2. So now that you understand what someone wants to buy, who they are,
have a strutted sales letter that speaks in their language and tells a
compelling story, they're no reason why they shouldn't buy from you,
right?
First is understanding why people say no to your offer. Like it or not,
the majority of people you present your offer to will say no.
Even if you achieve a remarkable 30% conversion rate , 70% of people
who you asked to buy still said no to you.
3.
It’s important to realize though, that selling isn’t just a numbers game
and it’s not about trying to get as many people as possible to see your
offer, but instead, getting your message out to the biggest number of
people who are qualified to buy your product which we talked about
with the customer avatar.
Mass spamming an advertising to as many people as possible, qualified or
not, not only lowers conversion rates, but wastes time, money, results
in more refunds, and builds a poor reputation for your brand.
4. So the main reasons people don’t’ buy what you have are:
You never asked them (or you presented your offer but never made it
available for sale or asked them to go ahead and buy it)
Never showed them (you asked them to buy but they have no idea how to do
it) this could be they don’t know where the buy now button is or how to get
access.
Don’t have what they want (your offer doesn’t match the desire they have. LE:
advertising a men’s suite coat to women)
They Bought from a competitor first. (they saw an ad or heard about your
competitor before hearing about you)
5. Didn’t address the limiting beliefs or ideas about you/your product and
business, or their own limiting beliefs and ideas about themselves:
For instance limiting beliefs and ideas about your business
include:
They believe you really understand them, they believe they can trust you, they
don’t believe in what your business stands for, they don’t like you, they don’t
believe you can help them, they don’t believe you made a fair offer to them
6. Limiting beliefs and ideas that have to do with the prospect
include:
I cant do it i.e. : I’m too old for this product, too young. Not good looking
enough to use your dating product, not good with technology to use your SaaS
product.
I will fail I've tried facebook and it doesn’t work. I’ve tried all the weight loss
programs, why should your’s be any different?
Too fast or easy if it works that fast it cant be real, it seems to easy so it must
be some sort of scam.
7. Too hard or complicated: the information seems too hard to understand,
I’m not good enough at math or science to get this,
Too educated/not enough “I have a college degree, I’m above your product
and shouldn’t have to buy it” I’m not certified, I don’t have a marketing degree.
“I’m too smart for your service to work on me. I don’t have enough marketing
experience yet to join your coaching program.
And many others including stuff like Only for rich, poor, urban, etc. type
people. And hard wired beliefs like ‘Success is evil” “you need to put in your
10thousand hours first” .
For the most part, all of these are easy why people say no are easy to fix,
exculding the limiting beliefs final one.
8. As you can see one of the biggest issues in selling and getting people to say yes
is limiting beliefs from the customers about your business, your product, and
about themselves. You can do an excellent job of outlining the problem and
presenting the desire to the right target audience, but if you don’t address
their major limiting beliefs, they still won’t buy from you.
Unfortunately, people will hardly change their beliefs about something and
often times marketers will go through the trouble of trying to change
someone’s beliefs right there on the spot. If your prospect comes onto your
Forex sales copy with the belief that success is evil, chances are great they are
going to leave with that same belief. The best we can do as marketers and
copywriters to temporarily suspend the prospects’ beliefs for just a short
enough time to get them to purchase the product.
9. If there are too many thing syou need to convince yoru customers of doing to
get the ultimate end result they want, chances are they won’t buy.
In fact, if there are 3 or more big beliefs they have to overcome and you didn’t
accurately address after you are finished with your copy, chances are they
won’t buy.
One trick you can use in your copy that will help with customer limiting beliefs
is to make you or your product out as the ‘savior product’ or something that
will do all the hard work for the prospect. People today are walking around
with an 800 pound gorilla on their back called responsibility and they want to
get rid of it or give it to someone else. They want you to do all the hard work,
and they to get the result as fast and easy as possible.
