When speaking from the stage, on a tele-seminar, face-to-face, or telling a story in your newsletter, blog, email or sales letter, one critical thing must occur for you to make an impact.
Without this critical occurrence, your sales will always remain flat.
What it is? Connection! Without connection, there is no trust, and trust is the BIGGEST barrier to any sale. So this means we have to strive, early on in our presentations to build trust. You do that with case studies, testimonials and stories. That’s what we do. But there is more to it than that. There must be a feeling of authenticity in you and what you’re saying.
It’s a hard thing to grasp, and to teach. So as usual, I’ve came up with a little saying that makes it easy. “They gotta feel you’re real.” Yeah I know, it’s brilliant! So just give me a second to wallow in your adulation. Okay, that was good. But I’m back, there’s work to do.
The lesson here is BIG so I’ll get straight to the point. They’ve got to feel a connection with you and feel that YOU believe your own rhetoric; that you believe in what you are saying; that you really are the person you portray, that you’re the real deal.
I don’t know about you, but I can spot a phoney a mile off. It’s hard to say what I don’t like; but it’s there, something nagging away at me. I feel it in my gut. Some say I’m intuitive and I guess in some ways I am. (My wife is even better, she IS an intuitive… and every time she has warned me about someone and I didn’t listen, I was burnt.) When I see a phoney, I get a feeling in my gut, a nervous quiver, and I know something is not quite right. It’s the same with your prospects.
So what’s the answer?
It’s a hard one. Kennedy puts it like this: “I realise that’s an intangible, so it’s hard to tell you how to mechanically manufacture it… but like art or pornography, you know it when you see it.”
Kind’a sums it up doesn’t it. But still, we have to answer the question, how do you make them feel you are real?
First up, you’ve got to be yourself. If you’re naturally outgoing and funny, fine. Be funny. If you’re an introvert, fine. Don’t do funny. Just be real. Don’t pretend.
Not everyone will like you; that’s a given. So be yourself, don’t go pretending you’re someone else. Let your prospects see the real you, tell real stories, let them into your life a bit, emotionally charged everything you say and write, and then, there will be connection… and only then will you have a chance at building trust and getting the sale.
SIDE NOTE: In October, I’m going deep into the art of storytelling at my Cash Characters Academy Workshop in Brisbane. I’ll keep you posted.
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Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook