Most people think to win in sales you gotta be pushy and aggressive.
In fact, when I got started in direct sales, I was told over and over again…
“You’re not going to succeed because you’re not aggressive enough!”
Spoiler alert: they were wrong.
I went on to have a successful career in sales for many years (…before leaving that world behind to build businesses online).
So I can confidently tell you from personal experience:
You absolutely do NOT need to be ‘salesy’ or smarmy!
And in this article, I’m going to reveal my proven 5-step formula to successfully compel your prospects to take action…
…whether that’s signing up for your list, buying your products, or joining your team.
This method will make your message significantly more compelling and irresistible.
Plus, I’m going to share with you the number one secret to creating engagement.
And I’m also going to give you one specific word you should always use if you want to compel people into action.
How’s that for a big promise?
Now, I use the word compelling a lot because that’s how I view communication with prospects.
Because contrary to popular belief…
You’re not trying to sell people!
You’re not trying to force, coerce, or pressure people into doing something.
Sure, you can use pressure to get the sale, but in the long term, that’s going to backfire.
Okay, so before I give you the actual process, there are two things you must do prior to putting together your message.
First, you must understand your audience
You have to know WHO you’re talking to.
This seems simplistic, I know.
But many marketers are not clear about who they’re talking to (…otherwise more advertising campaigns would be successful, after all).
So you must endeavor to fully understand your prospects:
- What they want and what they don’t want
- Their fears, frustrations, and anxieties
- Their goals, dreams, and desires
- What language they’re speaking
Think about it:
If you have kids, you’re not going to talk to a five year old the same way you would talk to a fifteen year old.
Your prospects are the same.
You need to recognize the different levels of understanding and awareness and all these different desires.
If you’re talking to network marketers, you have to know and understand what they want.
You have to provide that experience for them in your message, be it an email, a blog post, or an ad.
They need to know that you’re talking to them.
And to do that, you must understand who you’re talking to.
Second, you need to understand what makes people buy
Why would people buy your product or why would people join your business?
The big secret is they will buy and they will join for THEIR reasons (not yours).
If you’re trying to recruit people, nobody cares how big your company is.
And nobody cares about the compensation system or how awesome your products are.
You can use all those things to add credibility or power to your message, but those are not the main reasons why people will say “yes” to you.
The main reasons people will say “yes” to you are THEIR reasons.
In other words, you need to know what your product or your business opportunity is going to do for THEM and how it’s going to change their life.
That’s why people will say “yes “to you.
Any time you put together your message, you need to be aware of that.
- You need to understand WHO you’re talking to, and
- You need to know THEIR reasons why they will say “yes” to you.
Now, let’s jump into the 5-step method to make your message more attractive and compelling.
The first step is a basic framework for putting together your message.
It’s a four-step process and an acronym called, “AIDA.”
This persuasion formula that’s been around forever, and it works like gangbusters.
- “A” stands for “Attention”
- “I” stands for “Interest”
- “D” stands for “Desire”
- “A” stands for “Action”
Every message should contain these 4 crucial components.
By the way, this is a framework for ANY kind of a message, whether it’s an email, a blog post, an ad, a video, or a Facebook Live.
Now, let’s break down these components, starting with…
“A” = you must grab their Attention!
Say you’re putting together a Facebook ad, what actually grabs your prospects’ attention?
It’s the image and the big promise in the headline—that’s where you must stand out.
For an email, it’s the subject line.
For a video, it’s the title of the video.
And for a blog post, it’s the title or the headline of that blog post.
Those are what FIRST grab attention.
You must give a lot of thought to standing out and grabbing your prospects’ attention
Because people today are drowning in advertising.
I don’t know what the actual number is, but years ago I read that there was a study that we get hit with over 3,000 commercial messages per day.
This was awhile ago, so I don’t even know what it is today.
I’m sure it’s much more than that because then it was just TV, radio, and snail mail.
Today you also have email and social media.
We are inundated with all kind of advertising, from every direction.
So you’ve got to stand out if you want to be heard.
“I” = you must say something that’s Interesting!
People filter you out, unless you can say something that’s of interest to them.
So you need to talk about things that are actually important to them.
Not to you, to THEM.
Sure, it’s okay to tell your story and use snippets of your life when you’re explaining something.
But if you make it all about you, it’s not going to be interesting to your prospect.
