The Desert of Arizona
Sunny 60 Degrees
The latest Rainmaker Letter that’s current mailing is all about sales copy. It’s about the difference between writing to sell a widget and writing to sell you.
You might think that copywriting is copywriting is copywriting, but you’d be wrong.
You can push a product. You can talk about how great it is. You can talk about all of the things it does. You can talk about how it’s better than all of the other products.
When you try the same thing pushing a person (i.e. if you’re selling YOU), it just doesn’t work.
In fact, it tends to do the opposite of “work.” It repels.
Over the years, my copywriting projects have gravitated primarily to selling people. Usually those people are experts in one way or another. The way you approach selling YOU is much different than selling a widget. It’s almost as much art as science, which is why I find it so interesting.
I was on the phone yesterday with a client talking about how he’s positioning a certain “done-for-you” service for specific professional service niches.
He wants to be the expert and he wants to sell high ticket.
If those are your goals, you can’t go in with guns blazin’ talking about how great what you have or do is. It might be true, but it’s going to work against you.
Now most service providers can grasp this idea pretty easily. And plenty can actually put some of it into practice.
But there’s usually a point in the client attraction funnel where “the flip” happens. That’s the point at which the service provider “flips” from advisor to salesperson in order to close the deal.
Those “flips” are what I work to eradicate. We go full on attraction every step of the way… until the check clears and beyond.
When’s the last time you remember a doctor having to “trial close” you? Or use one of those other “gentler” closes like, “Where should we go from here?”
It doesn’t happen. Doesn’t have to happen.
Advisors don’t act that way. Salespeople do.
Think about why that is and you’ll figure out a secret that can make an enormous difference in your client attraction.