At www.greatmarketingworkshops.com we create powerful marketing and sales training lessons for clients - here is an example of just one of them

1. The sales workshop

2. The getting better at sales workshop My Great Marketing Works guarantee to you: Everyone of you will get an ‘aha’ moment Everyone will have at least three ‘takeaways’ Everyone of you will ‘benefit from’ this. You may even have your own sales pitch by 8:30 which you can use tomorrow!

5. What does selling mean to you?

7. How do you start your day?

8. What could affect your day?

14. Any Type of Selling: What does it need? What characterises it? People and motivation.

15. Sales, is another of those experiences best enjoyed by two consenting adults 

22. NLP – which one are you? More NLP – now it gets personal… Differences: Visual, Kino, Auditory, Audio digital There are a huge range of tests, to find out which one you are but not needed for today, simply pick from the sheet which phrases you say the most, for your representational system. Now find out your partners RS and practise selling to them with this way of thinking. This is ALWAYS tricky at first, but you will be able to.

23. Now we know more about ourselves and our customer, now let’s give them our offering in the best possible light. Features vs. Benefits.

24. What are your company’s benefits?

26. Now can we bring them together? Your company’s benefits and your partner’s Representational system? So we can gain rapport whilst selling. Try both ways, try without the RS and with the RS and see, feel and hear the difference.

27. Break time: See you in 3 minutes

28. Welcome back: hang on to your hats

42. Read the example and then try it out with your partner.

43. Objection handling:

52. Remember:

53. Sales letter creation:

54. Some people can’t write sales letters – they do things wrong!

55. Be a person – and personable. Deadly sin No 1: People write for themselves not for their target market and write sales letters that aren’t human, they are not from them …. Write with only the benefits in mind, what are benefits of your company’s offering? Benefit vs. Features. What’s in it for the reader? How can start to address their concerns, emotions, needs and desires? Should we simply create solutions to problems? EXERCISE Create a sales paragraph for your company containing 4 benefits………..

56. Stay true to U….S.P’s Deadly sin No 2: The sales letters they write have many different themes and narratives and so confuse the reader. We all should know our company’s USP’s (unique selling points) and if not then we need to. RIGHT NOW! Discuss and write down your company’s 3 best most important USP’s. EXERCISE: These can then align to three sales letters. Now choose your favourite USP and this is what the sales letter will be about. Your very best USP.

57. KISS Your customers and make them happy Remember! Keep it simple stupid, one of the hardest things in marketing Great marketing should be ZEN like in its’ simplistic.

58. The next 11 minutes will make you richer… forever. Deadly sin No 3: They don’t use powerful headings …. If we have ten hours we spend nine of the header! Why? Examples of newspapers. Bring some in. EXERCISE Create a humorous header for the funniest company in the group Discussion: should we use humor and shock tactics in the header? Depends on the target audience, but does it? Conclusion a double edge sword, does it make you want to buy the product or just make you laugh?

59. We are rarely PAID to make people laugh Remember! As a small business, we direct response ONLY no brand advertising, we want people to respond, humor is an easy get out clause for them, its doesn’t pay us or reward us.

61. The next exercise will make you more money ….tomorrow. If we have ten hours we spend nine of the header! EXERCISE Create three different headers for one company in the group then critically evaluate, what did it make you feel ? How can this be used to create a sale? Vote for your best one and then present all of them to the group. Is their any power of questions? Open questions vs. Closed questions…. Which is best? Is one better? What’s an open question? i.e. a question that gets more information e.g. how, why, when, what….

62. When are you paid to be original and creative? Deadly sin No 4: They try to be original and forget the golden magic words for sales writing. I love you never will sound trite when said right…. Magic words vs. Tragic words: Magic words Free, new, you, sale, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted ,announcing, your, people , why. EXERCISE Can we think of anymore? Add three of these new words in the paragraph.

63. When are you paid to be original and creative? Deadly sin No 5: They try to be original and forget the Terrible power of tragic words for sales writing. Tragic words: Buy, obligation, failure, bad, sell, loss difficult, wrong, decision, deal, liability, hard, death, order, fail, cost, worry, contract, try… EXERCISE Can we think of anymore? Are all negative / non action words tragic i.e. try. Are they in our paragraph we created? If so delete them and put in new words and present this better work to the group.

