Many horticultural companies find it unbelievable when I tell them that, “They can attract prospects the way flies are attracted to meat.” I know that you’re likely to find this statement exaggerated but it is all true.
Sometime in the past, I used to struggle with attracting customers. But when I discovered the secret to doing it, I sought to share it with you so that you may end those struggles forever.
Therefore, if you find attracting prospects–like the way flies are attracted to meat unbelievable, today, let me assure you that it is not.
In this post, I am going to share my secret that will make you attract more customers online than your competitors.
Ready? Continue reading.
I realized that most horticulture businesses who fail to attract customers online, don’t know what to do, or whom to consult. Instead, they had to resign to trying one customer attraction scheme to another without success!
This post is for you if you’ve ever written a blog, created a video or started a campaign that flopped, only because it failed to attract the attention of its intended audience.
So, how will you attract customers online?
Before I answer this question, think about this for a moment.
Right now, every horticultural company is fighting for the attention of the prospects you seek.
As you try to reach those prospects, your competitors are doing the same.
In the process of trying to attracting a customer’s attention, you expose them to too many ads, how to blog posts and all manner of marketing messages.
In their living room. On the internet. On bus stations. As they drive home, and everywhere, these ads and marketing messages scream, “Buy product my product!” “It will make you rich, beautiful, handsome… successful, healthy blah, blah, blah!”
So how do you stand out from the crowd and attract customers?
A Book published in 1922 will show you how to do it
I know it’s easy to dismiss a book released such a long time ago. You’ll say, “The book is old-fashioned. It is not in tandem with today’s realities.”
But let me ask you a question.
Does human nature change with time? No. It doesn’t.
Feelings of hate, love, fear, and greed move us in the same way; they moved people who lived in the earlier centuries.
Of course, we have the technology and the advancement of the modern age, but the feelings we have as humans, do not change through the generations.
To attract attention, you have to understand human feelings and use that understanding to your advantage.
That’s why it’s prudent we consult Herbert Watson’s book–“Applied Business correspondence.”
It’s a pretty old book.
But it is responsible for the success of thousands of businesses.
From it, you learn that feelings are crucial, and once you understand them, you can attract and grip the attention, of any prospect.
That’s not all.
Watson’s book, Applied Business correspondence, is a gem for businesspeople, online marketers, and copywriters.
If you want to be super excellent at writing ads, sales letters, blog posts or any business literature, you MUST read this book.
For what you’ll learn from it will increase your earnings. (find its download link at the bottom of the page).
For now, let’s get back to our mission. “How do you attract and grip attention?”
Watson says you must consider two things:
- The receiver’s attention.
- The idea in which to lead the receiver’s attention.
1. The Receivers Attention
To explain why you ought to consider the reader’s attention, here is something rather interesting:
All of us have an active mind. This mind is always on the lookout for something interesting—on which to focus its attention. If it finds it, it will stop. Then explore it, and consider it.
But not everything that attracts our mind’s attention receives the same amount of attention. Others attract little attention, others attract moderate attention, and others draw the most attention.
For example, one woman’s most active interest could be in fashion; she could have a moderate interest in babies, and a weak interest in housekeeping.
Another woman could have her most substantial interest in women’s rights, an average interest in baking, and a faint interest in politics. The same case applies to men, and people of all races, and personalities. All of them have their tens or hundreds of unique interest combinations.
So, if we want to attract the woman whose most significant interest is fashion, we ought to find something interesting about style, then write her about it.
If we write her about housekeeping, we will NOT be able to attract sufficient attention in her, so the likelihood of her giving our ad a casual glance is very high.
To her, housekeeping is a trivial matter that doesn’t deserve much attention.
However, if we mention something interesting about fashion, we shall light her mind at once, for this is something that strongly interests her.
With this understanding, of how our minds get attracted to things, you need to know what can draw your prospect’s attention. That’s not all.
