Can you sell without manipulation?

Today I want to share a thought not very popular. I hear these type of comments every day: “Be natural people, tired of manipulation”, “Be yourself, be authentic”, “Share your emotions, it’s natural”. Let’s check out what is manipulation. Personally, I do not like when people lie to me. And in advance, I will tell the truthful message “I want to sell you the product for 1000 dollars because I need money.” How often have you heard something like this?

So at first I checked Google, not to share just my thoughts.

Manipulation

məˌnɪpjʊˈleɪʃ(ə)n
noun

1.

the action of manipulating something in a skilful manner.
“the format allows fast picture manipulation.”

2.

the action of manipulating someone in a clever or unscrupulous way.
“there was no deliberate manipulation of visitors’ emotions.”

I’m going to talk about the second option “the action of manipulating someone in a clever or unscrupulous way.” So when we use emotions and persuasion in our communication, we do manipulate the public. For example, you write deeply personal posts to various groups. You put a catchy headline which grabs people’s attention via an emotional hook. And people read it. Now when you share such things with friends, you do not throw headlines to them. You just share because you are sharing you do not expect anything back. When you throw you mega emotional, private, best headline ever, to the bunch of unknown people you are planning something. You do expect that people will follow you and eventually buy something from you. Even the biggest teachers who we admire and know sell us something.

So, when some new marketers manipulate your mind by telling you that you have to be yourself and show your emotions to the public; they do teach you how to sell via emotional manipulations. The only difference between old school marketers in such a situation that they know and admit that they manipulate the audience and the neo marketers hide it.

Here’s another fact which I want to share with you. In the market where 90% of communication is built around emotional content to dig deep inside the customer’s mind, your true message will sound silly.

Remember? “I want to sell you the product for 1000 dollars because I need money.”

Check it out. “When I started my business I had no clue what am I doing and how to popularise it Facebook for free. I was wondering in various groups and was commenting, but had no feedback; there was a time when I was posting six seven times in a day to every group. But I got crickets; no one responded, no one wanted to work. No one noticed me, though I earned some friends, I didn’t make money.

Sounds familiar? I was just like you. I was overwhelmed and discouraged. Lost and frustrated I thought to leave the business.

So I understood I need to have a system, after all, I made it for my clients all my life. It sound’s weird, but I have it all already in my mind. So I’ve carved the plan, created templates and decided to check it in public. Once I’ve created my Social Media Kit with Design Templates, Strategy, and Plan, in three weeks people found out what I do, they started calling and messaging me and congratulating me on my huge success. I got first clients and many calls within first four weeks.

Today I want to share my Social Media kit with you. I have adjusted and polished it to exclude all the mistakes I made. The designs will be created individually for your brand so that they can be so much you. And just for today, you can have it for $999. And if you order today, you will get one coaching session with me for free; offer is valid until the end of September.”

The second message is equal to the first one.
But it has several triggers and emotional connections. It is also full of clichéd words which on one hand irritate you and on the contrary sells well; that’s why people use them.

My point is that if your final goal is to sell and if you try to share the message about it in some tricky or indirect way; you are manipulating people’s mind. It doesn’t matter if you are a corporate advertising PRO or a little boy from the post office.

And the conclusion is simple, if you are anyway going to manipulate peoples’ minds, though it sounds wrong, maybe you need to learn how to do it in a way which will be comfortable for you. Will not irritate or discourage you. Will help you to help other people to get that what they need without feeling that they were manipulated.

How to Create a freebie which converts your readers into loyal customers? (Part 2)

Read the first part here 🙂

So let’s talk about “Super Freebie”.
The second freebie which your prospects will get is the super freebie. The purpose of the freebie is to create the first impression and start generating the trust. The trust is the reason why customers are connected to your brand. To generate this trust, online businesses have to provide some information for free.

If your product is priced above $1500, you need to provide a better reason than just a pdf.
So the freebie from the first part will guide to a massive super freebie like a webinar replay or a master class. You may also invite people to a live challenge or give them a short course.

The second freebie meant to be a trust-generator.
So if you provide video or audio lessons to people to relay to your style of teaching.
You can also offer some free coaching sessions or anything where you will share some information on a more personal level.

The freebie works the best with automated email sequence.
So once people subscribe for the first freebie, they get it and an invitation for your super freebie. So they get two in one. The next product you will propose them will be entry level product with the cost from $5 to $49. The next product will be more expensive and so on.

So the freebie is the first product your prospects purchase in exchange for their email address. After all, it’s not so free, it’s an invitation to work together, and it’s priceless.