Remember the golden rule is: people are only concerned with what’s in it for THEM.
We are all self-absorbed.
So people need to know what’s in it for them and they need to know that quickly.
The next step is “D” = Desire!
You have to know what their desires are, so you can say something in your ad or post that taps into those desires and how you can help them get what they want.
Again, if you don’t know what your audience wants, it will be very difficult for you to put together a message that’s going to tap into those desires.
Even in a short Facebook ad, you have to say something that’s going to appeal to their self-interest.
What does your audience want if you’re dealing with network marketers?
Well, here’s a start…
- More recruits
- More prospects without facing rejection
- To build a bigger team
- More duplication and fewer people quitting
- To build a successful business
- To make more money
- More freedom in their life
- To stay at home with their family
Of course, you’re not going to just list all those things in your ad, but you have to know those specific desires, so that you can say something that’s going to connect with them.
This works universally no matter what medium you use or how you’re communicating with your audience.
The final step, “A” = Action!
Okay, so they’ve read your ad or your blog post and now you must ask them to take action.
Because if you don’t ask, guess what?
They won’t do it!
This might sound simple, but many people shy away from being super clear during this step of the process.
So make sure you always spell out exactly what to do next.
Along these lines, shortly I’m going to tell you a word that you can use to move people a lot closer to taking action—stay tuned!
Okay, so that was my first step: use the AIDA formula:
- Desire, and
It’s simple, it’s universal.
It’s been around for ages, but it works.
The next step is…
When you’re trying to get your point across, you want to say it in the most clear and concise manner possible.
You want to use short, punchy sentences.
In fact, the big tip here is to write like you talk.
A lot of people get hung up when they try to write an email, or write a blog post, or an ad, because they’re trying to “write.”
So keep in mind this is not writing to impress your high school English teacher.
This is writing to help you sell something, to help you communicate with people, and compel them to action.
But it’s a conversation through the screen. Either through a video, an email, or an ad… it’s still a conversation.
In fact, here’s another tip I learned a long time ago, and I always suggest this to people who struggle with putting their message together…
You can use your phone to record what you want to say
Forget about writing—just say it!
Then, take what you have said and transcribe it.
You may need to polish it a little bit, but the bulk of it will already be there because it’s conversational.
So be clear and write like you talk, using short sentences.
The next step is…
Remember earlier when I promised to give you the number one secret to creating engagement?
Well, I’m giving you a demonstration right now, using said technique.
Earlier I “opened a loop.”
Like a cliff hanger.
I essentially said, “Keep reading, I’m going to give it to you in a couple minutes.”
And hopefully that keeps you glued to the screen, because you want to find out what that secret is.
That’s called using curiosity or open loops.
You want to use that in your communication.
The reason people “click” is because you’ve provoked their curiosity
They’re going to want to find out what’s next.
So let’s say we’re talking about curiosity and engagement and I said…
“I have a special report, a cheat sheet with 15 different ways that you can engage people and create curiosity, point-by-point. All you have to do is click on the link below and it’s yours to download.”
How curiosity-provoking is that?
That’s an example of using curiosity to create action.
You can do that in your ads and you can do that in your blog posts.
But note that you have to leverage curiosity with something they’re actually going to be interested in.
Using curiosity will create massive engagement, and will keep them on the page, and will keep them moving forward, because they’re going to want to know what happens next.
Now, you’ve probably heard this before…
People do not buy logically—they buy emotionally.
We make all of our decisions emotionally, but at the same time, we justify them with logic.
I’m going to come back to logic in just a second.
Let’s talk about emotion first.
People do things for emotional reasons
I said earlier people will join or buy for THEIR reasons, not your reasons.
And those are typically going to be emotional reasons, not logical reasons.
Let’s use money as an example.
Everybody wants to make more money, right?
Now think about WHY you want to make more money.
Is it for the money itself, or what the money represents?
What will “having more money” do for you?
- Make you feel better?
- Give you security in your life?
- Give you time with your family?
- Create freedom in your life?
- Allow you to travel the world?
- Allow you to buy things for yourself and for your family?
There are EMOTIONS attached to all of that.
So why do you want all those things?
It’s for emotional gratification.
Because you want to PROVIDE for yourself and your family, right?
