Get Rich Quick…
Have you ever seen ads or some other kind of marketing where they've got this guy standing next to his Lamborghini and in front of a mansion? I remember this one Vietnamese guy selling real estate that was on a yacht and all this other stuff and like, “You could live this lifestyle, too!” This is something I call, “Buy my crap!” The reason I call it that is because they're so busy trying to sell you on a dream that you don't even know what you're buying.
I remember years ago I used to go to these seminars on how to make money on the internet. You'd show up and you'd spend two hours and these people would tell you, “Man, all you've got to do is sell this stuff and you can make hundreds of thousands of dollars a month. You just have to get it out there.” The problem was that if you bought into it, you were selling the same thing that everybody else in the room was selling. The only people that you could convince to buy it is your personal network of people, and so it was really hard to do it.
Now what I want to talk about is integrity in what you're selling. There's a great interview with David Garfinkle, who is one of the best copywriting experts ever. I challenge you to go look for that. He actually has two episodes. Really good. He just started a podcast and his podcast is about writing sales copy. That's what he does. A lot of what he's talking about and a lot of what I consider to be truth in advertising stems down to a handful of different things. That's what I want to talk about today.
What Problem Does This Solve?
The first thing you have to ask yourself is, “What problem am I trying to solve? Do people have that problem?” A lot of times you could be solving a problem that people just don't have. No matter what it is, whether it's a product, whether it's a service, whether it's an info-product, it doesn't matter. The bottom line is the first question you have to ask is, “What problem do I solve?” Then ask yourself, do you really solve it?
That's the key – can you really solve that problem? Can you do it for more than just maybe one out of 100 people? If you make claims and you can't make it in a way that is going to affect a large majority of the people who hear this, you could actually be prosecuted and put in jail by the FTC, so you've got to be careful. You've got to make sure that you're living up to exactly what it is that you're selling.
Is The Problem Urgent?
The second thing you have to ask is, “Is there an urgent need to solve the problem or to remove a pain?” If it's not an urgent need, chances are people aren't going to be ready to buy right now. If it's something that may happen later, it's preventative maintenance, it's much harder. If you can find that urgent need that something has to be done now and you can prove that you can solve that problem, then you've got something to talk about.
Does It Connect Emotionally?
The third thing is, “Does this connect with the audience emotionally?” Can you tell stories? Can you talk about ways that this is going to affect them to bring them some kind of emotion like happiness? Something that's going to make their life better or something that's going to remove a pain like fibromyalgia. “We can get rid of fibromyalgia pain” – whatever it is. Is it something that is going to emotionally connect and help people feel like they've changed their lives?
Is It Too Good To Be True?
The next thing that you have to ask is, “Does it sound too good to be true?” There are a lot of claims out there like,”If you take this diet pill, you'll lose 10 lbs.” Right? No. You can't do that. You can't take a pill and lose 10 lbs. It takes exercise, it depends on your intake. Can it be a supplement to what's going on? Yes, but there's a lot more to the process than just taking that diet pill.
Is what you're selling something that is a diet pill quick solution or is it a process? Something that people have to go through and learn? Can you emotionally connect that with people in a way that it doesn't sound too good to be true? In a way that makes them realize that, “Okay, this is going to be something I'm going to have work on in order to get the end result that I want”? That's the key.
What's The Outcome Of The Sale?
The next thing you have to ask is, “What's the objective and how do we measure when the objective is being met?” A lot of times I talk in my classes and courses about return on investment. You invest a dollar, you make three. What's the objective? Why does somebody want to do that? The reason may be because their business is stagnant or they need to find new customers or they're trying to improve their lot on life.
Now I've seen so many ads where people say, “You're going to get rich really super quick. There's so much money to be made in this.” Yeah, but not by everybody. Maybe you don't have the sphere of influence or you're missing parts like how to drive traffic to your website or how to get people to even pay attention to what it is that you're selling. The question is, what is the objective?
If the objective is to make more money, then how is that objective met and when do you know when it's met? How do you measure it? How do you make sure that what you're doing is going to deliver on what you promise? Can you set clear objectives, can they be measured, and more importantly, is it believable? Is it something that people can believe that they can achieve?
Is There Social Proof?
Now the next thing is social proof. Are there people out there that you've worked with already that have achieved the objective, that have had their problem solved? People who emotionally connected with it, and who can express that? Obviously, through testimonials and videos and whatever, you can get somebody to help you say, “Yes, this thing works and it worked even better than I expected. I'm so pleased with the end results that I recommend it to you.”
Can you create social proof around this? Are people willing to put their neck on the line to help you prove that it works? The final point I want to bring up is, “Is now the right time?” It may be that you have the right solution for the right people that emotionally connects with them, that does what it says and has objectives and the price is not going to be a thing that's going to hold them back.
Is This The Right Time?
You've got social proof, but is now the right time to purchase this thing? Maybe they're not ready. Maybe they're not emotionally or physically ready to do what it is that you're asking them to do to achieve the success that they're hoping for, whether it's in business, or in their personal life, no matter what it is. Can you get those people to say, “Now is the time”? There are so many sales messages on Facebook and Twitter and LinkedIn, and really all over the place.
Facebook is loaded with a bunch of videos and ads and things. The problem is there's no easy way to get that connection across. You have to go through that list and say, “Can I craft a message?” This is where somebody like David Garfinkle comes in because he's a masterful crafter of messages. “Can I craft a message that is going to ring true with the audience that is going to deliver on what I promise, that doesn't sound too good to be true and is going to end up getting the results desired?”
The last piece of this puzzle, and I talk about it all the time, is that just because you promise something, doesn't necessarily mean that it doesn't work. A lot of times people won't do all the steps necessary to make it work. Do your best to tell the truth. Do your best to get people to follow your program, but don't be hurt if they never accomplish it.
I would love to hear your stories, thoughts, and comments on this subject. Comment below and share ways that you have created and leveraged marketing messages that you would allow to influence you as a buyer!
To learn more about this and other topics on Internet Marketing, visit our podcast website at http://www.baconpodcast.com/podcasts/