Secret Selling System – Notes from Perry Belcher
Early this year, Perry Belcher spoke in the Traffic and Conversion Summit 2013 and shared his Secret Selling System strategies during the seminar.
According to Perry, “Selling is not evil. Selling is power – a great skill to have”. Here are some of the highlights of what he shared during the event.
Important parts of selling:
- getting in front of prospects who are most likely to buy
- 60% of any successful promotion is in list selection
- Getting leads – getting interest
- Getting sales
- Increasing profits per sale
Know your buyer
- what you like is not necessarily what your customer likes.
- Personal attention. Create a customer avatar ( Name. Age. Gender. Marital status. Children. Location. Occupation. Combined household income. Current business income. General info.) After you come up with your avatar, write your message to that person, not your whole audience.
- Be talking to one person, not a group of people
- Find out their demographics and where they hang out
Find the right list.
- Wide and shallow – advertising (such as network TV) is difficult because it’s hard to localize the message to your audience, location, et cetera.
- Narrow and deep – advertising is by far the way to go. List selection isn’t only about emails or direct mail, but it also applies to advertising.
- Google ad planner – finding websites your niche visits and their interests. Enter in your competitor’s websites
Make them “glow in the dark”
- (From Dean Jackson – ilovemarketing podcast)
- Use list-building bait- cheese or whiskers principle. Make those particular people in the market “glow in the dark”. (list building bait – followed by cheese or whiskers). Find out what their “cheese” is and use that instead of “whiskers” (Realtor example of standard ad that is all about the person vs. “Find out how much your home is worth for free”).
- Offer lead magnet that resonates with potential customers.
Create an irresistible offer
- Why people buy – gain, fear, pride, value (makes them feel smart), imitation (people want to imitate celebrity). No matter how good the offer is, if you send it to the wrong audience it isn’t going to work.
Sequence is critical
– mistake is selling too early.
- Don’t be out of sequence, because if you are, people will mostly reject your offer.
Points of belief.
- If your current sales message is not working, ask yourself how many things are you asking prospect to believe. If more than 4, it’s probably a failure. Ideally, you only want to make them believe 1 thing.
More Perry Belcher next week!