Nothing is more important to your success and getting everything you want in life than learning how to sell.
What is selling?
Well, sales is the transfer of belief from one person to another. Whether it’s selling your kids on doing your homework… or asking someone on a date… or getting a customer to say YES… it’s all sales.
In the context of business, there is nothing more important to the success of a business than making sales. It’s the entire purpose of the business – to create customers.
“Sales cure all” – Mark Cuban
And if you’re writing sales letters, blog posts, emails, creating videos or any other form of content marketing, there’s a very simple, age old formula for selling just about anything.
In fact, if you’ve never sold anything in your life, stick to this formula because it makes the process super simple.
By the way, content marketing is selling, in spite of what some people may believe. You do want people who are reading or watching your content to consume it and take action, right? Ok, just making sure.
So, let’s get to it…
4 Steps To Sell Anything
There are 4 simple words that contain massive persuasion power, when you understand how to use them:
A – Attention
I – Interest
D – Desire
A – Action
Take a look at ANY successful sales message, and you’ll find this formula in action.
Do you what the number one enemy of your marketing is?
Your prospects are bombarded with ads.
Everybody is competing for their attention.
So If your message doesn’t stand out, grab’em by the lapels and pull them in… fugget about it.
Your email subject line, your blog title, or sales page headline needs to stop them dead in their tracks and make them want to find out more.
Just look at your inbox. I bet it’s flooded. And I’m also willing to bet you’re ignoring most of the messages.
Unless, you see something like…
Eggs And Salmon All Over My Garage…
What I Learned In Sex Ed Class Yesterday…
Your Wife Is Hot…
Priest And Rabbi At A Boxing Match…
Cops Threw Them Out On The Street…
Why My Wife Insists I Read Victoria Secret…
The Dirty Looks I Got At The Airport…
These are just some of the examples of subject lines I’ve used which have been VERY successful. As in, high open rates, and more importantly, people actually BUYING a product.
By the way, every single one of these emails were promoting a marketing product to internet entrepreneurs. So don’t you get any ideas 😉
Same with blog titles, video titles and sales letters. The headlines have to be engaging and curiosity provoking. Or they’ll simply be ignored.
You got their attention. Now what?
Now you have to keep them interested by talking about what’s important to them. You have to know what your prospects want, so that you can tap into those desires.
Amateur marketers make their sales message about the product. That’s a BIG MISTAKE. Professionals make it about the prospect.
You need to know your prospect’s wants, desires, fears and pains, as it relates to your product.
When you talk about them and their situation, you’ll have them hooked to want to keep going.
But that’s just the beginning, next is…
You got their attention.
Got them interested to keep reading (or watching).
Now you need to show them how your product is going to solve their problems and help them achieve what they want.
There’s an old saying in sales…
“People don’t want a drill, what they want is the hole.”
Super important to understand. Nobody is interested in how the car is made. What they’re interested is in how the comfortable, safe, and fast the car is… and how driving it will make them feel and look. That’s what they really want. Why else would someone spend $50,000… $60,000… or $80,000 on a car. Or more in some cases.
How about weight loss. People don’t really want to lose weight just for the sake of losing weight.
No, what they really want is to be more attractive, feel better physically, and feel better emotionally. So if you’re selling a “how to lose weight” program, that is what you have to really focus on.
When I used to sell life insurance, I’ll tell you, it’s the hardest product in the world to sell. Who wants to buy life insurance. So I wasn’t selling insurance. I was selling “income replacement”, and protection for the family. Now that people understood.
Finally, you need to tell people what to do to buy your product. Don’t think people are just going to figure out what to do.
If you want them to click on a button, then you have to say – Click on this link.
If you want them to buy a product, then you have to say – Click here to order.
If you want them to watch a video, then you have to say – Watch this video.
The reason you need to tell people what to do is this – people will procrastinate, and the brain is a lazy organ. You don’t want to leave anything to chance.
By telling them what to do you are sending a direct set of instructions to the brain. And there’s a much higher chance they’ll click on a link when you tell them to do it, then if you don’t mention it at all.
So there you go…
Use this 4-step formula next time you’re crafting a message, and you’ll be well on your way to creating a compelling sales piece.
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