Posture Building Techniques to Attract New Customers Like Bees to a Honey Pot
I’ve had a long and varied career in sales and marketing. But I didn’t learn about posture till many years after I set out on this pathway.
I first learnt about posture from an author by the name of Robert J Ringer, when I read his provocative book, Winning Through Intimidation (How to Be the Victor, Not the Victim, in Business and in Life)
While reading that book, I was gobsmacked at the gall of the guy. He was using posture building techniques to close million dollar deals with clients he barely knew. Although the title of the book includes the word ‘intimidation’, the reality is that he wasn’t using intimidation techniques at all. Robert Ringer was a practitioner of the posture game, pure and simple.
After reading the book, I decided to employ some of his techniques. So I created a new business card. Not just your standard small size business card, but a fold out card with a pic of me, nice graphics and some value statements included. This card sent a signal to the recipient that I was more than just another insurance salesman (my vocation at the time).
I also created a brochure and sent it to the prospect before I spoke to them on the phone. By the time I called, they were more receptive than had previously been the case. Having good posture works!
What Is Posture?
Just as a dog can smell fear on a human (and may attack him), the same dog can approach someone who shows no fear, and give him a warm welcome.
In the human world, the person with posture and confidence is the one who will usually attract more customers than the proverbial blushing violet.
So what the dickens is posture? In some respects, it’s another word for confidence. But I think it’s more than this.
A definition I like is this: ‘to behave in a way that is intended to impress.’
Yes, that’s it. We want to create an overwhelmingly favorable impression in the minds of our prospects. It’s not just about confidence – it’s also about respect and authority. The more we have, the more likely it is that people will do business with us.
You Don’t Necessarily Need to be a Confident Person to Have Great Posture. This is a critical point. People think that people with great posture are naturally super confident. Not true. In fact, people who use posture building techniques in their marketing often use it to mask an inherent lack of confidence in the way they conduct themselves.
Bottom line: These techniques work great for people who are not naturally super confident.
How to Use Posture in Your Business
Different industries have different requirements, therefore, different techniques can be used to increase posture. But your objective should be to project confidence and authority (and hence posture) in the marketplace. Here are some ideas:
You’re a Blogger
Mitch Mitchell runs a blog called I’m Just Sharing. Mitch projects posture in his writings, but also in other ways. For instance, he features a kind of T&C statement under the Comments section. Take a look:
You Run a Main Street ‘Local’ Business
There are different ways to project posture and confidence. Here are a few ideas:
First up I would ensure that my website projects my brand values. Those values would revolve around professionalism and competence. You want to convey to visitors that you are the leader in your industry.
I would also make it very clear about the way I do business which would include trading hours, terms of service etc. Further, I would educate my audience about the pitfalls of doing business with inferior competitors (the ‘pick a fight’ technique, see below).
Also, I would look for pain points that my audience experiences, then use effective messaging techniques to remind them of their pain.
This is gutsy stuff. But here’s the thing. You will increase your marketplace posture and authority when you display courage with your messaging. People want to do business with the alpha leader – your job is to prove to people that you are.
You’re a Consultant
Create a Report. It’s such an effective tactic, so why don’t more consultants and coaches use it? Beats me although laziness and lack of vision and courage are three possible reasons that spring to mind. Make it a free report initially. Down the track, you may want to charge for it. You can use the report to attract leads, but you can also use it to establish authority in your niche – a sure way to boost your marketplace posture.
When you write the report, focus on one pain point or problem, that is commonly experienced by people in your niche. Your objective is to highlight the pain point and then offer a conceptual solution. In other words, show them what they need to do, but don’t necessarily show them HOW to do it.
Make it a free report initially. Down the track, you may want to charge for it. You can use the report to attract leads, but you can also use it to establish authority in your niche – a sure way to boost your marketplace posture.
You’re a Salesman
Record a posture building video then load it to YouTube. Send the link to your prospects via a well-written, personalized email. Use monitoring software to track open rates. If she opens your email, call her – even if she hasn’t made a formal inquiry.
You’re a Practitioner
If you run a professional service firm, I have three strategies for you today. Here is the first one:
1). Start a Blog
If you already have a blog, read this anyway and learn how to upgrade it.
Rather than make your blog an afterthought, metaphorically tucked away in an (almost) hidden recess of your website, do this instead: elevate it front and centre.
Because a blog is so potentially dynamic, it makes no sense for it to play second fiddle to the other pages on your site. So, this strategy will give due prominence to your blog. Why? Your blog is potentially the greatest posture enhancing tool you have.
For more ideas on how to craft posture building messages via your blog, go here:
2). Write a Commitment to You Statement
So what is a commitment statement? It’s a simple concept. Traditionally it has been used by switched on business owners to convey to potential customers exactly what they can expect from the firm. This is called Our Commitment to You statement. This technique works well for professional service firms and consulting businesses, but other companies can also use it to good effect.
