Long story short – people buy based on the benefits, and then they justify their decision based on the features. That’s why you need both to sell.
No one buys a lawn mower because it has a big engine – he buys it because he can cut his lawn in half the time and spend twice as much time golfing. He buys it because he can cut even the tallest grass without stalling out and making himself look like an idiot for not cutting his grass sooner. And he buys it because something this big and powerful can only make him look bigger and more powerful to his neighbors and his wife (or so he hopes).
But when he’s bragging about his new mower to their next door neighbor, he’s talking about how much horsepower that baby has, how it’s made out of the same metal as the space shuttle, and how a team of 4 inspectors go over the entire mower three times before it leaves the factory.
These features are his justification, and they’re nearly as important as the original benefits that made him buy in the first place. They’re the reason he can justify the thousand dollar purchase to himself and to his wife, and justify why he doesn’t return it for something smaller and cheaper they can actually afford.
Now let’s put this whole features and benefits thing on steroids…
Features are useful, but by themselves they won’t sell a thing. Benefits are terrific, and by themselves they will sell stuff. But without the features, you’ll get a lot of buyer’s remorse and refunds.
BUT… if you add EMOTION to the equation, you put your entire selling process on steroids. That’s because while people think in terms of logic (or to be more accurate, they believe they are thinking in terms of logic) it’s their emotions that weigh in most when it’s time to make a decision.
Thus, the more you can tap into your prospects’ emotional wants, the more they will respond to your offers.
And the best way to get at their emotions is to go all the way.
Don’t stop with just the obvious stuff, dig deeper.
Let’s use an example: You’re selling a weight loss product. You could say, “Take this pill, lose weight.” Losing the weight is the direct benefit of taking the pills. But that’s what everyone in the marketplace is saying. Plus, you’re not tapping into your prospect’s emotions, are you?
Instead, dig deeper and find the indirect benefits. What happens when they lose weight?
- They have more energy
- Stamina increases
- Higher self esteem
- More confidence
- Better dates with sexier people
- More outgoing and social
- Looks better
- Feels better
- Better able to take on life’s challenges
- Less jealous of others (now they’re jealous of YOU)
- Live longer
- And so forth.
NOW you’re tapping into the REAL emotions behind losing weight.
Take it one step further, and put them directly into the picture. Don’t tell them they’ll have more confidence. Instead, ask him to imagine what it will be like when his confidence is so high, he can walk into a room of beautiful women and ask the most gorgeous one on a date, and she’ll say YES.
Or ask her what it will feel like when every eye in the room turns towards her – knowing all the men want her, and all the women wish they were her.
Now THAT’s tapping into emotion.
And that will get you the sale every time.
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You may have noticed that Internet marketing goes through phases where everyone seems to be jumping on the same bandwagon. That wagon might be the latest, greatest social network. It might be paid newsletters or membership sites or video marketing or…
You get the point. There are times when it seems everyone is coming out with a new product that does basically the same thing as the previous dozen products, and they’re all competing against each other for customers.
This is when you can be a copycat or smart cookie. Let’s say the newest, greatest thing is $10 a month paid newsletters. (Yes, I know that was a number of years ago, but this is just an example.)
The copy cats observe that courses on how to write and sell little newsletters for small prices to lots of people are selling like hotcakes. And because they’re copycats, they create their own courses and jump into the selling fray. The competition gets stiffer and stiffer and soon underhanded techniques are being used, prices are being slashed, and everything is downhill from there.
Just like the copycats, the smart cookies watch to see what’s happening in the market. But instead of jumping in like everyone else, they sit back and ask, “What do these people need that I can provide?”
In the case of the paid mini-newsletters, there are now tons of customers who bought or are about to buy the newsletter courses who are going to need:
- Membership software
- A list of profitable topics
- A list of places to find their prospects
- Content for their newsletters
- Sales copy for their sales letters and sales videos
And this is what the smart cookie does. She doesn’t try to compete with the dozens of people selling the “how to” courses on mini-newsletters. Instead, she looks to see how she can complement what everyone else is doing.
