Why Webinars Are Not Enough (The Power Of A Live Workshop)

Live Workshop vs Webinars

A live workshop has four walls.

That may not seem impressive to most of us, but it makes a world of a difference both for you and your client.

For a client to get to those four walls, she has to shower, dress and travel some distance (often large distances) to be present. She also had to put her life, and if she’s smart, her work on hold to be part of an event.

This means you have the focus and attention of the client like never before. At least while your clients are seated at the live workshop, they’re listening to a lot of what you say, and doing a lot of what you tell them to do.

I’ve read at least a hundred books on watercolors

Yet my watercolor work barely nudged ahead, despite practicing every single day. Then, I went to Spain in September 2012. I was there for a week. In that week, we did about 10 different paintings in watercolor. To say that I was out of my depth, is an understatement. I had never used an easel before; never drawn at a 45° angle; didn’t like landscapes that much — the list goes on and on.

But in that one week, my work jumped several notches. And this is because I was a lot more focused, saw and experienced things that I could not have experienced while sitting with my dozens of watercolor books. To give you an example, just the way the instructor used the palette made an immense difference to me.

The fact that I could not escape from the room also helped.

In most situations, I will get easily distracted

After about 15-20 minutes or so, I will start fidgeting with my iPad or phone even if I’m watching something online. But in a workshop situation there is other stimulus and activities that helps me focus a lot more. I also don’t have access to my iPad, phone or other distractions.

And to me, that is the critical difference between a workshop and a webinar

From a presenter’s point of view, you have far more of the attention of the audience than you could ever hope to have with the webinar. From the audience’s point of view, they have a lot more focus as well. They see things that they could not have seen in a webinar.

They experience energy and get a feel for the material and the person presenting it, in a way they is almost impossible through an online experience.

Yes, a webinar is very handy for a client

Sometimes it’s easier just to jump on a webinar, learn something and not have to take a plane, stay in a hotel, and spend all that money and time. And for some folks, having to deal with people all day is extremely tiring. How much easier it would be to just sit at your computer with a cup of coffee and watch a webinar instead.

And that is what I believed as well

I believed that online learning was so efficient that if the presenter really knew what he or she was doing (not always the case), then you get a pretty solid experience of the material. But I don’t believe this to be true any more.

I say this even though I still believe that online training has a lot of advantages. I believe that for both the business owner and the client, a live workshop should be part of the mix.

As a presenter/business owner, it would be very prudent of you to have both

Despite the enormous expenditure in terms of time and money — not to speak of energy, we continue to have workshops at least once every two years. To host our live workshop takes about a month of travel, a month of planning and at least a month of recovery time. That’s three whole months in a year.

In that same amount of time, I could host 2 to 3 online webinars, maybe even do a couple of courses and generate revenues far exceeding what I would earn in a workshop.

Even so, the workshop experience is what draws loyal clients to us on a consistent basis

A client who has done a live workshop with us ends up buying far more product and doing as many as 3 to 4 courses (remember our courses are not cheap).

This is because they get to know us at a granular level rather than through some online delivery system. This increases the trust many times over. In comparison, someone who has just read our material or done an online course, is still likely to buy quite a lot of product/and do an online course. But they pale in comparison to the people who have met us in the flesh.

And this is why I always suggest that you do live workshops

For Psychotactics, the workshop is probably the most expensive way for us to generate our income. It is also the tiniest revenue generator (often less than 2-5% of our income), and as I suggested earlier, sucks up a ton of time. Even so, we will continue to do the workshops because it is advantageous for us as business owners.

We will also continue to do a lot of online courses—and you have to treat them as a mix. You don’t want to get rid of the online experience or the offline experience. They both serve completely different purposes.

The offline experience is the harder road to take

This is the road that most of us do not want to take.

Take the road less – trodden and you will see for yourself that the results far exceed your expectations. Those four walls may not seem like much to you and me.

But they make a difference — an enormous difference.


Next Step: Links you should visit

1) Are you interested in taking your online business to the next level? Then you must have a look at 5000bc.

2)  Do you feel like banging your head against the wall when writing content for the important pages on your website?
Introducing: How to write compelling content for your key web pages. 


