I’ll wager that 9 out of 10 people who read this won’t get it.
Not really.
They’ll say, “Yeah, that’s probably right,” and then they’ll blow it off like they never read it.
But the fact is, I’m nearly certain that’s why some people crush it online and others never make more than a few hundred bucks here and there.
For example, imagine you’ve got some individual who maybe isn’t the sharpest tool in the shed. But he doesn’t know that. He thinks he’s unbelievably smart. He thinks his products are radically awesome. He thinks he’s king of the internet and master of his niche.
And even though his products are average and ordinary, and even though he’s not all that bright and certainly not clued in on what’s happening, he still does really, really well.
Then you’ve got this other person who is smart as can be.
She really cares about her customers and wants to help everybody and anybody she can.
She tries her very best to put out products that can revolutionize lives, but she wonders if she isn’t falling short.
Maybe she needs to work harder, or find more answers to give in her products, or just be an even better person.
And she’s failing miserably.
The first guy KNOWS for a FACT that his products ROCK (as he would say) and that he’s “THE MAN.”
And this comes across in everything he does.
His emails, his videos, his website – they all exude a crazy amount of confidence, and customers pick up on that and are drawn to it.
But on her site, and in her emails and videos, she hesitates.
She’s a little bit unsure.
She wants only the best for her customers, so she holds back, just in case her latest recommendation isn’t good enough.
And customers pick up on her lack of confidence and don’t buy.
Simple, right?
Now the question: Are you going to think about this and find a way to use this in your business?
Or… are you going to dismiss it?
“Because I really do think – or at least I believe – that I’m on to something here.”
“In fact, I KNOW I am.”
Take a look at those last two sentences and notice the contrast.
Which one makes you sit up and take notice?
Which one makes YOU confident that I know what I’m talking about?
See what I mean?
You don’t need to be a jerk about it, but confidence and belief in your products will go a heck of a long way towards making you sales and customers who become raving fans.
Regardless of what you’re writing – a blog post, an article, a sales message, etc. – your copy should sound personal and relevant to the person reading it. You don’t want to sound like you’re writing a textbook to a class of students or a news article to the masses. Instead, your tone should be similar to a one on one conversation with a friend.
So how can you achieve this? With a little research and a healthy dose of imagination. This is one of those tricks that natural writers do without thinking about, and the rest of us can learn with just a little practice. What you’re going to do is create a “persona” of your ideal reader. For example, if you’re writing a sales letter, your persona is the customer. Hopefully you have a good idea of who your customers are, and if not you might want to engage in some research to find out.
Choose one customer: Someone who has purchased your products in the past and reads all your stuff. This person might be real or imaginary, it doesn’t really matter. Now write a bio for your customer, answering these questions: Male or female? Age? Where does s/he live? Occupation? Likes? Dislikes? Desires? Goals? You get the idea – you’re creating this person just as if they were real and sitting there in the room with you. Picture them in your mind, or choose a photo from the Internet.
Now for the fun part: Make friends with this customer. Imagine having a face to face chat about your latest product or the blogpost you’re about to write. What do you tell him or her? What questions do they have? Do they understand what you’re saying, or do they need clarification?
If you’re thinking you can’t do this, it simply means you’re out of practice. All children have imaginary conversations in their heads, and you did as well. This is your chance to let your subconscious mind go to work, filling in the words your persona would say to you in a conversation. You’ll be surprised by what you discover because you’re opening the door to knowledge you didn’t even know you had.
Now then, once you’ve got a good sense of who your persona is, go ahead and write that blog post or article or sales message directly to your persona, just as you would write a personal letter. Be sure to connect with them on an emotional as well as intellectual level. Your persona is the only one that matters when you are writing because it is just the two of you having an intimate conversation.
And if all of this sounds terribly silly, don’t worry. Just try it. You’ll be pleasantly surprised by how much better your writing can become when you’re writing to that one specific persona.
BONUS: As you get to know your persona better and better, you might try asking him or her questions and quietly listening for the answers. Your persona can tell you why your marketing is falling short, how to market your product for more sales, and even what product to create.