You also need to visualize as carefully as possible a prospect’s desires, needs, attitudes, and beliefs so that you can find something of interest.
2. The Idea To Which To Lead the A Prospect’s Attention
Remember, as business people, bloggers, and online marketers, our job is not just about attracting attention. Our goal is to channel the attention we draw, toward a particular activity. It could be to buy a product, watch a video, call for a consultation or do anything.
Therefore, if we succeed in attracting attention, you ought to feed that attention with something useful–otherwise, you’ll lose the focus as soon as you got it.
Here is what Watson says about the attention we attract.
“The opening or arrangement or heading or whatever with which we are to attract attention must be designed to lead without disappointment to the idea we want our reader’s attention to grip. Only in that way can we attract and grip attention.”
If we devise a headline that attracts attention, then fail to connect it to the big idea we want to covey, we will disappoint the reader. We will end up losing his focus because of failing to provide something interesting to hold his attention.
So to attract and grip attention, the attention-getting device must channel the attention it gets to a big idea that could interest the reader. Still confused about all this?
Here Is An Example of How This Principle Works:
Suppose you wanted to write an email selling a program on, “How to Find High Paying Clients.” How would you do it to ensure it not only attracts attention but also sells the program?
It’s it easy. Once do visualize your audience, and what is likely to attract it, drawing the audience’s attention should not be difficult at all.
Ready to do it?
Let us start the process of visualizing the interests of the target audience. We will do it, by asking ourselves a series of questions, and brainstorm about them.
Step 1. Who are you writing?
Answer: I am writing to aspiring B2B Freelance copywriters.
Step 2. What are their struggles, beliefs, desires, and attitudes?
Answer: Aspiring B2B copywriters believe:
- There already too many B2B copywriters in the market.
- It is impossible to get HIGH PAYING clients
- To get good clients, they have to struggle for a long time.
- It’s hard to earn a living from freelance B2B copywriting
- It’s impossible to master the skills of writing great B2B copy.
- They lack the confidence to market their services.
- Freelance B2B copywriting is not lucrative.
The above list is not exhaustive. It is just a starting point. We will choose one of these feeling, attitudes, or beliefs to device an attention getter.
Step 3. Choose one of feeling or belief or struggle to focus.
Answer: For this case, let us choose, “There are too many copywriters in the market.”
Step 4. What could we say about this belief that is interesting or unique and is likely to attract the attention of an aspiring copywriter?
Answer: Hmmm we discover there’s a shortage of B2B copywriters. The deficit means that clients are looking for B2B copywriters, and are ready to pay them very well. To attract attention, we will need to write a subject line that tells the number of potential clients struggling to find experienced B2B copywriters.
Step 5. Find an idea that will connect to the subject line—which is our attention getter
Answer: The plan should be about the opportunity of B2B copywriting, the ease of mastering the skill, and the experience of the author of the program we want to sell.
Now that we have visualized the feelings and beliefs of B2B copywriters, if we write an ad, a blog post, or case study touching any of the above, the chances of attracting B2B writers who have the feelings, beliefs, and desires we’ve identified is much higher.
Below is an excellent email …that follows the same process I’ve listed above.
SUBJECT: 36,630 potential clients
I’m always asked the question, “Are there too many copywriters yet?”
Based on the bureau of labor and statistics and content management institute, the current client to writer ratio is 36,630.
36,630 clients for every writer. And that’s only in the world of B2B content writing!
Considering that you only need a few clients to earn a comfortable, professional income as a B2B content writer, I think it is safe to say the answer will always be no… there aren’t too many writers.
Not even close.
You are looking at a supply-demand problem of epic proportions…and it is sketched in your favor.
To take advantage of this opportunity, we’ve partnered up with Gordon Graham.
For more than 35 years, Gordon—a copywriter to big names like Google, Oracle, and Adobe has made a living (and earned tons of awards) by working in the area of B2B content marketing.
No one knows this better than him… so there was no one better suited to create a special crash course in B2B content for AWAI members.
