Episode 130
Focus on Solutions, Not Products
The fundamental premise of this discourse is the imperative to prioritize personal branding in one's sales strategy, encapsulated in the phrase "Market you first." We explore the critical notion that effective sales pages must resonate with potential clients by emphasizing the seller's unique approach rather than merely presenting the products. In a landscape where many small business owners resort to generic templates that prioritize features over personal connection, we assert that an authentic narrative can significantly enhance engagement and conversion rates. By connecting with the audience's pain points, articulating one's personal journey, and making a singular, clear promise, we provide actionable strategies for elevating the efficacy of sales communications. Ultimately, this episode serves as a clarion call to recognize that individuals are more inclined to purchase from those they perceive as relatable and trustworthy rather than faceless enterprises.
The essence of effective sales communication hinges upon the ability to establish an authentic connection between the seller and the prospective buyer. Throughout our discourse, we emphasize the imperative of prioritizing one's personal narrative over mere product features. By placing the individual at the forefront, we advocate for a paradigm shift in how sales pages are constructed. Rather than conforming to the ubiquitous templates that saturate the market and communicate a superficial desire for monetary gain, we propose a more nuanced approach that resonates with the audience's intrinsic needs and challenges. The act of engaging potential clients necessitates a deep understanding of their pain points, articulated in their own vernacular, thereby fostering a genuine relationship that transcends transactional interactions.
In our discussion, we delineate three essential strategies for crafting impactful sales narratives. First, we implore our listeners to commence their messaging with the audience's struggles, thereby establishing immediate relevance and empathy. Rather than inundating readers with an array of product specifications, we encourage them to articulate the frustrations that potential customers experience, thereby inviting them into a dialogue that feels personal and relatable. Second, we advocate for the sharing of a personal 'why' story that elucidates the speaker's motivations and qualifications. This personal touch not only enhances trust but also allows for a more profound emotional connection.
Lastly, we stress the importance of making a singular, clear promise to the audience. Effective sales communication should focus on a specific transformation or benefit, rather than a nebulous assortment of features. By articulating precise outcomes that the audience can expect, we enable a clearer understanding of the value proposition, thus enhancing engagement and conversion rates. In essence, the discussion pivots around the notion that successful selling is predicated on authenticity, empathy, and clarity, all of which serve to bridge the gap between the seller and the buyer, fostering a more meaningful exchange.
Takeaways:
- It is imperative to prioritize the needs of your audience over the products you sell.
- The effectiveness of a sales page is contingent upon connecting with potential clients authentically.
- A sales page should be a reflection of your unique approach and personal story.
- Highlight your audience's pain points before presenting your solution to establish trust.
- Your sales page should articulate one clear transformation rather than an array of vague benefits.
- Utilizing personal anecdotes can significantly enhance the relatability and trustworthiness of your message.
Transcript
This is market YOU first, it's time to learn to sell what you bring to the table, not what
Speaker:you're selling.
Speaker:This is market YOU first.
Speaker:This is your host, Wes Wyatt.
Speaker:Hey everybody, this is Wes Wyatt and this is the market YOU first podcast.
Speaker:When was the last time that you read a sales page and you thought, wow, this person really
Speaker:gets me?
Speaker:I'm guessing probably not that many times.
Speaker:And that's because most sales pages put products first and people second.
Speaker:So today I'm going to flip the script and show you how to create sales pages that actually
Speaker:connect with your audience by putting your authentic self front and center.
Speaker:Now why does this matter?
Speaker:It's because that's exactly what this page is about.
Speaker:Well, market YOU first, your sales page is often the final stop before someone decides
Speaker:to buy from you or walk away.
Speaker:Okay, you decide which one, but here's the problem.
Speaker:Most small business owners and side hustlers copy the same tired templates that everyone
Speaker:else uses.
Speaker:It doesn't matter if it is a template, if it's a company produced site like a replicated
Speaker:site or something that was provided by the affiliate marketer or whatever the case may
Speaker:be.
Speaker:Those templates scream, I want your money instead of I want your problem and I understand
Speaker:your problem and I have a solution for your problem.
Speaker:So think about it when you visit a sales page, you are asking one question, can this person
Speaker:help me and do they have a solution for my problem?
Speaker:Okay, so if your copy focuses only on features and bonuses, you've already lost the connection.
Speaker:Your potential clients aren't buying your product, they're buying you and your unique
Speaker:approach to solving their problems.
