Marketing to your visible prospects vs your invisible prospects will be different in many ways. Visible prospects already have some kind of relationship with you. They are usually on a email list and you know who they are and what they like and don’t like. Some have never bought anything from you, but still are in your audience. Some are current or past clients, and they have specific needs and problems. These visible prospects can be reached if you get inside their mind and know exactly what problem they have that you can solve with an incredible offer they can’t get anywhere else.
Invisible prospects are the ones that you know are out there, but you haven’t gotten them to raise their hand and say “yes” to your products or services. They aren’t on your email list, and you would like them to raise their hand so they become visible. This is where marketing logistics change, and you need to make sure that you don’t let these logistics dictate your marketing success. When you know the value of this invisible prospect, you can make sure that the investment you make to get them to raise their hand and become visible is worth it. The most important issue is this: are you willing to do what your competitors won’t do to get this invisible client to raise their hand and become visible? That would involve some logistically complex ideas; a recorded talking piece, or a theater piece of marketing that usually is not going to be done by your competitors. The ideas are all there, but the choices and investment will often determine the success of reaching those choice invisible prospects you seek.
So what logistical changes can you make to attract the invisible prospects to raise their hand and that will also bring visible prospects to raise their hand? The choice is yours.
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