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Lying Doesn't Work
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Although I am never surprised, I will be forever amazed at how stupid some people believe their prospects are.
Early last week, I received a free copy of a consultant’s newsletter published by what I previously believed to be a reputable company. Along with the newsletter was a cover letter sent to me by the executive editor. (I’ll call him “Joe Smith.”)
The first paragraph of the cover letter was a single line as follows:
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“This is not a sales letter.”
After that paragraph, Mr. Smith went on to explain how he thought sending me the free issue was “a smart bet,” and how he figured I would agree with thousands of my colleagues that his newsletter was “a smart investment.” And in the P.S. of the letter, he provided his e-mail address and said to let him know what I thought of his newsletter.
Frankly, I never read the newsletter, because as soon as I read “This is not a sales letter,” I reacted the same way I do when I get an e-mail that starts with “This is not SPAM.” I did, however, send Mr. Smith an e-mail containing my opinion of his cover letter and his approach to sales. (I have yet to receive a reply.)
In my e-mail, I included my suggestion for a better
cover letter:
Dear Gill,
We’re trying to increase our subscriber base, so I’m sending you the enclosed free copy of our newsletter and will follow up with two more free issues in the coming months.
We hope you find something of value and will consider subscribing after you receive the free trial issues.
Enjoy,
Joe Smith
Executive Editor
One of the biggest problems with traditional sales tactics is that they are founded on the premise that your prospects are too stupid to recognize when they are being manipulated and/or lied to.
Today’s tip is a simple reminder of the importance of being trustworthy. As I'm so fond of saying:
Decision-makers hire service professionals they trust.
Traditional sales tactics destroy trust.
Do the math.
If you aren’t already convinced that honesty is the best policy in sales, here’s a way to “do the math.”
When you do your next marketing mailing, create two cover letters – one using a traditional approach (although I wouldn’t recommend lying), and the other using the Honest Selling approach – tell them the actual reason you sent the mailing. (If you send me your Honest Selling letter as a text e-mail, I’ll review it for free.)
Then divide your prospects into two equal groups. Send one group the traditional letter; the other the Honest Selling letter. Carefully track the results of each approach, and determine for yourself, which generates the greater return.
Have a great week!
Gill
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