Kyle Hunt

I’m married to my high school sweetheart… We dated six years before tying the knot several years back.

I’ll have to confirm this with my beloved bride, but I’m pretty certain if on Day 1 I said, “You seem like a nice gal… I’m a nice guy. Want to get married?” Things would have turned out quite differently…

That’s cute Kyle – get to the point.

Here’s the point: If you are advertising to prospects in a “shotgun” manner such as this:

“You don’t really know our business, but here’s a bit about us. Give us a call and let’s do business!”

Your advertising is going to flop. Response will be low. Folks won’t notice you and few will call.

Duct Tape Marketing teaches us that we need to build Know, Like & Trust with a prospect before any business will take place.

One of the ways we do this is by using a 2-step approach in your advertising – an approach that concentrates on “dating” vs. “let’s get married!”

A couple examples of a 2-step approach:

“Ten Key Accounting Tips for Small Businesses. Visit this website for your free report.”

“Call for your Self-Employed Tax Reduction Toolkit”

We aren’t going from “don’t know ya” to “tying the knot.” We are instead building Know, Like & Trust with our prospect… “let’s date…let’s get to know each other…here’s some free information…”

This 2-step approach leads to higher response, more measurable results and certainly a great shot at the second date…

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Kyle Hunt is the founder of Your Marketing Guy and a Duct Tape Marketing Coach located near Ann Arbor, Michigan. Find more information online at www.YourMarketingGuy.com