Top Selling Products Under $50

Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done

New! Critical Website Components: How to write compelling content for your key web pages
Free! Excerpt of The Brain Audit: Why Clients Buy And Why They Don’t 



Black Belt Presentation Series: How to completely control the room-without turning anyone off?

Online Membership Website: How To Build A Powerful, Community-Driven Membership Website


Next Step: To get more Psychological Tactics
Subscribe: :
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Why You Really Need To Step Away From Work

Step Away From Work

When do you get your best ideas?

No, not in the shower.

You get them when you’re not at your computer

Sit back and think about all the ideas that changed the direction of your life. And think of where you were at the time. Nope, still not in the shower. You were somewhere on the road, somewhere deep in conversation with someone or lost in a book.

So why don’t computers work like they should?

That’s because computers tend to be output machines. When we deal with computers we’re rarely getting input. Think of all the things you do at the computer: You write articles (output), you answer email (output),  you respond to Facebook/respond to blog posts (output), do illustrations (output)—and that list goes on and on. Yes, sometimes you may watch a video or listen to something that’s input based, but for the most part, your computer is in input mode, and you in output.

When you leave you computer, you move into input mode

I do my best to sneak away from the computer and get into input mode. Like right today, right this moment, I need to plan the sequence of what needs to be done for one of my books. I need to think the sequence through and it’s not like I can just output what’s on my mind.

So I take a trip to the cafe. I sit down and then I let two hours pass while I doodle my way through my plan. It’s not like I have a plan, but the plan unfolds. As I sit, the plan takes on a different dimension.

More often than not, my wife, Renuka is with me. And we discuss issues. Now we have the input of two brains, not one. All the great ideas, the ones that have given us the greatest peace of mind, the ones that have earned us the most money, the ones that make our lives wonderful—not once was I sitting at the computer when it happened.

But what if you’re busy?

Well, today is crazier than most. I have a dental appointment, two articles to write, a book to complete, audio to be recorded, my niece needs to be mentored all afternoon (and evening).

Well, let’s just say it’s a busy day. And yet, I will force myself to find two hours to sit at the cafe. The trip to the cafe clears my mind, and then I’m in input mode. I think, I write, I doodle. Gosh I love my computers to bits, but it’s amazing what a piece of paper and some free brain time will do for you.

Getting away from the computer gives us input time—time to get our own thoughts together.

Then it’s Mac time smiley


Next Step: Links you should visit

1) Are you interested in taking your online business to the next level in 2014? Then you must have a look at 5000bc.

2) FREE! Read the entire first chapter of The Brain Audit now.

3)  Do you feel like banging your head against the wall when writing content for the important pages on your website?
Introducing: How to write compelling content for your key web pages. 


Top Selling Products Under $50

Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
Story Telling Series: How to suck your audience right in, in a matter of seconds

Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
Article Writing: How To Speed Up Article Writing With Simple Outlines

Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
Design Clarity: How to put sanity into your design with some really simple tweaks
Chaos Planning: How ‘Irregular’ Folks Get Things Done

New! Critical Website Components: How to write compelling content for your key web pages
The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)



Black Belt Presentation Series: How to completely control the room-without turning anyone off?

Online Membership Website: How To Build A Powerful, Community-Driven Membership Website


Next Step: To get more Psychological Tactics
Subscribe: :
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How to get FREE: Two Brain Audit Audio Files

 

 

Last week you got a chunky 30-page excerpt of The Brain Audit.
This week you can get two short five-minute audio files. These short audios will teach you two very important lessons which you can implement straight away.


What you will learn:

1) The critical difference between ‘The Solution’ and ‘Your
Solution’
2)  A tested-formula on how to write a powerful tag-line.


There is a deadline though

You have to get it before March 25th 2014.  Then it’s gone. So get it right away. Either download it, or listen online.


Here are the links: (It make take a few minutes to load)

Each audio is 5 minutes and contains clear and actionable information. So listen to it today and implement what you  learn.

http://psychotactics.com/Brain_Audit_TaglineFormula.mp3

http://psychotactics.com/Brain_Audit_SolutionVsYourSolution.mp3
 

Try it today. You’ll hear for yourself what makes The Brain Audit so well-loved and mostly well-used!
Sean
P.S. Don’t forget to download the audio before March 25th 2014.


