I always read any article by Bob Willott with interest as he brings a financial understanding to the commercial dealings within the marketing services sector. He also has a somewhat cynically amusing style of writing, which in my opinion is often bang on the money.
One such article that caught my eye recently was on the Brand Republic site where he writes about recent acquisitions, how they are reported and how considered press statements are far more effective than the hyperbole used by some.
I won’t directly comment on his article but I will add my own take on this with reference to how we sell our clients over the phone.
Although passion is an important element in selling effectively (particularly when you have a limited time to make an impact on the phone), hyperbole can have the opposite effect of putting prospects off, particularly if these outlandish statements cannot be backed up by results driven case studies.
A considered phrase which has resonance with the prospect will be far more compelling and we spend a lot of time at Alchemis developing these soundbites which we know from our 23 years experience will have a maximum impact within minimum timescales.
My next blog will have a few examples of these, so keep reading…