10. One of the best examples of a savior type product is in politics. Politicians play
into this all the time by being the ‘savior’ who’s going to fix everything
singlehandedly and all people have to do is vote and all their issues will be
solved. Never do you hear from a politician talk about what they realistically
can and can’t do and what people should reasonably expect and not expect
form them, it’s always that they have the answer and they are the hero, which
in the end, is what the majority of people vote on and really want to hear.
People don’t want the guy with experience but some baggage, they want the
new political star who’s gonna have the answers to everything.
Just think about Obama first took office, like him or hate him, there was so
much expectation built up over what he singlehandedly was going to do it was
ridiculous that he was going to live up to everything.
11. Examples of savior products include:
Astrology (where people can safely believe their destiny is predetermined and
no matter what they do, their fate is in the stars.
Idols (just think of all the teenage girls that idolize Justin bieber and refuse to see
through his obviously major personality flaws)
Political parties
Gurus (someone who has all the answers to al the problems your life. All you
have to do is give them money and your life will be fixed.)
Software or technology (a SaaS program that can automate your marketing)
Colleagues (many people think that by attending college they will be guaranteed
a great education and decent paying job.
12. People want to surrender and give up responsibility, and if you can position your
product as a ‘savior’ that’s going to do the heavy lifting, then that eliminates a lot
of beliefs from the customer.
One mistake business make is going to in-depth about what their product does,
and losign focus on the desire it’s going to bring.
For example, If you start talking about your fitness product and go into how
they need some sort of odd, special equipment to start the program, or even
that they need to use ti everyday to get results, that adds another task you are
asking them to believe: (find the equipment, do work each day)
13. Whereas if you didn’t mention the equipment at all, that’s one less thing they
have to believe. The highest converting copy often doesn’t even describe the
product and instead focus it’s effort on convicting the prospect on how they
will achieve their desired result.
Another way to limit beliefs is to sell ‘opportunity’ instead of just ‘improvement’.
Many businesses make the mistake of positioning their product to improve the
users life instead of positing it as a whole new opportunity that will give the
desired result.
14. The truth is, most people are not ambitious in life. The thougth of having to
work and improve yet another thing in their life is reason enough not to buy.
What do you think would sell better to men in a troubled marriage?
A 24 step 1 month course designed for you and your partner to sit down and
isolate what issues may be causing trouble in yoru marriage and let each other
know how you feel about them to find a resolution.
A never before heard of way of sending a simple text message to your wife that
will spark romance instantly without her even knowing your trying it on her.
Obviously the 2nd
one seems far more appealing to most men. By going the
improvement route, the prospect has to admit they are already inadequate and
screwed up at somepoint to get to this state.
15. Here’s another example, which one would sell better to a client who’s sites
tanked due to a google algorithm, change
A ‘post penguin/panda/’ course on how to improve their rankings again to get
traffic.
A brand new method on a different platform like Pinterst that will send new
traffic just like before.
Since the client knows the actual work and time involved in the SEO, chances
are they will go for the new ‘shiny object’ marketing method even thought it will
probably require equal amount of work.
Why? Because with the odl method there are more beliefs they have to
overcome than the new ‘greener pasture’ opportunity.
16. Improvement reminds you of poor past decisions, more work, why people jump
from shiny object to shiny object. To make the most out of an opportunity
offer, have it include the following. The more the better
Brand new, not available in the past.
Has an expiration date, (like stock market trade that’s about to expire and they
have to act on it fast)
Are exclusive (like an elite coaching program to work with a guru one on one )
Don’t require break up (you can still eat cake and lose weight, like weight
watchers does)
17. Has a passion or purpose element (if you buy this cat collar
from us today, part of the proceeds go to saving
endangered species. There is a meaning or purpose greater
than just taking your money behind the offer and the
prospect will feel they are part of that mission)
18. Improvement reminds you of poor past decisions, more work, why people
jump from shiny object to shiny object. To make the most out of an
opportunity offer, have it include the following. The more the better
Brand new, not available in the past.
