Positioning: When making your offer, whether on the phone, via video or email, you have to connect with the prospect. They have to want to hear what it is you have to say to them. One way? Make sure you’re giving them some type of information they consider valuable. For example, you can let them know how they’re going to increase their business with your strategies.
Of course, they want it all, but you’re going to give them enough of the why and what without giving them the how. This is a key strategy used by so many marketers, and it’s actually a bit tired and people are onto it. However, with some updated tweaks you can still use it to your advantage.
NO. 1 technique? Source the pain. Your prospects have a pain of some sort (no money, overweight, no love, etc.). This is where most marketing keys in. You have a pain; they can solve it. If you start with the pain source, you’re grabbing your listeners and letting them know “you feel their pain.”
NO. 2: Once you get the pain understanding, you can fill that empty space in your prospect by delivering the promise. The promise is the part that gives them hope; that makes them start to feel like maybe that pain could be allieved after all.
Then you bring in NO. 3: Proof. Show how you have indeed helped alleviate the pain in someone else. Give testimonials, tell stories about people who were, not so long ago, in the very shoes of your audience and feeling that pain. Then you stepped in and with your killer tools, training and techniques, they have changed their life. (A little dramatic, but you get what I mean.)
When you’re rounding it all up, you give out the program or the plan you have that can help them. They’ve been through the pain, the understanding, the connection, the success stories…now you unveil what exactly you can do to help them. This is a transitory time–away from pain and to the hopeful part of the future.
If you position your offer in this way, you can start making your offers much more appealing to those who need whatever you offer. Don’t make videos that yell at people or don’t talk about the past pain they may feel. If you all you offer is “what I can do for you today” (reeks of used car salesman), it comes off as really what’s in it for you, not them. If you try to connect with them and build that connection before you thrust your offer out there, you’ll be amazed at how much better your bottom line will start to appear.
Marketing, publishing and books covers that sell! http://www.moehr-associates..com
Posted on April 6, 2011
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