In yesterday’s DEEmail, I told you about the importance of defining your audience’s #1 enemy to show them how you can help defeat them.

But you must do more than just mention who the “enemy” is. You also want to let your audience know why they are so insidious. In other words, you want to remind or educate your prospects about how their enemy is causing them problems.

Here are some examples.

• Apple reminded their audience how complicated and slow P.C.’s
• A financial advisor can illustrate how taxes eat a prospect’s nest egg.
• When selling to financial advisors, I remind them about ineffective and old-fashioned marketing materials they receive from the home office.
• Fisher Investments is running a series of commercials about how non-fiduciary advisors only care about selling high-commissioned products to their clients.

How does the enemy of your prospective client harm them?

Kick butt, make mucho DEEnero!

Dave “Bad To The Bone” Dee