HOW many times has someone tried to sell you something right off the bat without even knowing you or finding out what it is you need? In some environments that could make sense, just about ; Like when you walk into a car dealership, you’re clearly there to buy something.
But even then, you would still hope that someone would try to get to know you a little bit before selling you anything.
They’d have to build TRUST, LIKEABILITY and CREDIBILITY first.
People buy based on emotion. In fact, if you ask someone a day after they read your sales letter what it said, they might have trouble telling you. But if you ask them how it made them FEEL, they’ll have no problem remembering.
You see, when you’re building a personal connection, you’re also building trust and likeability.
The first thing you want to do is give your prospects room to browse whatever it is they came to browse. Imagine they’re physically walking into your shop or business to look around, and you immediately pounce on them.
What’s likely to be their reaction? They’ll probably just turn and run.
FRANKLY, you wouldn’t do that in your own home so why treat your business any differently? Instead you ask them to look around, feel at home and browse at their leisure.
So they relax. And they browse.
They read your latest article, browse your product or service and they’re likely becoming interested. You obviously know what you’re talking about AND you come across as friendly, personable and approachable.
The next logical step would probably be to offer them a report or email course on generating more traffic right there on the blog post. They get a free report that will help them reach their goals, and you get their email address. It’s a WIN-WIN.
Notice what you’re doing here. You’re building rapport while being helpful. You’re still not selling anything.
You don’t build rapport with someone by bragging about your product or company the moment you meet them. Instead, you want to focus on making a positive emotional connection or bond.
And you can accomplish this by:
- Empathizing with their problem
- Showing you understand their problem or challenge before you ever talk about a solution or product
- Showing some of your own personality
- Validating their thoughts and emotions
- Making a commitment to help them, regardless of whether or not they buy
If your presentation makes your prospects feel good, respected, listened to, validated and intelligent, then they will buy from you. In fact, they should be beating down your door to buy from you.
You may argue that this is easier done in person than over the internet, but there are techniques you can use to make your prospects feel understood and right at home.
For example, Let’s say you’re on my website. You’ve already read my article on generating traffic, and you’ve gained some good tips and the feeling that I know your frustrations and challenges.
Then what you see next is this:
“What if I show you exactly how to double your traffic and triple your sales this month, even if you don’t buy my course today?”
Do you think you would be interested?
Other phrases you might use to BUILD RAPPORT and build that connection could include…
- “Wouldn’t it be nice if…” (Insert their dream here. For example, “Wouldn’t it be nice if you could turn on traffic as easily as you turn on the water in your kitchen sink?”)
- “Have you ever dreamed of a world where…” (insert their fantasy here.)
- “Are you tired of false promises? Me too…” (insert personal experience here.)
You can also EMPATHIZE with them and validate their feelings…
- “If you have trouble with ___, you’re not alone.”
- “If you’ve failed in the past at ___, it’s not your fault.”
- “Are you tired of guys who act like jerks getting all the dates?”
- “Are you tired of people dumber than you, getting richer than you?”
Open ended questions are super powerful at completely bypassing a person’s skepticism.
For example, if we say, “This course shows you how to quadruple your traffic and sales in 30 days,” the prospect is likely to be highly skeptical of that claim.
Wouldn’t you be?
But if you say, “Wouldn’t it be nice if there was a simple way to quadruple your traffic and sales in 30 days?”
Now the prospect is imagining what that would be like, instead of thinking it’s not possible. They are becoming emotionally invested in what you’re saying and in the offer itself.
ANOTHER way to connect with your readers is to see how many times you can use the word, “you,” within reason.
Instead of saying, “This keyboard makes typing so much faster and easier,” you might say, “With this keyboard you’ll be typing much faster, with fewer embarrassing mistakes that would otherwise make you look bad to your readers.”
Instead of saying, “With this product, people can achieve this and that benefit,” you’ll say, “With this product, you will be doing __ and you’ll even be enjoying __.”
Look through your text, and any place you see words like, “it,” “this” or “the,” try replacing them with words like, “you,” “your” and even “I.”
Yes, it’s okay to talk about yourself. For example:
“The first time I used this product, I immediately saw a big difference in how ladies responded to me, and you will too. Just imagine when you walk into a bar and every lady there turns to look at you…”
Finally, you can persuade readers simply by restating their own opinions and feelings.
Again, this is easier to do if you’re speaking to someone in person, but it’s still possible to do it online, too.
You simply need to know your customers. Why are they interested in a product like yours? What do they think is important? What are they trying to achieve? How do they feel about this issue? What are their passions? What are their pains? And so forth.
Then echo what you know about them back to them.
By validating your readers’ pet peeves, concerns, challenges, feelings and so forth, you’re creating a strong bond of likeability and trustworthiness that your competition won’t have.
“If you still haven’t lost the weight yet, it’s not your fault. Overworked and chronically tired mother of three discovers the scientific secret to automatically losing a pound a week with no restrictive diet and no stupid exercise regimens.”
The first sentence is validation – of course it’s not their fault, and they’re thrilled you’re saying that. The second sentence is relatable and believable – overworked, tired mother, losing one pound a week, with no stupid dieting or exercise.
No doubt, you can do better.
The point is, rather than slapping your readers upside the head with your latest greatest product – why not build rapport first?
Show them you understand them, you’re on their side, and your motivation is to help them first and make a profit second.
This alone should see a big jump in your conversions and sales.