Open Up a Dialogue by Asking For an Opinion

Posted on May 8th, 2008 by Larry Chase

The ultimate thing a direct response message seeks to accomplish is to get a response, right? Then why is the world full of garbage marketing? Much of the problem lies in trying to get readers to pull the trigger before they’re ready. Nothing can kill a sale like asking for it too early. Sometimes it’s better to ask prospects what they want that they cannot find or for their opinions first. Asking an opinion is a baby step on the way to a two-way exchange between buyer and seller that quite possibly can lead to a sale later. It’s obviously very useful in B2B marketing, although it has its purposes in B2C marketing as well. It can help with product design and help qualify a lead as a hot prospect or a tire kicker. In the times that I’ve asked questions of prospects by Web form, I’ve always picked up other concerns or product features I would have never thought of on my own.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.