Are you talking with your mouth full?
You know the feeling. You’re in a nice restaurant, meeting with Important People, and you’ve just taken a big bite. A bite slightly too big for polite society, but it’s too late now.
Now your cheek is bulging and you’re trying to chew it all before anyone sees.
And it’s now that the Most Important Person turns to you & asks you a Very Important Question.
Your mouth is full of juicy steak & potatoes & gravy & cranberry sauce. You know if you open it to speak, juice will drip down your chin and you’ll embarrass yourself.
But the sense of urgency you feel around speaking as soon as possible and giving as much information as possible is overwhelming.
You know this person could easily turn to someone else while you’re finishing your bite and you’ll lose this critical opportunity.
So, what do you do? You do what marketers have been doing for years.
You talk with your mouth full.
Juice drips down your chin as you expound on the intricacies of data mart consolidation.
Meanwhile, the person you’re trying to impress?
Besides trying to hide his amusement/disgust, he’s also got no idea what you’re saying.
Your mouth is full.
But he’s polite. So he smiles, nods, and then turns to the next person.
So long, Important Opportunity.
There’s a marketing equivalent of talking with your mouth full.
It’s trying to give the prospect too much education at once.
(Or, skipping right to the call to action without letting them chew on benefits.)
In response, the prospect checks out, vowing never to visit your website again.
Are you trying to do everything at once, all in one step?
Educating the prospect on every little detail of what it is, how it works, and 50 FAQs?
Maybe you feel a sense of scarcity, because you’re afraid prospects will never get another chance to face this plateful of cookies (aka your website) again.
Here’s a quick and easy solution that actually gets better results.
Build an appetite for your services over time by combining education and benefits in bite-sized servings.
Within each serving, invite them to take the next step.
Whether it’s downloading a white paper or signing up for a 10-day tour, keep them engaged.
Keep serving them courses.
This gives both of you time to finish chewing.
Embrace the chunk. Your dining companions—and prospects—will thank you.