The Screwtape Emails II – The Perniciousness of Persuasion

    The Screwtape Emails II – The Perniciousness of Persuasion

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    There are right and wrong ways to go about marketing, and the pitfalls are many. A lot can be learned by seeing how not to manage your marketing. This original blog series weaves together an entertaining story that will help you navigate 21st-Century marketing with a view from “the dark side,” as “Screwtape” teaches his apprentice “Wormwood” via email how to sabotage your marketing. Enjoy…

    PART TWO:
    To: Wormwood
    From: Screwtape
    Subject: The Perniciousness of Persuasion

    My dear Wormwood,

    How have you progressed with influencing the Patient to pitch his goods and services? I have heard rumors that your intended victim has learned from “the Enemy” (www.Salesfish.com) to focus more on the needs and problems of his prospects, instead of on the features of what he’s trying to sell. If this is true, it spells potential disaster for our plans to destroy his business. I will expect a full report…

    But before you fall into melancholy over what may prove to be a wretched first stab, I do have another sweet strategy to sabotage the Patient’s sale. You remember we talked about how so many salespeople are still trying to wring the juice out of dusty, old sales techniques—how delightfully pathetic! One of the best ways for a sales strategy to stagnate is to inject it with an unhealthy dose of persuasion.

    Don’t get me wrong…there is an art you might call “persuading without persuading,” and we must steer the Patient away from that skill set. It involves being genuine and other-person centered—but, more on that later.

    No, the kind of persuasion I want you to inspire in the Patient is pushy and based on the assumption that the prospect before him is a good fit to begin with. We want the Patient’s eyes to roll back in his head and his mouth to engage with all the reasons why the prospect needs what he’s selling. Have him lead with persuasion before he even determines whether his audience is the right one. Fill his head with rank quips about how the ultimate salesperson could “sell catsup to a person with white gloves,” or a freezer to an Eskimo. To mention more clichés, this will have the Patient banging his head against a wall, trying to squeeze blood out of a turnip…etc.

    Should the Patient get the notion of qualifying or disqualifying prospects and audiences prior to continuing his efforts, then we are in trouble. (And by “we,” I mean you. Rest assured, I will place the blame on you, my beloved Wormwood.)

    Persuade the Patient to persuade their prospects and we will be that much closer to our objective to kill the sale.

    Your affectionate uncle,

    Screwtape


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    The Screwtape Emails – Old School Pitching

    The Screwtape Emails – Old School Pitching

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    There are right and wrong ways to go about marketing, and the pitfalls are many. A lot can be learned by seeing how not to manage your marketing. This original blog series weaves together an entertaining story that will help you navigate 21st-Century marketing with a view from “the dark side,” as “Screwtape” teaches his apprentice “Wormwood” via email how to sabotage your marketing. Enjoy…

    PART ONE:
    To: Wormwood
    From: Screwtape
    Subject: Old School Pitching

    My dear Wormwood,

    In your glorious mission to sabotage the plans of the business owner, whom we are calling the “Patient,” let us focus on sales. Sales and marketing are the lifeblood of any company, and the greatest threats to your success (I need not remind you that you are being watched, and failure on your part has consequences). Let us discuss, then, the art of “closing the deal.”

    By all means, fill your Patient’s head with all sorts of outdated sales principles. You might be surprised to know that many sales trainers are still teaching old-school sales techniques, dating back to the late 1800s and early 1900s. Tired, regurgitated and woefully out of date, these can be powerful tools in our hands! Convince the Patient that what worked yesterday will work today.

    I must emphasize that you must not allow the Patient to awaken to the fact that today’s consumer is much too sophisticated to fall for “push” sales techniques. Back in the day, companies spoon-fed their brand to the masses, shaping their thinking and perceptions. With online reviews, social media discussions and other information available today, consumers largely define brands. As author and marketing consultant Faris Yakob writes, mass media has given way to “the media of the masses.” Today’s sales prospect comes into the pipeline armed with a knowledge of what they want and don’t want, and they don’t want to be sold.

