#1 Reason Why I Almost Gave Up With Online Selling Until I Discovered This…
Imagine, you’re in a foreign country and you haven’t taken the time to learn the language.
You ask for directions but people don’t have a clue what you’re saying. You wave your hands in the air frantically but the people just shrug their shoulders and walk away.
You have a slow frustrating day ahead of you. You wishing you took the time to learn the language of the country. It would have been easier and you’d be at the hotel in no time.
It took you 2 hours to finally arrive at the hotel.
Here’s the kicker…
The place you were trying to get to was only 5 minutes away. There were massive signposts pointing you to the hotel. You just didn’t know the language.
That’s all you were missing…
1. Customers Language is Emotional
You haven’t got 2 hours.
You have 3- 4 seconds to grab the interest of the prospect and increase their desire to keep reading. You have to keep on increasing their emotions to then take action.
Do you know why customers
buy (and why they don’t)
It is the same reason why the same guys are always sitting on the bench. They are the last ones to be chosen for the game or no one even wants them in their team.
It’s why girls hook up with the
attractive guys… “and most of them can be jerks”
It’s why students borrow money from banks to pay $9,000 and more to study at prestigious universities and end up in thousands of dollars of debt.
It’s the same reason why the nice guy finishes last and always ends up being in the friend zone – while the other guys has no problem attracting hot sexy women.
It took me a while to figure it out. Knowing what it is was tough enough but knowing how to apply it was a different story. However, what you need to know is this…
Customers don’t care about your
Plugins or Widgets. They care about themselves
It sounds absurd but no matter how hard you try to reason this with logic you’ll end up broke. Almost every home business owner who fails starts their website with logic.
Logic is when the customer explains to his/her friends why they bought the software, widget, system, ebook or course. Customer’s buy with emotion and reason but with logic later.
“I was thinking like a web developer with a marketing message that was about functions and features.”
That’s the first reason why paid subscriptions weren’t happening. I didn’t market in the language of the customer’s brain. Their brain thought, “So What?!”
If you are in the place I was in, then your marketing message might result in the prospect thinking:
This is possible because the other waves are being transmitted on a different frequency.
You cannot focus on two things at the same time consciously.
But what about when you’re driving a car?
That’s a great question.
Of course you are doing more than one thing at a time but there is a big difference.
When you’re driving a car then you are doing much of the work unconsciously. You’re not exerting the same effort you did when you first learned to drive a car.
The brain has already gone past the conscious part. It has already recorded the data and pattern for you to drive as though its second nature to you.
When the customer lands on your webpage, they are using the conscious sense (the eyes) but the most important decisions are made unconsciously. It is all about survival and this also means comfort, ease and getting to what the person wants in a fast manner.
So let’s imagine the product you’re selling can solve 3 problems:
You’d isolate these problems by choosing one of them.
- Reduces wrinkles
It is easier for you to start sketching different headlines for this one problem. It doesn’t have to mention wrinkles. You can add the curiosity factor…
- Removing spots
- Removing blemishes
- Protection from Skin Damage
- Other Health and Beauty products
Other customers will relate and easily figure out that you will have solutions for other types of skin problems such as…
- How to Conceal your Age?
- Who Else Wants Smooth, Young, Looking Skin?
- Remove Wrinkles – The Beauty Budget Rehab
- Frustrated With Old Age Wrinklles?
- The New Face Lift
You will attract these types of customers anyway even when you isolate the problem.
Lead with one problem and let this one problem piloting through the beginning and ending of your marketing message. It is easier to lead the customers to other solutions when you deliver what you promise
Always focus first on getting the customer through the front door by raising awareness about one problem and not a host of other problems.
Your goal is to get the customer through the front door instead of closing the sale
You need to first get their brain to investigate more about their problem, why it happens, what are the consequences if the customer doesn’t solve their problem.
You’re raising awareness first.
Instead of revealing ALL your offers and the diverse products and services – you remove the clutter and give your marketing message focus.
Imagine the customer lands on your webpage and they see more than one choice. Let’s say 10 different types of products. You’d have a hard time selling one of the products.
You’re prolonging the sales process.
It’s about removing the clutter:
- Lead with one problem the customer faces.
- One concept that pilots this one problem.
- One landing page to educate about this one problem
- Landing page has optin to learn more about solving this one problem
- Email newsletter campaign to educate and lead to the solution.
- One sales letter to handle all objections and sell the solution based product/service
And you do the same for each product/service.
Isolating the problem increases conversions.
You also give time to get known for one thing and create an amazing story to leverage for future products. Let’s face it – creating a marketing campaign for one product takes some doing.
It takes a lot of nutrition, energy and resources for the brain to filter out noise. Make it easier for the brain of the customer to know they are in the right place and you can help them…
The brain is already doing a lot of work. It is being bombarded with billions of data and signals that come from the senses i.e. sight, sound, touch and smell. You have to make it easy for the brain to immediately know where and what to look at.
It’s a Jungle inside the brain. Literally!
It’s like walking into a store.
Imagine it as a typical supermarket and your brain will react the same way it has done with our ancient ancestors who traveled across a dangerous long journey filled with predators on both sides of view.
For example, what would get the warning system inside the brain to set off a 100,000 year old internal warning system as you walk through the supermarket aisles?
It can be something as simple as a cap on a bottle, a wet floor sign on the floor, an approaching shopping cart and even a crowd of people with lack no space to walk around. It could be a stare from the eyes of another person an expression on someone’s face.
The warning system inside the brain will set off because of the sharp edges of the shelves. The brain is telling you – that it can be a potential threat. That you might trip and hurt yourself from the can of green beans on the floor. It tells you to take a few more steps around that can of green beans.
The way a sharp branch in a Jungle can be a threat to you.
You could be blinded, cut, bleed to death, right there, next to the butter and Yogurt shelf.
But what if your product solves more than one problem?
You would allocate space for each problem. You’d create a headline and subhead line, with copy for each one on that sales letter or article.
So instead of focusing on all the problems under one headline you need to:
- Lead with the most urgent problem as a headline
- Each headline followed by a sub headline
- Then followed by a text copy.
- Then repeat the process for other problems the product/service solves
What if you had more than one product?
You need to go through each trigger for each product/service. Each product needs to have its own marketing and sales process.
Each product needs to have its own marketing and sales process.
All products must have their own set up:
- Marketing campaign
- Squeeze page Optin
- Confirmation page
- Email newsletters
- Thank you page
- Sales Letter
- Payment process
The website will have strategic calls of actions that attract customers through different entrance doors. All these call of action banners or links will lead with a problem and all related.
More on this later within the Trigger called Marketing System
- You only have a 1-3 second window to grab the attention of the customer’s brain
- Command the brain to pay attention by isolating the problem.
- Solve one problem first to get the customer through the front door
- The brain has to use a lot of nutrition and energy. Help the brain. Give it focus.
- If your product can solve more than one problem then give each problem (benefit) a headline and go into detail for each one. Break it down and give each problem its own space.
- If you have more than one product then you need to implement the triggers I’m teaching for every product/service. It will be worth your while in the long run.
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