Announcing! Why “Lazy Testimonials” Attract The Wrong Clients

 
Nothing bugs you more than a painful client.

A client who hassles you at every step of the way.

A client who won’t pay on time.
A client who takes up so much of your energy that you get drained.

I used to have clients like that

And then at some point I stopped getting bad clients.
Every single one of our clients were helpful, kind and extremely co-operative.
Work became a joy instead of a painful exercise.

And after a lot of digging, I found out the reason for the change

If you’ve ever struggled to get consistently good clients (or detailed testimonials for that matter) then you’ll find that this knowledge is more than just common sense. It’s a bit of strategy you can’t do without.

Judge for yourself at:
http://www.psychotactics.com/testimonialsecrets

Regards
Sean

 


P.S. This is what Cornelia Luethi  has to say: 

“Business owners are often too scared to ask for testimonials”

I’ve been using Testimonials as a marketing tool for years – and I didn’t think there was much left for me to learn about testimonial techniques. Especially so after reading those powerful “six questions” in the Brain Audit.

After reading The Secret Life Of Testimonials, I learnt how to get more authentic and dramatic testimonials with great impact.
And–most importantly–how to use them to maximum advantage. Sean shares all kinds of layout and formatting secrets so that the message is visually stunning as well as a good read.

What I found really useful is how Sean de-constructs various testimonials, showing you the parts where they fail, and thereby enabling you to create testimonials that work a whole lot better.

I particularly liked the run-down on how to create video testimonials as that’s something I’ve been thinking of doing, but wasn’t sure how to get started and how to approach it. Plus there are some great ideas on how to get testimonials using online media.

I’d definitely recommend The Secret Life Of Testimonials.
Testimonials are absolutely vital for sales conversions, but business owners are often too scared to ask for testimonials, and don’t know how to use them effectively. In this book, you’ll learn how to get great testimonials – and with confidence.

Cornelia Luethi
FX Marketing, Auckland, New Zealand

Judge for yourself: Testimonial Secrets

 

 

 

 


How To Audit Your Benefits and Features For Singleminded Impact

How To Audit Your Benefits and Features For Singleminded Impact

In 333BC, Darius, the ruler of Persia was sure of his victory on the battlefield.

After all, his soldiers outnumbered Alexander the Great’s army by 2:1. And yet, Alexander used an unusual ploy. Instead of the usual strategy of both armies battling it out, he decided to just go after Darius. That single-minded command caused Darius to be outflanked and forced to flee.

That single-mindedness is something that every copywriter needs to focus on, when writing benefits and features. And the reason why you need to focus is because it’s very easy to go off track when writing a three-four lines on a specific feature/benefit.

Let’s take an example from the sales page of this book called “Client Attractors”

One the sales page we see features/benefits that read like this…

1) Big Brand Mistakes

Big brands make the same mistakes that small businesses do. In their hurry to create a sales page, they leave out critical information in their features and benefits. Learn how to avoid the mistakes—especially if you’re a small business owner.

2) Powerful Graphics

Many writers pooh-pooh graphics, but did you know that some of the biggest and most successful brands online use graphics to consistently drive home benefits and features. But how do you use these graphics correctly?

3) Benefits With A Secret Weapon

It’s clear as day once you know the secret, but some benefits are far more potent than others. The secret lies in how you insert a ‘problem’. The ‘problem’ creates drama and makes a run-of-the-mill benefit stand out. Once you know how to use the ‘problem’ in benefits, you’ll want to use it all the time.

So what three points did you get from those benefits/bullets?

The first one was specifically “big brand mistakes”. The second was just about “graphics and how to use them” and the third was the “unleashing the secret power of the problem”. In short, the benefits/features started out with one point and drove home that one point, without getting distracted.

But even so, it’s easy to get distracted when writing a few lines of the benefits/features

So yes, this isn’t a battle of “Alexander vs. Darius”. It’s just a sales page that takes a lot of effort and concentration. It’s possible you could have slipped up and gone off on a tangent. So go back to your benefits and features. And examine them one by one listing the one point you wanted to make for each benefit/feature.

Does each of your benefits and features drive home a single point?

It should, because it’s only when you singularly focused on driving home the point, will you get and keep the attention of the reader.

The copywriting battle isn’t as easy one. But even when faced with incredibly uneven odds, you can still make every word on your page count.

