Are you publishing great content and getting a lukewarm response, or no response at all? You know, no comments on your blog. No likes, shares or comments on social media.
Are you making great offers and getting fewer sales than you would like?
If so, you need to ask yourself one simple question…
Are you writing to the immediate-gratification brain or the intelligent brain?
There are 2 halves to the brain. The right brain and the left brain.
Some people will proudly say I’m a left-brain thinker or I’m a right-brain creative.
The left brain is the intellectual brain. The part that measures if this is a good deal or not. When you’re standing in a shop ready to buy a book and suddenly you ask yourself Can I buy this cheaper on Amazon? That’s the left brain hijacking your fun and protecting your bank account.
The right brain is the immediate-gratification, I just want to have fun, part of the brain. This is the part of the brain that keeps you partying until 3 in the morning even if you’ve got an exam the next day.
We’ve all got these 2 halves to personality. Our decision making is dominated by either the accuracy of the left-brain or the fun of the right brain.
For example, engineers and accountants are more left-brain. That’s a good fit because their job demands accuracy. If that’s their natural thought process then going to work is not going to feel like wearing a straight jacket.
Similarly, salespeople are more right-brain. They aren't interested in the detail and just want to get on the phone and talk to people.
Immediate-gratification or intellectual assessment dominate our decision making but here's the real secret…
… when it comes to making the sale… particular with an expensive purchase… the immediate-gratification brain wins!
It doesn’t matter if you’re an accountant, an engineer or the most skeptical left-brain thinker I’ve ever met. When you buy an expensive car… you’re buying it because you want it!
Similarly, when you buy a house, you’re buying it because you want it. Because you’ve got a good feeling about the house.
People buy with emotion and justify with logic. In other words, the immediate-gratification brain makes the decision. So if you want your community to make desire driven purchases, you've got to appeal to the immediate-gratification part of their brain. But how do you do that?
In fiction, the mantra is Show Don’t Tell.
In marketing, the mantra is facts tell and stories sell.
Let’s look at some famous examples to illustrate the point.
Rolex watches are known for their durability. They are bulletproof and that’s part of the appeal. But Rolex never says they are durable… that would be telling… they show us in a way that creates desire.
Let’s just take a look at their advert for the Everest Watch…
What does this advert do?
Let’s take a look at the advert for the Submariner Watch…
What does the advert do?
Again it appeals to our sense of adventure. Again it shows the durability of the watch because it can withstand the water pressure at 300 meters.
Showing does not require a lot of words… but you must tell a story!
If you want to make desire driven sales that create enthusiastic engagement with your community you need to show the following 3 things:
What is it that you are selling? Is it a physical product like a watch? Is it an online training or a live workshop? Or are you selling a done for you service?
With a physical product, it's easy to show your community exactly what they are buying because you can show them a picture. After all, a picture tells 1,000 words. So how do you show a live workshop or an online course or a consulting service?
You can show the workshop with pictures of previous events that you have run. Previous event pictures show with social proof what people are buying and give them reassurance because you’ve done this before.
You can also show the workshop by describing it with words your community can see. If it's a 2-day workshop, you can say Learn the secrets to turn your expertise into cash in a weekend or Give me 2-days, and I'll show you how to master a simple 5-step system to turn your expertise into cash.
What if you’re selling a consulting service? You can use something like this I’ll be your outsourced marketing department complete with Facebook ads, Google ads, copywriter, graphic designer, videographer and project manager to guarantee that your launch runs like clockwork. Let me plan the campaign, create all the resources and put money in your bank account with just 3 hours of your time.
You must use words your prospect can see. Words that your prospect is looking for and words from your prospects life experience.
This is possibly the most overlooked part of marketing. Surprising given the fact that this is the real reason why people buy. They want the benefit of the product, not the product itself.
So why is this overlooked?
Because it’s hard to do.
If you’re selling a car, it’s easy to show people the engine and talk about the 0 to 60 speed.
If you're an engineer, you may get excited by the technical details, but no one buys an Aston Martin Vanquish because it has a V12 engine. They buy it because they want to feel like James Bond every time they drive to work. They buy it because they want the admiring looks from people when they get out of the car.
How do you talk about the benefits of a transformational product?
You put pictures around what people want. Here are the 5 universal wants
So what does more money look like for your community? Is it the car of their dreams? If so what type of car will they buy?
