Last night, Karen and I were watching an episode of The Blacklist. Raymond, the main character, was at an underground dinner for foodies. At one point, the chef is about to slaughter a rare owl and cook it. Raymond stops the atrocity from happing by pulling out a gun.

When the scene started, before the owl came into play, I was immediately drawn in because I’m a foodie. I said to Karen, “I’d love to go to a dinner like that!” (For the record, I also said that I would not have eaten the rare owl – and I’ll try almost everything. Ask friends of mine who are still complaining about the restaurant that served organ meats.)

My point is, I became more interested in the show and paid closer attention to it during the restaurant scene because it was about something that interested me and that I could identify with.

When selling one-to-many, whether that’s in a sales letter, video, on a webinar, or onstage, the single most crucial factor in getting and maintaining your audience’s attention is to make sure you’re “talking” about what interests them.

A mistake entrepreneurs make is telling their audiences what they need to hear instead of what they want to hear.

If you’re struggling to get prospects to respond to your marketing, look at your messaging. Is it compelling to your audience because it speaks to their self-interest, or is it about you and the product you’re selling? Are you 100% sure you know what your prospect truly wants, and are you conveying that in a way that makes them sit up and take notice?

My book, Sales Stampede, gives you a step-by-step methodology for discovering what your prospect wants and then putting that into a presentation that causes them to buy.

If you don’t have a copy, you can get it here.

Kick butt, make mucho DEEnero!

Dave “No eating endangered species” Dee