Use single-mindedness as a strategy.

It worked for Alexander. It should jolly well work for you.


How do you get meaningful testimonials, without needing to bribe anyone for it?

 Testimonial Secrets Bonus Video

Utilizing the easy to understand, easy to implement information in this book should bring in far greater revenue. And even better, it solves a problem for me of how to get real, meaningful testimonials, doing it legitimately-and without making anything up, or needing to “bribe anyone”.

The best thing of all: I’ve learned how to get these testimonials long before anyone has bought the product!

Allen Weber
Jacksonville, Florida, USA
Judge for yourself: Testimonial Secrets



“The Brain Audit is not some ‘how to’ book– it’s a way of thinkin
g.”

What The Brain Audit provides that was missing in all of the ‘mainstream’ teaching and training is the piece critical to all sales: how the brain perceives and processes information.

Susan Trinter, Corporate Dev. Programs
Washington D.C., USA
NOW available in Different Formats ! The Brain Audit: Why Clients Buy And Why They Don’t.

 


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds

3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines

5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done

8) Critical Website Components: How to write compelling content for your key web pages


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


Announcing: The Pre-Sell of the Pre-Sell Book (Available at an early bird price!)

Why Pre-Sell Book: Psychotactics
It’s here!

The pre-sell of the the pre-sell book.

What’s that supposed to mean?
Well, the book isn’t ready yet. It’s work in progress. There are pages to be written, cartoons to be drawn, audio to be recorded and tons of little things to be finished before the book is available.

But until 15th Feb, 2014 you can get it at an Early-Bird Price
I know, I know. A book that costs over $200 hardly sounds like an early bird offer. But believe me, it is. For one, the book isn’t padded like other courses. You could go out there and get several “formula launch courses” for $2500 or more. And frankly it’s hard to apply those formulas because they depend so heavily on numbers.

At Psychotactics, we’ve gone the opposite path 
We’e always tried to operate like it was 2002, and we’ve just started our business. When we sell products, services or courses, we rarely go out to large numbers. In fact, most of our courses/services are filled up with an audience of fewer than 400 customers–sometimes less.

We don’t have any affiliate program, no advertising campaign…
No Google adwords; no social media presence to speak of; no joint ventures blasting our products/services to everyone in sight. And yet, we’ve thrived over the years simply by putting out great products/courses and services. And doing so with small audiences.

You’re probably small too
Your audience may not be much to boast about. Yes there’s a ton of blah-blah about how to get 20,000 fans and increase your subscriber list by 432%. And yet, you know deep down in your heart, that isn’t going to happen in a hurry.

Pre-sell helps your clients know about your products/services a lot 
in advance
And it helps them decide based not on this relentless joint-venture-formula-blast, but through a slow, organic method that works. There’s no fluff here, no soul-selling craziness. And yet, make no mistake, the products/services fly off the shelf when offered.

We’ve learned a lot of stuff over the years.
We’ve done a lot.
Nothing has been as magical as pre-sell.

Nothing.It’s saved us time, made us a small fortune, allowed us to take 3 month-vacations every year. And most, if not all, the aggravation of wondering and waiting is minimised.

So how do you buy into the magic?
You can pre-purchase it today before the price goes up.
This price is valid until 15th Feb 2014 (yup, that’s next weekend).

Judge for yourself:

Warm regards,
Sean
P.S. The premium bonus is a product in itself. You’ll be able to create a “mini-sales page” that works and takes away a ton of aggravation. You’ll learn how to put together a template quickly and effectively (which really is a big boon, considering all the work that has to be done when launching just about anything).

P.P.S. If you’re wondering, the price will go up by $100 next 
weekend–and then keep climbing. So this week is a bit of a bargain.

Why Marketing In 2014 is like being in 1920

In 1920, marketing was a chore.
People were separated by vast distances. To get any sort of message
across was a royal pain.

And this is what 2014 looks like as well.
There’s Facebook, Twitter, Glitter, Mitter and a million methods
that are distracting you–and your customer. And with every month
that passes, the distraction gets even greater.

Marketers, of course, will tell you a different story
They’ll tell you that you can get 10,000 Facebook fans overnight.
They’ll tell you that their list is growing by 500 customers a day.
They’ll give you these wonderful, overnight success stories.

