Over the next several months I’m going to share new information with you
that, if you’re like me, will change how you’re approaching and
interacting with your prospects.

This first of several messages will give you an overview and, maybe like
me, you’ll have an “ah-ha” moment. Mine was dramatic.

You’ve probably heard the term “push marketing” and “pull marketing.”

Here’s how I see it.

Push marketing relates to any action, content, or media you use to actively
get your message in front of your target market. Traditional methods such as
television, radio, direct mail, and outbound email come to mind. In one
sense it’s invasive, but it’s worked for lots of years. In terms of email,
as an aside, it’s not invasive if someone has given you permission to
contact them.

Other push media (which you might not have thought of in this sense)
includes Pay-Per-Click search engine advertising and organic search
engine marketing (call it SEO if you like).

As with the first set of examples, we’re basically “pushing” our message
in front of an audience, albeit one that has actively typed in a keyword
or group of keywords into his or her favorite search engine.

Pull media relates to any message that garners a prospect’s interest (not
an overt “sales push” per se), and through a series of additional touches with
the prospect, bascially pulls him or her to you. They come to you not
necessarily related to how clever you’ve constructed your sales message,
but more because they’ve come to know, like, and trust you…you appear
to be the “real deal” in perhaps being able to solve their particular
problem or concern.

I’ve observed over the last few years that people are naturally more
suspicious than they might once have been. Just because someone says it’s
so doesn’t necessarily make it so. No need to go into real life examples,
but they’re everywhere.

If you agree that this is the current reality, then how do you still
promote your business or idea?

Build a relationship with someone to the point where they know, like, and
trust you. They become convinced in their own mind that you know what you’re
talking about, that you’re an expert in your field.

At that point presenting your idea to a “warm” prospect is much easier.

Not that the traditional “push” concepts go by the wayside. Not at all.

We’ve come to the point in our business where we do both. It’s not one or
the other.

In my next several messages I’ll share some of the “how’s” in terms of
“pulling” people to you.