If you're asking me, then it's going to be a Mercedes SL or an Aston Martin Vanquish.
My wife keeps reminding me that I have a family and that I can’t buy a 2 seater car.
So I say, “Okay let’s get a Tesla. It’s a cool car that is also trying to save the planet.”
“No, electric cars are too impractical” she says.
So what would your community buy?
Similarly, what does more time look like for them?
Is it the ability to travel and see the world for months at a time? Or is it the ability to watch their kids’ concerts, plays, and sports matches.
The time freedom required is very different. And both carry a huge emotional pull.
Your ability to connect with your prospect emotionally by painting a colourful picture of a better life is what enables you to ignite their desire for your product. Even if they don’t buy (because not everyone does), you will create enthusiastic engagement in your community because people love to talk about their passions. They love to talk about the possibilities and what life could be.
You will give your community a front row seat to a better life when you wrap the 5 universal wants in pictures and stories that they can see.
If you're selling a transformational product such as the ability to make money, lose weight or find the love of your life; the biggest objection to the sale is will this work for me?
Your community may understand the concept. They may believe that it works for you. But if they don't believe it will work for them, then they won't buy.
So how do you show your prospect that your product or service will work for them? By telling other people’s stories… also known as Testimonials.
A good testimonial is a mini story. There is the setup– what made them look for a solution in their life and why did they choose you.
Then there is the outcome– what results have they achieved in what time frame.
You can include the process – what was their experience with the product or service. What human experience can they add to show that the product is easy to use and delivers fast results?
Finally, the testimonial needs to show the difference that your product has made to their life. If they have made more money great but what have they done with that money. Have they used it to take their family on the holiday of a lifetime? Have they used it to pay for their daughter's wedding or have they used it to help their kids get on the housing ladder?
Large amounts of money sound great but actually mean nothing until you show the power of the money. If you're able to help your kids get on the housing ladder, then people see the difference your system can make to their life.
What testimonials are the most effective? The one with the same life as the viewer. If the viewer is a teacher and the testimonial is from a teacher, then they are going to pay more attention to it.
If they are the same gender and ethnic background, then the testimonial is going to carry more weight.
Obviously, your community will be made up of people with a spectrum of backgrounds. So you must show a spectrum of testimonials.
When you show multiple testimonials with different genders, ages and experience levels you have undeniable social proof. This proves to everyone in your community that they can change their life when they take action.
That’s how you remove all doubt from your prospects mind and make them feel good about buying.
Now you know the secret to desire driven sales and enthusiastic engagement you need to use it.
It’s easy to remember simple mantra’s like show don’t tell or facts tell, and stories sell. It’s another thing to take the time to wrap the 5 universal benefits in mini stories that your community can see.
Equally, it takes time to follow up with previous clients to ask them for a written or video testimonial.
Knowledge only changes your life when you use it, so please make the time to turn the facts of your product into vivid stories that give your community a front row seat to a better life.
If you've found this useful, then please leave a comment below to let me know.
If this can help someone you know, then please share it with them.
Until next time…
P.S. if you’d like a proven system to turn your expertise into cash in the form of physical products, software, live trainings, online trainings, mentorships or consulting then please click the link below to download your FREE copy of my book How To Turn Expertise Into Cash.
The book shows you how to use my simple 5-step system to turn your expertise into cash. With this system, I’ve made £672,989 in just 9 days! And you can too when you know how. So, click the link below to grab your free copy.
Roland Eva is a copywriter and marketing trainer, mentor and consultant.
For the last 5 years, Roland has helped authors, coaches, mentors, and trainers in the property, technology, finance, personal development and business opportunity markets to fill seminars and sell high-end programs ranging from £1,000 to £6,000 by telling true stories that inspire people to change their lives. Many campaigns have made over £500,000 in just 9 days.
Roland’s marketing journey began when he lost his first business, a photography and graphic design studio. The pain of watching his business slowly die, motivated him to discover a proven system to find your ideal customer, earn their trust and make them feel good about buying.
Today Roland’s mission is to prevent every business owner from suffering through the same pain as he did. Roland wants to take them on the ecstatic ride that comes with having a proven system to turn leads into happy paying customers. Roland helps entrepreneurs in 3 different ways:
To contact Roland please email him on: Roland.Eva@RolandEva.co.uk