Over the next few minutes, I’m going to walk you through the TEN persuasion triggers that all great sales messaging and sales conversations hit…
And the 3 marketing rules you MUST follow if you want to make more money this year. We’re going to cover it all in this tutorial.
Hey, Posse! What’s up? It’s Alex.
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Today, we are talking all about how to optimize your sales messaging with 10 timeless persuasion principles that absolutely never die… combined with the things you MUST keep in mind for the MODERN BUYER.
But we aren’t just talking about how to optimize your sales page, because today having “great copy” on your sales page is no longer enough…
Buyers today are HESITANT.
They are wary. They are skeptical. And they just AREN’T buying as quickly as they used to.
I’m seeing this across every niche in every industry.
It’s not a generational phenomenon, and it has nothing to do with the economy…
BUYER BEHAVIOR is shifting at a breakneck speed.
We have shifted AWAY from a society where the majority of sales interactions happen face-to-face, in-store or door-to-door…
Where we could get a better gauge of trustworthiness, draw better conclusions, or ask our neighbor about their experience…
To a society where now EVERYONE and EVERYTHING seems to be “hidden” behind a digital screen.
That comes with a whole new reality of scams, impersonators and AI with ill intent.
Essentially, the “know, like and trust” factor that is the FOUNDATION of all effective marketing is way, way, way harder to create today, because everyone has a collective eyebrow raised at ALL TIMES.
All of this means that marketing today isn’t as simple or linear as traffic being sent to a great sales page.
Of course, your sales page still absolutely matters, and I’m going to take you through my Hot Offer Checklist in just a minute…
And yes, you can grab a free copy of this checklist clicking this link. But that alone is NOT ENOUGH.
In fact, the buying process starts LONG before someone lands on your sales page… and should continue long after.
81% of people need to trust you before they buy from you, so taking time to build the “know, like, and trust factor” EARLY ON is absolutely ESSENTIAL.
This leads me to the FIRST rule of great marketing today that you need to consider before you even think about writing your sales page…
Rule #1: Build A Personal Brand
I don’t care who you are or how amazing your marketing is, without a personal brand, you aren’t going to get very far today.
If you’re selling ANYTHING to ANYONE – you NEED a personal brand.
And this doesn’t just apply to content creators, online coaches or “influencers”. This ALSO applies to all of you freelancers and service providers too..
In fact, Google search volume for “Personal Brand” has grown over 4x in recent years and is now seen as a critical component of how consumers make purchasing decisions.
Your personal brand is how people get to know you. It’s how they perceive you.
It’s how they decide whether you seem like a trustworthy person or someone they would hire…
I hate to say it, but your social media accounts are the NEW resume.
Your potential employers are screening you before deciding to interview you. Eeek.
And to be clear…
When I say “personal brand” I am NOT talking about creating endless content, “faking it till you make it” or documenting every moment of your private life on social media…
In fact, there are TONS of myths and misconceptions about what it means to have a “personal brand” today…
For the majority of people, your personal brand is simply YOU.
It’s about showing people YOU are a REAL human – with a personality and daily rituals and likes and dislikes….
And it’s about being authentic, approachable, and available when your dream clients come looking 👀
Now, if the thought of personal branding TERRIFIES you because you’re introverted, awkward or just straight-up are repulsed by the idea of showing up online…
I get, you are NOT alone….
That’s why I’m hosting my upcoming Personal Brand Bootcamp.
You’ll learn how to confidently claim your corner of the Internet, position yourself as a trusted connection in the right social circles, and attract premium clients who NEED your services more than ever right now.
Whether you’re just starting out, looking to grow your side hustle, or already fully booked, I’m going to prove to you why building your personal brand is your most brilliant business move in 2025.
And you’ll walk away with the exact blueprint you need to confidently build your personal brand in 2025…
You can save your spot but clicking right here.
And that brings us to rule #2…
Rule #2: Make The Right Offer
Once you start to build your personal brand, creating connections and starting conversations, you can let your audience know you have something to sell.
But you gotta be careful here… the biggest reason an offer won’t sell is the SIMPLEST reason of them all… your audience doesn’t want what you’re selling.
So it’s really important that you understand what makes a great offer.
Whether you’re selling through a traditional sales page, a sales call or through conversations in your DMs…
These 10 persuasion triggers are more or less the same.
And btw they are ALL broken down for you in my Hot Offer Checklist, so don’t forget to grab your copy…
First, you want to…
Identify The Problem
Before you can convince someone to buy something from you, they need to BELIEVE they have a problem worth paying to solve…
It sounds simple but this is the most often overlooked step when crafting an offer.
This is what determines whether your audience will in fact BUY from you. So you need to start the sales process by correctly identifying your customer’s number one challenge or problem.
Just ONE.
Then you want to…
Empathize With Their Pain
Every problem has specific consequences – or pain points – associated with it. How does this impact your customer’s life?
Are they losing HOURS of their own time by not hiring you? Are they leaving money on the table? Are they frustrated? Restless? Mildly inconvenienced?
You need to be sure you are effectively communicating these pain points in your messaging, but you aren’t trying to rub salt in the wound or kick a person while they’re down.
You want to show your audience that you understand what they are going through and that you genuinely want to help them.
This is often done best through storytelling – by sharing YOUR PERSONAL story of going through something similar. Or a story of a past client or customer…
The goal is for your customers to relate to the story and see themselves in it.
Next, you need to…
Prescribe A Solution
Now that you’ve pointed out the ONE MAIN problem and the pain points associated with that problem, it’s time to introduce A SOLUTION.