Once you’re well acquainted with your first persona, consider getting a second one that is quite different from the first. For example, if your niche is Internet marketing and your persona is a 50 year old male looking to make extra money to sock away for retirement, your second persona might be a 22 year old looking to earn a full time living online as fast as possible, or perhaps a newly divorced 35 year old mother of 3 trying to make ends meet.
These personas will make your writing come alive, as well as accessing useful and sometimes brilliant information and insights that take you by complete surprise and significantly add to your bottom line.
“I want to start an online business but I don’t know how.”
“I want to start my own blog and list build but I don’t know how.”
“I want to create a product but I don’t know how.”
I want to [insert whatever it is you want to do] but I don’t know how.”
Well guess what… neither did every single person who did it for the first time.
But you’re got to take the leap anyway, and take it on faith that you will land on your feet.
Figuring things out on the fly is a learned skill.
And the more often you take the leap – any leap – without knowing exactly where you’re going to land, the better you get at it. Plus, each time makes you better equipped to leap again and again and again.
Learning to operate at a high level within unknown scenarios is more valuable than learning a specific set of skills for a specific situation.
Prepare yourself mentally for being unprepared.
You can never anticipate the exact skills you will need until you need them. In fact, you don’t know what you don’t know until you find out you don’t know it.
You’re going to hit roadblocks. Expect them. And expect to crash through those roadblock to the other side, too.
Expect challenges. Expect setbacks.
They are coming for you, so be prepared mentally.
Go in fighting, not retreating.
Keep your eye on the goal and nothing will stop you…
…but if you look only at the obstacles, you will never get far.
Think about this – your entire life you have been flying by the seat of your pants in one fashion or another.
Don’t stop now.
When they tell you to seize the day, they don’t mean tomorrow – they mean TODAY.
Regardless of what niche you are in, there is no doubt that building a list of prospects and customers who know you, like you and trust you is your most powerful business marketing strategy.
So what’s the second most powerful business marketing strategy? It’s up for debate, but I’d like to suggest the following:
Writing a book in your niche to give away to your prospective customers.
And no, I don’t mean a 20 page report, although that’s far better than nothing. Nor am I suggesting you write a “book” that’s nothing more than a cleverly disguised sales letter, although those can be useful as well.
Let’s stand in our prospect’s shoes for just a moment. Let’s say you live in Chicago and you’re looking to invest a substantial amount of money in marketing your brick and mortar business online. Obviously you don’t want to hand the work over to just anyone – you want someone who clearly knows exactly what they’re doing and can deliver the results you seek. Someone who will get customers streaming through the door and the cash register ringing non-stop. Bottom Line: Someone who won’t waste your time and money.
A fellow drops by out of the clear blue and offers to do your marketing. You’ve never heard of this guy and you’re cautious. You do some research, ask your fellow business people, and locate 3 more small business marketing types who all say they’re experts at marketing small businesses online. They even have references. Still, you’re cautious.
Then one day you’re at a friend’s place of business when you spot a book on his desk. The title immediately grabs your attention: Effective Online Marketing For Small Businesses In The Chicago Area.
It’s not a snappy title by any means, but you don’t care. You’re riveted. You want to know everything in the book and you especially want to know who the author is and can you hire him.
And all you’ve seen so far is a book title. So why are you so interested in hiring THIS guy? Why does he stand head and shoulders above all the other small business online marketers you’ve already spoken to?
First, he’s an author. And like it or not, author’s carry a mystique and an air of credibility virtually untouchable by any peers who haven’t authored a book.
Second, not only did he write a book on marketing your small business online – he wrote about marketing your small business online in the area in which you live.
It’s akin to having the name Abdul Anderson and finding a book titled: What Abdul Anderson Should Do Right Now to Solve His Problems. Tell me you wouldn’t pick that book up in a heartbeat if your name was Abdul Anderson!
Okay, you’ve got the point. When you write a book, you’ve got instant star attraction and a ton of perceived credibility. People are no longer asking, “Can I see 5 references?” They’re not asking, “What if you can’t do what you say you will do?” They’re not asking about your guarantee, how long you’ve been in business, and all those other questions.
Instead, they’re asking how much you charge and when can you start.
And this isn’t just for marketers working with offline businesses – this is for almost anyone offering a service or even a product.
