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Are you selling something? Are you trying (or contemplating) your hand at sales and marketing? This will sound a bit counter intuitive, but I’ve figured out that this system works for selling pretty much anything worth buying.

One of my most cherished friends is a highly regarded real estate broker in Southern California. And one of my favorite quotes comes from him as in his weekly sales meetings he repeatedly pounds the obvious cliché, “Sales is sales.”

His team winces. They’ve heard it all before. They think they know by now, and it is a simple enough sentiment that they all think they get it. But they don’t. If they really knew it, my friend would not feel impelled to keep pounding the message.

THE TRUTH:

“Sales is sales,” but that doesn’t mean there is not a difference in your buyers. Buyers are as specific as are the items and services being peddled.

Pondering this, I ask out loud (though only the Chinese Crested hears me, lifts her wet nose and then snorts and goes back to her nap),
“What’s the benefit of my product?”

Whoa! Let me back up. I suppose I need to start with the question, “Is there a benefit of my product?” Let’s not assume that there is a crowd waiting for our next release, be it a book, a service, or any other product. The place to start then is by writing a sales letter. This is the best way I know of to clarify the value of anything being sold.

KNOW YOUR TARGET (In Order To Reach It)

Few folks get behind the wheel without having a destination,
and likewise, it is sense (however un-common) to define your straight
path to the target audience. Also, the sales letter might not even be a letter
in this ‘e’ age. Maybe your sales letter is a video, teleseminar, or an MP3 to
be sent to your adoring followers. Maybe you will create the next big thing for
You Tube and you’ll go viral. Regardless of the media, the promotion needs to
be made specific to the target audience. It’s like with writing anything. The
author must know the audience before the ink hits the page.

DEFINE YOUR PRODUCT/SERVICE

Are you selling information products? If so, the sales letter needs to be ultra direct and full of authentic hype. Abstracts are not effective for selling information products. The audience is looking for direct information, so stay to the perks of the product. Vagueness and fluff are fine for tricking people into buying anti-aging creams, but not for savvy buyers.

Go ahead and be over-the-top with enthusiasm, as long as it is
authentic. Those same savvy buyers will heed a call to action, but will run the
other way if the copy information is cheesy and hints of scam.

Present the benefits you have determined, and if you find
none to present, give up the push and rework the concept and product.

Remember too, YOU are not the target. YOU are the specialist.
With that said, don’t necessarily write or present what you want.
Instead, get into their heads and really spend some time feeling and thinking
about what it is they are seeking. Then give them what they want.

Happy Writing & Selling!

~From Paris with LOVE & Light.

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