So you’ll buy the “magic trick” and hope that it works for you,
and invariably the market takes over. The distraction kicks in,
and it’s harder than ever to get newer customers (let alone
get customers to listen to you).

So what’s the solution?
The solution has been staring all of us in the face for the longest
time. You never needed (or will need) 10,000 Facebook fans. Yes,
it’s very nice to get 500 customers a day, but hey, let’s be
realistic.

What you’ve know all along is that you can indeed get all
the revenue you need from fewer customers.

But fewer customers come with their own caveat
The fewer the customers, the more you’ll have to make sure they’re
paying attention. And that’s why you need to drip feed them
information over weeks, possibly months. It’s a patience-based
system, this concept of pre-selling.

And yet, pre-sell works pretty solidly. With pre-sell, you are able
to systematically get the few customers to buy your products and
services consistently. This ensures you have a lot less stress, a
very solid income and aren’t spending all your time doing yet
another joint venture, affiliate program or crazy ad campaign.

Best of all, pre-sell enables you to test the validity of your
product or service (yes, even a service) long before you spend all
that time and effort creating it. If you do it right (and there’s
no reason not to), you get a small stampede that keeps you more
than satisfied–even with just a small group of customers.

1920 was indeed a chore.
And 2014, will be a pain too.
Or not.

Have a look: http://www.psychotactics.com/presell

Note
1) This is a pre-sell page. There is no “buy-now button”.
2) The buy-now button will be put in place on Sat 8, at 3 pm
(Eastern US).
3) Yup, all the details are on the page. Have a look.

Regards
Sean


The 6 Most Important Lessons In Marketing

The 6 Most Important Lessons In Marketing

1) Follow up.

2) Follow up.

3) Follow up.

4) Follow up.

5) Follow up.

6) Follow up.

How do I know this to be true?

Because recently we launched a book on Membership Sites. As is the norm, we give the best price to our members at 5000bc. We also let them know about the product a lot in advance. They read it in announcements, on the forum etc. So what price would your members choose to buy the product at? The lowest possible price or a higher price?

You’d be surprised at what you’d find…

Our logical minds would tell us that the lowest possible price is when you’d pick up a product. But that’s not the case. Yes, many members do pick it up at the member’s price. But at least 15% or more pick up the product/service/workshop at a higher price.

Now why would they do that?

We can’t say. And neither can you. Maybe they weren’t convinced. Maybe they didn’t read the earlier emails. Maybe they were on vacation.

Maybe—and the maybes don’t matter.

What does matter is that a reasonable number of buyers (and we’re still talking members here) do buy at a higher price, and on a later date. Which means that if we didn’t follow up, those sales may not have happened.

And this little insight shows you that if your closest, tightest band of followers aren’t paying that much attention after being reminded over and over again, how will the rest of your audience react?

Yup, you got it right

The rest of the audience is more skeptical, more distant and so yes, logically they would react much slower. The less connected your audience is to you, the more they’d hesitate to buy your product. And hence, if you don’t follow up, you miss the chance of getting the sale from this audience for sure.

But that’s not all.

When you miss out on a sale, you don’t just miss out on one sale

I recently bought a series on “how to draw trees, how to draw skies” etc. I bought that product about three weeks ago. Yesterday, I bought some more product from that very same instructor. So what are the chances that I’d buy the second series, if I’d not bought the first?

It doesn’t take much to guess that you don’t get to second base, unless you slide to first. And yet the first would have never got my interest if it wasn’t for the consistent follow up.

Which is all very fine in theory, but how do you follow up without being a pest?

Well, it depends. There are several ways of following up. Yes, the most effective way is to be direct and to the point. That means an email that says: “Announcing the book on XYZ…” is going to get far more response than anything else you can send to your list.

That single announcement that is pure sales and nothing else will get a far greater open rate than any other email. Yes, it’s salesy, but customers want to buy from you. So if you have something to sell, they want to see it.

But being direct and to the point continuously, isn’t the best of ideas

If you keep pummeling someone with sales offers, they’ll soon tire of you, and stop paying attention no matter how great your offer. You can however, follow up with other methods. E.g. a book excerpt. Or a few testimonials from clients embedded in your weekly newsletter. Or an interview where you talk about your book.