Has an expiration date, (like stock market trade that’s about to expire and
they have to act on it fast)
Are exclusive (like an elite coaching program to work with a guru one on
one )
Don’t require break up (you can still eat cake and lose weight, like weight
watchers does)
19. Has a passion or purpose element (if you buy this cat collar
from us today, part of the proceeds go to saving
endangered species. There is a meaning or purpose greater
than just taking your money behind the offer and the
prospect will feel they are part of that mission)
20. Improvement reminds you of poor past decisions, more work, why people
jump from shiny object to shiny object. To make the most out of an
opportunity offer, have it include the following. The more the better
Brand new, not available in the past.
Has an expiration date, (like stock market trade that’s about to expire and
they have to act on it fast)
Are exclusive (like an elite coaching program to work with a guru one on
one )
Don’t require break up (you can still eat cake and lose weight, like weight
watchers does)
21. Little risk (these sexy text techniques work without her knowing you’re
trying so if you screw up, things will still be the same and not get worse for
you )
Another way to eliminate beliefs is to spend more time with them. Although
many people bash long video and print sales letters, overall across each
industry, (if done correctly and don’t bore the prospect) convert higher. The
more time you spend with the prospect, the more they will feel as if they
know you and if you’ve done your copy right, then the more they will trust
you.
22. Address not only the limiting beliefs people will have about
buying your product, but what will happen after they buy
it. People not only have to believe the product works, but
need to know that in the case that it doesn’t work, they
won’t be in bigger trouble than when they started out.
23. You need to address:
1.Stuff that will work against one of the 7 fundamental behaviors we
talked about instead of enhancing it.
For instance if selling a weird new type of hat that doubles as an umbrella,
make sure your prospect understands that if they will look smart and
sophisticated for wearing it and not get made fun of because it looks weird. If
they see your new umbrella hat, chances are they are thinking if they will look
stupid (or lower their social status) if they decide to buy it. Or make sure that
if they try your new extra protein bar they will still keep their toned
stomached despite extra calories. (they will stay healthy and still look
appealing to the opposite sex)
24. 2- Feeling stupid for buying .
For example if you’re trying to sell a boat or big ticket item, your prospect
doesn’t want to have the feeling of being stupid for spending so much money
on the boat.. so make sure you address that in your copy. Say for instance
“Even if you don’t use this boat as much as you planed, it will still be a smart
investment since the value won’t depreciate over time.”
25.
3- Looking stupid/personal failure.
If selling a SAT or MCAT improvement book, your prospect will be worried
that if the go ahead and commit themselves to it and it doesn’t work out or
their score doesn’t improve, they will look stupid or like a personal failure.
Make sure to tell them it’s not their fault if they tried and failed with
something similar in the past. This is especially true with weight loss since
chances are, your prospect will have tried multiple solutions before coming to
yours.
If offering something like life coaching, people will be afraid to buy not because
they don’t trust you, but if they decide to commit themselves to their dream
and it doesn’t work out, their dream is over and it’s much safer to hang on to
it and ‘keep it alive’ then risk losing it.
26. This is a serious issue you need to address, so let people know that if they
don’t take action, their dream will die anyway and if they failed in the passed,
it’s not their fault and you have the answers to make it work this time.
Also, make your sales copy sound as if it’s speaking directly to them and you
understand them personally and their pain/desire. This comes from the work
you did with the customer avatar. As mentioned before, the more targeted
the sales letter is to your prospect, the higher it will convert.
27. If it sounds like you know their problem better than they do, they will
automatically believe you have the correct answer. See if you can define their
problem even better than they can.
We will dive into some more specific ways as to how to make your copy
speak to your prospect personally and additional ways to limit beliefs. For
right now, start looking through your sales copy and try to identify how many
major things you are asking your prospects to believe and write them down.
