It’s no secret that I love competitive markets.
That’s where the money is!
And if you somehow do find a market with money and little or no competition…it won’t stay that way for long.
Make a little headway, and you’ll soon have competitors copying you and setting up shop all around you.
So, learning to sell is essential no matter what business you’re in.
Sell your ideas. Sell people on paying attention (this is a tougher sale every day). Sell people on your free email list. Sell your products. Sell your services. Sell other people’s products as an affiliate.
As you know, my basic 5-step persuasion formula is:
- Desperate Problem: Who is this for and which problem are you addressing for them?
- Unique Promise: Why should they choose your solution as compared to every other option in the market?
- Overwhelming Proof: Why should they believe the solution is for real, that you’re a credible person to do business with, and that it will work for them in particular?
- Irresistible Offer: How will you make it more painful for them to walk away than to purchase?
- Reason to Act Now: Why must they take action today?
That’s the Golden Glove.
Answering those 5 questions can help you create your initial sales message.
You can also use the formula to analyze and spot conversion cracks in your current websites, emails, videos, and more.
There have been many times I’ve suggested a client call out the audience and their problem more.
Or we’ll add more proof and move it earlier on the page.
Or we’ll create multi-step promise that demonstrates the uniqueness of their offer.
Once you understand the Golden Glove, you’ll have a key aspect to the science of online sales.
Here’s where the ‘art’ comes in.
You need to know the audience.
Speak to them in their language.
Make sure your tone matches the audience…and your overall brand.
Is this something YOU would say?
I’ve seen people totally mess up the tone of their websites and emails.
They speak to a group of expectant mothers in the same tone as they would a group of day traders.
That’s not going to go over well.
Or they write in copywriterese where they’re spewing ‘power words’ all over the page like an Energizer Bunny drugged up on too many copywriting books.
Focus on clarity first. Confusion is the death of the sale.
Combine in elements of your personality.
You’re a real person. Speak like one.
You might be surprised at how much easier it is to make sales when your customers have a personal connection with you and your overall message.
It’s not about one single message you send out.
It’s about the combination of everything you send…along with your consistency in being their advocate.
This is one of the keys I discuss with my one-on-one clients.
If you’re interested in personal help in growing your online business, whether you’re in the early stages or you’re at seven-figures and beyond, check out my one-on-one coaching here…
I will be accepting a few new clients in August.
It’s likely to be a long time before I open for any clients after this.
