We have all done it. While walking into a store to buy a few items, we happen across a table offering free samples. What does it hurt to try a small sample and move along? If you are like me, simple eye contact with the one offering the product engages me in a conversation, typically ending in an additional item in my cart. What these stores understand is that if you allow your consumers to “taste” the goods, the likelihood of a purchase increases exponentially.
The same concept happens in marketing. Our senses absorb the external selling around us as we see flashy billboards, smell delicious aromas pouring out of restaurants, and listen to 15 second blurbs on the radio. The lure is strong and ever-present.
In his book Duct Tape Marketing, John Jantsch describes the stages of gaining a client through marketing. He first explains that everyone has a group of suspects or potential clients around them. The goal is to get that group to identify themselves as true prospects – those who respond to your invitation for more information. You must sell them through continued efforts and show them that your product is worth repeat business for them to become clients.
Our PWOC ministry is much like the marketing world. PWOC suspects are walking by you daily. They become prospects when the Lord leads them into your lives and they begin watching, seeing a keen difference in you. They become clients when they realize the genuine love you have for the Lord and for them.
You invite them. They come curious. They will stay when the product is genuine.
“Let us hold unswervingly to the hope we profess, for he who promised is faithful. And let us consider how we may spur one another on toward love and good deeds, not giving up meeting together, as some are in the habit of doing, but encouraging one another—and all the more as you see the Day approaching.” Hebrews 10:23-25
Jenn Cook – PWOCI Communications Coordinator
