Liveblogging Derek Halpern Live—Day 2

I’m liveblogging Derek Halpern’s free training on CreativeLive.  This is Day 2!  And you can click here for the notes from Day 1.  These are just my notes from watching the online training.

Introduction to Online Selling

You are not a sales person. {SO TRUE FOR ME.}

But… “To sell is human.” –Daniel Pink

  • The Challenges With Selling
    • Don’t feel comfortable
    • Don’t want to be “slick” or “slimy” —is it slimy if you believe in what you’re selling
    • Don’t want to be pushy / want to be the alternative to the hard sell
    • How much should I charge? Don’t want to feel greedy. Want people to value my work.
    • Sales is different online (as opposed to in-person)
    • Closing sales in a one-to-one format is not scaleable
    • “I know what I have is worth it, but no one is buying.”
    • “How do I start generating leads?” (see day 1)
    • “How do I persuade people to buy without being sleazy?”
    • “How do I sell my stuff?”—what’s the process?
    • “How much should I charge for my products and services?”
  • Other Unique Challenges
    • What if I’m selling other people’s products as an affiliate?
    • What if I’m selling tangible goods?
  • How to get better at asking for money?
    • Practice.
    • Record yourself and get your friends to give you feedback.
  • How much information should you give away?
    • Don’t worry about it.
    • People buy for convenience; even if you package information you’ve already given away for free, they will still buy because it’s easier.

How to Sell Anything (even if nobody has ever heard of you)

  • Direct response marketing—how to convert cold prospects to paying customers (junk mail marketers)
  • You can always improve your copywriting skills because it applies EVERYWHERE in life.
  • Mastering copywriting takes a tremendous amount of time and practice.
    • If you find a sales letter you like, copy it out by hand. Helps get it ingrained in your mind.
  • Non-Copywriters Copywriting Sales Framework: a simple framework for selling everything
    1. Get Attention
      • Headline promises a specific benefit (not features)
        • How to increase sales by 600%  —(How to + benefit)
        • how to make $2271 in 7 Days — (how to + benefit + time frame)
        • how to land major media (with no connections) — (how to + benefit + answer objection)
      • headline that creates an information gap
        • why bloggers fail (gap between what people know and what they want to know)
        • The #1 Conversion Killer in your web design (are you making it?)
      • No clever headlines: sells newspapers, not products
        • Look at Cosmo’s cover for ideas of benefit or curiosity driven headlines
      • Promise something, quantify it, and put a time frame on it if you can and address the big objection
    2. What is
      • Describe the world your customers live in—filled with problems that your products or services solve.  Describe that pain.
    3. What could be
      • Imagine what it could be.  Describe it in detail. “How great would it feel to…?”
      • Let them know that a better world exists.
      • Nail home the contrast between these two worlds—one with, and one without the problems.
      • You’re not selling. You’re creating desire.
      • Tell two stories about two people: one experiencing the problem, and one living a beautiful life without the problem.
      • You don’t have to tell your client that they’re an “idiot” or a loser… They realize they’re the guy with the problem.
    4. How to get there
      • Make it clear that your product or service will get customers from the world with problems to the world without problems.
      • Just introduce product, don’t launch into heavy benefits.
      • “I’ll tell you more about that a little bit later.”
    5. Build Trust
      • State the big problem YOU had — what was (I’m just like you)
      • State the story of what is now
      • And how you got there
    6. Testimonials
      • Third party proof that your product or service solved their problem.
      • Be sure they address specific concerns of your ideal customer.
      • If you get a good testimonial that addresses a big concern, put it EVERYWHERE>
    7. State benefits
      • Feature is an aspect of the product.
      • Benefit is how that aspect affects your customer’s life.
      • State BENEFITS.
      • The “So That” Technique: When you write a feature, you add “so that you can…” to turn it into a benefit.
    8. Make Irresistible Offer
      • Exactly what you’re selling
      • the extras you provide with purchase
      • the reason why there’s no risk for purchase
      • a strong call to action — TELL THEM TO BUY IT
    9. Allay Objections
      • It works for you, but not for me. — Therapeutic metaphor; tell a story that allays the objection. Use another testimonial.
      • Is it worth the money? — Price comparison and breakdown. Show them they’re getting a good deal.
      • I’ll get it later. — The scarce offer (either by quantity or time limit).
    10. Rehash Benefits & Give More Proof
      • You can never have too much proof if it’s good proof.
      • Break everything down into quick soundbites.

Selling membership sites.

  • Only open membership once a quarter (or whatever)
  • Sell something different every time

Pat Flynn: Affiliate Sales

**Use Click to Tweet redirect from a vanity URL like PatIsLive.com to share**

Why? To help and serve your audience beyond the products you create yourself.

It’s been abused because it’s “easy.”  To succeed, is less easy.

