TheBusinessCommandos.com

Take away selling is when people can identify how buying from you can benefit them, but it’s not easy for them to reach you. It’s like they can see it, but they can’t have it, which makes them want it more.

One of my clients who uses this strategy well is a farrier and in the farrier business it is unheard of to have to make an appointment every 6 weeks with the farrier. Well that’s exactly what my clients have done, they’ve essentially said if you want to do business with us this is how it has to be, which has helped position them at the top of their field.

Think about it, which farrier would you think is best, the one that you can call up today and get an appointment or the one that you have to book in regularly 6 weeks in advance.

Nobody wants to see the wise man at the bottom of the mountain, so position yourself at the top of the mountain.

What you’re essentially projecting is that they need to qualify in order for you to work with them.

Before the sale your prospect can see it, but can’t quite get their hands on it.

After the sale is when they get to see all and get full access to you.

Take way selling is extremely powerful from a psychological perspective. Everybody wants what they can’t have and also like to be a part of an exclusive club.

Yours in success,

Aaron Parsons.

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Stealth marketing otherwise known as ‘the sneak up’ approach is an effective strategy to employ when moving into a cold market.

The first step is to write an editorial style advertisement, that is written in third party context where it reads as if someone else has written the article about you. Then we are going to use this as what’s called in the direct response marketing industry a tear sheet, so it’s like an article that has been written about you in the paper that you’ve literally torn out.

Then you simply stick a yellow Post-It note on the article with a brief note saying something like; “Thought this would be of interest to you - J”. Note that it’s just a brief message and signed off with an initial, which J is the most popular, because most people know someone in their life that can be referred to as J.

When the prospect gets this piece in the mail, they think that a friend has sent it to them, which brings down resistance and sparks curiosity to what it is all about. And if you’re done a good job writing your ad and included a clear call-to-action that directs them to visit a website to download a free report or enter their details to be sent out a DVD, you’ll be on a winner.

Remember with this approach all you are after is to get them to request further information so you can start building the relationship with them over a series of contacts and earn the sale.

If you get an article written about you in the newspaper or magazine you can use the same tear sheet approach. Just run off copies, stick on your Post-It note and send it out.

Stealth marketing is another strategy to include in your marketing arsenal to build your client base.

In Marketing today it is crucial to focus on building the relationship with your clients and prospects. I was reading recently that when running advertisements to attract new clients, on average it would be effective after 4 times, where as today it is more like 8 or 9 times for people to warm to you.

You must be consistent with your marketing and ensure you stay in touch with your clients and prospects to maintain the all important ‘Top-Of-Mind’ awareness so that when they are ready to buy you are the first person they think of. Remember most people won’t be ready to buy when you first come into contact with them, so consistent marketing efforts on your part is imperative.

The crucial point with staying in contact and adding value to your clients and prospects with good quality information to help them get more of what they want is that you are earning the right to get the sale. Building up that level of trust is a major factor in today’s market place.

Plus with staying in contact through passing on quality information also helps with positioning you as the expert in your field. Don’t be scared to give away great information for free. Remember the more you help people get what they want the more you will get what you want.

People are so skeptical today because they are hearing all sorts of weird and wonderful promises out there in the crowed market place and the good news for you is that most businesses don’t bother to stay in contact to build the relationship, which makes your job even more effective in getting their Attention.

And there are no excuses with modern technology you can use email auto-responders to stay in touch for the majority, however the most effective is to use several forms of media. If they’re not responsive to email, you may be able to get through with direct mail or SMS or even through sending them a DVD.

Just be prepared to be persistent, consistent and flexible with your approach and you’re sure to be kicking goals with your marketing in no time!!

1. Big Promise Headline

The headline of your sales copy is the most important part because if you don’t catch the prospects attention with your headline they will not read any further. So first you must craft a compelling headline that grabs people’s attention. Ideally your headline may be a benefit filled headline that spells out specifically why people want to read this now. Put the necessary time in to create a strong headline as it is considered that 80% of the power of your sales copy comes from the headline.