As you can tell, there are many ways to follow up for a single product

And you don’t want to do them all at once. The mistake that rookies make is that they send out the excerpt, the testimonials, the interview etc. all in one email.

Well, fine, so now what do you have left to send to you list, when you want to follow up? Not a lot, huh! So keeping the follow up sequence ready is pretty darned critical. And yes, make sure you create this sequence well in advance.

In advance?

Yes, in advance. When you’re first selling a product/service all your cylinders are firing. Yes, you may be exhausted from having to put the product together, put the sales sequence etc. but that’s the point when you’re most focused on your product.

If you put together the entire sequence—or at least six follow up steps, you’ll get those follow up steps out of the door on time. If you don’t, you’ll soon get distracted with taking a break or just launching something else, and your existing product will get bounced to a black hole on your to-do list.

So follow up:

1) Follow up many times. Six is a good starting point.

2) Even your best customers don’t pay attention the first time, or even the fifth time.

3) A great starting price is often not incentive enough. Your best customers are likely to buy even when the price rises, so keep at it.

4) If your best customers are not paying attention, ahem, guess how much more work you have to do for the rest of your customers.

5) So it’s one sale. Nope, it’s not. If you don’t make this one, you miss out on future sales as well.

6) You can indeed follow up without being a pest—provided you plan your sequence of follow ups.

7) If you front-load all your follow-ups in one email, you have nothing to follow-up with. So yeah, space them out.

8) Plan and put the follow-ups in place at the time when you’re most exuberant (and yes, most exhausted). It may not make sense to work when you’re so fed up of everything, but once the moment passes, it will be even harder to put any sequence together.

And that’s it

You now have the 6 Most-Important Lessons in Marketing.

Unless you follow up 9 or 10 or 15 times.


Next Step: Links you should visit

1) How do you create presentations that enthral, hold and move  an audience to action? Find out more…

2) Are you serious about getting your business to the next level in 2014? Have a look at 5000bc.

3) Are you losing tons of potential business because you don’t know how the brain works? Read how The Brain Audit can help you.


Products: Under $50
NEW!
You already know that 80% of a sales letter depends on your headline.
So what’s the remaining 20% that causes customers to buy? Find out more

1) Do You Often Hit A Wall Called ‘Writers Block’?
Learn how the core elements of outlining can save you from the misery of writing your next article.

2) Do you know that visuals immediately improve your sales conversion?
Learn how to create drama and curiosity and help improve your web page conversion with visuals.

3) Do your websites, brochures, presentations, etc… confuse your clients?
Put some sanity into your design, even though you are not a designer?

4) Chaos Planning
Year after year you sit down and create a list of things you want to achieve. Then suddenly it’s January 2014, and you’ve not really moved ahead as you’d expected!
Learn Why Most Planning Fails: And The Critical Importance of Chaos in Planning.

5) Nothing bugs you more than a painful client.
A client who hassles you at every step of the way. Learn how to use the power of the ‘six critical questions’ to get incredible testimonials—and attract clients that make every day an absolute joy.


Black Belt Presentations: How do you create presentations that enthrall, hold and move an audience to action?

 


Next Step: To get more Psychological Tactics
Subscribe: :
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How To Isolate the Biggest Problem Of The Client (Without Driving Yourself Crazy)

How To Isolate the Biggest Problem Of The Client (Without Driving Yourself Crazy)

Ever tried to soothe a very young child when he’s crying?

You cuddle him, give him something to eat, something to drink. But the bawling is driving you crazy. And so you give him some of his favourite toys, some keys—and maybe in a moment of madness, a set of drums.

You’ve calmed down the crying, but you can’t control the noise

And that’s the kind of noise you get when you’re trying to understand why clients buy. You see, the reason why clients buy is because you’re solving their specific problem. And you can try to guess what that problem is, or write some boringly synthetic copy.

Or you could meet with the client over lunch…

So there you are, interviewing the client. You’re asking her about the biggest frustrations she’s battling at this point in time. And of course, once the client gets started, there’s no stopping her.

In effect, you’ve given her a drum kit

Now she’s simply thumping out all the problems she wants solved. And she’s got a wish list a mile long. She wants this, that and the other. So how on earth are you going to figure out what she really wants?

