How To Turn Cold Prospects Into Buyers... In ONE Message

Turn Prospects Into Buyers... In ONE Message

You see, when you pull readers into your message with a story or a secret or a 10X opportunity. You pull in readers of all levels of awareness, except unaware.

You make prospects excited to read your message because it is interesting. They don't feel like you are pitching them.

When you pull your reader into your message with a secret. You can pull them deep into your message before they realise that you have something to sell. Or even if they know a pitch is coming... they want to know the secret so badly that they keep reading.

That's how you pull customers of all levels of awareness into your ad.

That's how you make the problem aware customers exciting to learn more. And that's how you pull in the sceptical you aware and deal aware customers.

When you pull the reader in with a secret you can explain why they need this now before you reveal the secret.

Once the reader knows what the secret is, why they need it now and how it can change their life. They might have read 2,000 words. At this point, it's easy to keep them reading about your offer.

But...

How Does A Secret Ad Pull In Customers Of All Awareness Levels?

It's the secret to get what prospects want most, faster or easier than anything else.

Problem aware customers want a solution to their problem. And they want the perfect outcome. In the case of someone wanting to invest in property. They don't really want to buy the right house in the right area. They want a passive income that they can use to take their family on holiday or buy the car of their dreams. Or both!

In the same way, solution aware customers don't want the mechanism that delivers the solution. They want the outcome. They want to know how your mechanism works so they believe they can achieve the outcome. And it is the secret that first pulls the solution aware customer into your ad.

You aware customers are pulled into your ad with a new idea. They might know your story and your expertise and why they should trust you. And they probably remember less of it than you think. After all, you are not the most important person in their life.

If they remember who you are and how you can help them. They still want a new angle that explains how you can help them in a fresh way. A way that makes them excited to learn more. That's the power of the secret.

Deal aware customers know what you have to sell. They may even know the price. And they haven't bought because the timing was wrong or it was the wrong product for them.

Let's say the timing was wrong. They want what you have to offer but they want it when they are less busy.

As you know, there's no such thing as being less busy. You have to make time for your priorities. Not have time and fill it with your priorities.

So the secret hook pulls the deal aware prospect into the ad and explains why they need your product right now. If your ad explains why they need it now in a new way then you will make the sale.

So...

How Can You Use This In The Real World?

You can use this with a webinar.

The entire webinar promotional emails are about the secret. And you ONLY reveal what the secret is... on the webinar.

If you tell readers the secret is in the webinar registration copy. Then you can lose the more aware prospects.

You can also use this with a sales letter. In fact, this is where I've seen it used most. And these are the ads that made $1 million or more.

Why?

Because they can appeal to huge audiences. Secrets pull in the most aware customers all the way through to the problem aware customers.

Now, so far the focus of this post has been about the headline and pulling your audience into your ad.

Once you've got them reading. How do you move a problem aware customer through the different stages of awareness and on to the sale?

The first thing you must do is...

Focus On The Problem

You've got to make the reader see and feel the problem.

Then you need to twist the knife a little. You need them to feel the pain right now. So that they want to solve the problem.

You could twist the knife further by outlining the negative consequences of not solving the problem right now.

The bigger the consequences of not solving the problem. The more you build the need for your solution.

Then you need to...

Differentiate Your Solution

When you tell your story of how you discovered your solution. You can tell all the things that you tried and failed with. And gives specific reasons why the first solution you tried failed to solve the problem.

Then give specific reasons why the second solution failed to solve the problem. And on and on.

When you do this, you tell an inspirational personal story. You build even more need for your solution.

And...

You differentiate your solution from the competition.

You state that the perfect solution must have A, B, C, D and E. And that your solution is the only that you have found that has E. 

As long as your prospect agrees with your buying criteria. Then the ONLY solution that will completely solve their problem is yours.

Then you can show them...

Your Mechanism

The mechanism is the system to achieve the result.

