Are you selling a service that’s so complicated, your customers have a hard time understanding why they need it?
If so, make it easy on your yourself. Sell the end result instead.
For example, if you’re selling marriage counseling services, sell your client on a happy marriage. If you’re selling financial planning services, sell them on a comfortable retirement or a rock solid estate plan for their kids. If you’re selling business coaching, sell them on a smooth-running business with strong cash flow and sustainable growth.
If you learn to do this, you’ll get more clients AND you’ll spend less time agonizing over sales copy.
Here’s Why This Works…
“People don’t buy drills, they buy holes.”
In other words, your buyer doesn’t want your service. They want an END RESULT. Your service is just a means of getting to it. And believe me, most of them would skip directly to the end result if they could.
So why go through the painstaking process of trying to describe your complicated service to your clients?
In my experience, most experts sell this way out of fear. They’re afraid that if the prospect doesn’t fully understand the service, they either won’t buy, or won’t want to pay what the service is really worth.
If you’ve tried to sell this way, you’re not alone. A LOT of experts do it. They work REALLY HARD to explain what their service is and how they’re different than their competitors. But the truth is, trying to sell a complex service this way will either….
- Bore your prospect to tears and make them stop reading/listening.
- Give your prospect a serious case of “information overload.”
Take the second ^ point for example. Think about how many times you’ve done a dazzling job of describing your service to a prospect, only to have them say…
“Let me think about it.”
What they’re REALLY saying is…
“You gave me too much information.”
Now, of course, some customers want to hear the details before they hire you. And of course, it helps to tell your NEW customers what to expect after they hire you. But your FIRST job is to make your prospect WANT to hire you.
If you do this right, your prospects will only need enough information to make them feel good about handing you their money. But their mind will already be made up long before you give them this information.
And that’s the simple formula for selling a complex service. Build desire FIRST. Save the detailed explanations for later.
Now, Here’s How You Do This…
Selling an end result is easier than it sounds. Just picture your customer after they’ve finished using your service. Get a crystal clear picture of this scene in your mind. Then, write it down in “you” focused language.
For example, let’s assume you’re a marketing coach who specializes in helping your clients get more new customers. Here’s what you might say in your sales copy…
Imagine Opening Your Email Every Morning…
…and finding 10 to 20 new product orders. I’m talking about customers you’ve NEVER heard of, but who paid PREMIUM PRICE for your product while you were sleeping. Sound too good to be true? Here’s why it’s not…
I’ll stop there because that’s ^ a picture we can all relate with. Now imagine if I were to continue painting that picture by asking you, the reader, how much those new sales would add up to in pure profits over the next year.
With that done, I’d start listing examples of things you could do with all that extra money. I’d pick things you’ve been WANTING to do for years, but haven’t been able to because you just weren’t making enough sales.
Finally, I’d transition into my sales offer by asking something like…
“Would you be interested in how I could help you do this?”
…followed by a call to action.
Even if I just asked for an appointment, you’d come to that appointment with a desire to get the end result by hiring me. This is how you turn regular prospecting calls into what sales people call “lay downs.”
Now, of course, smart customers won’t buy JUST because you paint a nice picture. They’ll have questions. They might even stall or get spooked when it comes time to pay you the money. But, ask yourself which type of customers you want your sales copy to attract…
- Prospects who are already excited about the end result.
- Prospects who aren’t excited, and just “looking for information.”
I’m sure you’ll agree that number one is much, much better.
Bottom line, information doesn’t make people buy. Desire does.
Here’s a Quick Tip to Get You Started…
Turn off your computer. Put on a pair of headphones. Then, got sit outside somewhere and picture your customer’s ideal day from beginning to end. What SPECIFIC experience are they missing out on because they haven’t hired you yet?
Get a crystal clear picture of this experience in your mind.
Then, grab a voice recorder and describe this experience like you’d describe it to one of your friends. Do this over and over until your recorded description sounds as natural and conversational as possible. Then, have someone transcribe that recording into written words.
Once you’ve edited your work, you’ve got a dynamite piece of sales copy.-Stay Awesome