Is there a way to eliminate these altogether, or do you need to make a more
airtight case to suspend these beliefs?
29. So you finally optimized your marketing funnel and got
someone to buy. The hard part is over right? Actually,
when your prospect finally buys from you, that’s when the
real work and the real journey begins with them. Once
your customers buy from you, your goal is to not only
turn them into customers for life, but to make them
advocates of your brand and business. This means that
customers value you and your business so much, they
actively show public support or recommendation for it.
30. Again this has to do with customer value optimization, the
business who can and will spend the most money to get a
customer wins the market. So when you hear of well
established businesses going out of business almost
overnight because of a new guy, this is why. They got
outspent to acquire a customer because the competitor
had such a well optimized back end and high average
customer value with people buying over and over and
recommending their product to others.
31. Just think about Apple, the king of average customer value.
Much of the business they got was due to word of moth
referrals and people showing off their phones / iPods/ etc.
because they were proud to own them.
32. How to create raving fans of your product and lifetime customers?
First, it starts with the idea of never ducking a call or being there and being
transparent with your customers. If they have a question or issue, be there to
answer it quickly and accurately. If an issue comes up such as you find out
there is going to be an outage with your SaaS product for example or a
customer’s stock you chose for them tanked big time, let them know the bad
news as soon as possible. They will forgive you if your upfront and
transparent about the issue. Don’t let issues fester or put them off or they
will immediately take their business elsewhere.
33. 2. Continue to develop a relationship
After they buy from you, you should still continue to provide excellent
value and content for them. Continue to find out about their problems
and frustrations, how they are using your product, and what questions
they have about it or their business in general. People don’t want to be
treated as a transaction. Go the extra mile and find out about their
birthday, their kids, their interests, etc. This is especially true if you sell
‘high ticket’ items. If sending a gift, however, make sure it’s done right. If
you send a high ticket client baseball tickets and they hate baseball, it’s
better to have not sent anything at all.
34. 3- Have their best interests in mind. If you can’t help them,
refer them to a competitor.
At first, sending your customers to a competitor doesn’t make sense,
but in the long run it shows you truly care about your customer and not
about the bottom line. People will trust you more and come back to
buy again. Once they realize all your business is about is making money,
they’ll be gone as soon as an alternative opens up.
35. 4- Create a Loyalty program and give special rewards to
repeat buyers.
Many businesses imply some sort of loyalty programs not because ‘it’s
just another thing you should do, but because it actually works’
Psychologist have found that giving customers a pre-started loyalty card
or an already started reward system helps increase repeat buyers. For
example instead of giving a loyalty card for free subs that has needs five
holes to punched to get the sub with none punched to start, give out
one that already has 2 holes punch out of 7 holes.
36. 5- Give them away to promote and advertising your product
for you. A great way of doing this is giving away free
merchandise like a tee shirt or hat. Also you can create an
affiliate program that will reward them for referring your
product to others.
Probably the best way to continue to keep customers is to focus not
just on them, but making your product and services better. Take time to
ask customers how they like your product and what additional features
or training they would like in it. Then create and add those onto the
existing product to make it more valuable for the current customers,
but also for future ones as well.
37. Use their input to create additional backend programs and
features as well. So for instance if al your customers
enjoyed your social media training, but need help on how
to create a product.. can you offer an additional course to
those and future customers that ties into the social media
training one?
38. Exercise
So for this section, see if you can come up with 3 new ways to
reward buyers and build relationships with them.
If you haven’t already, is there a way to ,
Follow up to see how they are enjoying your product?
Reward clients with free bonuses or gifts?
Create a loyalty program?
Give a way for customers to help promote and show off your
products?
39. Or maybe something else to turn customers into repeat
buyers? Go through and do an audit of how many
customers are continuing to pay for your memberships
and software and what’s making them drop out if they are.
What can you do today to increase retention rates and
thus, increase the lifetime value of your average customer?
