Maximize Results

The Power Of Clarity & Being Clearly Understood

Lexus and Infiniti were introduced to the marketplace at about the same time and, as Lexus overwhelmingly outsold Infiniti, the Infiniti dealers begged the company and its ad agency to "show me the car!" in the TV commercials. Instead, the company stuck with Zen-like, obscure, elegant commercials that never even showed the car. A bold experiment. A bad idea.

Confused consumers tend to do one thing and one thing only - nothing. And few customers have the extremely high level of interest, patience and intelligence to work at translating your message.

The safest path to success in advertising is to be very, very clear about your message: what you sell, why they ought to buy it, and what you want them to do next.
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Your Customers Are Busy Too

What is the most valuable part of your life? It’s the only thing in the world that is limited…

TIME

This is something most marketers and internet business owners forget about.

Of course we know OUR time is valuable, but we tend to forget that our customers and readers have limited time as well.

Especially in the future, when there will be 10 times as many things to distract us in a day compared to our crazy busy schedules today.

I predict there will be a major shift in how marketers and internet business owners operate in the near future.

When you think about it using common sense, it’s pretty obvious.

Example #1

Would you rather purchase a huge 22 DVD, 1000 page manual mega training course or a condensed “no fluff” 1 DVD, 50 page guide?

Personally, when I see those mega courses being sold for $2,000, my first thought it “how am I going to find time to go through all this stuff”. Sadly, this is exactly what happens most of the time.  People get excited about the opportunity to learn what the course teaches, but when it arrives, the customer gets overwhelmed and may never even open the box!

I know the purpose of having those huge courses is to “increase the perceived value” by making people think they are getting more for their money. I’m sure this little trick does work for most people in the market. To me as a marketer however, I know MOST of those DVDs are going to be fluff and a complete waste of time.

There is nothing worse that trying to learn from someone who waffles around for 30 minutes telling stories about their dog, rather than just getting to the point of the lesson.

Example #2

Blog posts are another thing to keep in mind. I hear a lot about how you need to make in-depth blog posts for them to be considered a valuable contribution, and that you need to make posts every single day or people will stop following you.

This is something I’m trying to get over myself!

From this point on, I’m going to work really hard to shorten my blog posts AND only keep the most valuable information in the post. I know your time is limited and you don’t have time to read long posts from 30 different bloggers.

I’m also going to change my posting frequency to about 3-4 posts per week. If you have time to read this blog (or any blog) 7 days a week, then you are taking away from your time to make money online. Not saying I don’t want you here or that I don’t think you should read this blog, but I do appreciate your time and I want you to be successful online. If I can help you save a little bit of time and help you put that time into your own business, I’ll be happy.

YOU DON’T MAKE MONEY READING A BUNCH OF BLOGS EVERYDAY!

I know that doesn’t make sense for a blogger to say that, but it’s true. It’s important that you spend most of your time working on your own business. I’d recommend only reading your favorite 4-5 blogs (this one and 3 others, ha!), and only dedicate 20-30 minutes per day total to blog reading/commenting. If you can do this, I guarantee you will make more money online than you are right now.

I’m taking this exact strategy with my How To Buy & Sell Websites class I’m teaching in a couple weeks. The lessons are going to be intentionally short and to the point.  Most of the videos will be about 5-10 minutes each, and ONLY contain valuable content worth its weight in gold. Each lesson will have bullet points explaining what content is shared in each video so customers and jump to exactly what they want to learn.

Sure, it will be more work on my end, but my customers will appreciate the fact that they don’t have to sit through hours and hours of long videos. I won’t be rambling on about nonsense just to make the class “look bigger”.

When you are working on your business, please make sure you consider how valuable your customers’ time is as well. If you are writing a 7 day mini email course for an autoresponder, don’t just write a bunch of fluff to fill up the emails.  Make sure you write solid, to the point, and valuable information.  Your customers will appreciate that much more than 20 pages of nonsense.

I know your time is valuable so I’ll wrap up this post now…

Power Of Permission

Most salespeople who do personal prospecting are either taught or learn through experience the power of a question structured to get permission to sell. My clients, Steven and Jennifer Gnautt at U.S. Mortgage, and their thousands of representatives, have done billions of dollars in business thanks to this question: "If I could show you a guaranteed way to save $50,000.00 to $75,000.00 in interest on your home mortgage, without refinancing, for a total cost of just $395, would you be interested?"

Well, what kind of dope wouldn't be?

This question is built on a very simple formula just about anybody can use:

"If I could show you how to _________________, would you
be interested in knowing more about it?"

If you must make your living prospecting, you have to own one of these permission questions. But this strategy doesn't just apply to in-person prospecting - there's no reason it can't be applied to print, too......from envelope teaser copy to headlines, pre-heads and subheads. We often build it into the opening monologues of infomercials.
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Power Of Listening

It's been my experience that people will tell you the most amazing things, if you'll just prod them a little, then shut up and listen. Everything from trade secrets to intimate, personal secrets come tumbling out - often in a torrent, as somebody hasn't been really listened to in a long time.

Listening isn't all that easy; that's why so few people do it well. It's more fun to talk. But the person who asks the most questions is in control of the sales interview, the person who asks the most questions socially is, afterwards, considered a great conversationalist, and, certainly, the person who listens walks away with the most information. I once thought I would write a book about all this, titled 'How To Read Anyone's Mind", but I wound up condensing it into one chapter of NO B.S. SALES SUCCESS (although it'd still make a good book because it is that important.)
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To view all of the profit producing and wealth creation resources go to
www.glazerkennedywebstore.com

Power Of Preparation

In my book, NO B.S. SALES SUCCESS, one of the first strategies I talk about is "The Positive Power Of Negative Preparation." This applies to selling in print just as it does to selling in person. The idea is simple: take the time to list every possible reason why the prospect might distrust your assertions or say no to your proposition, prepare to answer them, and, in most cases, integrate the objections and answers into your presentation.

Many saleseople and copywriters alike fear the "negative". They insist it is better not to raise doubts and questions that might otherwise never occur to the prospect. I believe this is naive. I think people are pretty good at conjuring up everything that could go wrong, every skeptical question, every reason to wait. Besides, when you raise those issues, you come across as more truthful and frank than if you hide them and hope they're missed.
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Refuse To Modify Your ads To Satisfy The Publication’s Preferences

When you have a highly effective, aggressive, copy intensive, "ugly" ad, some publications will ask you to modify its content or look. My experience in knuckling under to these demands has been universally unsuccessful. I can't tell you never to give in to these demands in order to get into a publication you really want to be in, but I can assure you that more often than not, the modified ad will not pay off.
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To view all of the profit producing and wealth creation resources go to
www.glazerkennedywebstore.com

NEVER Tell The Publication The Truth About How Well You Are Doing

If you need to brag, don't do it to the people who sell you discounted media. Whining, not bragging, is most profitable. When asked how well you are doing, say "Well, barely good enough to keep testing, trying to refine how we handle the leads."
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To view all of the profit producing and wealth creation resources go to
www.glazerkennedywebstore.com