“If the dream is big enough the facts don’t count….just ask MasterCard.”

Just finished watching a video from Frank Kern (internet marketer, copywriter and wannabe surfer…).  He may rub some people the wrong way…and he has a mouth like a trucker, but DAMN the man cuts through BS like a hot knife through a college dorm

The way good ‘ol Frank layed it out there is the problem isn’t that you aren’t making enough sales, the problem is people aren’t buying enough of your stuff.  OK…sounds like double talk.

IT’S NOT…

Remember an earlier post I made about giving THEM what THEY WANT.  Frank gets that.  Like $23,800,000 in 24hrs gets that.  The dude knows what he’s talking about, dig?  When you get your eyes away from your problems and start trying to solve the other guys (you know, the guy with the money…) magic starts to happen, and the ‘money fairy’ may just make a donation to your bank account.

Frank boils down the reasons they don’t buy your stuff to these three:

1. They Don’t Want It.
2. They Don’t Have the Money.
3. They Don’t Trust You.

Number 1…that one SHOULD be easy to solve.  Unless your like a salesman I met once who would stop short of homicide to close a deal, just save yourself the trouble and DON’T SELL TO THESE PEOPLE!!! If they don’t want what you have, cool.  Last time I checked there were a couple of people in the world.  Talk to them.  (side note:  I am hoping you’ve actually done some research to make sure that at least SOMEBODY is interested in buying what you’ve got.)

Number 2 is really not a big problem either.  Everybody has the money.  Yep, true story.  Take a peek at our economy.  The world is full of people who have leveraged their last dollar, and beyond, just to get the stuff that they want.  How many chain smoking alcoholics have you seen on welfare who can’t afford groceries.  I grew up in a trailer park (really, true story) and Iwas always amazed at how these unemployed people who couldn’t afford clothes for their kids always seemed to have beer and smokes…and never missed BINGO.

They had the money…they just had screwed up desires.

Now that example can show you how you could use the ‘Dark Side’ of  this Jedi Marketing stuff.  Just don’t.  The information age is here and bad news travels faster than Exlax.  I’m hoping you have something of REAL value that will benefit the person who buys it.  You can be sure I won’t market for you if you don’t   Just keep in mind that when people really want what you have they’ll find a way to get the money.  Your job is to make sure it’s worth it.

Number 3 is also largely avoidable as well.  Know ANYBODY who trusts the cigarette companies?!  Case in point.  It’s all about the desire baby… If they want what you’ve got, you’ll have to stop making it and flee the country to keep them from trying to give you money for it.  To gain trust, ultimately you need to deliver what they’re looking for which is still pretty much locked up in desire.  Think of it this way.  About a million people bought power drills last year (wild guess).  Probably 97% had no desire to buy a drill (stay with me now…).  The wanted… a hole.  That’s the idea of selling BENEFITS and not FEATURES, remember.  BUT, More important even than that, it wasn’t even the hole they really wanted…

They wanted THE FEELING they would get when they got the hole.

Not sure if you’re writing this down, but if you miss this, get on a chair when you re-read it…CUZ IT’S GOING OVER YOUR HEAD!!! Selling is all about emotion.  It might be supported by logic and trust later, but it’s ‘the feeling’ that gets things going in the first place.

Heart First, Head Follows.

So take some time.  Turn off Survivor New Jersey and think about what your prospect stays up at night thinking about.  When you can create the solution and describe it on a landing page…you just might have something.

So get busy.

Phil Hughes

www.philhughes.tv

What are your thoughts on the subject?