I do not need to say that your freebies must reflect your brand values and personality to create the best impression and be effective.

Would you like to talk about it? Join my group, it’s free (but women only!!!). 🙂

Watch the webinar if you prefer the audio or video to the text version.

Why is branding such a slow thing?

I know you think that you can contact a designer on ‘fiverr’, pay ten bucks and order the logo (let’s not discuss its quality). But I’m not talking about a logo. The sad truth is that having a logo or a registered business doesn’t make you a brand. If we consider that brand is the image in customer’s mind, then it’s a long process. It’s such a long process that you can’t build it in three days or even in a week. Creating an authentic brand is a journey within. It’s transformational, even for big companies and it’s super powerful for solopreneurs and small businesses.

We are all creating goals and we believe that we can build things faster. But a bird needs some time to get out from the egg. If you hatch the egg before its time come, the bird will die. If you do not feed the bird, it may never grow up. If the bird does not have an example of the parent, it may never learn how to fly.

It’s great to have a logo, colours and a mood board from Pinterest, they are all good-looking and attractive things. And don’t get me wrong. Your business will run with or without all of it. But it doesn’t make your business a brand.

So my recommendation is very simple.

  1. When you start, make marketing research. Clients, market, the purpose of your biz and other things.
  2. When you move forward with sales, you may need to create a marketing campaign or even advertising campaign. (You may not need even a logo unless you put it on products.)
  3. Once you create some business which sells things etc., and you feel like your products are fine, and most of the other things fall into place. That moment, you’ll feel the need to expand your business. That the right time to start your brand. It’s a time when you will establish the deep understanding of your business and make a powerful brand.

The brand is an investment in your business. Good branding is never cheap. It is always deep and provides you with the system which increases your confidence, make your business noticeable and build the image in the customer’s minds.

So I have only one suggestion – do not rush!

How to Create a freebie which converts your readers into loyal customers? (Part 1)

The freebie one of the most important pieces of content you will ever have. I heard it many times: “…don’t spend more than an hour on a freebie creation and put your best content forward…” Well, this is a contradicting idea. Best and fast are rarely go together unless you are in sport. So it’s not like the freebie is the confusing thing it’s also often done poorly. You may think I’ll not have money for it why even try. And that the wrong thought indeed!

So what is a freebie?

Freebie is not free! Let me tell you why. The freebie is the content with which your potential client try your skills. It’s a promo session when your prospects decide do they need to move forward with you or not. It’s your chance to convert people who were just passing by your blog or site or group into buyers. So, treat it as if you give an advertising in newspaper or magazine. The freebie must be your most branded content because this is the moment when you introduce it to a client.

But if I will put my best content forward why people buy from me?

The good news. You do not need to solve all problems for your clients in it. Your freebie has to share some thoughts which guide a customer to ‘aha’ moment, or to one solution and in the end you need to invite your prospect to do something. Your freebie is a Call To Action, do not create a freebie without it, ever.

People do not have time but have the desire to get free things. Do you think they read it?

That the biggest problem with freebies, most of the time they are not converting because they are too long and too massive, and people do not want to waste their time on free content. It’s sound almost like a paradox, but it’s true. Once you say: ‘Hey do you have a problem? Let me give you a book it will solve your issue.’ People will be grateful to get it but quite probably will never read it. On the other hand, they may read the same book if they buy it because they spend something on it.

So, your freebie has to be digestible and short so that people can have it in one go.

Your freebie must be practical!

In the book, you can share a lot of theory, with freebie you must be a practical Goddess. Give one working solution so a person can do it and get a result. The result will indicate to your prospects that your materials are worthy enough to buy from you. And they will remember your brand in a positive way.

So five rules of a good freebie are:

  1. It’s free product with an excellent quality
  2. It leads your clients to the next step
  3. It’s digestible, short and crisp
  4. It’s very practical
  5. It gives one solution to one problem.

P.S Do not give your main content for free!!!! For example, If you have a barber shop offer the leaflet about haircare, with 5% coupon for the next visit. If you have a Fashion Accessories shop, you can share a brochure on what colours are in fashion and what bijouterie much to those colours. With some special offer for those who buy via this pamphlet.

So I hope it was evident enough that the freebie is first free solution which leads to purchase.

But what if your main course priced above $1500?
Will people buy after they download pdf? That may not work.
So the freebie we created in this post will guide your prospects to the next bigger freebie. Will talk about it in the next post!

Would you like to talk about it? Join my group; it’s free (but women only!!!). 🙂

Four things to know to attract the Ideal client to your brand

When we start our business, we need to know several things that we are going to do, who we are going to sell it and why they need it. This knowledge helps us to build an established business. Surprisingly, the same data helps us to create a successful brand.