Imagine someone comes to your website – has never heard of you before or been to your website before – and there on the home page sees the book that you’ve written. Do you think you’ve just scored some serious credibility with that new visitor? Absolutely.
Or what if you’re sending traffic to a squeeze page to capture their email address. Do you think offering them the e-version of a REAL book that is currently being sold on Amazon will increase your conversion rate? You bet!
Back to marketing to offline businesses – if you hand a prospect a copy of your book, do you think you’ve increased the odds you’ll close them on a $5,000 marketing package? Of course.
Your book should contain tons of dynamite information and no sales pitch. Yes, it’s fine to refer them to your website, but the main focus should be on educating your reader. The more you tell, the more of an instant expert you become in your reader’s mind.
Make the book comprehensive, covering a great deal about your particular niche. Don’t be afraid of telling too much – generally when a prospect realizes how complex your service is, if they can afford you then they will hire you rather than attempt it themselves.
Include your contact information, including phone number, address and of course your website. Realize that people hang onto books, and even if they don’t need your service right now, they might refer back to it in a year or even in 5 years, so don’t change your contact information unless you absolutely have to. The book you give to someone today could result in a $20,000 sale 5 years from now, but only IF they can easily find you.
Make it easy to read. Just like a sales letter, you don’t want page after page of fat paragraphs. Use plenty of headings, bullet points and space to break it up.
And by all means edit it. Get someone else to read it over and tell you if there are any errors or places where it’s difficult to follow. You want it to read as professionally as possible because it is a direct reflection of you and your business.
If you are giving away the e-version of your book on your squeeze page or website, by all means either give them a link or a screenshot that shows your book on Amazon. Anyone can SAY they are giving away a $19.95 ebook, but when they see that you really do charge that much on Amazon, your free gift suddenly becomes much more valuable in their eyes, increasing the likelihood that they will opt into your list AND read your book.
Do encourage your readers to review your book on Amazon. The more reviews you get and the better reviews you get, the more credibility you build up. After all, if you see a book on Amazon with 1 or 2 reviews, and another with 50 reviews, which seems to be the more popular? People tend to be followers, not leaders. That’s why they look for social affirmation that others are reading and liking your book. You might even offer a free gift for every unbiased review you receive. Just be sure not to offer a free gift for every POSITIVE review you receive, or you will lose much of the credibility you’ve worked to achieve.
Is writing a book hard? Yes and no. For some people it’s extremely difficult, not because they’re not intelligent, but because their intelligence lies elsewhere. We all have particular skills we’re good at and others that we really should leave to the “experts.” So if you don’t like to write, consider hiring a ghostwriter to write your book.
If you’re going to write it yourself, set a deadline by which you’ll have it finished, and then decide to write 2 to 5 pages a day, every day. If you’re writing a 200 page book at 2 pages per day, you’ll be finished in 100 days. At 5 pages per day, you’ll be done in just 40 days. See? It doesn’t take long if you stay consistent.
The secret to writing a book? Write your table of contents first. This will become your outline, and it’ll break the book up into manageable pieces. It seems like a daunting task to write 200 pages about your subject, but 10 pages about one particular facet of your niche is a breeze.
For your book cover design, I recommend hiring a professional. People really, truly do judge your book by its cover. Sure, you can create your own, and if you’re a graphic artist then maybe that’s the way to go. For the rest of us, we put too much time and effort into our book to make do with our own amateurish cover. So do some research and find a professional book cover designer with a portfolio you like, and spend the extra money to get it done correctly.
Once you get your book finished, I believe you’ll find it’s the second most important tool in your marketing arsenal, right behind your list of customers and prospects. Your book has the potential to generate more business for you than perhaps a dozen full time sales people, and through the power of the Internet it can be working for you 24/7, making you an instant expert and the go-to person in the eyes of your prospects.
Forewarned is forearmed, and by knowing in advance what can stop you from realizing your goals, you’ll be able to do what’s necessary to overcome these obstacles and move straight through to victory.
The first obstacle is engaging in limiting beliefs. Need I say more? Well, maybe…
If we get what we think about, and we think we don’t have what it takes to accomplish something, what happens? We don’t accomplish it. If we believe that we don’t deserve success, do we get it? Not likely. And if we’re always being negative, thinking negative, speaking negative, what happens? Nothing good.
