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Posts Tagged ‘Dan Kennedy’

Every consumer wants to know what’s in it for them.  If he gives a bit of his hard-earned money, what will he get in return?  If she donates an hour of her valuable time, what can she expect to receive?

Whether the consumer donation is money, time, or loyalty, those consumers want to know that what they’ll receive will greatly outweigh what they invest.  Dan Kennedy put it well when he referred to this concept as, “Selling money at a discount.”

This is the duty of your teleseminar’s registration page.  Not only should your registration page name a common problem, agitate it, offer a solution, give benefit bullet points, and offer simple registration and payment, but it should quell fears, silence objections, and calm arguments…with a call to action that springs to action, even before those objections are formulated.  Before your prospect has a chance to ask him or herself, “What’s in it for me?” or, “How is this going to better my position?” or, “How is this going to save me money?”, you need to thoroughly answer those questions for them.

You can quantify the cost of any topic. No matter the subject matter, you will always be able to find proof that you will save your customers money, time or grief.  Consider these examples:

• If your topic is business related, and the foreseeable objection is price, include a statement like this:  “For an investment of X, you’ll get the information to avoid the problem of Y, which if left unchecked, will cost you 100 times X.”  For example, you can show your readers how spending $50 will save them $5000.

• If your topic is weight loss related, you can quantify the cost in this manner:  “You’re already spending money on this problem, in the form of high insurance premiums, gym memberships, weight loss programs, and clothing.  You’ll spend far less than all of this to participate in this teleseminar, which will eliminate the need for most of your current money spending.”

• If your topic revolves around parenting, consider presenting your quantification this way:  “How much money are you spending on guilt gifts for your children?  What if a great parent/child relationship was to replace those gifts?  You would save money and gain what you really want.”

• Or, if your topic has little to do with money, and a lot to do with emotional cost, you can quantify your clients’ investments like this:  “Isn’t it worth X to never feel Y again?”

You must calculate the actual monetary amounts for your registration page readers.  Don’t expect them to do the math – they may click away without ever seeing the true monetary benefit that you’re offering.

Even if you’re not able to attain a sign-up from every reader, a good call to action will break through denial, and push those people closer to a sign-up next time you host a teleseminar with a similar topic.

Even if you’re hosting a free teleseminar, you must use your call to action to convince prospects that their investments of time will save them money, time or angst.  In other words, you must convince them that participating in your teleseminar will literally make them money, or trap the money that they already have in their pockets.  You must convince them that investing one hour can save them five hours of work.  Or, convince them that investing one hour will save them hours of sleepless grief.

Your call to action should do just that:  call for action to be taken.  In fact, it should be so powerful, so undeniable, and make such good monetary sense, that your readers won’t be able to help but spring to immediate action.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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You know that you have a great product that will really have a positive impact on your market. It will fulfill their most urgent needs quickly and effectively, if only they would just try it.

There are ways that you can encourage potential buyers to purchase your product…

TIP 1:  Offer A Free Sample Of Your Product

When introducing your new product to potential clients, consider offering a component of it for free. Give customers a glimpse of what they’re missing out on with your free offer.

The key is offering a glimpse.  Don’t give away too much. If you give away too much in the first instance you may find potential clients settling for the free component.  That is not going to benefit them or you.

Consider sharing your free offering for a limited time. Be careful not to devalue your time. That is the challenge and balance is required.  If your free offer runs for too long, potential clients get accustomed to receiving your “freebies” and won’t appreciate the value of paying for your products and services.

As you go down the route of offering something free, be sure to state your intent of charging your clients in the future.   State your intent at the outset. “This would normally cost X per month. But as an introduction, you are getting it free for the first three months.”

Plan for the fact that most people will not buy from you the first time around. I have had clients sit quietly on my list for years, never buying anything from me. They’ve received my free newsletters for a long time, and then suddenly, they decide to make a purchase. Don’t presume that just because your clients aren’t buying now, that they never will.

Keep in touch with them through your free offering, whether it’s a newsletter or limited time offer. What you’re actually doing is building a relationship and goodwill that could pay off monetarily later on.

TIP 2:  Offer A Guarantee

Offering a guarantee is a great way to show customers that you have complete faith in your product or service. It shows that you are confident enough to guarantee the results your product provides.

Guarantees are a very common aspect of product marketing.  The reason that many people don’t offer guarantees is they’re afraid customers are going to take advantage of them.

Yes, that is going to happen, on occasion. Someone will ask you for their money back.  They probably haven’t even read or used the product yet to determine if it will meet their needs. They are just after getting their money back. While this may be frustrating to you, you just need to get past it. It’s part of business.

Dan Kennedy surmises that if you’re not getting 10 percent of your products returned, you’re not selling hard enough. That’s a great theory to keep in your mind and put a positive spin on what you may have perceived as a negative scenario.

The extra sales you will make because you’re offering a guarantee will far outweigh any loss that you make on returns.

You should absolutely guarantee your product, particularly when you offer your first product.

Both guarantees and free offers offer another added benefit. They provide more opportunity for really helpful feedback that will help you improve your product.

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