Friday, 2 June 2017

Preponderance of Proof (AKA - tell your whole frickin story!)

A mentor of mine had his mailbox flooded with proposals when he created his personal ad. (He ran it one time in a newspaper and had hundreds of quality replies)
It wasn't your ordinary ad.

It contained some 3000+ words

Why did he get the number of (quality matched) respondents he did?

Because he gave the reader every bit of possible information they could want - both about him, and the type of woman he was looking for.

He gave an overwhelming preponderance of proof .

And by doing so, disqualified a mass number from applying.

Now let's look at a full page ad from Lloyds Banking Group

So what do we see here?

A BIG BOLD headline.

BUILD

The pre-headline copy - 'Helping Britain'

The copy below BUILD

Lending up to £10bn to help people move into their first home in 2017   

And, that's it.(All the showdowy blurry copy you see is copy from the previous page)

So what about all that wasted white space?

It's EXACTLY that... wasted!

There's prime empty land there to build a powerful presentation. A powerful case for what Lloyds are doing.

But no. 

Lazy-itis and sloppyitis has won the day.

Not forgetting the utter waste of client money being spent on the frivolous and fancy.

Or, it could just be flat out incompetence by the ad people Lloyds are paying. They just don't know how to make a powerful case.

So what would I do to change this ad into a compelling presentation that would have the right audience looking at this? 

I'd have the page split into 9-10 sections and in each section I'd show the different kinds of people who'd be taking advantage of these homes. I'd tell a story of their particular life scenario and how their lives are going to change. I'd have it so a reader could identify with one of those 9 or 10 different people and that would create some kind of affinity for them and,for Lloyds.

Telling the full story and providing a overwhelming preponderance of proof is not only the most valuable thing to do from a prospective purchaser or reader's point of view, it's what brings in the currency!        

www.rajahireker.com

Thursday, 20 April 2017

What do you charge ? (timid days are over)

Money.

It's a strange 'thing'.

See, I'm having trouble even deciding what it is. 

I've used - 'thing'. 

However, the BIGGEST trouble I see it having for business owners is either -- not having enough of it...

or...

being somewhat fearful and apprehensive in charging or quoting good strong prices for what they do.

Someone charged me 15k for a 3 day intense mastermind / coaching session. Do you think they were timid?

Ferrari and Rolls charges into the multiple hundreds of thousands for one of their vehicles. Do you think they're timid?

Certain Universities and colleges charge the equivalent of a Rolls Royce for their tuition fees. Do you think they're timid? 

Certain food stores charge multiples for their version of  'ordinary consumables' you find in the local supermarkets. Do you think they're timid?

When I read about a person charging 50k a month (a MONTH) for their coaching and leadership services, I thought to myself anything is possible.

 But only if...

We're bold enough to charge what we want (and there is always a market for high value products and services) 

AND... that we raise our standards to warrant those high prices and fees.

What do you think would happen if you were to DOUBLE your prices on some of your products or services?

Would you die? Would the world collapse? Would a tiny few of your clients rant and rave?

Or would you in fact begin to enjoy a better life each day, knowing that for the same amount of time and effort you put into selling your products and services at the old rates, you're able to adjust a few things in the product or service and now attach a higher fee, and... are happy about it?

I don't know about how you think about it but you NOT raising your standards and your fees is like being in a job and not having a pay rise for over a decade.    
 
What do you charge? 

Not happy about it?

Want to now change the dynamics of what you do and charge better fees and prices?

You can. 

Now's your opportunity.

Here's the email to send your price concerns to -- raja.hireker@gmail.com 

Once you send it, we'll talk about reinventing your offerings and your prices.

Timid days are over. 

It's time for you to have a mega pay rise, don't you think?