This technique works well for professional service firms and consulting businesses, but other companies can also use it to good effect.
Here is an example of a customer ‘commitment to you’ statement from Heart and Soul Marketing:
3. Write a Commitment to Us Statement
Most businesses that use a commitment statement leave it at that, which is ok. But if you want to set the cat amongst the pigeons you should take one extra step and create a Commitment to Us statement.
Essentially this statement turns the table on potential customers/clients by asking them to make performance promises to the service providor, before they’re accepted as a client.
You could include points such as:
- You’ll Implement Our Recommendations.
- You’ll Treat Us With Respect.
- You’ll Pay Us. On Time Payment.
- Tell Us If You’re Not Happy.
Action Coach uses a modified version of the Commitment to Us statement. Although the copy is poorly written, it certainly conveys posture. Take a look:
Why It Works. People like and respect strength, and will tend to gravitate to those who display it.
Posture Enhancing Techniques
Posture Enhancing Technique 1: This Is How We Do Business
Don’t be all things to all people. Focus on what you’re good at and aggressively target people who will love your message. All good businesses transmit to their audience exactly what they’re on about, what they are good at, and how they do business.
Posture Enhancing Technique 2: Press the Pain Button
People are motivated primarily by two things:
- Desire for gain
- Fear of loss
Without a doubt fear of loss is the most powerful motivator. Therefore, it makes sense to hone in on the typical pain points experienced by people in your niche, as already mentioned. Don’t hold back – your audience will thank you because you’re talking directly about the issues that concern them.
Empower Business Coaching, used the disturb technique to highlight the pain that’s experienced by many companies by creating a video around the concept of ‘why businesses stay small’ (note the headline below the video graphic):
Posture Enhancing Technique 3: Establish Authority
This one is a bit of a no-brainer, but if you can create the perception that you and/or your business are the market leaders, more people will want to do business with you. Use of posture enhancing tools such as free reports (as discussed), proof building and testimonial style videos will powerfully increase your marketplace authority.
I wrote a blog post on the topic of credibility and authority building. Check it here:
Posture Enhancing Technique 4: Tools of the Trade
Other than the aforementioned blog and free report ideas, I also suggest you look at the following posture building strategy:
- Autoresponder System. You need this so you can communicate regularly with people who have opted into your list. As you would expect the content of your emails should be designed to further enhance posture for your business.
To set up your autoresponder system you will need to open an account with a good company.
Posture Enhancing Technique 5: Your Brand Is the Bomb
Projecting aesthetic values that suggest quality will also enhance your marketplace posture.
Posture Enhancing Technique 6: Use Provocation
Posture can be further enhanced by using the provocation technique. Ideally, you will use it with some of your blog posts and emails. Be careful not to overdo it, but used effectively it can transform your messaging from the mundane to the exciting. Here are a few examples of my own provocative email headlines:
- “Way To Go Monkey Brain”
- “Gay Boy, a Martini, and Me”
- “13 Work At Home Pitfalls The Get Rich Quick Crowd Won’t Tell You”
- “Fat Bastard and Mini Me. What they taught me about business”
Posture Enhancing Technique 7: Pick a Fight
This strategy is a gutsy approach because it requires courage to use it. But it can be a super effective way to enhance your posture. Apple computers had a lot of success with this strategy when they chose to pick a fight with the enemy – Microsoft in particular, and PC’s in general.
Perhaps you remember the tv ads from Apple. The dull guy on the left was the Microsoft archetype, whereas the one on the right was the cool and hip Apple guy.
The above is a good example of picking a fight without being overly aggressive. Indeed, humor was the main weapon and it worked brilliantly.
Here is another example – a headline from one of my blog posts:
Posture Enhancing Technique 8: The Takeaway
The thinking behind this technique is simple – people are more included to want something if they think they’re going to miss out. That’s why marketers use techniques like limited time offers etc. Another way to use the Takeaway is to let them know that you don’t need them as customers. If you run a consulting or professional service firm you can extend the idea by making people know that you don’t need everyone as a client – not all prospects will be a good fit for your business.
Another way to use the Takeaway is to let them know you don’t need them as a customer. I gave an example earlier of the Commitment To Us statement, which represents a good example of the Takeaway technique in action.If you run a consulting or professional service firm you can extend the idea by making people know that you don’t need everyone as a client – not all prospects will be a good fit for your business.
If you use the Takeaway strategy your posture will be enhanced. The funny thing is that if executed properly, you’ll likely attract more customers not less. Why? People are naturally drawn to those who show posture.
Next Steps For You
I suggest you select one or two of the strategies listed and make a commitment to impliment them. If you need help let me know
Your Turn – Time to Comment!
What was your biggest takeout from this post?
What posture enhancing techniques have you used in your own business?
After reading this post are there any ideas that you will now embrace?
Make a comment below!
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