Corporate Results This Week
corporate results this week
Does your marketing spread “results envy”? If not, you’re missing out on sales.
“Results envy” is the feeling a reader gets from a case study, example or testimonial that prompts the reader to say, “I’ve got to get some of that for myself.” Take a look at the master marketers on infomercials, the weight loss wizards and the gurus of direct mail, and you’ll see that results envy plays a prominent part in their success.
How many times have you see an ad or infomercial for a home gym featuring a perfectly tone and ripped man or woman testifying that “30 minutes, three times a week was all it took” to go from flabby to fantastic? How about those weight loss ads with their before and after photos as the voice-over testifies to how yummy the food is, how dieters never have to go hungry, how pounds just melt away? Those are perfect examples of creating results envy. Ever get a direct mail letter (or see an online squeeze page) with testimonial after testimonial?
These marketers use results envy because it works. Human beings are programmed to keep one eye on what our neighbors are doing. When the people around us get something good, we want some of that bounty too. It’s basic human nature.
If your company has stayed in business, then you must have success stories. Too often, we think about our clients’ success in terms of what we did for them, not how their world changed because of what we did. But from a prospect’s perspective, the question is: What’s in it for me?
Let’s take a look at the results your prospects want: Wealth, fitness, health, peace, happiness, success, admiration, fame, visibility, position, healing, friends/popularity, beauty, youth, power. The list hasn’t changed much since the times of the Greek myths. To the extent that your product or service can deliver one or more of the above results, your prospect should be encouraged to feel results envy for the clients who already have gotten what the prospect wants.
Some of the triggers for results envy include: tangible/quantifiable results, visible effects, demonstrable/repeatable outcomes, achieving a goal, sustaining that achieved goal, creating admiration in others, or making a successful life change.
Closely linked to results envy is a sense of results satisfaction. Here are the six key aspects to satisfaction:
• What do you have now that you lacked?
• What has happened since you achieved your goal?
• How has your life changed?
• What extra benefits occurred? (For example, if your prospect lost 50 pounds and then got a promotion and found the love of his/her life, those are ‘extra benefits’ to the weight loss.)
• How are you a different person because of the results?
• What long-lasting change have you achieved?
You can evoke results envy in many ways. Testimonials, case studies, infomercials and squeeze pages are a few of the ways. Don’t forget before/after photos, demonstrations, makeovers, “man in the street” interviews at an event when emotion is high, and referrals. “Journey” stories are also persuasive. A “journey” story is a narrative written in the first person from one of your happy clients that takes the reader through the internal and external process related to the change and result. These journey stories can be very effective for “invisible” changes related to coaching, counseling or other processes related to achieving peace of mind, happiness or shift in perspective.
Don’t forget to follow up with your success stories to create “where are they now” stories. While short-term success is enviable, we all know that many people succeed only to backslide and lose what they have gained. It’s particularly inspiring (and credibility-building) to show clients who succeeded and sustained that success. You’ll have fewer of these stories, but they have a powerful impact. These stories also demonstrate staying power, long-term rewards and permanent change, all of which are very persuasive to prospects and can serve as motivators to clients.
If you need a sales boost, re-think your success stories to provoke results envy, and watch your prospects turn into clients.
Get a job to come to the office and not to apply online / Job Fairs?
I planned to go to a corporate office this week wearing my resume in hand to ask to speak to someone from the HR department or hiring manager is a good idea? I tried online applications on company websites and job fairs, but I get no results.
I do not do it, but you can find several schools of thought on this idea. Usually, when without warning, without an appointment or reason "real" to be there, we must understand that they are a kind of fantasy in the act of "doing something with that" and are busy with other something or other appointments, meetings, etc. Therefore, it might disrupt the flow of your day and could not be assessed them. Probably what will happen anyway, is that he accepts your resume and say that if there is an opening that seems to suit their qualifications, I know. However, many companies do not accept resumes or applications for open positions (you'll need to apply for a position currently advertising), and then who knows what the "policy" will appear on this site. At minimum, you can call and ask to resume its policy on acceptance or currently open positions and future positions. Bottom line – can bind not to hire. Tempting as it is trying to "Take control "of the situation, not really control the situation anyway, it can be more just frustration. When the setting (the party) is correct, he was hired.
Ron Paul’s Texas Straight Talk 2/21/11: Central Economic Planning at its Worst
