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The 3 Musts of Pre-Selling Your
Offers
By Chayden A. Bates
The Effective Marketing Group
When looking at the task of promoting your offers, no matter what they
may be, it helps understand what this task truly involves. Because most,
if not all of your promotions are to generate highly targeted, qualified
"eyeballs" for your "selling Web site", your salesman in print, it is
understandable that you must create the needed ...
1. Interest
2. Education
3. Desire
... for what you have to offer BEFORE your prospect ever links to your
site. This is known as "pre-selling" your offers. Your task is to
"prepare" your prospect for what your web site has to say.
If you pre-sell your offers correctly, you will find that, even if your
"salesman" is something of a "newbie" to the many aspects of salesmanship
in print, he can still very effectively do his job if you only complement
him by doing yours.
Let's look at these three factors which make your salesman's job that
much easier.
1. Interest
To draw "Interest" to your marketing message you must first target your
audience. It doesn't help to talk to a man looking to buy Mail Merge
Software if you're selling Walking Shoes specifically tailored for golden
age women looking to reduce their increasing lower back pain.
When you understand who it is you're talking to - when you target your
market - you'll find it much easier to draw them in by relaying the
message that "your offer concerns them".
For example, if you DO sell Walking Shoes specifically tailored for
golden age women looking to reduce their increasing lower back pain ... to
catch their "Interest", you could state, within the first few seconds of
talking with them ...
"If you're a woman who's fifty or over, plagued with severe lower
back pain, and sick and tired of the same old pair of "walking shoe
promises" that cost you not only your money, but lead to the increase in
severity of your lower back pain, then read on."
... if this describes your reader, you've just grabbed their ear.
You've created the needed "Interest" to draw your prospect ever closer to
your marketing message.
2. Education
Once you've perked your prospect's interest, once you've grabbed their
attention, you must then "Educate" them on the value of your offer. This
can be done in one of two ways or both for maximum effectiveness. Show or
tell your prospect HOW and WHY your offer is something that they may need,
can use and do want!
You must meet their interest, their questions, their uncertainties,
with "Education" on how and why your offer can and will work to help solve
their pending problems.
To use our Walking Shoe example, which will "solve" the aging woman's
"problem" of de-flaming her fiery lower back pain, you as the seller of
this offer must educate your prospect on HOW and WHY your Walking Shoes
are of value to her.
You must tell these women WHY your particular shoe will solve their
biggest problem - their back pain, most aggravated when walking about - by
showing them HOW your offer - your walking shoes - benefit them.
This can be done with facts, statistics or examples such as picture,
video or word tutorials, or testimonials from women, just like her, who
were able to walk proud again with not only a decrease in their lower back
pain, but an increase in their stamina and energy!
By creating and instilling this education - this awareness - of their
problems and the steps they can *very easily take to solve them*, you will
in fact pre-sell them on your offer BEFORE they ever hit your Web site.
3. Desire
Creating the desire to "want" or "need" what you have to offer actually
fits between "Interest" and "Education". You see, all the while you're
drawing interest and educating your prospect about what you have to offer,
you need to point out and almost "rub in" the fact that they have their
problem. Now, this isn't to say that you would make fun of them for having
it, rather heighten their awareness ABOUT it.
You need to understand that you're (hopefully) not the reason they have
this problem. They had it long before they met you. All you're doing is
creating that "desire" to fix this problem by continuously alerting them
to the fact that they DO have the problem.
To use our Walking Shoe example one final time, to create the needed
desire of owning your shoes, you could subtly throw in lines such as ...
"... but if you insist on settling for just any old pair of
walking shoes, here's what you'll have to look forward to in what are
supposed to be your golden-years ... fallen arches ... filamentary
discomfort in your hips and lower back ... extreme foot swelling and
possible blistering as you lurch forward trying to accommodate the pain
... and all of this can be just from getting up to get a glass of water!
Thanks to this choice, you'll slowly be crippling any mobility you
ever hoped to sustain in what were going to be, your last, great years
of life ..."
The more times you tell them about or refer to their problem, the more
"Desire" you'll create in them wanting to fix it. (NOTE: This approach
should be used tactfully and not overdone.)
So again, to successfully pre-sell your offers as well as aid the
effectiveness that your Web site - your salesman - has in closing "the
deal", you must ...
1. Draw interest to your marketing message
2. Instill education and awareness of the value in your offer
3. Create desire for what you have to offer
... where in you will "prepare" your prospect for what your "salesman"
has to say - with a forethought that your prospect should really only be
looking for "Where the order button is".
© 2000 - Chayden A. Bates
Chayden is the author of the highly acclaimed NEW E-Book, "E-Book
Marketing Explained!" and is currently teaching other online marketers how
to maximize their online promotional efforts with the use of Free E-Book
Marketing - the most "viral" online advantage you've got! I've read this
and it's wonderful.
Click here NOW to visit his site for full details. |