Potential customers need to be approached in much the same way that a nature photographer approaches a wild animal. If he just runs up to the animal, he'll scare it away. In much the same manner, potential customers get turned-off if they feel like they're being sold. They know you're trying to manipulate them and like a donkey, they'll reflexively dig their heels in just to show you that you can't sell them. Goodbye sale.
Some of the basic triggers that motivate people are obvious:
• Money: make more money or spend less money
• Power: do more with less (save time and/or money)
• Love: make yourself more appealing
• Fame: get noticed
Some things to keep in mind when you're writing a video script or copy are the following:
Sell with FACTS. The more you can substantiate your claims with facts, statistics and testimonials,the better.
Be human and build a relationship. Do not be the disembodied voice hiding behind a camera. Let people see your face and hear your name so they understand you're face is not hanging in post offices around the country.
Demonstrate how the product meets your customer's needs
Get an endorsement from a trusted name if at all possible.
A strategy that we're currently using is to market our product off-site using a different identity on YouTube. The approach is to HELP your potential customer by showing them how to SOLVE a problem. Here's the shell of a script I'm going to be using for my video.
Hi, James here. I'd like to show you three SECRETS I've learned in how to improve your ___________. It's taken me years to learn this, but I'm going to give these PROFESSIONAL TIPS to you for FREE so you can get ASTONISHING RESULTS with almost NO EFFORT.
The three (or four, or five) secrets to better ___________, are: (briefly list the secret tips by name).
(Take a moment here to describe the problem you are going to solve for your customer. Go over the frustrations they have had in the past. Talk about the wasted time and money you have experienced dealing with this problem. Let them know how much you've suffered with this, but how you are now a free man with the secrets/product you have discovered).
The first tip is very basic, but is overlooked by almost everyone including professionals. Most people, when they __________, they simply go straight a head and _______________, but this is where even the seasoned professionals mess up. What you want to do, is (explain tip #1 and repeat for all the rest of the secret tips).
Now, some of these tips can take quite a bit of time to do correctly, and the most important tip that I can give you today is to streamline this process with a product that does all of this for you. Not only does this product solve all of the problems we've discussed, but does so automatically saving you tons of time.
There are a number of ways to get this product, you can get a free (trial, download, coupon, etc.) here, but I STRONGLY recommend buying the full version for only $XX as it will pay for itself almost immediately. Here's the link. Thanks, and I'll see you next time.
If you do your video correctly, you will give the viewer real information that is truly helpful and educational, but as the script says, the most valuable tip will be what the product offers and how it solves the problem most effectively. By helping the viewer understand something better, they will appreciate the information, but most of all, you will have built credibility by demonstrating your expertise in an important field. By building trust, you disarm the defensive reflexes of potential buyer by positioning yourself as being in cooperation with them instead of competition for their money.
I'll be sharing the video as soon as it's done.
Cheers
James Steidl
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