The answer lies in reduction

You ask her to choose the top five things that are important to her. Then the next three. And then ask her to choose one. At this point, a huge amount of resistance will set in. She will not want to choose just one. After all, three is like hedging your bets nicely. Why choose one when you can have three?

So you randomly remove two from the list

If your client isn’t protesting like crazy, it probably means she’s quite happy with the one you’ve left behind. If she’s shaking her head like a crazy person, you’ve just taken away one of her prized possessions. And you can be jolly well sure she’s going to fight to get it back.

Let’s take an example to understand this concept better

Let’s say your target profile is a salon owner. So yes, she wants to make a million dollars a year, yes she wants a villa in Fiji and oui, oui, she wants her business not to crumble while she’s sipping all those piña coladas. So what’s really important to her? To her, the Fiji villa may mean everything.

But then again, maybe not. She may sure like the lifestyle, but maybe the biggest problem she has is that the salon falls to pieces once she’s away. If only there was a way to make sure that salon continued to turn out great service.

The same concept of target profile applies to a mother choosing a car

When faced with an option of a new car, it’s easy to list all the benefits and features under the sun.

But if you start using that red marker and eliminating all but three, you’ll find the claustrophobia soon sets in. She wants to have all three, and yet there’s one of those three that are more important than everything else. Yes, she’d like that fancy red shade, but hey, if the car can’t seat all the kids—and the dog, it’s a non-starter.

And that’s how we know that the space factor is important, far more important than anything else.

So there you have it—a method to get down to what’s really important to the client

Step 1: Make the target profile write down the list of things that are important.

Step 2: Reduce that list to five (Yes, cancel the ones that aren’t as important).

Step 3: Reduce it further to three.

Step 4: Either get the client to choose the most important one, or randomly chop off two from the list. And then watch the reaction. She will eventually pick one problem.

Every time you create a new product or service and want to write a sales page or brochure, you’re going to have to reach out to a client to give you direction. If that direction goes awry, take away the “toys” one by one.

When you take away the one they want the most, the “bawling” will tell you all you need to know!


“I have a business and attracting new customers require a continuous effort. I am always searching for ways to take my business to the next level.”

 Story Telling Series: Psychotactics

The Story Telling Mini Series gave me the road map for my web-site.
Demet Kitis, Canada
Judge for yourself: Story Telling Mini Series


NEW! The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds

3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines

5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


Announcing: How To Stand Out From Your Competition

Uniqueness Strategy: Psychotactics
Have you ever wondered what it might feel like to not be me-too?
What would it be like to stand out from the competition in a way that customers choose you over everyone else? And what if you were to raise your prices, and they still kept coming?That’s what uniqueness can do to your product or service. Yet most of us seem to know what makes our product or service better than competition.But the customer doesn’t know.
So they go elsewhere.
Some cheaper. Somewhere crappier. But they don’t come to you in the droves you’ve imagined.

Until now, that is…
Because here’s a complete step-by-step uniqueness course with notes, audio and yes, the precise system to get to uniqueness. So far every book you read tells you about uniqueness. Well, this course doesn’t just yak about it. You get the system to get to your uniqueness.But find out for yourself what this is all about:
http://www.psychotactics.com/home-study/positioning-strategy-how-to-get-to-uniqueness
Warm regards,
Sean

Announcing: The Brain Audit Kit-The Complete Brain Audit Workshop

If you’ve ever wondered what it must be like to attend The Brain Audit Workshop,
wonder no more.

 

Because finally (yes, finally) here’s The Brain Audit Kit–a compilation of goodies
that includes a complete workshop, ebook, epub (yes, you can read it on your smart
devices) and a bit more.

 

If you’ve never read The Brain Audit before, you’ll need to see what’s in this book that’s
caused thousands of businesses to “sell without selling”.  And you’ll also realise why this
book has over 800 testimonials from businesses like yours all over the world.

 

If you have read the book, the goodies + the workshop is a steal.

 

But don’t take my work for it. Check it out for yourself at:

 

Warm regards,
Sean
P.S. Get it right away, before Tuesday 13 August.

Will It Bloat?: How The Outlines Gives Us Clues About The Length Of Our Articles

Will it Bloat?: How the Outlines Gives Us Clues About The Length of Our Articles

Most writers write

They sit down and they write.

