One of the biggest mistakes in marketing is giving people only two choices:
Buy now.
Or disappear.
I was reminded of this going through Cash Copy by Jeffrey Lant.
Jeffrey called it “egregious error number 13”:
You don’t give the moderately interested prospect an invitation to stay in touch so you can do what it takes to sell him.
That’s a pretty profound idea.
Because not all prospects are equal.
There’s a small group of people who see what you’re offering and think:
“That’s exactly what I need. Where do I sign?”
Those are the people everybody wants.
When I help Realtors, they want to run an ad today, have someone call, show them houses this weekend, and sell them one by Sunday.
They don’t want a 90-day follow-up program.
They want a nine-day program. :)
But think about everybody else who sees your offer.
They may have the exact problem you solve.
They may believe you can help them.
They may even want what you have.
They’re just not ready today.
Maybe the timing isn’t right.
Maybe they have other things on their mind.
Maybe they don’t have the money right now.
Maybe they’re simply comfortable enough with the status quo that today isn’t the day they’re going to make a change.
Most marketing gives those people nowhere to go.
Buy now. Or leave.
That’s why I think your marketing needs a place for maybe.
That’s why I think your marketing needs a place for maybe.
Not some weak little box that says:
“Join our mailing list to stay in touch.”
Something that lets people raise their hand and say:
“I’m interested. I’m just not ready yet.”
That’s a very valuable thing to know.
Because now you’ve identified someone with the problem you solve who’s given you permission to continue the conversation.
And you can have an orchestrated way to educate and motivate them until the time is right.
That’s the real opportunity.
Don’t just build your marketing to find the people who are ready now.
Build a place for maybe.