In this manner every customer of ANY product teaching how to run these newsletters becomes her target prospect. She’s not competing with the course sellers. In fact, she’s often working hand in hand to provide their customers with exactly what they want and need to make their new businesses work.
The customers are happy. The people selling the courses are happy. And she’s rolling in the dough because she took a step back from the fray and asked, “What can I do to complement this trend, rather than compete in it?”
Next time you notice a trend, don’t compete. Instead, find ways to help both the sellers and the customers of this trend, and watch your bank account grow as you fulfill customer’s needs and desires.
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Network marketing, like any business, is a long term business. Like any other business, It takes time to build this business also. After you have have joined a good network marketing company, you should think long term and stick with…Read More…
If you’re selling big ticket items, you’re leaving a tremendous amount of money on the table if you’re not sending your prospects something in the mail. Think about it – anyone and everyone can send an email, but how many sellers reach out via the postal mail to give their prospects something tangible they can hold in their hands?
Better still, “snail” mail can’t be deleted at the click of a button. And if you make it enticing enough, physical mail gets read and acted upon.
So what should you send to your prospects? According to Dave Dee, you should send a packet of info that includes the following:
– A checklist. For example, if you’re selling a service then you would send a checklist entitled: 7 things you should look for when hiring a _____. This way YOU set the buying criteria and you tell the prospect what to look for.
Now here’s the trick – at least ONE of those 7 things must be something that ONLY YOU do. Maybe you provide a service no one else provides, or you do it in a way like no other. Or perhaps your guarantee is unparalleled. Or you offer a free bonus service that everyone else charges for. Or perhaps you have qualifications or proven results that no one else has.
Whatever it is, it has to be something that only you have, so that when they go to compare you to others, no one else measures up to you.
– Include a newsletter of your own. It should be 2 pages long, customer oriented and include:
- Bullet point tips – these could come from your website or your book – no need to write new ones
- 1 article which could again come from your website or your book
- 1 cartoon (get someone on Fiverr to create this)
- 1 big mistake that people make and how you correct it
- Your picture
– A micro sales letter that sells them on the next step in the sales process, whatever that might be. If it’s making a small order, making a phone call, visiting your website – whatever it might be, you want to move them along in the sales process.
If they don’t respond to this package, Dave Dee follows up with these 3 sequential mailings.
First, he sends a gourmet cookie and a letter in a box. He uses a box so the cookie doesn’t get crushed. His letter begins, “As you can see, I’ve included a cookie. Why have I done this? I wanted to catch your attention. As you can see this is a gourmet cookie. It’s different, just like not all (Your profession, service or product) are created equal…” And then he reiterates his offer. This engages all of their senses and who doesn’t love cookies? Is anyone going to throw this in the trash without at least reading it? Highly unlikely. Are they going to remember it (and you) in the days to come? You bet.
Next he sends a fortune telling fish. It’s simply a little plastic fish that moves in your prospect’s hand. You can find these on novelty sites. Depending on the movement of the fish, it tells you something. The chart that goes with it says if it moves up, it means the prospect is going to call you. If it moves to the left, he’s going to hire you today. If it moves right, he’s going to buy your product, and so forth. No matter how fish moves, it’s a similar call to action
The third mailing is an Aspirin with another letter. This letter starts off with, “Do you still have this problem? We can make your headache go away…”
And if Dave still doesn’t get the response or sale he’s looking for, he then follows up with a year of monthly newsletters.
It sounds like a lot to put together, but once you have the system in place you never have to deal with it again. The newsletter can be timeless, so you can continue to run the same 12 issues. And the sales letters stay the same for as long as you’re selling the same product or service.
Your follow up system doesn’t need to be this elaborate, but one good point to take away is this – acting differently from everyone else and being more creative will get you noticed and it will get you business.
