First, your prospects are inundated with information. From an advertising perspective, the average person is exposed to more than 3,000 messages a day -- and most are missed because our society has become so immune to information.

Think about the last time you watched TV, surfed the Web, listened to the radio or talked on the phone. Were you also doing something else at the time?

Maybe the TV was on while you scanned the paper ... maybe you browsed some websites during a conference call ... maybe you listened to the radio while talking on your cell phone and driving your car ...

As you can imagine, this multitasking contributes to even shorter attention spans.

The second variable is unfortunate for you and your business -- you're starving for attention. But the more messages you put in front of your prospects, the more you contribute to their information overload.

With everyone's brains so stimulated, how can your message cut through the chaos?

Here are five ways:

1. Focus on "you." Ever met someone who only talked about himself, laughed at his own jokes and never let you utter a single word? Most company's marketing materials are just like this person because the communication is focused on what they want to say and not what prospects want to read/hear. The words "you" and "how to" tell prospects information is for them.

2. Deliver on the spot. You can't let your prospects wait, so give them what they want now. Better yet, provide them with instant value. When you give prospects immediate access to beneficial information focused on them, you get rewarded with action.

3. Engage the senses. Remember, the mind "thinks" in images, not words. So use your words to paint a picture of your product/service in action and the end result it offers to your prospects. Work in fears, agitate pains and then promise a better life in some way. And don't be hesitant to tell a story.

4. Provide exclusivity. Who doesn't like being part of a select group? While everyone else trumpets "me too" promises, your limited-time offer, special privileges or members-only invitations offer your prospects access to something others only wish they had.

5. Engage and encourage interaction. Prospect involvement helps you establish closer relationships and proves you want to better understand your potential customers' needs and desires. As a result, you gain greater trust and, ultimately, more sales.

Please feel free to share this e-mail with the people in your network.

Sincerely,

Tom Trush

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