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~ whisper ~

Sales + Inbound Marketing + HubSpot

Make the etchment, make the sale

Posted by Wes Schaeffer | February 11
Etch your marketing message to make the sale.

The Etch a Sketch® is a classic toy that was invented when Eisenhower was still in office. In the hands of an etching artisan it can make magic.

To etch is to leave an impression of an image on a surface.

To market well is to leave an impression of an image on your prospect's mind.

The impression you leave is that of the joys and benefits and efficiencies they will enjoy when they own your offering.

The human mind does not know the difference between imagined and experienced memories. That's why we jump and cry at movie scenes.

The Etch a Sketch® uses aluminum powder to make its mark.

Marketing experts use surprising words to capture the attention of their prospects.

It's called "Seussing" after Dr. Seuss who made his living making up words and stringing them together to tell a story.

That's why I used the word "etchment" in the title of this post.

It's not a word but it seems like it could be, which is why it caught your attention.

It made you think...

  • "Should I know that word?" or
  • "Is that really a word?" or
  • "That fool doesn't know how write. Let me see just how bad he is."

As long as you stopped to read this my primary goal was achieved.

Follow The ABCDE Selling System To Make Every Sale

If you want to make a sale you must first get the attention of your prospect.

Once you have attracted a prospect to your website, trade show booth, or store you and have their attention, you must entice them with an offer so they opt-in to receive more information from you.

Once you bond with your prospects via multi-media, multi-step relevant communication, then you can convert or close the sale.

Rookies take the money and run.

Professional salespeople ensure they deliver a WOW experience.

That is how you prevent returns, chargebacks, and even just lukewarm customers. (You know what God does with the lukewarm, right?)

When you have over-delivered and created that WOW experience, then you will have endeared yourself to your customers and that is when their word-of-mouth helps you attract more warm leads and hot prospects that will buy more, faster, at higher margin, and less stress.

So how's your system?

If you need more help growing your sales, consider the following resources:

Or just contact me and we'll set a time to speak.

Good Selling,

Topics: Etch-a-Sketch, Etchment, Small Business Marketing, Infusionsoft Support, Seussing, Inbound Marketing

Written by Wes Schaeffer

The Reassuringly Expensive, Ruthlessly Pragmatic pig-headed entrepreneur dedicated to discovering proven, transferable, effective tools for creating inbound sales so he can help you automate, integrate, and dominate your niche.


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Here's what you and I both know. With all the streaming and social media options you have at your fingertips, the only reason to browse a site like this is that you're either not making enough money or you're working too hard for the money you're making. That means you need to get better at sales, at marketing, and/or at choosing and using the right tools to scale your sales. So contact me and let's see if we can work together. ~Wes

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