Your message must spell out how the prospect will feel or be better off after acquiring your product or service. This must be answered on both an emotional and intellectual level. If your marketing doesn t answer this critical question, your results will be marginal. You must clearly identify and separate the suspects, prospects and clients to be profitable. Each group must receive a different level of commitment, time and effort.
Prospects are interested, able and ready to buy.
Suspects are simply eligible to buy. You must educate your prospects so they become clients. By doing these things you will be turning suspects into prospects and prospects into clients. If you try, you will be wrong. They may not even be able to reproduce a given result.