by Trey Ryder

Have you ever gone hiking on what you thought was a flat, easy trail -- only to suddenly find yourself stepping over rocks, ducking to avoid tree limbs, and pushing aside underbrush and thorns?

You face the same obstacles when you try to deliver your marketing message. For years, your prospect has believed stories that aren't true -- bought into silly myths -- and listened as friends told tall tales with exaggerated facts. Then you come along with a message about how you can help your prospect. The problem is that his mind is so full of misinformation that you have almost no chance of getting through his mental underbrush and thorns.

For example:

-- If your prospect has the misconception that he doesn't have a problem, then he won't likely take action to correct it.

-- If your prospect has the misconception that his problem isn't big enough to worry about, then he won't likely seek a solution.

-- If your prospect has the misconception that his problem will correct itself over time, then he will probably ignore it.

-- If your prospect has the misconception that his problem cannot be solved, then he won't keep his eyes open for a way out.

-- If your prospect has the misconception that any solution is worse than his problem, then he will discount suggestions from people who offer answers.

-- If your prospect has the misconception that your services cost more than he can afford, the he won't likely call you.

Look at it this way: If you can say to yourself, "My prospects have a lot of misconceptions about (your subject). If they had correct information, many more would hire me." -- then you have the opportunity -- and the need -- to set the record straight.

You do this by writing a message that identifies and corrects misconceptions.

You may have seen the article I offer called "13 Marketing Misconceptions That Cost Lawyers a Fortune." The title is attractive (if you have an interest in lawyer marketing) because it identifies incorrect information and adds that the result of bad information can prove costly. Further, because it mentions lawyers, it identifies my target audience. This increases response from attorneys and screens out others who think this information won't apply to them.

I suggest that you compile a list of misconceptions that you know prospects have that keep them from solving their problem or hiring you. Your list should include misconceptions about all of the following:

(1) Your field of law.
(2) Your prospect's problem.
(3) Your recommended solution(s).
(4) Your services.

Make sure you identify as many as you can because all it takes is one misconception and your prospect won't call you. Then, after you create your list, write your handout like this:

1. Identify the misconception.
2. State in absolute terms that it's not correct.
3. Describe is clear language what is correct and what you recommend.

For example, here's one misconception from my "13 Marketing Misconceptions That Cost Lawyers a Fortune":

MISCONCEPTION #8: You should mail your newsletter to clients and prospects quarterly. Not even close! In today’s over-advertised society, you’re fortunate indeed if you can create an impression in your prospect’s mind. If you hope to make your impression stick, you should send your newsletter at least monthly. The more often you mail to prospects on your mailing list, the more new business you will likely attract. The frequency with which you deliver your newsletter is much more important than its size.

Make sure the title you choose will seize your prospects' attention. Then offer your new educational handout so you attract inquiries from the target prospects you want to reach.

Summary: When you clear up common misconceptions, your credibility increases and you attract prospects who, without this information, might never have understood their problem and the solutions you can provide.