It's as easy as 1-2-3. First, you have to identify who those customers are. Second, you have to know what they’re actively looking for. Third, you have to develop a message and the right bait to get their attention and interest.

The customers with the greatest potential for you represent your target market. You need to have enough clarity about this specific group of customers that you know their names. In fact, you want to list the top 10-100 prospects that you want to convert into customers.

Once you know who you’re looking to attract the next step is to understand these people better than the competition. That means that rather than wasting your time and their time sending them information or calling them to tell them about you and what you have to offer, you’re going to prepare a message that resonates with them about what they want and what they need and why they aren’t getting that now. You can’t do that unless you do your homework.

Your homework requires that you do a little research until you know the top 3 concerns they’re actively thinking and perhaps worrying about. This will take more than going to their website and reading about them, although if they have one you should certainly do that. You’ll have to read, listen, and pay attention to what they do.

. Armed with this knowledge your ready to figure out the message you want to send them. Your message has to speak to them about what they want or need and why it’s difficult to get it or why they’re struggling to get it. You have to make it clear to them that you understand them, and that you have something they want.

. Even when you have all that you usually mess things up by having either no offer, or an offer they’re unlikely to take you up on. Just throwing your message out there and hoping someone will contact you is hopeless. You might get one or two responses on a rare occasion, but nothing consistent and nothing predictable.

When you’ve done all the work to this point, don’t throw it away by hoping for an action. Make sure there will be an action by extending an offer they’ll have to take you up on so you get the most value from the .time you’ve invested. You can think of this offer as the bait

Make sure you have the right bait for the right people then offer that bait to them. An offer to call you or have a free insurance evaluation is a poor choice because everyone knows that’s an offer for a sales pitch, and people aren’t likely to volunteer to be sold to. A better choice is an offer that educates them about something they want or want to avoid, and provides a low risk way to get it so they don’t have to talk to you to get it. While this may seem like a lot of work on the upfront it will save you time and increase your results in the long run so you can consistently and predictably get the customers you want.

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