2. Paint the Positive Picture

Spell out to the reader how much better their life will be when they invest in your product. This is your chance to enter the conversation they are already having with themselves by talking about how things are usually done by the majority of people who continue to struggle and present your product as what the future can be like when they own your product that will give them more money, more time with family, less stress, bragging rights or whatever it is that your product can do and what your market actually want. Talk in their terms using the word you throughout your copy and filling it with benefits for the reader. It’s all about getting them to imagine how good things will be when they own your product.

3. Uniqueness

This is where you explain how your product is unique and different. People love rarity so you need to point out to them how unique your product is compared to what else is available in the marketplace. If your product isn’t unique at the moment, then you need to get creative and make it unique so it can’t be compared to competitors. This is where your USP (Unique Selling Proposition) comes into play, which highlights why people should do business with you as opposed to your competitors.

4. Benefit Filled Bullet Points

You need to include an extensive list of bullet points that highlight the benefits for the prospect in investing in your product. When you have a long list of bullets it’s best to bold every second bullet point to make it easier on the eye to read and generally try to break the bullet points up into groups of 7 rather than a very long list. The easier you can make the copy on the eye to read and flow the more likely you will get the person to read the complete sales letter or advertisement.

Put yourself in the prospects shoes to think about what they really want. For example people who are buying a drill, don’t really want a drill they want a hole.

The other important point to note here with regard to bullets is one of the main reasons you want to have an extensive list of bullets is that different benefits will appeal to different people and the more benefits you have listed the more likely you are to hit a hot button with more people, which broadens your market and increases your chances of getting the sale.

5. Outrageous Offer

From the outset I stated the most important part of sales copy is the headline, well not far behind the headline is the offer. The offer is absolutely crucial. You must have an irresistible offer for people to buy NOW! The offer needs to be a ‘no-brainer’ to make your prospects want to pull their wallet out on the spot and buy now. You may offer a free 30 minute consult valued at $297 when people invest in your offering now or they may receive some killer bonuses valued at $797 or whatever you decide. Just ensure it is so irresistible that they must have your product right now. Our online coaching membership site www.BusinessGrowthGuru.com is a good example as business owners and entrepreneurs can own a membership for less than the cost of a cup of coffee per day, plus they receive thousands of dollars worth of killer bonuses and they’re protected by a 12 month Double Money Back Guarantee, that states if they haven’t made at least 10 times their investment from applying the Business Growth Guru strategies, I will personally cut them a cheque for double their money back for wasting their time.

Be bold when you’re creating your irresistible offer, if you’re offering a boring me too type of offer that everyone advertises, you will get the same dismal results. So invest your time and money if need be to get some assistance and develop an outrageous offer people can’t refuse.

6. Proof

So now you’ve made all of these promises and explained how good your product is and what it can do for the prospect, well now it’s time to prove it! You need to present the reader with evidence that you’re a credible person to deliver on what you’ve promised with your bio revealing your background, past success and why they should listen to you. Include a long list of testimonials from past satisfied clients that have achieved great results with your product and case studies work well also of past successes. Just remember the market place is already saturated with marketing materials so you need to prove that you are the real deal. You will want to include at least one or more bullet proof guarantees to remove the risk for people in doing business with you. If you aren’t confident to guarantee what you’re doing, maybe you should be doing something else. At a minimum you should have a 100% guarantee for a set period of time spelling out to your clients that they can essentially try your product risk free and if it doesn’t do exactly what you said it would do for them you will give them their money back.

7. Call-To-Action…

Last but definitely not least is your call to action. You need to finish your copy off strongly, spelling out exactly what the reader must do next to take advantage of this amazing offer. You may finish with something like; to take advantage of this limited time life changing offer that will eliminate your money problems forever then click here right now. Do it right now because if you’re one of the first 27 people you will also receive the killer bonus package valued at $497. When they’re gone, they’re gone. Do it now and get Instant access before you let another life changing opportunity pass you by.

Just remember that you’ve put a lot of hard work into your sales copy and you need to finish off strongly to get the sale.