That’s a very simplistic way to explain it, sure, but essentially what I’m saying is there are emotional reasons underneath every decision that you make.
And if you understand that, and you think about it as you’re writing your message, it’s going to help you use more emotion in your writing.
You can use emotionally-charged words to move people to take action
For example, you can use the word “learn” or you can use the word “discover.”
Discover is a more emotionally-charged word.
You can also use fear-based words, like…
- Land mines.
So you want to use emotional words in your writing, because that will move people.
I read a book a few years ago about screenwriting, which has a lot to do with marketing by the way.
One of the first things the author said was…
The reason people go to the movies is to feel something
I never thought of it that way until I read that book.
I thought people go to be entertained.
It’s because they want to FEEL something.
We go to see comedies because we want to laugh.
We go see thrillers because we want to feel those emotions – trepidation and suspense.
We go see movies because of the feelings.
You can create those feelings with your ads too
Do that and your marketing will be a lot more interesting for people to read versus just boring, plain statements that don’t carry a punch.
I just gave you another example, btw: “that don’t carry a punch.”
I could easily have used something else; I could have said that they’re not as engaging, but instead I said, “don’t carry a punch,” which is more emotional.
So remember that people buy emotionally, not logically, which leads me into my final step, which has everything to do with logic.
If you want somebody to do anything, you have to tell them WHY.
In a second I’ll give you the one word I promised that’s going to help you give your prospects a reason.
See, there’s another cliffhanger. ;)
You may have read the book “Influence,” by Robert Cialdini, about a study they conducted looking at how people respond to someone petitioning to cut in line in front of them.
Now, if you haven’t read the book, I highly recommend it.
This particular study was done by a Harvard psychologist in 1977.
And in the study, they took a bunch of researchers and went to the library where there was a Xerox machine with people in line to make copies.
They did three separate experiments.
In the first experiment, the researchers would walk up to somebody in line and they would say…
“I have five pages—can I cut in line to use this Xerox machine?”
The person let the researcher cut in front of him 64% of the time.
Now, in the second experiment, they did the exact same thing, but what they said was…
“I have five pages—could I use the Xerox machine, because I’m in a rush.”
The key words here is “because.”
Using the word “because” provided them a reason.
All of a sudden, 94% of the people said yes!
Now, here’s what’s really interesting….
In the third experiment, they did the exact same thing with one little twist.
They said almost the same thing…
“I have five pages—can I use the Xerox machine, because I need to make some copies?”
But the reason was, if you noticed, to make copies.
Pretty bold, right?
But guess what?
93% of people said “yes,” even without being given a particularly valid reason!
Think about it…
In the second study people in line were asked, “Can I please use this, because I’m in a hurry,” which is an understandable request.
But in the third study the request was, “Can I please cut in line, because I need to use the copy machine,” (well, duh!) and almost as many people said yes.
So the question is, why?
Well, it’s because of that magical word…
Because gave them a reason!
It’s just how human nature works.
So if you want somebody to opt-in, you need to tell them what’s going to be on the other side:
- “Go ahead and enter your email so you can…”
- “Enter your email address right here, because you’re going to get [blank]”
…and then tell them the benefits.
If you are sending an email and you want somebody to click and go read a blog post, watch a video, or do whatever you want them to do, then tell them in the email.
If you want somebody to click on your ad—tell them why they should click and what they’re going to get out of it using either “because” or “so you can,” which is another variation of because.
The takeaway from all of this is that…
If you want somebody to do something, you must give them a reason!
I’m not saying to make up fake reasons.
Use real reasons—emotional reasons.
Combining logic and emotion in this way will make your message significantly more compelling and irresistible, without being pushy or aggressive.
To recap, here’s the 5-step formula:
- Use the AIDA formula
- Communicate clearly
- Use suspense
- Harness emotions
- Give your prospects a reason
Now, if you enjoyed these tips and want to discover the specific tools and techniques we use to connect with prospects online without rejection or ever cold calling, then I strongly encourage you to sign up for Elite Marketing Pro’s FREE 10-Day Online Recruiting Bootcamp.
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These methods allow you to build your business automatically—where prospects reach out to you (instead of you having to reach out to them).
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And if you found this content helpful, I would love to read your comments below!
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Since then, he’s created a number of info-products, generated tens of thousands of leads personally and has written advertising copy that has produced 8-figures in sales.
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