconnect if someone is trying to sell you on a copywriting course and their salesletter is terrible?

Same goes for Jeff Walker when he sold Product Launch Forumla.

I remember him telling me before hand that his product launch had to be perfect otherwise there would be a disconnect between the message he was delivering and the way he was delivering the message.

You need to pay attention to this!

So always make sure the way you deliver your information is aligned with the information or message you are delivering.

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About The Author
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Stu McLaren is a sought after marketing consultant for small business owners. He specializes in helping entrepreneurs leverage the internet in their marketing activities and is well known for his expertise in building and managing highly profitable affiliate programs.

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Other Websites of Interest:
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IdeaSeminar.com
MarketingWebGraphics.com
GetStartedWithInternetMarketing.com
GetStartedWithInfoMarketing.com
BasicListBuilding.com