We achieve what we believe. Period. Not what we hope for, desire, wish for, etc. There used to be a computer expression – garbage in, garbage out. And it’s the same way with your beliefs – bad thoughts in, bad results out.
Whatever it takes, whatever you’ve got to do, find a way to lose the limiting beliefs and replace them with positive, boundless limitless thoughts of success.
The second obstacle to success? It’s giving up too soon. There is a quote I like…
While one person hesitates because he feels inferior, the other is busy making mistakes and becoming superior. -Henry C. Link
You’ve no doubt heard the story of the man who mined for gold and gave up just inches shy of hitting the mother lode. It’s the same way in anything – every time you give up, you lose. Wayne Gretsky said: “You miss 100% of the shots you don’t take.”
You’ve got to keep shooting, keep moving towards your goal, because it is only through quitting that you can fail.
If you do not quit, you cannot fail because you are not done yet.
As Winston Churchill said, “Never, never, never, never give up.”
Follow this timeless wisdom in your business and you will overcome obstacles every day.
Okay, so I spoke in an earlier article on the importance of having a list. Not that it’s good to have, but that you MUST have a list if you want to achieve long term success online.
I’ve noticed the thing that really stymies a lot of would-be marketers is how to set up this whole funnel thing that gets you the list. Because it has to be really elaborate and it takes a lot of time and work to get it all set up, right?
Wrong. Too many people are over complicating it. Here’s what you’re going to do, and hang with me so you don’t get lost…
First, you’re going to create a squeeze page.
Second, you’re going to grab your autoresponder code and add it to your squeeze page.
That’s it.
Seriously. Building your list really is this easy.
“But I don’t know what to put on the squeeze page!”
That’s easy – a great headline and 3 to five short, snappy bullet points.
“But I don’t have a free gift to give them for subscribing.”
Seriously? There are PLR products all over the Internet, any one of which you can adapt into your own product in about 30 minutes.
Or you can create your own report – simply find the burning questions people ask the most in your niche and answer them.
OR, forget giving away a freebie. Instead send them to your sales page.
“I don’t have a sales page!”
Then send them to the sales page of an affiliate product you’re promoting.
Seriously, so many marketers make this so darn difficult when it should be the easiest thing in the world.
Your highest priority right now is getting your squeeze page up and running. NOW. Later you can create your own super-duper extra special freebie to give away if you like, but in the meantime you can be collecting names.
Think about this – you decide to create the ultimate free gift. It takes you a month to create that gift. Sure, you thought it would take 3 days, but darned if the project didn’t stretch out for the entire month.
Had you set up your squeeze page right away, you might have captured 10, 20 or more names a day while you were creating that ultimate freebie. But you didn’t create the squeeze page.
Result? You lost 300 to 600 or more subscribers that should have been yours.
See what I mean? Just put up the squeeze page, and then no matter what you’re doing online, be sure you’re sending people to that page. Send out tweets, advertise it on your Twitter profile, place it in your signature file on forums and in emails, advertise it (paid and unpaid) on Facebook, etc.
And once you get started building your list, you’re going to find that it’s easy. It’s not the big deal you thought it was. And even better, it’s addictive because as you see more and more subscribers coming in, you’ll be looking for more ways to drive targeted traffic to your squeeze page just so you can watch those numbers increase daily.
The important thing – the really important thing, is to target your list. That is, if your niche is on hot rod cars, be sure that your squeeze page is geared towards people who love hot rods.
For example, if you’re sending them to a sales page after the squeeze page, then the sales page should be promoting an excellent product specifically on hot rods. You want the people who opt into your list to be heavily into your niche, whatever that might be.
And everyone always thinks they’ve got to give away the farm to get someone on their mailing list, but think about this – if you’re sending them to a sales page after they opt in, some of those people will buy. Not a huge percentage, but if it’s a good offer for a good product, you’ll get sales. And the money you’re making from those sales can actually PAY to send traffic to your squeeze page.
Now you can advertise on Facebook in solo ads or whereever you want, and the more you advertise, the more sales you make, the more you can advertise. It’s all self funded so you’ve got your list building system on autopilot, and it took you 30 minutes to set up, plus the time it takes you to set up your advertising.