His assignment was to get you prepared to take the 12 most lucrative B2B content project for writers.
And man he succeeded.
In just a few hours of video instruction he takes the Top 12 B2B content projects and shows you:
What goes into each kind of B2B content, so that you know exactly what you are supposed to be doing at each step.
How to research the information for your content, so that you can confidently deliver top-notch work on each and every job.
Going rate for each project, so that you can earn the full amount your time is worth.
Special shortcuts, time-savers, and templates he’s developed over the last three decades—plus hundreds of extra resources from the online world.
Unique and up-selling and repurposing tricks, so that you can easily turn one job into multiple projects and paydays (his tactics are surprisingly simple)
There’s also case studies, industry-leading samples, and even video walkthroughs of examples so that you can see just how each project is done in real time.
It’s an incredibly detailed resource… but don’t worry that you’ll get overwhelmed. Gordon’s a fun down to earth guy, so all the details are easy to soak up.
But then when you think that he has given you everything he can… he takes an extra step by revealing his no pressure, no stress method of getting clients to eagerly agree to additional projects from you.
His “Repurposing B2B content: The easiest $$, you’ll ever make.” Webinar uses real client examples of turning one project into multiple projects while keeping everything relaxed and simple.
And until July 29th at midnight, you can save 50% off the entire crash course. Instead of $297, you’ll just pay $148.50 for everything.
Start now—get immediate access to Gordon’s complete program here or learn more about the program here
To your success,
P.S. one unique feature of the program I didn’t highlight before… it’s completely modular. So if you want to know about great B2B blog posts, you can jump into that section and review it under 1 hour.
This article appears courtesy of American Writers & Artists Inc.’s (AWAI) The Writer’s Life, a free newsletter that gives you opportunities that enable you to live life on your own terms. Whether you’re looking for a new career, looking to make some extra money on the side, or looking for an easy work-at-home career, there is an opportunity at AWAI that’s right for you. For a complimentary subscription, visit http://www.awaionline.com/signup/the-writers-life/.
How the Letter Above Attracts Attention of Aspiring B2B Copywriters
You may read through the letter again. As you read it, think of the techniques and strategies its author has used to attract and grip attention. You’ll discover that the job of drawing and seizing the mind starts right from the email’s subject line, “36,630 clients.”
That’s not all.
This subject line has an element of curiosity. It urges the email’s receiver to open it so that the receiver can find out who these clients are. But above all, it is in tandem with the feelings, desires, and needs of aspiring freelance B2B copywriters.
I am saying this because aspiring freelance B2B copywriters want to get clients and lots of them.
The subject line also follows this Watson’s principle:
“In writing letters which are planned to attract the reader’s attention, we must devise something that will stick up from the ideas in those letters into the range of one of the attention rays [of the prospect] and attract and stop his attention as it sweeps along.”
The author of the email could have used an ordinary and overused subject line, but she instead chose a subject line that aspiring freelance B2B copywriters couldn’t ignore. That’s all about attracting attention.
In the opener, the email begins with a question that the reader cannot ignore. She proves her claim that aspiring B2B copywriters have so many clients looking for them by quoting the bureau of labor and statistics.
Therefore the reader is not disappointed by the subject line that caught his attention. Something is refreshing after the subject line. Of course, there are other elements of this email that make it very effective at persuading customers.
Rebbeca Matter is not the only one using the principle that I have outlined above
Here’s a post that I bumped into, that follows principles I have outlined above…
She communicates that explicitly in few words in the headline and opening paragraph. By doing so, readers are instantly attracted and hooked on her idea, and they read the blog post.
You can do the same too as you write your articles or blog posts. Just follow the same process I have outlined here, and you’ll never fail to get the attention of prospects.
Download Herbert Watson Book for free. If you’d like to learn more about attracting and gripping attention. Once you download the book, read the chapter on How to Attract and Grip attention. You’ll be glad you did it.