64. Repetition: the power of the power of the power of reps As we know its takes on average 9 different understood respond moments in the brain to recognize the needs for a product / service and the sale. So repeat, repeat, repeat. But remember you can repeat in different ways, but make sure your USP is as clear as possible. Discussion: can your repetition really offend the Intelligence of your target market? EXERCISE Add in your chosen USP in the paragraph several times in different ways, features and benefits if you have to. Present to 1 person in the group. Why do we repeat things? Words and phrases?

65. NLP – clever word time Deadly sin No 6: They don’t use NLP to covey the message over to the reader, they don’t include all the sense, deletions, negatives, embedded commands This is why you needed the break….. What is NLP – does anyone already do it? We all do. NLP is the system by which we learn about how other people see and express the world, in doing so we can market to their sub / unconscious mind. Question: why market to the unconscious mind?

67. And now we get devious with our language use Anchors : Anchors are some of the most powerful ways of communicating to the unconcious mind and they affect the way we act all the time. They are triggered by different stimuli and create different states of emotion. But these are not uncontrollable and therefore we can use them in marketing. Example of an anchor. Visual anchor using touch as an anchor Auditory anchor: the special…. slowed….. down voice. Even your name is an anchor or some sort.

68. And now we get devious with our language use Anchors : In physical selling we can use body language and tonality to create very powerful sales stimulae and good sales people do this subconciously (workshop later) In sales writing we have to do the same but with word anchors and triggers and do this conciously. With stylistic anchors: Use ITALICS and bold and even CAPITIAL letters and different colours if you have to do anchor in emotions, key point, and trigger moments. But this is just the start

69. And now we get devious with our language use Anchors: Creation of anchors: Develop a state that you wish to create later: this can be positive, excited, intrigued, happiness. Anchoring into a negative state is not good for the buying process and therefore should be avoided. As the state is increasing in intensity, set the anchor, use the word, use the stylised difference Allow the state to subside… then trigger the anchor Reap the rewards and sign off….

70. An example of an anchor Anchors: Imagine…. asadfa

71. Testimonials and case studies : Testimonials are from the people who have done business with you who loved your service, enjoyed your product, are regular customers and are people who are willing (very important) to be in your marketing materials to persuade other people to benefit from the offer. EXERCISE: Think of a testimonial person for your company: what would you like them to say? Discussion: What if we don’t have anyone? How do we get them?

72. Testimonials and case studies : Give you first lot of product / service away for free. Create your own adverts as a part of the agreement Give your testimonial a discount or a thank you prize Create a referral scheme which increases when they help you out i.e. Use your family and friends remember only YOU know these people have a personal interest in your product. If you can get PR from testimonials then do so vice versa i.e. have a reporter saying something positive.

73. Where to place – the space? The spacing rules: it’s measuring and marking lines across the page that are 0.618 of the way from the top to bottom. If you can understand that then fair play…. My much simpler version is: 1 quarter of the page down - place the heading 1 quarter of the page up from the bottom - place the call to action and your USP. In the middle of the page you place your benefits. At the bottom goes your PS. And somewhere you should have a box on there too. Discussion: where should testimonials go?

74. Discussion: where should testimonials go? Where should testimonials go? There is no real ruling, should they go on the side? Should they have a picture next to them? Could they go on the back for the page? The market is ever changing… so is this…

75. Sales letter essentials Writing for the person. Imagine you are reading it with the real voice you use in your head. Does this letter, make you want to find out more, have emotion, want to buy? Does it stress the benefits for you? Can you list the reasons why you would buy, NOW Does it have more than one sales message, if a 12 year old doesn’t understand it KISS it It must have in it a call to action, how do you buy, when do you buy, what else? Is it honest, does it have integrity, is it consistent, do you trust the person selling to you Has the piece repeated its USP and sales message so you can hear it and understand it. Is the headline really catchy does it make you want to read on? Does the PS as well? Have you used precision persuasion, NLP, presuppositions, embedded commands, anchors, have your related it to all the possible modality types and meta programs? Has the piece used classic magic words and phrases that capture the consciousness Does the letter look good, is it cluttered, can you clearly see the testimonials, USP’s CONCLUSION: However you have to make your the service / product interesting no matter what if you cant make your product / service interesting then no marketing can help, no matter how precise and genius it is. If its not interesting, make it so. NOW.

76. Sales letter essentials Has the piece repeated its USP and sales message so you can hear it and understand it. Is the headline really catchy does it make you want to read on? Does the PS as well? Have you used precision persuasion and NLP? Has the piece used classic magic words and phrases that capture the consciousness Does the letter look good, is it cluttered, can you clearly see the testimonials, USP’s

77. Sales letter essential… That you enjoyed the experience and that this shows through your writing …… go write and enjoy…