And some smart ones outline.

But even the outline gives us clues about bloating

It shows you how your article can go well past the original intent and into puffy-land. And you don’t even have to look at the words in the outline. The bloat is visually apparent. Just look at your article outline and see how many lines you have in them.

If you’ve got a ton of lines, then you’re almost always headed for a bloated article.

Let’s take an example or two:

_____________________________________________

Cooking – Keeping the kitchen clean

“First 50 Words”

Why to keep your kitchen clean

How to avoid dirty dishes to accumulate

How to clean your kitchen

What to avoid when cleaning your kitchen

How to find the right tools to clean your kitchen

Where to store dirty dishes

When to start cleaning

What to do if your kitchen drowns in dirty dishes

Examples

Cleaning the kitchen takes too much time

Not cleaning your dishes immediately

Summary

Sandwich / Next Step

_____________________________________________

Example 2: On pelicans

What are pelicans?

Where do pelicans live?

Why do they live there?

How long do pelicans live?

What do they eat?

How do they eat with that long beak?

Do they sleep?

How do they sleep?

Why do they have a long beak?

Do they know they have a long beak?

Can pelicans fly?

How can I get a pelican as a pet?

Can you pet them?

Do they bite?

Do they like people?

What other animals are their friends?

How do they talk to each other?

Summary

_____________________________________________

Now look at the outlines above. You can tell it’s a lot of information to cover

And invariably a line in your outline will lead to a paragraph or two, maybe even three, in your article. So if you have 15-20 lines in your outline, that’s about 30-45 paragraphs that you have to grapple with.

And of course you’re panicking now

And the way we panic is to cut back dramatically. So instead of 20 lines in our outline, we try to write three or four. And that’s too few lines to have in an outline. So what’s the correct number of lines to have in an outline?

As you’d expect there is no strict formula

But what you’re trying to get in your outline is the critical whats, whys, hows—and maybe the when, where (if needed). You’re also getting the objections in. The summary may be important. And then you’re moving the reader on to the next step.

So if you randomly threw a topic at me, like “leadership”, for instance…

I’d come up with a reasonably interesting outline based on a few critical elements.

_____________________________________________

Topic or Sub-topic = Leadership

Outline:

“First 50 Words”

What is leadership?

Why is leadership important?

How to recognise if your organisation has the right leadership qualities.

But why can’t we just have a democratic set up instead of leaders and followers?

What are the three common mistakes of leadership?

Summary

Sandwich/Next step.

Three minutes and thirty seconds.

Let’s try another very open-ended topic

Topic or sub-topic: Career Development

“First 50 Words”

What is career development?

What is the importance of career development?

When should one start? And how long should you go?

Who pays for career development? You or your boss?

Examples/case studies of how career development helped

Career development courses and where to find them.

Summary

Sandwich

Next step.

3 minutes flat Will it Bloat?: How the Outlines Gives Us Clues About The Length of Our Articles

And what you quickly realise is that you’re thinking too much, which leads to bloat

Outlines don’t require an enormous amount of thought. Whether it’s pelicans you’re writing about or geo-spatial awareness, the outline is pretty much the same. I still need to know the core answers. And yes, once you’ve covered the how, what, why, when, where, I still need something in the middle of the article—just to spike the interest and so you put in an objection. And yes, you can do it in five minutes or less.

But surely you have to think things through

No you don’t. You’ll find that for the most part, the thinking is slowing you down and not really creating any greater value to the article’s contents. When you’re writing the article, you will find that a question like “Why do pelicans feast on….” will bring up a ton of detail anyway. Trying to think of the details at outline stage is often a waste of time.

That’s not as if to say you can’t add in minor ideas into your outline. Sometimes you think of something that you may not remember later. It may not be part of the “formula” outline, and you want to make sure you get it in. Well do it. And even if you get past the outline stage, and find something missing when writing the article, you can always add it. But spare yourself the agony of thinking out every outline in the greatest details.

And look.

Look at your outline—really look!

If it’s bloating, the outline expands and keeps expanding. That’s a sign of sure puffiness. It’s time to cut back and keep it to the core elements.

The outline is, after all just an outline.


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds
3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines
5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) New! Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website