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I listened to an Interview earlier today between expert copywriter Ben Settle and Network Marketing powerhouse Ray Higdon. It was filled with awesome content and plenty of nuggets, but above all, one stood out to me the most.
At one point in the Interview Ben commented about being mentored by one of the best direct mail copywriters around, Doug Diana, and mentioned an instruction that Doug would give all of his various students. That being… To stop building a bridge from your product to your prospect, but instead build a bridge from your PROSPECT TO YOUR PRODUCT.
But wait… whats the difference between these two bridge building metaphorical situations?
Well, lets break it down a little bit more.
When you build a bridge from your PRODUCT TO YOUR PROSPECT, which far to many people do, it essentially means that you lead with your product. You lead with what your product can and will do for your prospect if they so choose to buy. You lead with all the various benefits of your primary opportunity, affiliate product, or whatever it is your selling in desperate hopes of your prospect deciding that they like what they see and pulling out their credit card.
The problem is, this very rarely leads to that final result. Just look at most sales funnels and that fact that they only convert between 1-3% of cold traffic. The fortune is in the followup, and the individuals making the fortune are those who are building a bridge from their PROSPECT TO THEIR PRODUCT.
So what does that look like, and how do you do it?
Well the first step involved is you having a VERY CLEAR picture for who your ideal prospect is. A crystal clear customer avatar. A specific person to talk to when you write e-mails or blog posts.
What does that individual do for a living? Does he or she have kids? What kind of financial situation are they in? How old are they? And most importantly, what are their frustration and pains? What keeps them up at night and puts them in a stressed out mindset upon waking?
Identify these areas of pain your prospect feels, and you’ve struck gold.
The next step is to build your bridge. So instead of leading with your PRODUCT, and all that it can do for your prospect, lead with your prospect. Talk about those pains and struggles that your prospect routinely feels. Talk about how you’ve been there and felt that (only if you have of course). Show your prospect that you relate to what they’re dealing with, and then subtly build a bridge to your product AS THE SOLUTION TO THEIR PAINS.
Realize that Marketing is ALL ABOUT SOLVING PROBLEMS. Yes we sell some stuff… 😛 But if the stuff we sold didn’t potentially solve someones problem, no-one would buy.
Think of it this way: How difficult is it to sell a bottle of Aspirin to someone who hasn’t had, or ever had for that matter a headache? Pretty damn hard right. I’d venture to say damn near impossible.
But now lets reverse the trend. How easy is it to charge premium price for that same bottle of Aspirin when you’re standing in front of a crowd of individuals all of who’m have migraine headaches? Pretty damn simple I’d say.
Why? Because your audience is now STARVING for the solution your product provides.
This is exactly what you can do through BUILDING A BRIDGE FROM YOUR PROSPECT TO PRODUCT, instead of the other way around. Simply put, remind your prospect of their migraine headache, and then simply point them in the direction of your bottle of Aspirin.
If you’re in the make money online niche, maybe your reminding your prospect of financial debts or perhaps a job they hate. Maybe the trigger is something as minor as the alarm clock that they absolutely despise hearing at 6:30 AM. Then you simply point them in the direction of your product, system, primary opportunity, as the solution to their pain.
When you take this approach there’s no need to hard-sell. There’s no need to excessively point out the various features and benefits your product or system has to offer. Your prospect will find em themselves, because through you building your bridge, you’ve put them in a state of want and need. A state of want and need through which their looking to bandage a pain.
Just make sure you use this strategy ethically, and only present a solution in which you truly believe in, and you know can help.
Did you get value out of this post? Have you been build a bridge from your product to prospect and seeing dismal results? Lemme know with a quick comment, and please hit the Fbook like and G+ share buttons above if you enjoyed this post!
To Success, Yours and Mine.
P.S. Have you claimed for FREE MP3 recording of the training I recently had with 8 figure earner Daegan Smith? If not, GRAB IT HERE. In the training Daegan reveals: What it takes to be the best of the best, how to immediately separate yourself from the masses, the ultimate enemy of focus and personal productivity, and the ONE THING that 3 of this 8 figure earning students, Jonathan Budd, Matt Lloyd, and Dave Wood have in common that is responsible for their results. Grab the MP3 HERE!
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