My Pal Sent an A+++ email. I Break it Down Here…
My good friend Michael DeLon sent me an AWESOME email today.
It’s so loaded with marketing wisdom, innovative thinking, and smile-making surprises…
…I have to share it with you.
But first, some background. Michael is the President of Paperback Expert which positions experts for business growth.
Yesterday, he spoke at the Great Legal Marketing (GLM) conference in Phoenix, AZ about how to “precondition prospects to hire you before you meet.”
In today’s email, he told us how it went…
My talk was a smash hit.
The GLM Tribe loved learning how to precondition prospects to hire you before you meet.
I started by having the lights turned OFF in the room.
As they walked in, they slowed down, became very cautious, and were a bit anxious about what was going to happen.
As I began speaking, I called for “Lights On,” and everyone squinted.
Now that I had their attention, I asked how they felt walking into a dark room.
Anxious
Unsure
Cautious
Curious
Uncertain
And the list goes on.
I then told them that this is exactly how their prospects felt prior to meeting with them.
If you don’t reduce the anxiety and emotional angst that your prospect is feeling before you meet with them, you are going to have a challenging time getting them to hire you.
Having a properly structured preconditioning sequence will shine a light on the pathway your prospect is walking.
This serves to not only reduce their anxiety but also increases their anticipation of meeting with you and hiring you.
My calendar is filling up with appointments to help these lawyers create a preconditioning process in the next 30 days.
If you want me to create a preconditioning process like this for you, you’d better act fast.
Michael “making it easy to hire you” DeLon
Here’s are just a few of the many things I love about Michael’s email…
1) He describes a brilliant way to get his audience to feel what their prospects feel.
This aligns perfectly with Story Power Principle #1 (which I cover in detail in my upcoming book): Keep the Focus on Prospects’ Emotional Journeys.
Michael could have simply lectured about the importance of understanding how prospects feel (anxious, unsure, etc.). But he made his audience FEEL it — so they could understand how their prospects feel.
2) He builds an entire presentation (and program for sale) around “preconditioning.”
So many business leaders say “gimme the leads” or “book me appointments” but they fail to take the steps necessary to precondition prospects. Michael understands (and teaches): The more you nurture and precondition your prospects, the easier it is for them to hire you.
Notice: I didn’t say, “The easier it is for YOU TO LAND THEM.” Preconditioning is all about helping your prospects CHOOSE. You are not pitching and prodding. You are helping them get to know, like, trust, and respect you. You are helping them overcome their anxiety and uncertainty.
You help them decide.
I love this so much because that’s what great content marketing is all about.
When you create great emails, social posts, videos, and other content, you’re not pitching and prodding, you’re building that know, like, trust, and respect factor.
You’re helping prospects decide to choose you.
3) Great call-to-action.
Too many business leaders fail to transition from a great promise and lesson to a meaningful action step. Michael doesn’t make that mistake.
Lesson: “If you don’t reduce the anxiety and emotional angst that your prospect is feeling before you meet with them, you are going to have a challenging time getting them to hire you.”
Path to Progress / Next Step: “Having a properly structured preconditioning sequence will shine a light on the pathway your prospect is walking.”
Repeat the Big Promise / Benefit: “This serves to not only reduce their anxiety but also increases their anticipation of meeting with you and hiring you.”
Specific Call-to-Action with Honest Scarcity to Drive Action: “My calendar is filling up with appointments to help these lawyers create a preconditioning process in the next 30 days. If you want me to create a preconditioning process like this for you, you’d better act fast. Get the details here.”
A+++, Michael. Way to go!
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.
2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.
4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.
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