I’ve created several topics about target audience already. And think, you already know what are you going to do. So here we will touch the most important client’s pain points, fears, dreams and desires.

If we want to communicate to customers in the right way, not just share the theory, we need to speak in their language about their issues. But even if you know who your ideal client is, how do you find their pain points, fears, dreams and desires? Asking about such things a little bit weird, isn’t it? First of all, if you know your ideal client, or at least target audience, you would be aware where their hangout. Let’s check these places:

Facebook groups.

Become a member of the group where your potential customers might be. Once you are in, add your keywords or potential pain points in the search field on the top right. That way you will have the list of comments and discussions related to your topic. Collect this information in one file, either by copy pasting it or screenshots. You will work with it later

Books they buy from Amazon.

The books relevant to your theme also have some comments below. Check what people say about solutions. What excited them and what disappointed them. You can use both to improve your business and add some features to your product.

Blogs they read.

Bloggers often touch the themes which are relevant to your product.Check the comments. These comments themselves are a fruitful field for blogging. People often ask for the solution. Keep in mind the way how they ask for it. What types of keywords they choose. What tone of the voice they use and what answers satisfied them.

Quora.com

Quora has thousands of questions relevant to your client’s pains and fears. Check the conversations. The questions as well the answers may work just like magic. You can create hundreds of topics in hours.

Twitter

Check for groups and lists first. You may find good collections of influencers or leaders who talk about your solutions or problems. Twitter search may also help in this situations.

Other Groups

LinkedIn and Google also have groups, and some of them are super active. You can look for your data there as well.

Famous Youtube channels

The leaders and influencers often have their Youtube channel. Check them out, they have probably spoke about this already. There can be some decent comments in there. Same works with podcasts.

If you have a huge list of followers

Do the survey. People who follow you already have a reason to be with you. Even if they didn’t buy from you, they quite probably like to read what you write or watch your video. Ask them.

And the cherry on the pie.

If you already have clients, (and I always recommend to build the brand only after you have clients) ask them. The real customers already have a reason; they know why they buy your product. More than that, they can recommend you how to improve it.

Re-branding — a plastic surgery for your Brand.

When my clients ask when to start to brand their company, I always ask them if they have already made any sales. Many new entrepreneurs want to invest in perfect logo colours and a site even before they have an idea about what they will sell. They believe in success (which is amazing), but they don’t have any sales. In such a situation they quite probably will end up investing even more on rebranding.

Let me also add a small remark. When we talk about rebranding a personal brand, it’s a very different story, because you do not change what you are. An alteration of few details here and there, will not make you another person. You are what you are. In business branding, the situation is different as you can change anything you want. But first, let’s talk if you need to change it at all.

There are many reasons for rebranding.

  • Brand doesn’t reflect your personality.
  • The brand look is outdated.
  • The company was sold. And so much more.

All reasons are good, but let’s look at the pros and cons. The great part is that you will have all fresh new brand. The bad part is that your customers will have to change the image in their mind, they will need to rearrange all ideas about how your brand looks, feels, and behaves. It’s an additional stress for the buyer and guess what, yes, they choose not to take a complex path. They throw the old image from their mind, and they may decide to trust you again, or they may decide to forget about you, it’s up to them. As the result, rebranding costs devaluation of the brand and reduction of customers.

To make these issues less harmful for the brand, marketers use brand positioning statement in a smart way. As you know, you have three core elements of the brand positioning statement. The market where the brand operates, the target audience and the point of difference. So marketers choose to change only one element at a time. That means that clients will have their habitual connection to your brand, and they need to adjust to just one element.

For instance, if you sell “innovative personal computers for creative people”, you may change only one aspect to — “luxury personal computers for creative people” or “innovative computing devices for creative people” or “innovative personal computers for office workers”. In all these options only one aspect has been changed, and the two others remain constant.

But what when you just want new colours and fonts. Some time ago I was writing about the main elements which the customer remembers about your brand. Those are colours, fonts and the treatment of the images. If you change it, all clients will stop recognising you. That means you need to double the effort to advertise your business with its new brand. You will not only spend money but a lot of time, almost as if you started all over again.

So before you jump into rebranding think about three things.

  • Do you have enough of time and money to perform the transition from the old to a new brand?
  • Do you have an important reason why you are doing it so that customers can accept the change flawlessly?
  • How can you do it with minimal changes and maximum benefits?

If you have the answers and the strategy, go for it. The brand is an evolving entity, and we need to help it grow and change as much as we can.