Speaker:So when you create copy that showcases your personality and understanding first, your
Speaker:conversion rates don't just improve, they'll explode.
Speaker:Okay, or at least they'll definitely grow.
Speaker:Alright, so here are three key takeaways that are going to help you with this.
Speaker:Number one, start with their pain, not your solution.
Speaker:Okay, people can smell commission breath.
Speaker:Okay, before mentioning your product, describe your reader's frustration in their own words.
Speaker:Use phrases that they have actually said in messages or comments.
Speaker:An example might be instead of this course teaches email marketing, try are you tired
Speaker:of sending emails that never get opened?
Speaker:Alright, which one of those would you click on?
Speaker:Okay, connect with their pain points first, then position yourself as a guide or a leader.
Speaker:Okay, number two, tell your personal why story.
Speaker:Alright, why is so powerful?
Speaker:Share two to three sentences that talk about why you crafted the solution.
Speaker:Okay, did you face the same problem?
Speaker:What made you qualified to solve it?
Speaker:This builds trust through reliability.
Speaker:An example might be after losing $5,000 on Facebook ads that didn't convert, I discovered
Speaker:what was missing from my approach and now I'm sharing it with you.
Speaker:Okay, it is going to kind of just have that my story marketing built into it.
Speaker:Three, make one clear promise.
Speaker:Okay, your sales page should focus on one specific transformation, not 10 vague benefits.
Speaker:So what exact results are they going to get?
Speaker:You need to be concrete and specific.
Speaker:So instead of you'll learn social media marketing, try you'll create your first profitable Pinterest
Speaker:strategy in 14 days or less, even if you've never pinned before.
Speaker:Okay, those three things are going to help you at least get a great start on this.
Speaker:So how do you market YOU first and make this personal?
Speaker:Alright, your sales page isn't just about what you sell.
Speaker:It's about you, how you sell differently from everybody else.
Speaker:What's your unique approach?
Speaker:Maybe you're the no nonsense coach who cuts through the fluff.
Speaker:Alright, perhaps you're the patient teacher who explains complex topics simply.
Speaker:Okay, you're that person who can just absolutely cut through the, you know, mumbo jumbo and
Speaker:all the crazy stuff and just make things pop.
Speaker:Okay.
Speaker:Or maybe you're the innovative thinker with a fresh perspective.
Speaker:Don't be afraid to infuse your personality throughout your copy.
Speaker:Use words and phrases that sound like you.
Speaker:And if you're naturally funny, include humor.
Speaker:If you're straight to the point, keep sentences short and direct.
Speaker:Your voice is your differentiator.
Speaker:Okay.
Speaker:When someone resonates with how you communicate, they're more likely to trust your solution.
Speaker:And remember, people buy from people that they know, like and trust, not anonymous corporations.
Speaker:So here is what I want you to do for a call to action today.
Speaker:You need to pull up your current sales page, highlight every instance where you talk about
Speaker:your features instead of transformations.
Speaker:I need to do it as well.
Speaker:Okay.
Speaker:So you're not alone.
Speaker:Then rewrite those sections to show how your unique approach solves their specific problems.
Speaker:Do it today, even if you only revise one paragraph.
Speaker:And if you have found any of this to be helpful, don't forget to like, share, comment, and subscribe.
Speaker:After reading the podcast or listening to the podcast, go to weswyatt.com, scroll down
Speaker:to where you can put in your name and your email address and get on those insider emails.
Speaker:I'll get you all the tips, tricks, and nuggets that I find.
Speaker:If you have questions on that same page, go to the bottom right.
Speaker:You're going to see a thought bubble on weswyatt.com and all you have to do is click on that.
Speaker:It's a chat feature.
Speaker:I don't monitor that live, but I'll get back to you promptly.
Speaker:And last but certainly not least, please visit weswyatt.com forward slash disclaimer for
Speaker:important context regarding this and all podcasts, posts, and info I provide.
Speaker:And thank you very much for tuning in for another episode of the market YOU first podcast.
Speaker:Until we talk next time, have a DYNAMITE day.
Speaker:You've been listening to the market YOU first podcast.
Speaker:You are the most important thing you can sell.
Speaker:We hope you've gotten some useful and practical information from the show.
Speaker:Make sure to like, rate, and review the show, and we'll be back soon.
Speaker:But to find the show notes and everything about the market YOU first podcast,
Speaker:visit marketyoufirst.com.
Speaker:On behalf of your host, Wes Wyatt, and the whole market YOU first team, have a DYNAMITE day.
