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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Hi Kimberly. I tend to see sales as a necessary part of being an artist – and not starving. I have read several good books related to art sales by Jason Horejs, of Xanadu Gallery in Scottsdale, AZ. His main premise is that when selling art, you job isn’t to get someone to buy something they don’t like, but rather to help them purchase a piece of art they will cherish forever. Big difference. And your approach should be more about the customer and their needs than you and your needs. I find this to be very useful advice when talking to potential collectors. What are you looking for? What do you already have in your collection? Where do you want your new painting (in my case) to hang? Be interested in – as you mentioned – satisfying their need, not yours. Collectors tend to want to like the artist they’re collecting. By showing interest in their needs you are also helping them to like you. Not a bad thing.
Exactly! It’s all about creating the best possible experience for the client/collector/customer.
I love the insight you shared by Jason Horejs about helping people fall in love with a piece they will cherish forever. Which is a much better approach than “trying to sell.” : )
First off I would like to say superb blog! I had a quick question which I’d like to ask
if you don’t mind. I was curious to find out
how you center yourself and clear your head prior to writing.
I have had difficulty clearing my mind in getting
my ideas out. I do enjoy writing however it just seems like the
first 10 to 15 minutes are generally wasted just trying
to figure out how to begin. Any suggestions or tips?
Thanks!
Hi there, thanks for your comment.
For me what works best is to stop thinking about “writing” so much and just start actually writing.
Sounds simple, but it works for me. I sit down and start writing, and even if what comes out initially is
garbage (and it often is), I just keep at it til I have something usable. And then I revise and revise that, to within
an inch of its very life, until it’s finally time to hit “publish.” 🙂
Great blog post! It almost seems like you have to develop a healthy curiousity about someone else’s needs. Once you are clued into their needs and really understand them, helping them fill their needs comes easily and naturally. That’s how “sales conversations”easily happen among friends – it’s because you know them well.
I once had a friend who was the top selling cutco knives salesperson for his area. They asked him to speak at conferences and everything. His strategy was literally not to sell at all – it was just to get to know the person. He would be selling door to door, get invited into people’s houses, and he would ask them about the pictures on their walls and listen to their stories. He would ask lots of questions because he was so interested in learning about people. He would mention the product to them, but it was really all about the emotional connection. He just thought people were so interesting.
Hi Jenny,
Thanks so much for your insightful comment! I think “developing a healthy curiosity about someone else’s needs” is the absolute key. I love digging deep and finding out more about people’s needs before I work with them, and you’re so right — it’s about the emotional connection.
Warmly,
Kimberly