Want to skyrocket your sales this year? Then you need to hear this…
Because what I have to share with you today will permanently shift your perspective on marketing and selling your products.
In other words, when you’re done reading this post, you will understand marketing like never before – and you’ll understand what you need to do immediately to dramatically increase your sales.
You see, up until now, I’m wiling to bet your business has been silently stunted. It’s been handicapped from the get-go.
No matter how much you learned, no matter what new tactics you tried, you could never get the sales you needed.
You may as well have an anchor dragging down your business because your results have always been less than you expected.
But that’s all about to change. Once you fully grasp what you’re about to discover here, you’ll immediately know what you have to do to make more money and finally get the momentum you need for your business.
It starts with understanding WHO you’re really marketing to…
Who’s REALLY Looking at Your Marketing Anyway?
Let me break it down for you.
Every time you go out into the marketplace with a new piece of marketing (like a video sales letter, retargeting campaign, or even an old-school print ad), your prospects fall into one of five categories.
- About 5%: Can’t wait to buy what you’re offering.
- About 25%: Are open to buying what you’re offering.
- About 40%: Are NOT thinking about what you have to offer.
- About 15%: THINK they’re not interested in your offer.
- About 15%: KNOW they’re not interested in your offer.
(Now for the record, these numbers are estimates at best. But they’ll give you an idea of what you’re up against when you’re selling.)
As a marketer, it’s your job to change these numbers. Specifically, it’s your job to persuade prospects who are NOT thinking about your product AND the prospects who think they’re “NOT interested.”
It’s also your job to get people who are “open to buy” to the place where they “can’t wait to buy what you’re offering.”
But at the same time, you should NOT be marketing to the prospects that can’t wait to buy and definitely NOT the prospects who will never buy no matter what you do.
If you’ve been in business for a while, I’m sure this isn’t a surprise to you. (Because if this is surprising, then I’d question what you’re trying to achieve in your marketing.)
So let’s assume you already knew this, or you could have figured this out on your own. Then what? How do you go about changing these numbers?
Well before I explain, I want to share with you one of my favorite marketing quotes of all time…
“The aim of marketing is to make selling superfluous.”
– Peter Drucker
In other words, if you want to change those numbers and make more of your target audience “open to buy,” then everything you do in your marketing should lead prospects to buy… LONG before you start selling.
How I’ve Personally Made Selling Superfluous
“Rich, I don’t know what you’re selling, but I know I want to buy it.”
Over the last seven years, I’ve gotten that reaction more times than I can count from fans and readers.
Usually it’s after they read one of my free reports. Now, if you’re reading this post, then I’m sure you already know the stories about my seven free reports that built my business.
And unless you’ve been unplugged from the internet world for a while, you’ve probably heard about my Report Writing Workshop next month.
At this workshop, I’m taking a very exclusive group of entrepreneurs and I’m showing them exactly how to “make selling superfluous” for their customers, just like I did in my free reports.
Now in my opinion, creating a blockbuster free report is an easy way to lead your prospects to the sale.
But simply writing a free report is NOT what I would call “the most powerful marketing strategy on earth.”
No, what I have to share with you today (and with my clients at this workshop) is MUCH more powerful than just writing a free report.
You see, the most powerful marketing strategy I know involves leading your prospect to the BEST frame of mind to buy your products.
So when you ask for the sale, the majority of your prospects are in the “open to buy” category.
The Ideal Buying Moment
Something you need to understand: When you introduce a new idea, the person you’re talking to has to be in the right frame of mind to hear it.
For example, I can’t tell you about marketing in this blog post – unless you’re at a place in your business where you want to listen to me.
Your prospects are the SAME way.
For every prospect, there is a moment when they are in the best possible frame of mind to listen to your marketing messages AND buy your products.
I call this “the ideal buying moment.”
Going back to our percentages above for a second, this is when your prospect can’t wait to buy, OR are open to buying. Of course, as a marketer, that’s what you want.
Let me give you a quick example.
Say you sell alarm systems. There will be a moment when your prospect is in the perfect mental state to want to buy your alarm system – regardless of what you say or do in your marketing.
Maybe your prospect just inherited some valuables they want to keep safe in their home. Maybe your prospect just heard a friend had a break-in in the same neighborhood where they live.
Whatever the catalyst, something fundamentally changed your prospect’s mental state so they approached your alarm system as a WELCOME tool, a “must-have,” – not as an annoyance or unwanted intrusion in their lives.
When your prospect is in this frame of mind – selling truly is superfluous. As a marketer, you barely have to do anything to make the sale.
How to Lead Your Customers to the Ideal Buying Moment
I’m sure you’ll agree: It would be OUTSTANDING if the majority of your prospects were already in this ideal buying frame of mind, before you asked them to buy your products.
Well, as a marketer, you can make this happen. In fact, if you want to market effectively, you HAVE to make this happen.
Your marketing has to BE this catalyst for your prospects so you cause this fundamental shift in their perspective.
Otherwise, you’ll sit around waiting for would-be customers to have this fundamental shift in perspective on their own (like in our alarm system example above). And we all know how seldom that happens.
So how can you lead customers to this frame of mind in marketing?
The fastest way I know to change a prospect’s perspective is to produce dynamite free content that subtlety causes the prospect to realize that your product is the answer they’ve been searching for.
As I mentioned, I’ve done that in each of my free reports. But you could do this just as easily in videos, emails, or any other kind of free content.
This free content “vehicle” that you use is NOT as important as what you say to inspire this fundamental shift in their perspective.
Now this is a HUGE topic. One I’m going to be digging into next month for two days at my workshop. But for now, I want to leave with you with a way to do this on your own.
- First, you need to think about your product’s BIG promise. So ask yourself: What BIG promise does my product make? What BIG problem does your product solve for your prospects?
- Next, what does your prospect need to be thinking, believing or feeling to spend their hard-earned money for that BIG promise?
Once you know that, the next step is how to lead them to those beliefs and feelings. I’ll get into that in an upcoming post.
Three quick questions before I get out of here…
- Was this post useful for you?
- Do you already know your customer’s best frame of mind to buy your product? If so, what is it?
- If you think you “get this,” and you’re ready to lead your prospects to this frame of mind in your own free content, tell me: Do you think a prospect needs to be less hopeful or more hopeful to want to buy your product? (Because it can’t be both.)
As always, I’d appreciate it if you could answer in the comments.
If you got value out of today’s blog post… I’d appreciate if you’d share it with your friends and fans on Facebook or Twitter, by clicking the share buttons above.
A quick note: We still have a few spots remaining for next month’s Report Writing Workshop. For full details on this event, contact my Director of VIP Relations, Adam Kaye at +1-631-656-8400.