Most Popular Jun Posts at SalesTactics.org
The $600K copywriting case study lead the pack for a second month. People are eager to know how this feat was accomplished. What disappoints me is the constant search by lower-level copywriters for the "magic beans" or secrets of how it was accomplished. The fact is a number of factors contributed to the success of this campaign, including:
- choosing a client who was already educated about traffic, split testing, video presentations etc., and was well capitalized
- having a list and target market that was "warm"...some who already had moneymaking experience with my client
- a great, unique product that had been completed and worked
- the client's desire to get expertise from other sources, such as high level strategy sessions, special programming, and proven video sales letter scripts
- the ability to "heat the target prospects up" with education they couldn't get anywhere else.
This was a four-week campaign with a winnowing process to go from a list of 55,000 to under 5% of that; two weeks of specialized education, in which we showed these key prospective customers the difference in what we were teaching, and essentially made them "drink the Kool-Aid" to start viewing the world my client's way; and then a week when the offer was open, giving them the opportunity to buy the software that totally automated everything they had learned about in the past two weeks.
Instead of looking for the magic beans, look for the elements of success that were built into this project even before I was invited to join.
Expert Sales Interviews Draw Attention
Most professionals are so busy branding themselves they don't have time to interview anyone else. I'm happy the Most Popular Jun Posts clicks show you're interested in the fact that I can interview and share the discussions with fellow experts in sales, marketing and business development. The chance to reach and connect with skilled people who operate with large multinational firms, or Fortune 1000 companies, or help local organizations reach their markets more effectively, is exciting and powerful.
The six experts interviewed here, plus some of my own interviews, are a goldmine of knowledge and experience in the world of selling. To learn what these professionals share here would cost you thousands of dollars in their billable hours. And nobody is taking the time to interview them and give the content away as I do here.
The Dummy Curve In Selling
The mystery of why salespeople do worse as they get more experience in their job is explained by the first half of the Dummy Curve. The first instinct of salespeople is to imbibe as much technical knowledge as possible. "If only I knew more about the product, I could sell more," the salesperson thinks--and says! Their employer, who often believes the same, is more than happy to indulge this request. But the fact is, the more features and benefits you throw at prospects, the more they turn off and look somewhere else.
No one wants to be overwhelmed by technical knowledge. Most of the terms are foreign to the average person. So why are you blasting this stuff at your poor prospects? Because you think it's the right way to go about selling. Unfortunately, no. Knowing about features and benefits is fine. But keep it to yourself. When a prospect asks a question, instead of responding with knee-jerk technical factors, ask something like, "Could you share with me what about that is important to you?" Get to the deeper question. Play dumb. And by that, I mean don't assume your technical knowledge is the answer the prospect is looking for. You'll sell more effectively, because you will get at the real reason the prospective customer is asking the question. This Top Three result of the Most Popular Jun Posts is a hidden powerhouse of selling skill.
My Take On The Most Popular Jun Posts
We've had fewer posts lately because ever since I reorganized my business at the start of this year, I have been invited to work on larger and more complex sales and marketing projects. Those eat up a lot of my time, naturally. But I am always burning to share effective sales tactics with you here. I plan to share more case studies.
We all want to know what creates success. Often we're hoping it's some kind of laser zapper, one cool thing, that's responsible for the win--but that is not the case. Success is the peak of the iceberg. You don't see all the hours and effort under the surface, without which you would not reach the top. I'll share a real secret with you: the road to success is often boring. It means spending your evenings reading about your subject. It means writing, writing, and writing some more. It means discipline. Writing this blog is a discipline. How many people do you know who started a blog, but dropped it after a few days? SalesTactics.org has been steaming along for over six months now! In a viral post sharing group I belong to, I'm the ONLY blog writer who has stuck with it this whole time.
Are you "sticking to it" in your business? I don't find many people who do.
>> Jason Kanigan is a sales force developer and copywriter. If you have an opportunity that requires a top orchestra conductor to get everyone playing together and pull it off, we should speak. Do you have a question about the Most Popular Jun Posts? Comment below to let us know! And please Like us on Facebook, or Share this content if you know it will help someone. <<
