Step 11 - Long Distance Communication on Facebook

When I finally met her, she was younger than I imagined. "It's like I am reading my own mind." She had been receiving my emails explaining my personal coaching service at BodyChance. It was the time my marriage was ending, and my emails at that time were deeply personal affairs that explored self-worth, depression, actualizing your desired experiences. I was publically exposing how to soft-wire a positive, can-do outlook on life, when all I wanted to do at the time was take my own life away. I realised later, rather stupidly, that no-one wanted to be coached by a guy on his way out! What was I thinking? We all make mistakes, and that was one of mine. However, even if it wasn't my greatest of times, nor my best of campaigns, her comments struck me because they mirrored what I had been learning in my copy-writing studies: when you reach the point of success, you get feedback from people telling you it was like you were inside their heads, repeating words they told themselves. Can you get inside the mind of your student? When communicating long distance, this is how you become effective. Message To Market Match It's not possible to directly experience how people are reacting to your words, therefore you must anticipate it. How do you do that? By knowing them very well. That's why you niche - because the better you know the proclivities of a person, the better you can shape your words to match their inner lives. This is the message to market match. Getting a person to agree to take lessons with you is a massive undertaking - so when you are able to deeply connect with them, and demonstrate you can give them what they truly seek, you will succeed more often. The odds can be daunting. BodyChance Batting Averages At BodyChance, for every 100 people who physically attend a studio demonstration - and that's another task right there - only 20 will decide to join our Basic study program. Of that 20, only 10 will stay longer than three months. Of that 10, one or two will decide to join the training school. Those are the odds - so take the time you need to sharply match your message to your market. The encouraging side of this is success: BodyChance has hundreds of people studying with us, thousands of people on our mail lists, huge interest in the work in Japan. It can be done, you can make it work. You start by developing your skill of verbal/written communication. Marketing is teaching into the far distance. You are conducting a one-sided conversation where the relies are muted, but heard nonetheless. Can you do that? Then you will succeed, no question. It is only a matter of skill development and time. [NOTE: This second half of my blog is a paid areagetting more practical about my general comments above with the other teachers and students in my ATSuccess group. You can join anytime to be part of our discussions.] How To Write Your Sales Letter - Part Two

Yesterday I offered a simple formula to write the first draft of your sales letter. In summary: 1. Identify the problem Give empathy: show you understand. Go through the emotions and the logic they have been using - you want them to trust you understand their primary desires and needs. 2. Agitate the problem Document every ineffective method they have tried. Alexander Technique teachers can have a lot of fun here - rant so that the person reading will be nodding their heads thinking: "Yeah, that's exactly how it was." 3. Offer Your Solution Finally you now get to introduce some of the original ideas inherent in Alexander's Discovery. Identifying The Problem More Deeply In terms of the first step - Identifying the Problem - Dan Kennedy formulated 10 questions to answer that will guide you in coming up with ways to address this. Here they are: 1.What keeps my customers or prospects awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? 2.What are their fears? 3.What are they angry about and who are they angry at? 4.What are the top three frustrations they deal with every day? 5.What trends are currently occurring and how will these impact their lives? 6.What is their deepest, darkest desire? 7.Do they have an inherent bias when making decisions? 8.Do they speak in their own language? 9.Who else is selling a comparably similar product or service to them and how are they being sold to? 10.Who has attempted to sell something similar to them and failed miserably? Writing Your First Draft I suggest you sit down and take each of those questions and start writing. When your niche is one you have been studying a long time, you don't need to research, you just need to articulate. Researching Your First Draft However, say I decided to go for the golfers - then I would need to spend a lot of time researching the answers to these questions. I could read all the magazines - see what topics were trending. I could scan the bookstores and identify the top selling books and what topics trigger sales. I could talk with any golfers I knew, ask them what worries them most. Watch TV informationals that sell golf items, look at the successful advertisements that keep getting repeated, visit all the websites, do a search for golfers on Facebook. You may need to do some or all of this - combining your own experience of your niche with information gathering from others. When you say "I can't write" and feel stuck for words - research is how you will find your voice. As you move around this information, make notes: jot down words that other people have used in interviews and use those words in your sales letter; whenever you think of a great way to express an idea of the work in terms of their activity - make a note of that. Group these notes for use in Parts one, two or three of your sales letter. Jennifer, for example, discovered how Musicians are time challenged. Her sales letter could have a heading like: Practise Effectively: Get More Time To Do The Things You Love! Surprisingly, a lot of musicians may respond to an appeal like that. They have to spend so much time practicing, they feel they don't have time for other things. The pain issue is not as compelling to them as the time issue. Isn't that an amazing discovery? When you seek out information about your niche, you may also discover something surprising like that. That people seek something other than what you imagine they seek. Please post your headlines/UPS statements. Share how you are going with this project. I will stay with this theme for awhile longer… https://www.facebook.com/groups/ATCSProMembers/