What about shortcuts? You know, like co-reg lists, safe lists, harvesting, renting lists – aren’t those easier ways to build your list? And the answer is no, absolutely not, because they don’t work. Not only are they unresponsive, but in many cases you’re spamming and you just don’t want to do that.
That’s why you want to build your own list of people who get to know you and who open your emails just because they see your name and they want to know what you have to say today. Build this and you’ll have a real asset. In fact, in online marketing I don’t know if I can think of a better asset than a responsive list, because you can go to that list anytime you want and send them an offer or even ask for their help on something and they will respond.
And if you’re just starting and you don’t know where to go to get traffic to send to your squeeze page, start with the forums. Google your keyword along with the word ‘forum,’ and find all the forums in your niche that allow you to have a signature line. Don’t blast out your squeeze page info; that’s not what you want to do. Instead, enter conversations and help people and become the go-to person in that niche. If you’re on these forums every day for a week, you can become an instant authority.
Just be real, help people, don’t hype anything, and let them click on your signature line in their own time and they will. Because you’re helping, because they see you as someone who really knows something about what they want to know, they’re going to want to know more about you and they’re going to want to get your updates.
These will be some of the most responsive leads you get – they’re absolutely golden – so treat them well and they will stick with you for years to come. And then once you’re good at forum posting, add something else to your traffic driving arsenal to get even more traffic to your squeeze page, like social media or advertising.
Find what works for you, get good at it, and then add something else. Do you see how easy this is? We try to make everything so hard and it’s really not. Just get started, get going and you’ll find out for yourself just how easy it is to build a list.
We’re always trying to over complicate things, aren’t we? Making things appear more difficult than they really are. Why is that?
The other day I saw a breakdown of the 7 things you need to build your online marketing business, which was 2 more than you really need. Here’s my list: Network, List Build, Focus, Take Action, Produce. That’s right, just 5 things.
So let’s break each one down to its simplest form:
Network. Make friends with other marketers in your niche, whatever that niche might be. When you need help (such as promotion) call on them. Help them out when they need it.
Why is networking so important? 3 reasons: First, working from home can be lonely, daunting, and just plain difficult. It’s easy to procrastinate. It’s easy to get bogged down on some little obstacle. But when you’ve got others to turn to for morale support, it gets a whole lot easier.
Second, you can get quick help. Having trouble loading that widget or formatting that ebook? Contact your friend who’s a wiz at it and you’ve got the help you need. Be there to help them, too.
Third, promotion. Do you think it’s just coincidence when you get 5 or 10 emails promoting the same product? No. Those are friends of the person launching the product. It can make all the difference in the world to have a list of people to turn to when it comes to promoting your products. Without networking, your list is going to be a whole lot smaller.
Build a list. No need to spell this one out – if you’ve got a list then you’ve got people to promote to. The better and bigger the list, the more prosperous your business can be. If you’re not list building, begin now – as in TODAY.
Focus. I know I’ve hit on this before, but here goes – STAY FOCUSED! I wanted to add a swear word after that for emphasis, but in the interest of keeping this PG I won’t.
So many times I see people jump from this to that to the thing over there and around and around and they never stay focused on one thing for more than a day or two and then they wonder WHY they aren’t successful.
Pick something. ONE thing. Then FOCUS on that one thing until you’ve got it done. Eliminate distractions. If need be, REMOVE distractions from your immediate vicinity. Set a work schedule and STICK to the work schedule.
Here’s something to make it simple:
The more focused you are, the more money you will earn.
Period.
Take Action. Don’t just plan and daydream, DO. Move forward every single day by taking a real action that gets you closer to your goals.
Produce products. LOTS of products. There are those who buy lots of products and those who PRODUCE lots of products. Who do you think is more successful?
Let’s put it another way – what are your odds of success if you produce one product versus 10 products? 100 products? Not all of your products will be grand slams, but when you produce enough of them then some of them will be hits. Also, by producing your own products you’re also building your own reputation online, which furthers your success. So take the plunge and begin producing products to sell in your business – in fact, make a HABIT out of product production.
That’s it. Do these 5 things day in and day out starting today and continuing as long as you’re an online marketer, and success will almost undoubtedly be yours.
