Step 16 - The Importance Of Developing A Relationship, Not Making A Sale

SCENE ONE You're running late, six bags of shopping, a screaming kid - the sweat dripping off your face (which you can't wipe) as you hurry down street hoping to catch the 11.07 bus and not be stranded for another hour. At that moment a magic man steps in front of you and says: "Would you like a free lift home?" What are you going to say? You want to say yes, but it feels too fantastic, too generous. Why ever would some offer me that? They must want something else… "Why would you do that?" "I am dyeing. This is my way of atoning for the sins of my life." "No thanks" (This guy is a nut case) "My bus is just there." And you hurry off. What just happened? The offer was too good: it was not related to your circumstances, your expectations. You got suspicious and imputed all kinds of dark motives and hidden agendas on the mystery man who tried to get you in his car. Maybe he really was dying, maybe he really was sincere - but you weren't about to risk being wrong about that. You went on your way, and ignored his offer. As you usually do with all those screaming offers that tell you it's "free" and it will be "instant" and "never again" Yeah? nada nada nada People will impute this to your sales letter if you have no previous relationship. Just utter the words "sales letter" and suddenly people conjure up a greasy guy with slimy intentions wanting to rout them out of their every last dime. How will you handle these unspoken perceptions? By developing a relationship first. By crafting a carefully calibrated message, based on an authentic and honest desire, that matches the psychological circumstances of your reader and reassures them that you are the real deal. Before you try to sell anyone anything, first get them to know you, like you and trust you… SCENE TWO - Reshoot. At that moment a magic man steps in front of you and says: "Would you like a free lift home?" oh, it's Paul. "Sorry Paul, I'm rushing for the bus. I can't talk about your stuff now." "I get that Mary - I was just saying that I am driving your way, can I give you a lift?" "Oh really? Can you? Wow - that would be great." This time you get in the car, and on the ride home Paul sells you on what he is doing, and you finally decide to take it on. How To Write Your Sales Letter - Part Six [NOTE: This second half of my blog is a paid area getting 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.] There's a new rule in advertising in that has emerged with social media - the longer you wait before you ask for the sale, the more sales you will make. The process is simple: first get them to know you. Then get them to like you. Finally, build up enough rapport so they start to trust you. That could take a year or more. Have you got that all planned out?

That's what your sales letter will evolve into. A template for a journey of discovery - your client finding out about what you can do for them. I Still Don't Have My Niche!!! Your sales letter is designed towards your niche person, but if this is still a sticking point for you, then analyse what is the number one reason people come to your for Alexander Technique sessions? Then your niche is this: "People interested in Alexander Technique because of (state the problem)" So write your sales letter to them! Your Sales Letter So Far Here's a summary of what we have covered so far - notice that each of these steps could be translated into an email that comes out in an automated sequence over a period of time… 1. Figured out your USP (Unique Selling Point) This will be an essential thread in all your Facebook adds. 2. Decided upon a headline for your sales letter You can test multiple headlines in your Facebook adds to figure out the best headline 3. Given empathy by showing you understand Instead of trying to get them to understand you, take time to show you understand them. 4. Stated the problem Tell your story: show why every other way is hopeless, hopeless, hopeless. 5. Interested them in the benefits Expand on your USP by listing all the benefits that can accrue for them. 7. Established your credibility Prove your claims through testimonials, studies, anecdotes, stories, before/after photos etc. 8. Widened the possibilities Shown benefits out of the niche and into another realm (body--> emotion, niche--> everyday) 9. Rationalized your fee Compared your fee to other fees to demonstrate your cost effectiveness 10. Reassured them with a guarantee Made a promise that supports them taking a risk with you 11. Demonstrated your weakness Plant a seed for the "switch" by saying what you can NOT do for them There's where we are now. Here's what you want to do next: 12. Be Generous What else can you offer them? It is not a discount, but a value add. A "value add" means throwing another element into the package you are offering. At BodyChance for example, we include a coupon to come to one of our 1Day workshops. You could offer something like that. Or it could be a free lesson for one of their friends (which is a great way to get a referral system happening in your business). Please share what something can you give to sweeten your offer? How can you be genuinely generous without putting any more strain on your ability to deliver? https://www.facebook.com/groups/ATCSProMembers/ NEXT: The Hardwired Truth About Human Urgency