    We can use this reality to our advantage. Have the Patient focus on “pitching” their product. Convince him that prospects actually care about his product or service, rather than the problems he can help them solve. If the Patient peddles the wonderful features of his offerings, we’ve got him right where we want him—but be sure he gets just enough lukewarm response from this to feed the delusion that this approach will pay off in time. (In this case, we can use the “Power of Positive Thinking” to our advantage.)

    Under no circumstances can you allow the patient to begin with a customer-focused approach! If the Patient asks effective questions about the needs and frustrations of the prospect, our Cause may be lost (and you will be held responsible, my dear Wormwood, so let’s just not go there).

    Yet, there may be a way to salvage even this disaster by transitioning the Patient from customer focus to persuasion—and this is what I will cover in my next training email. The so-called “power of persuasion” can kill a sale faster than a moth flying into a flame (an apropos metaphor for you, if you should fail us.)

    Your affectionate uncle,

    Screwtape


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Follow the Muse – B2B Brand Marketing

    Follow the Muse – B2B Brand Marketing

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agencytelemarketing servicestelemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    So the Greeks, being pretty smart folks, came up with this thing called the Muse. The Muse, as you may know, was a goddess, nymph or spirit that embodied inspiration, or creativity. Ever since then writers, artists and others of their ilk have been sitting around, waiting for her to come by and make something happen.

    Copywriters, for example, court the Muse for a living, writing ad copy, websites, taglines and so on that creatively break through people’s cognitive filters and leave them wanting more. Chances are, you will find yourself chasing the Muse too. Problem is, she’s very good at playing hard to get. Seems like the harder you try to catch her, the more elusive she gets. The more frustrated you become, the more maddeningly she stays just out of reach, as if taunting you. How can you woo this little tease and make her work for you?

    The Muse will only meet you in the dream-like world of your subconscious. Truly creative ideas do not come from the conscious mind. “A-ha!” You may say. “I have thought up plenty of ideas, consciously, purposefully.” True. But the ideas originated in the evanescent imagery, moods and symbols produced in the subconscious, and were then are organized and displayed in the conscious mind. Our subconscious minds are capable of making associations and connections that the conscious mind, with its rules and structure cannot. Perhaps this is why children and people with mental “other-abilities” (autism, bipolar, etc.) can be so creative—the conscious mind is out of the way. As Aristotle said, “There never was a genius without a tincture of madness.”

    But, how do you delve into that place in your mind where dwells the muse, if you are not a genius, “touched by fire?” Let’s look at what Marshall Cook has to say in his book, Freeing Your Creativity:

    “Creativity means getting out of the way…If you can quiet the yammering of the conscious, controlling ego, you can begin to hear your deeper, truer voice in your writing…[not the] noisy little you that sits out front at the receptionist’s desk and tries to take credit for everything that happens in the building.”

    One way to quiet this “monkey mind,” as Buddhism calls it, the constant chattering stream of consciousness is to practice mindfulness. Be present in the moment. Let the world swirl around you in its haze of stress, clear your mind, breathe and truly experience all that is going on—engage all the senses. The Muse, who cannot tolerate stress and will not shout to be heard over your monkey mind, might just whisper in your ear.

    Author, Luke Sullivan wrote, “Shake the Etch A Sketch in your head, start over constantly, and come at the problem from wildly different angles. Don’t keep sniffing at all four sides of the fire hydrant. Run through the entire neighborhood.”

    Good advice. The Muse cannot be taken by force, or cornered in some dead-end alley of thought. Like the proverbial butterfly, you must follow her where she goes, which is not usually in a straight line; you must not grab at her, but let her come and rest on you. (See, I told you she’s a tease.)

    James Webb Young describes the process:

    1. You gather as much information on the problem as you can. You read, you underline stuff, you ask questions, you visit the factory.
    2. You sit down and actively attack the problem.
    3. You drop the whole thing and go do something else while your subconscious mind works on the problem.
    4. “Eureka!”
    5. You find out how to implement your idea.

