Answered: Your Most Burning Questions About Online Sales
Juliette Stapleton Friday, June 22, 2018
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One of the most common complaints in the online marketing world is this: “I cannot get my audience to buy from me.”
It is an issue that holds back, confuses and even breaks so many startup online marketers, but is it really that difficult to sell online? My personal experience tells me that it is actually quite easy, but the recipe for success requires a few essential ingredients to work. My advice is perfect for anyone who is building their online visibility through their Personal Brand: coaches, consultants, healers, service providers, network marketers, photographers, designers, the list goes on. If your face represents your business, read on and take notes!
Know Your Ideal Client
If you are not 100% clear on who your target audience is, you are simply wasting your time.
Well, maybe not, if you are trying to figure it out while focusing on building an audience and not actual sales. However, even if you had the largest audience in the world, but none of the people in it would fit your ideal client avatar, you will still be making no sales.
If you already have clients that you absolutely love working with and getting amazing results, start basing your ideal client avatar on these actual people, their stories, their habits, their strength and insecurities, their habits and personality traits. Often business owners are so confused about trying to figure out who their ideal client is, they stop seeing what is literally in front of them already! Our existing clients give us a chance to get clear who you want to work with and who you do not want to attract also!
If you have no clients in this business, start booking connection calls with anyone who is remotely excited about what you do. These are not discovery calls where you talk about working together; these are your best marketing research calls. I like using Zoom, as it allows me to record the calls and later playback the recording to analyse two things: The needs and the language used to describe those needs. Ask questions.
In both cases, create a note in your Evernote app or a Google Sheet (or simply use a notebook & a pen) and record the exact words and expressions these people use. This will be your go-to copywriting bank for the language to use in all your materials to appeal to this kind of people.
Never be afraid of excluding someone from your ideal client avatar and missing out. Attract the best and repel the rest. Trust me, poorly chosen clients are the main source of stress and overwhelm in business. You can easily avoid it by picking only people to work with who will leave both sides excited, happy and able to create fantastic results together.
Tailor Your Offer To Those Clients
Sometimes we get so caught up in our knowledge, we speak the language of our industry to people who need our help but have no idea what we are talking about. So what essentially is the same service, when presented in the language they don’t understand, will not react or need to hire you. Rephrase the same offer using the words and phrases they use (even if it seems shocking to you at times), and you will see their eyes light up and the only answer to your proposals will be a YES!
If you are building an audience on Facebook, and you have created and growing your Facebook group, here is an amazing way of getting that information from your new members. Use the “Ask Questions” options in the Group Settings.
There are three questions you can ask. It is a great screening tool. You might want to ask people about their goals, or what stops them from achieving success. (Don’t ask them what they want to learn, this is a question a lot of people do not know the real answer to!)
One of those questions can be even used to build your email list by offering a free gift or a download in return for the email address. Just make sure you specifically explain that the email address will be used for future marketing purpose, and perhaps use a double opt-in option in your email list to comply with GDPR!
One word of warning. These questions are optional, and Facebook does not collect the data in the answers. It doesn’t even save anywhere, so you need to make sure you take a note or copy and paste these answers into a Google Sheet.
If your group is growing rapidly, you probably need a little help with that as it will take you too long to store those answers manually. I am using a service called Group Funnels, which allows me to record the answers into the Google Sheet and then I can connect the Google Sheet to my ActiveCampaign email marketing account and subscribe them to one of my automation sequences.
This solution is terrific, as I can see at a glance how I can present my coaching offers to people in my group, using their own words and getting an amazing response to my sales pitches.
Serve. Don’t Sell
In conclusion, when you learn who you target and what language they use, you can start positioning yourself using your findings in everything you do online with the objective to create relationships first, and focusing on serving these people’s needs before making a sale. This does not mean you need to give away your services for free; this means that your energy is filled with the creative flow of giving and sharing, so people respond to it openly and eagerly.
It takes time and consistency, but this is the recipe that works for selling online authentically. Spend 90 days marketing your offers this way, and not only you will see a huge difference in your online sales, but you will also feel powerful and fulfilled while helping your new clients.
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