No matter how you currently feel about sales as a topic (maybe that it’s icky, pushy, sleazy, manipulative – any of these ring a bell?) or your own sales ability in this moment, you already possess a natural ability to sell. And it doesn’t involve any of the afore-mentioned limiting beliefs about what sales is or does.
Yes, you – you have a natural ability to sell. In fact, you’re having “sales conversations” all the time, and you’ve been doing it all your life.
Think about it. When you were growing up, how often did you try to “sell” your parents on taking you to the mall, or letting you stay up late, or buying you something special, even when it wasn’t Christmas or your birthday?
When you were in school, did you ever try to convince your friends skip school, or have a party when their parents were out of town, or to find out if that special boy or girl “liked” you?
As an adult, have you ever tried to talk your significant other into taking a trip, going out to dinner, or picking up his/her socks, fer cryin’ out loud? Or persuading your kids to clean their rooms or do their homework?
And when a friend asks you to recommend a hair salon, dog groomer, dry cleaners or a restaurant, how easy is it for you to wax poetic about your favorite service provider in any of these categories?
These are all sales conversations, of a sort. Of the authentic, unforced, perfectly natural and comfortable variety. You can think of them as “connection conversations,” if “sale conversations” rubs you the wrong way.
And really, that’s all “sales” is – connecting people – whether friends and family, or clients and customers – with something that will help them improve their lives in some way.
So remember this when you start to get tweaked about having to sell – and I know you’ve had that icky “I-really-wish-I-didn’t-have-to-do-this” feeling about selling, because I’ve had it, and I hear it from other creatives. Often. (Of course, you could be different. You could love sales. If so, shine on, you crazy diamond.)
If you sometimes feel the “ick” factor about selling, keep in mind that sales is not about applying undue pressure; it’s not about forcing, but “tempting.” And you already have experience with that, you little minx.
So fear not selling.
Here are two quick tips for when you’re writing content for your website, sales page, email newsletters, or however you communicate with your clients and customers to make an offer:
:: Imagine you’re having a conversation with a close friend. You’re hanging out together at the coffee shop or the bar, talking informally with just this one person about something that will enhance their life in some way – that’s how you want to write your sales messages. To one person, conversationally, connecting them to something that will help them solve a problem or achieve a goal.
:: Start your sales letter with, “I was thinking about you today.” This effective insider copywriting tip comes from master copywriter Drayton Bird. It’s a great way to get into the conversation without sounding like a douchey, over-the-top huckster.
So if you want to write a sales page or make an offer without feeling “salesy” or “markety,” try one of these techniques.
In the comments section, tell me about a time you used your natural sales ability to persuade someone to do something, and how it turned out. Or share your own tips for creating effective sales messages, I’d love to hear ’em!
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