The urge to brag about one’s successes might be strong, yet, it seems that to make a hard sell is to be considered aggressive.
Confidence is a healthy trait to have, as long as you know how to harness it properly. No one likes arrogant or pushy people.
Sending an email or writing a sales letter is very similar to having a conversation with someone. Although it is not a perfect analogy, it serves as a useful guide. Why? We do this because a lot of the blunders that happen face-to-face continue to happen even when the person is behind a keyboard.
Consider: When it comes to people who speak at you rather than with you, how do you feel about them?
We’ve all met that someone who flies in and claims they have the answers before you’ve even had a chance to articulate your situation.
They might even be correct, but you’ll never know until you do it. This arrogant demeanor is anti-persuasion ammunition of the highest kind. It’s one of the reasons why people often don’t heed the advice of professionals. Even when you know what’s best, insisting on your superior knowledge will not win you any friends.
And whatever doesn’t build friends isn’t likely to earn any sales either.
This can be really aggravating. It’s important not to sound like some sleazy carnival barker… but you also need to make a livelihood. If you find yourself relying too heavily on hype, shady marketing, impulsive buyers, and unfavorable lock-in clauses, you may begin to wonder why you got into the business in the first place.
Being able to engage in what feels like a discussion rather than yelling at someone is healthier for both of you.
You would believe I’m arguing for social media in this context, given how easy it is to engage in dialogues with prospects through social media.
I’m not one of them.
It could be a good fit for you or it could be disastrous.
What I’m concentrating on is something more fundamental – a principle that transcends the limitations of a particular tool, technique, or platform.
This can be used in emails, sales letters, videos, chatbot chats, and, yes, tweets provided it is appropriate for your company’s needs.
The guiding idea is to consider how good advisors consider their clients.
Carry out their instructions.
Here are a few illustrations. Please feel free to make use of them, but do not consider this to be an exhaustive list. Consider everything charming people do and see if there is anything you can use in your marketing strategy.
All of those ‘body language hacks,’ such as making eye contact, aren’t going to work in this situation.
This necessitates considering a more comprehensive approach to having productive and convincing talks.
If you’ve read Stephen Covey’s book The 7 Habits of Highly Effective People, you’ll recognize the following:
- First, seek to understand, and then seek to be understood.
- Consider the following scenario: you have a solution to a huge problem.
- What are you going to do? The phrase “hey, I have a solution for your problem!” is not permitted.
- Considerably in real life, this is rarely effective, and it is even less effective online.
- What is the more effective strategy?
- Take a listen to what they have to say.
But how can you turn that into something more tangible, like a sales letter? You write it, and then they read it months later, if not years later. How do you ‘listen’ to them if you’ve already written the piece in your head?
I’d like you to consider this for a moment. It’s important to remember that the purpose isn’t to literally listen to them. The idea is to make them feel heard and acknowledged.
The most effective way to accomplish this is to allow them to talk.
If you are unable to do so due to the nature of the communication (email or sales letter), how can you make them feel understood by articulating their problem?
A person who wishes to quit smoking does not just wish to stop smoking. The deeper incentive that drives them is one that is related to suffering.
When they climb a flight of steps, they may experience genuine, bodily pain as they ascend.
When they consider how their children will have to spend their time and money supporting them while they are battling lung cancer, they may experience emotional distress.
Demonstrate your understanding of this by including it in your marketing materials.
And, much like when giving advice, if they realize you understand their situation, they will be more receptive to what you have to say.
This necessitates a thorough understanding of your market. You can’t pretend to comprehend anything. One of the most important steps in sounding like you understand their situation is to understand what it’s like to be in their shoes.
As a result, do your homework.
This does imply dipping your toes into a pool of adversity.
It entails talking about the difficulties, sanctions, and traps that have occurred in their life.
It can feel like you’re on a downhill emotional spiral at times.
However, it does not need to be significant.
And then comes the best part of all: you get to perform the sweetest thing of all:
Create a sense of hope.
After that, you can discuss your proposed solution.
Who it has benefited, how it works, and how they may get their hands on it are all covered.
Describe the problem, describe your solution, and then hand it off to the other person.
Simple in its application, yet effective in its transformation of your marketing from a tone-deaf diatribe into an enriching, engaging dialogue.
One that provides a solution to a problem they’ve been struggling with for a long time.
They’re more than welcome.
Content marketing is a fantastic method of achieving this objective.
It is possible to take this method and make it more interesting, regardless of whether you prefer sending letters or blog posts, recording podcasts, or jamming in front of a camera.
It is simple to learn how to create content that is both entertaining and effective.
In my course, I cover a wide range of interesting topics, such as:
- Learn how to create addictive advertisements in an ethical manner.
- With these headline options, you’ll never be stumped for ideas again.
- Come up with innovative, ethical, and entertaining ways to sell your products or services.
- Understand the secrets to writing that is interesting to read.
- Listen to one of my favorite headlines (and how you can create one like it)
- Find out which phrases turn readers off from you… and which phrases do not turn readers off.
- Learn how to grow your brand even if people aren’t buying from you right away.
