Conversing to Sell
1) Respond only after your prospect finishes talking 2) Asking questions gives you invaluable insight 3) Reflecting/paraphrasing what your prospect said shows you’re serious 4) Defensiveness is not productive 5) Solutions offered before building rapport are perceived as self-serving
Follow the “5-Second Rule”
Readers must immediately know what your proposition is. They shouldn’t have to figure out what you’re promoting. Your headline should compel prospects to continue reading. Sub-heads further their interest. Make your logo big enough to get noticed, but small enough so it doesn’t waste selling space.
To Ensure E-Mail Delivery
1) Words to avoid – secrets, money-back guarantee, click here, risk-free, response required 2) Design – use many small images, rather than one big image 3) Text – at least 50% of message should be text, not image 4) Font – make it normal, not too big or too little
Small Talk
Chit-chat can build rapport. Make positive small talk about happenings around you. Find key words related to topics you prefer. Ask open-ended questions. Mention common experiences. Exchange cards or phone numbers.
Money Making Secrets (Part 3)
(1) Be unique – otherwise you compete only on price. (2) Take care of problems immediately or they will get worse and drain your time and emotions. (3) Watch for new ideas from everywhere – Be ready to take notes.
Money Making Secrets (Part 2)
(1) Listen to the success and failures of others (2) Test new ideas in small ways to avoid wasting money on unproven ideas (3) Always take advantage of your opponents’ misfortune
Building Your Brand (Part 3) – Writing Style
Impart the feel of your company with the tone of your writing. It can be friendly and casual or formal or forceful. Whatever you select, make it consistent throughout your communications so you don’t confuse customers.
Building Your Brand (Part 2) – Visual Identity
The visual impression needs to convey the character of your company. Design elements include your (1) logo – use consistently in all communications, (2) colors – cool for formal, bright for bold and trendy, (3) fonts – use one that’s easy to read and available on your computer so you can reproduce it.
Building Your Brand (Part 1)
Defining Your Brand: Reinforcing your brand in all your communications will help customers choose you over your competition. To win the battle of the brands, you must (1) know who your target audience is and (2) what unique benefit your provide them. In today’s “sound-byte” culture, your brand message must quickly show the essence of your company.
Money Making Secrets
1) Focus – It’s easy to get distracted from what you do best. Usually when you get off course, time and money are lost. 2) Set Quantifiable Goals – Even something as simple as the number of prospect calls to make each day should be set as a goal. 3) Do Something! – More is lost through inaction than improper action. Be willing to do things your competitors won’t.
Video Marketing Tips
1) Don’t have a bright light behind you which causes you to be in a shadow. 2) Don’t lean forward for emphasis or your face will appear too big. 3) Stay centered with shoulders in view. 4) Tidy up what’s showing in the screen and remember… no unexpected interruptions.
Creating Your Tagline
Taglines or slogans build your image. They help prospects quickly understand what you are all about. Here are some guidelines: 1) Make it short; 2) Have it easy to understand; 3) Give a promise; 4) Use “catchy” words. Start with your mission statement and narrow it down to a few words. Think about “We’re on your side so you’re in good hands to own a piece of the rock“.
Maximizing Leads – The most critical elements
1)Follow-up in a timely manner. Be persistent if you don’t make contact on the first attempt. 2)Present benefits. Even if you leave a voice message, make sure you mention something of value you offer that will benefit prospects. 3)Prepare your presentation. Leaving messages require preparation, just like a sales presentation. Don’t leave anything to chance.
Tips on selling intangibles
1) Tell prospects what you want them to do and why they should do it 2) Tell them how they will enjoy the end benefits 3) Work with compliance to get your wording approved 4) If you have an unusual approach, use it – could you ever imagine a gecko selling auto insurance? 5) If you offer a free incentive, make it relate to your product – consumers value information that educates them
Why Direct Mail Works
It’s personal. You can address prospects by name. And you can refer to details about them. (“Important Information for Texas Residents … or Veterans … or Teachers”) Image advertising is designed for a mass market. Direct Mail is targeted to your specific audience.