You want to show your prospect the mechanism in enough detail that they can see how it works in the real world.

If they can see how it works (without knowing the how-to detail). Then they will believe that your mechanism can deliver the results you promise. When they use it.

So at this point, you have established your credibility. You have established what makes you unique. You have made your prospect believe that they can use your mechanism to change their life.

Now it's time to drive that point home with...

Success Stories

You want to show that your unique mechanism is the magic fairy dust. That anyone can enjoy life-changing results when they use it. So use customer testimonials to prove this.

The more testimonials you have the better. Use as many as possible so the reader can see that someone just like them has succeeded with your system.

You've now lead your customer from Problem Aware to Solution Aware and to You Aware. Now it's time to...

Make Your Offer

This is when you state what you are selling. A 3-day workshop. A 6-module online course. A 12-month mentorship program.

And...

No one buys features. So you need to show your customer the emotional and practical benefits of your offer. You've got to make them see and feel the benefits.

This is when you move your prospect from interested to desperately wanting.

And...

Now it's time to...

Stack The Cool

This is when you tell the prospect all the extra things you will give them if they buy before a specific deadline.

Bonuses can make an ordinary offer irresistible because the prospect wants all the extras.

I've seen million dollar promotions that lead with the bonus. The best thing about doing that is you can mention how valuable and expensive it is... and that it won't cost them a penny.

This is an intrigue hook that keeps prospects reading. They don't understand how they can get something so valuable for free. You only reveal how... once you've made your offer.

And...

When you are selling online, you don't have the luxury of your customer asking questions. So you've got to answer them for him. So now you...

Remove All Risk

Removing all risk is not only about a money-back guarantee. In fact, money is not the biggest objection to the sale.

The biggest objection is, is this right for me?

If you can show the prospect that this is right for them at their level of experience. With their available time. With their desire to change their life.

Then you have led them all the way to the sale.

At this point, a money-back guarantee is the cherry on the cake.

There's one final thing to pull the procrastinators across the finish line...

Urgency

There are several types of urgency.

There is time urgency. They have to buy before the deadline to get the product with the bonuses.

There is quantity urgency. This is relevant if you can only have 50 people in the room.

There is personal urgency. This is the most powerful when used right. This is where you focus on the prospect and their desire to change their life. And the fact that they have endured this problem for long enough. It's up to them if they want to solve it now. Or if they prefer to complain to their friends.

After all that it's time to...

Justify The Expense

Now you tell the prospect the investment and why this is such a bargain.

If you can make the prospect see that the investment is a fraction of the cost that you paid to create this system. Then it's immediately obvious that they save time and money by working with you.

The only thing left to do is...

Call To Action

The call to action needs to remind the prospect of what they are getting. Then it needs to tell them specifically what they have to do to buy.

With an online sales letter, this can be as simple as click the link below. You'll be taken to a page where you need to enter your contact details and your payment details. Then you'll get instant access to...

That's it.

that's how you turn cold prospects into buyers... in one message.

Now It's Your Turn

Now you know the different levels of customer awareness. You can use this insight to lower your lead generation costs.

How? 

By better understanding who you are targeting. And then leading them by the hand through the different levels of awareness to the sale. For lead generation the sale is the opt-in rather than a monetary sale. And better understanding who you are targeting will help you craft a message that will pull them into your ad.

You can use this insight to write a better sales page and webinar for your next campaign.

Remember that no one wants to read an ad. Even those that are looking for workshops that can help them get better results.

So tell stories, reveal secrets and pull your customers into the most exciting thing they will read today.

If you've found this useful then please leave a comment below.

If this can help a training company owner that you now. Then please share it with them.

Until next time...

Carpe diem

Roland Eva

P.S. If you'd like to learn more my simple system to turn email databases into 6-figure campaigns. Then you need to read my book How To Turn Expertise Into Cash.

To download your free copy. Click the link below.

http://rebrand.ly/How-To-Turn-Expertise-Into-Cash-Book