Taking Advantage of “Hidden” Opportunities
by Mike Marchev |
This is the latest in a series of guest columns from a marketing pro and ‘practicing entrepreneur
I am not sure if you can call this my “signature story” but it’s true that I have been demonstrating a particular point for over 30 years in my public speaking business.
It involves a single PowerPoint slide where I ask the audience to count the number of times they spot a particular letter clearly printed on the slide. It is not a trick. It calls for a single answer.
The result for over 30 years? I get four different answers to the question.
The message then turns to the skill of spotting opportunities in the marketplace. In fact, they are everywhere. In fact, very few spot them—no less take advantage of them.
This leads me to today’s message.
To engage my readers in some level of feedback, I make it a practice to offer an item of value at the conclusion of all my written articles. (This one is no exception.)
To make the task as easy as I can, I usually say that if you send me an email and simply type the number “12” in the subject box, I will respond by returning a Special Report to you which I am certain will help your cause.
‘No personality’
Within hours I begin to receive emails. In my mind, here lies the “mistake.” Many, if not most travel agents, contact me as directed. They send an email with the number “12” in the Subject Box. Period. No personality. No acknowledgement. No positioning statement.
No attempt at establishing a relationship with the author. No reference to where they got their instructions. Nothing. Nada. Zip. Zilch. Just an email with the number “12” as suggested.
In truth, there is nothing wrong with this as they are simply following directions. But in fact, they are by-passing what I consider to be a huge opportunity.
Here is their chance to indicate that they are “someone special,” a travel agent who takes seven to twelve seconds to distance themselves from the competition. A few more seconds is all it would take to insert a little “humanness” into their request.
Don’t take my word for it. See for yourself. Which “person” would you migrate towards?
Choice 1: Subject Box: “12” with no following message.
Choice 2: “Thanks Mike. I enjoyed reading your article in this week’s Travel Market Report. You gave me much to think about and I would really enjoy receiving your complimentary copy of your promised report. 12.”
I know who I would bend over backwards for—all things being equal.
Distance yourself from the competition
But this is not about me. I am just using this as an example of how easy it is every day to distance yourself from the competition.
When I receive an incoming email and see the number “12,” I deliver as promised.
When I see a little personality in the request, I feel good about my offer, knowing that there are a handful of good, honest, hard-working people in the travel industry doing what they can to successfully feed their families while helping others.
And I find myself receptive to a continuing dialogue.
It’s all about spotting these opportunities—and then taking an additional few seconds to clearly position yourself as a “winner.”
Mike Marchev continues to pump energy and enthusiasm into the travel agent community. To receive a copy of his NEW Special Report featuring River Cruising, you can send him an email with the word “Cruise” in the subject box. (For a copy of his 12-Word Marketing Plan, you can always type “12” into the box.) You can even ask for both. Email Mike for details at mike@mikemarchev.com