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Carl was brand new to his niche. He had no authority, credibility or following. He knew no one. Yet within weeks he had sales, clients and JV partners. How did he do it?
By being just a little bit sneaky, yet still 100% ethical and above board.
Carl knew he needed an incentive to get people to join his list. He also knew he needed something to immediately build his credibility online, so people would trust him and buy from him.
What he wanted was something like an online calling card that would educate, entertain and subliminally sell both himself and his forthcoming products and services.
So he decided to do something that might sound a bit strange – he interviewed himself.
That’s right. He wrote down a list of questions from his niche that he knew he could answer really, really well.
Then he recorded his answers to the questions. And while recording, he streamlined the questions, deleted one that didn’t work and added two more that he thought of.
Then he found someone on Fiverr who had a voice that could easily pass for a newscaster or radio personality, and hired him to read the questions he’d written onto an mp3.
And finally he hired someone else on Fiverr to put the recorded questions together with his recorded answers, along with 5 seconds of professional fade-in music at the beginning and 20 seconds at the end.
Now he had his interview. And anyone listening to it would think he was most definitely an authority with a great deal of expertise. Plus he sounded a little bit like a celebrity, which didn’t hurt either.
Carl used this interview to build his list. He also sent the interview to potential JV partners and prospective clients, as well as podcasters. As a result, he received numerous invitations to be interviewed, to do guest posting and to do joint ventures.
And because he sounded like a true authority, his list opened his emails and clicked his links, too.
Please note: Carl never misrepresented himself. He never claimed the interview came from TV or radio. Had someone asked, he would have told them he hired someone to interview him. But interestingly enough, no one but his wife ever asked.
That’s another perk of being viewed as an authority in your niche – prospects already view you as the expert, so you don’t need to prove yourself. Instead, you can focus your time on where it belongs – helping your customers solve their problems.
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You know webinars are a great way to sell products. Hop on a webinar, talk for 30 to 60 minutes and sell some products right there on the spot. Then rinse and repeat as many times as you like, buddying up with a different list owner each time. It’s simple, it’s fairly easy, and the more you do the better you’ll get.
But for many marketers, it’s scary to get on the Internet and talk to tens, hundreds and maybe even a thousand people at one time. “Me? Talk for an HOUR? To PEOPLE?”
Here’s something to consider: You don’t need your own list to run webinars. If you have a great product or service, you can go to list owners and split the money with them. What an outstanding way to get access to other people’s lists and make money doing it!
And most list owners love doing webinars because it’s almost hands off cash in the bank for them. All they do is send out one or more emails to their list, and you do the rest of the work. This means that webinars are an excellent way to get your foot in the door with people who have big, active lists.
Another thing to consider is that webinars mean almost instant and highly targeted traffic for you. Your partner promotes your webinar to their list and their people flock to your site to sign up.
Webinars create instant products in themselves. You can SELL your webinar if it’s packed full of good info. Think about that – what better way to create an instant product than by talking to an audience for an hour?
Or you can give your webinar recording away as a list building incentive of your own.
Plus, webinars can be REPLAYED to make even MORE sales. Again, you record it once and you can set it up on your own website to make more sales. You can also let your list-owner partner put it on their site as well, or send more traffic to your site to listen to the webinar.
And here’s the kicker you probably never even considered: Webinars are one of the best ways to build your own list. You partner with someone, they send traffic from their list, you get (for example) 500 sign-ups and 150 of those attend the webinar. 15-30 of the attendees buy your product, and now you have sales AND a new list of 500 people!
Webinars provide quality traffic, high conversion, partnerships and quick product creation for both free and paid products.
Webinars are truly great for selling products because nothing gets people more excited to buy your product than hearing from you – the expert – on how they can achieve their goal.
And they’re also one of the best ways to build your list.
Imagine if you do just one webinar a week or even once per month – how much more you could accomplish in your business… Believe in yourself and go for it!
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