    The key is to know when to let go—when to stop trying to catch the Muse, letting her sneak up on you instead. When your mind is trying too hard, go take a hike, hop on your bike or go sit in the garden. Stop thinking about the perfect tagline, marketing solution or typeface. Truly, truly let go your thoughts, still the conscious mind and trust the subconscious mind to do its work. The Greeks were right—the Muse is worth pursuing!

     


    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales
    Captain America and the Call to Action

    Captain America and the Call to Action

    Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!

    I wish Captain America were real…sigh. I must admit that he’s my favorite Marvel Avenger. He’s not as strong as Hulk, or as invulnerable as Iron Man; he can’t summon lightning from the clouds, but he’s absolutely honest, courageous and has a heart of gold. That’s why all the other Avengers look to him to lead them in battle. (Yes, I know. This is all kind of nerdy, but you know you love it!)

    If you’ve seen the recent Captain America movies, you know that he didn’t always have biceps the size of a basketball. Steve Rogers started as a painfully skinny little chap who looked like a piñata purchased off the clearance rack at “Bullies-R-Us” full of Nerds candy, “kick me” notes and handy scotch tape for hanging them. But then, one day, little Stevie got injected with some sort of superhero juice and came out so ripped that he triggered a second Big Bang expansion just to accommodate the cosmic mass of his new pectorals.

    Unfortunately, there is no magic injection that will bulk up your business overnight. However, you can grow your firm to heroic proportions with a very Captain-y tactic called the Call to Action (CTA).

    According to Pawan Deshpande at www.ContenMarketingInstitute.com, “These simple, yet targeted, phrases are directly responsible for encouraging your audience to take a next step toward becoming a loyal customer, such as downloading your white paper, following you on Twitter, registering for your webinar, or sharing your content with a friend or colleague.” He adds that, “Without a call-to-action, content marketing efforts amount to little more than writing exercises. It’s not enough to publish useful information; you want readers to engage with you and take an action that will provide value for your business.”

    A CTA typically takes the form of a highly visible button, sidebar or highlighted text that asks a site visitor to take a specific action. Here are three CTA tips you can take into business battle today.Captain America and the Call to Action optimize your website source contentmarketiginstitute.com

    • Know your target. Captain America hurls his heinous spinning shield of hurtitude with unerring accuracy because he sights in on his objective first. Determine the specific objective of your CTA—Is it to increase your sales conversions? Do you want more social media engagement? Have your CTA match your marketing goal and make sure it includes a link to make things easy for mere mortals.
    • Make it short and simple. Cappy’s not a complicated guy. Protect good; destroy evil. That’s pretty much it. Your CTA should be short and to the point—one brief sentence is best. For example, “Download our 10-page eBook,” or “Register for our free 1-hour webinar.” Specific, actionable language is just what the Captain ordered. “Sir! Yes sir!”
    • Match the CTA with the context. Now, Cap-Daddy knows how to accessorize. Whether he’s sporting his retro WWII outfit, or the new star-spangled Avengers suit, he matches his wardrobe to the decade at hand. Your CTA should relate directly to the content it accompanies on a particular page. If your page talks about the merits of your company’s lawn care services, offer turf tips or a free soil test. Don’t offer a guide to indoor hydroponics. That would be like our hero wearing flip-flops with his Winter Warrior spandex suit.

    Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

    Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

    SalesFish B2B Telemarketing Services

    SalesFish Net of Sales Services:

    • B2B Direct Sales, Channel Sales and Marketing Strategies
    • On-Site B2B Presentation, Negotiation and Sales
    • B2B Telemarketing and B2B Telesales Services
    • Cold Calls and Appointment Setting
    • Online Presentations and Webinars
    • Product Awareness and Announcement Calls
    • Primary Research: Quantitative and Qualitative Surveys
    • Experiential Event Marketing
    • Pre and Post-Event Calls
    • Audience Acquisition, Exhibit Sales and Sponsorship Sales