What’s one appointment setting problem that often puts a dead halt in any possible engagement? Irrelevant content. People don’t want to engage when they don’t even take a second glance at the email you sent or the call you made.
Then again, there’s just so much to know about your business that summing it up in a single subject line seems impossible!
So here’s an alternative: Disguise your value proposition.
Here’s one example. In this article on food delivery service Munchery, the first couple paragraphs describe the company’s process of cooking, packing, and delivering, all with the impression of a drug operation. (The image at the top really helped.)
Imagine this were a T.V. commercial and this was the first few seconds. You’d think it was a drug operation until they finally see the customers include a punched out office worker, the clerk at the dry cleaner, and your typical working mom. And from out of the bag, a nice orange box containing their Munchery order. (Tomatoes? Yeah, that’s some hard stuff right there.)
Applying the concept to your software appointment setting process isn’t so hard if you remember these core ideas:
- Find something interesting but not necessarily relevant – Yes, relevance is still key but there’s also a much lighter form of relevance that can arguably attract more attention than your core value proposition. This would be the sort of casual things your prospects are interested in (TV shows, movies, identification with a particular subculture).
- Use very general language – Here’s another article example featuring a ‘warped’ Mickey Mouse and a new fashion line. Given the use of the word warped, you’d think it was something along the lines of Escape from Tomorrow. But surprise! It’s warped only in the visual, literal sense (they put Mickey’s face under a couple of experimental photocopier). This makes it easier to say something that gets attention but at the same time you can expound on the specifics.
- Tie it all together – And finally, to really keep it relevant, tie it all up together. What was the purpose of giving your client the impression? For example, Munchery’s analogy with the drug operation is an out-of-the-box way of describing its dedication to the process. It’s calculated. It’s on edge. How does your disguise remain tie in with the value proposition?
Here’s one last analogy. Remember that it’s getting closer and closer to Halloween. You don’t just pick any costume. You pick something that’s tied with your interest (subconsciously or not). In the same manner, the best disguise for your value proposition is one that ties to it in unexpected ways.