Keep in mind this is NOT where you make your offer yet, this is just where you’re introducing the GENERAL SOLUTION to the problem…
If you’re having a DM conversation with a potential customer or client, this is where you might say…
Have you considered outsourcing some of this workload off your plate?
And then go on to explain a bit more about why this solution works and how it could be THE THING they need to resolve their pain or frustration…
Whether this prescription is happening on a sales page, in an email or a 1-1 conversation, this should feel like a helpful conversation – not a sales pitch.
Because remember… they have to believe in the solution BEFORE they buy into your specific offer.
Once a believable solution is presented, the next thing you want to do is…
Pivot To You
Up until now, you should have ONLY been talking about THEM – your customer – and what they need support with.
But now is when you want to pivot the conversation to share a little bit about YOU.
Notice I said “a little bit”. You’re not going off on a tangent here about why you’re so smart and awesome and why they need to buy what you’re selling. That will turn 99.9% of buyers off instantly…
You simply want to communicate your WHY. What is your mission, reason or inspiration for selling/creating your solution and why are you qualified to offer it?
This is where you start to build some authority and TRUST. That brings us to the next part of the sales process…
Strategic Positioning
This is where you want to address some of the reasons why alternative solutions haven’t worked or won’t work for your customer…
Show them how and why you are different from competitors. And WHY your solution is the best option for them.
Again – this should be happening very conversationally and, often times, simply just listening and reflecting back what they need here is enough. Show them that you understand them and that you GOT them..
So if you’re having a sales call or in your DMs, this can be a back-and-forth conversation.
If this is a sale page, you still want to maintain a conversational tone and cadence…
That means writing how you would speak, keeping your sentences and paragraphs short and avoiding overly salesy language.
Just because you have their trust doesn’t mean you don’t need to work to maintain that trust.
They need to feel like you genuinely care and want to help them get the best results possible, whether or not that means doing business with YOU.
Alright, the next part of the sales process, you’re NOW going to…
Introduce The Product
Introduce your product or service, making sure to include a high-level overview of…
- What it is
- Who it’s for
- How it works
- And why it’s different.
This is basically your product USP or Unique Selling Proposition. Once you give the high-level, then you can…
Outline Product Details
This is where you want to share the left-brain breakdown of everything your product or service HAS AND DOES.
This means sharing BOTH the features and the juicy bennies.
Then you can…
Share The Price
Obviously, your customer’s first big question will be – how much is this going to cost?
Fair. And the #1 most important thing to remember about your offer is that VALUE should always be greater than the price.
The greater the gap between value and price—the more irresistible your offer becomes.
This is why you often see campaigns that use price juxtaposition (comparing the product or service to a higher priced alternative) and offer bonuses (adding in MORE to increase the perceived value)…
This increases the Value / Price Gap, and then the next thing you can do is…
Offer A Special Promotion
This usually means adding in some sort of bonus or discount for a limited-time, which encourages your customer to act now.
Now this part is totally optional. Not all offers need to include a special promotion, and that’s fine…
Just keep in mind that if you CAN insert some REAL scarcity, it does give your customer a great reason to buy sooner rather than later.
Scarcity works and it can be used VERY effectively, assuming it is in fact REAL.
Nothing and I repeat NOTHING will flush your know, like, trust factor down the toilet faster than being DISHONEST about scarcity just because you want to close a sale asap.
Especially in today’s highly skeptical market, people are already looking for reasons to count you out… Don’t make it easy for them.
Alright, the last part of your sales conversation – whether on a sales page, on a call or in the DMs is…
Share Purchase Details
You want to make sure to break down exactly what they need to do to move forward. Map out the steps, Including any guarantees, payment terms and purchase expectations.
You want to be straightforward and make it feel as easy and risk-free as possible.
Confusion is the biggest conversion killer so ALWAYS make sure you are as clear as possible on exactly what will happen next…
Once you’ve closed the sale – yay!!!
You can now totally ghost them and pretend like they don’t exist, right?! WRONG.
Aha kidding. The key to any successful business is not just knowing how to close new customers… It’s also knowing how to KEEP them around long-term.
This is especially important TODAY when there are more options than ever before…
And that brings us to the last and arguably more important rule of all…
Rule #3: Nurture Brand Loyalty
88% of consumers become loyal to a brand after THREE or more purchases.
So be sure to put in the effort to follow up with them, check-in and be helpful and supportive…
EVEN IF you have nothing else to sell them right now. Continue to show interest in their progress and their success.
Your goal is to create an online space people WANT to be in – and stay in – forever. A community where they feel they BELONG.
So even if there is a cheaper offer somewhere else, they would never DREAM of leaving. The goal of ANYONE doing ANY kind of business should always be to keep your best customers coming BACK.
Listen – it’s WAY easier to turn a customer into a repeat customer than it is to turn a stranger into a customer. So once you do the hard work of getting a customer, keep them around!!
This is where your personal brand continues to play SUCH a critical role in nurturing long-term loyalty – I’m talking about messaging, identity and values.
This is WHY you do what you do, HOW you communicate, and HOW you show up…
If you want help building your personal brand this year, then mark your calendar because I’m hosting a Personal Brand Bootcamp for service-based business owners.
And you gotta be there.
Hit the link right here to save your seat now.
And don’t forget to download your free hot offer checklist if you haven’t already!
What rule do YOU think is the most important when it comes to sales and marketing today? Did I miss any? Comment below and let me know!
Until next time, I’m Alex. Ciao for now!
