Attract Your Audience – Part 1
To maximize your sales and sales income, remember and use The Most Important Selling Principle. That principle is:
Never sell a product, always sell the result.
This principle can be applied across a wide variety of selling situations.
For example, if you sell services, never sell a service; always sell the results.
If you’re on a team, never sell an idea; always sell the result.
If you’re a teacher, never sell a lesson; always sell the result.
Here’s one example of this principle.
Let’s say you’re promoting a seminar to help attendees learn more about your products. For the sake of this example, let’s say the seminar will teach your attendees how to create a powerful speech. You want as many people to sign up as possible. How can you make your title and advertising for your seminar attract the maximum number of people?
You sell the result. Here’s how.
First, think about who your ideal client is. Deciding who this ideal client is will help you focus your message to that client.
For this example, let’s name your client, Chris.
Now, determine what “result” Chris will get after receiving and applying your course content. How do you determine that result? You think about the information Chris will take away from your seminar, then repeatedly ask yourself the question, “so they (your ideal customers) can what?”. In this case, you’ll be asking, “so Chris can what?”
In this example, Chris will take away information that will help him create great presentations. “So Chris can what?”
So he can present in an informative and enjoyable way to his audiences.
“So Chris can what?” So Chris can cause his audiences to think highly of him and be more likely to take the life-enhancing suggestions Chris gives them.
“So Chris can what?” So Chris’s audiences will invest in his products and services, and recommend Chris to others.
“So Chris can what?”
So Chris can increase his client base, revenue, and income.
You could stop here, but let’s go one deeper.
“So Chris can what?” So Chris can increase his ability to live life more like he wants to.
That result or the one before it could be the result you sell. So your seminar title and subtitle might be something like this:
Title: Max-Income Speaking
Sub-title: Increase your client base, your revenues, and your income by communicating irresistibly to your audiences.
This principle works well. Here’s a personal example.
A few years ago, I created a computer programming course focused on a programming language called, “Perl”. I was new to advertising, but had been made aware that I should “sell the result”. I thought the result potential students were after was an “enhanced” I.T. skill set. So I named the course, “Enhance Your Skill Set with Perl”. The course sold poorly.
I left the course title the same, but created a subtitle to focus on a different set of results. Those results were learning Perl in a multi-sensory manner and becoming more valuable as an I.T. Pro. After making that change, the course’s sales took off.
The course — Enhance Your Skillset with Perl — is currently a best seller at udemy.com (see screenshot below) out of over 15 other Perl programming courses.
If you’re not already using the most important selling principle, you can increase your sales by incorporating it into your sales efforts.
