If you pitch a premium offer to a group of strangers, your closing rate will be low. Customers who already know, like, and trust you are easier to convince, because they only need to take one step up your Value Ladder. Have you ever been offered a free sample in a grocery store? Maybe it [...]
Selling asynchronously is something you can do on a sales page. When you pitch someone across the counter in a showroom, you are selling synchronously. You can respond to objections as they come up, and modify your communication to suit the moment. Selling on the Internet is mostly asynchronous. You craft your messaging, field [...]
There are 4 steps in the Marketing Cycle: Know Like Trust Buy Giving a free consultation builds trust, and also gives you valuable intelligence that can help you make the sale. You can position your solution as the way they can achieve the outcome they want, by discovering the details of what they want [...]
Today, I'm going to share a case study of my recent video work. eSpeakers is a SaaS company that provides an online directory for meeting planners and conference organizers who are looking for professional speakers for their events. As one of the most popular and frequently used speaker directories in the United States, eSpeakers [...]
A mind that is stuck on what's 'mine' cannot see what's 'ours.' Ideas spread through interaction. Demanding the ownership of an idea petrifies it, preventing growth and adoption. Imagine a bumblebee claiming ownership and a dominion of a flower. Preventing all the other bees from interacting with this flower means that the flower will [...]
I learned a great acronym from Col Fink recently, during a live workshop at Thought Leaders Business School. He calls these SPEAR emails: Short Personal Expecting A Reply Contrast this with LINEAR emails: Long Impersonal Not Expecting A Reply When we are nervous about making sales outreach, we confuse our communications by complicating it [...]
I know you're telling the truth. And you know it, too. But your future customers are unsure. Convincing a stranger to become a customer requires you to manufacture a huge amount of trust. You could create this trust slowly, over time, through a series of penance-like acts of devotion to prove your worthiness. Or, [...]
You set the altitude of your mission statement. 'Have A Nice Day' is a mission statement, but so is 'Shit Happens.' The most profound mission statements are often the most simple. You've seen a great one on every map. 'You Are Here.' That's a mission statement, too. What's great about sharing a powerful mission [...]
When I was waiting tables, I had a mnemonic trick I used to remember everyone's order without writing anything down: I would imagine their dish on top of their head. Halfway through a big round table of a dozen people, someone would say, 'Can you remember all of this, without writing it down?' and [...]
A 'freelancer' is literally a professional mercenary. Some kings and queens of the realm have their own sworn knights to fight for them in the joust. Other lords and ladies, and especially the rich merchants who want to set foot in court, have to rely on mercenary muscle. The 'free-lance' was a knight without [...]