3To Change Your Prospect's Mind
As marketers we’re always trying to get into our customers minds so we know what they’re thinking. Once you know what they’re thinking, you can begin the conversation there and then move it in the direction you want it to go.
But what if their line of thought totally bypasses any chance of purchasing your product? For example, if you sell alarm systems, it’s a sure bet that most of your prospects think a break-in or robbery will never happen to them. Therefore, it becomes imperative that you change their thinking to match your own – that YES, a robbery CAN happen to them at any time, and THEN WHAT WILL THEY DO?
A security company called BGS in Bucharest, Romania, came up with what might be the perfect solution. They covered apartment doors with life-sized posters that create the illusion that the door is open and the place has been devastated by robbers.
The posters are put on with a special glue so that they’re easy to remove. And on the doorknob another sticker is left which reads, “Make sure this never happens – BGS” and their website’s url.
Result? The posters impacted both the actual apartment dwellers and their neighbors. Some people left the poster on their door for weeks, and the advertising campaign become the talk of the neighborhood. More importantly, people who never would have considered a security system began contacting the company.
Now here’s your food for thought: How can you show your prospects what they will lose if they don’t purchase your product?