The Soft Pitch Pipeline

  • Relationship
    • Extremely important
    • Before any selling goes on, it’s important to build that relationship up.
    • “Business nowadays isn’t done B-C or B-B, it’s done P-P: person to person.” –Chris Ducker
    • How to build relationships?
      • KLT—share your stories, be honest and open
      • Feature customers on blog or website
      • Open up
      • Give them a gift
      • R.A.O.K.—Random Acts of Kindness
      • “Stop trying to be so interesting, and start being interested.” Get to know your audience.
      • Ask for feedback; let people be involved in your process
  • Products
    • You must pick products that are right for your audience, to help them get to your customer’s ultimate goal.
    • Recommend products that will help—regardless of whether you get a commission.
    • HOMEWORK: Figure out your ideal customer’s ultimate goal.
  • Experience
    • People who have experience with products (reviews) have an incredible power to sway others to buy
    • Combine that with your relationship with your audience, and it’s VERY powerful.
    • Recommending something with which you don’t have personal experience is VERY dangerous.
    • Know everything there is to know about any product you promote.
    • Unboxing the Mystery
      • People like to see what they’re going to get before they get it
      • Mirror neurons
      • Show people what the product is like
      • What’s good about it?
      • What’s bad about it? (especially the bad stuff!) So there are no surprises
      • step-by-step tutorials
      • walkthrough videos
      • testimonial and owner interviews
  • Proof
    • If there’s any way you can inject proof, DO IT.
    • Share your results from the products you’ve recommended.
  • Pitch
    • Pitch is the smallest part of it.
    • The best sales pitch is no pitch at all.
    • be honest
    • offer support
    • give bonuses
    • create a resource page to list the products you’ve promoted
  • Your earnings are a by product of how well you serve your audience.

 

Improve Your Sales Communication Buffet

The Psychology of Sales

  • You’re an expert at what you do, but you may not know how to sell your ideas
  • What can a basic understanding of sales do for you?
    • Help you communicate
    • sell
    • and network better
  1. The (Information) Gap
    • When selling, you need to grab attention and keep it.
    • Best way to do that is open that information gap
    • theory of curiosity—if you can make people curious, they’ll do anything to close that gap
    • open these gaps all the time: headlines, lede, conversation, etc.
    • write better, sell more, keep attention
    • before you close one gap, you want to open another gap
    • If you use them right, you’ll grab attention and keep it.
    • For headlines, benefit-driven headlines do better than curiosity headlines
  2. The Power of Less
    • People offer everything out of fear of losing out.
    • Too many options kill sales.
    • Fewer options help customers avoid analysis paralysis
    • more focus also positions you as an expert
    • halo effect: if you’re an expert at one thing, people will think you’re an expert at everything
    • The 3×3 rule: instead of choosing one of nine, choose one of three, and then one of three again.  (Same 9 options, broken down into easier choices.)
    • Don’t list all your products and services on one page. Chunk them down. Think of it like a magazine rack: celebrity section, business section, etc.
  3. The Fear of Loss
    • People will fight harder to prevent loss than they will to gain something.
    • People will fight twice as hard to prevent losing a dollar than they will to gain a dollar.
    • Focus on what people will lose out on if they DON’T work with you.
    • Find a balance between talking about loss and gain
    • scarcity — people are scared of losing out (don’t overdo it!)
  4. The Power of Anecdotes
    • People connect with humans
    • Refrain from talking about yourself, your product, and all the benefits you’re offering;
    • Instead, tell the story of a single customer who benefitted.
    • It gives you the opportunity to agree, but also disagree.

 

Retargeting

  • Allows you to reconnect with your visitors by showing ads to only them all over the web
  • Show ads relevant to where they visited on your site.
  • More than 76% of orders added to the cart are abandoned.
  • Show them ads that are specific to what they saw on your website; “come back and complete your order”
  • Show testimonials
  • showing the specific product picture of the product in the cart
  • Try: Adroll, SiteScout, Perfect Audience
  • $1-$2.50 / 1000 impressions (CPM) — ONLY shown to past visitors
  • Start with your high value pages: shopping cart, contact info, etc.
  • You need to supply 8 ad sizes to show on different sites
  • Include a call to action button
  • Cap the number of times the visitor can see your ad per day or after X amount of days
  • Program it to stop showing ads after they take an action (like buy the item or submit their contact info)
  • Product based businesses:
    • Change ads based on how long it’s been since they’ve visited
    • Day 1 & 2 brand awareness, just logo and USP, low impressions
    • Day 3 & 4 call to action
    • Day 5–7 discount and strong CTA
    • Day 8–10 whatever it takes, break even
  • Serviced based businesses
    • Get contact information
    • all visitors that don’t opt-in see ads
    • when they haven’t visited in x days, start showing extra incentive (good for blogs)
  • Tagging via email—everyone who opens the email is tagged to see the ads
    • multiple touch points
    • reminds them of your offer
    • ads should be relevant/specific to the email
    • if they click through, the ads can get even more aggressive until they buy

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