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Selling is about having a good product and identify the right audience who genuinely needs your products. Make them understand how much value they will get by using your product. It’s about helping people get what they need.

It’s not enough to have a good product, your ability to sell will determine how fast you will grow your business.

If you understand the traditional way of selling, then selling online becomes easy because it’s the same principle, you only need to understand how to use the digital tools to implement your selling strategy online.

And that is exactly what you will learn in this book.

Before we dive in deep, allow me to introduce myself. My name is Ajibola Rilwan, I started as an IT Consultant in 2005. My job is to help companies grow their business using digital platforms and my success is attributed to my ability to sell my services and also help my clients sell their products and services as well.

After growing businesses online for several years, I decided to start teaching people what I have learned over the years about sales and marketing and I have been privileged to help 1000’s of business executives around the world turn their businesses into a mega money-making machine that generates more money for them, simply by providing proven strategies that have generated massive profits.

If you don’t have a product or service of your own, you can help others sell their products and get a commission for your effort. This might sound like a low-income career but it isn’t, it all depends on the product or service you decide to sell. 

For instance, you can choose to help a real estate company sell their homes and lands for commission. Real estates are high-income products and your commission for selling just one product can cover your expenses for many months to come.

For instance, one of my students has no product or service she could sell so I advise her to start an online Advertising agency where she could help people advertise their product online.

I encouraged her to post a little note on her social media platforms and the note reads…

“Hi friends, I just finished learning about sales and marketing and I will like to help you make more sales by advertising your product or services online for free.”

Before the end of the day, 3 of her close friends and one of her online followers agreed to her offer. They told her about their businesses and she helped them implemented some of the strategies you are about to learn in the program. Guess what happened, they made more sales and hired her to be their advertising agent, now she is able to charge for her service because the strategies work like magic.

Seeing the strategies work gives her the courage to create a massive online campaign for herself.

90% of the most successful people attribute their success to the ability to sell.

Let me share George’s story with you. George is a 24 years old graduate who couldn’t find a job that befits his qualification, all the offers he got has a low income and he is determined not to settle for anything less than his worth.

One day, he was walking down the street hopelessly, he notices some 2 cars in his neighbors compound with a sign which reads ‘for sale’ he approached his neighbor as asked if he could help him sell the cars.

His neighbor agreed so he took some pictures and posted on classified ad websites, he sold the two cars in less than 10 days. The profit he made was more than the salary offer he got from his job interviews.

This made George understand that knowing how to see is more important than having the best product.

It baffles me when people invest lots of money in developing a product and they invest almost nothing learning how to sell their product. No matter your kind of business, it’s important you have some knowledge about selling, this will help you understand the best way to approach your customers.

TABLE OF CONTENT 

1. YOUR MINDSET
2. UNDERSTAND YOUR PRODUCT
3. COMPARATIVE ANALYSIS
4. DON’T SELL, HELP
5. PRICING
6. TARGET AUDIENCE
7. TYPE OF CUSTOMERS
8. INFLUENCING CUSTOMER’S BUYING DECISION
9. COPY-WRITING
10. SALES FUNNEL
11. SEARCH ENGINE OPTIMIZATION (SEO)

1. YOUR MINDSET

Have you ever wonder how entrepreneurs make millions of dollars monthly simply by selling their products online or by helping others sell their products for a commission.

Now, I want to shift your mind from the negative side of sales to the positive side of selling.

The ultimate goal of a salesperson is to help people get what they want and make them feel good about what they bought during the sales process and after-sales.

It’s all about 80% mindset, 20% strategy, and techniques.

Your success is determined by 80% of your mindset. A positive mind will always produce a positive result. it’s about how you view sales and how you see yourself perform during your sales process, this will determine your success in selling.

A research was conducted on 2 salespersons and here is the outcome.

1. The first salesperson was trained based on the principle that people don’t like to buy so you have to find a way to make them buy from you by all means possible.

2. The second salesperson was trained based on the principle that if you make the customer understand what he stands to go gain by using your product then treat them well during and after the sales. You will win more customers and the entire sales process will run smoothly at all times.

Guess who made more sales, the second salesperson. Because his mind has been condition to understand that he is out there to help people and not just to sell to them. Once you have a positive feeling about what you do, feel good about yourself and your performance will improve drastically.

This will help you increase your confidence and enthusiasm during your sales pitch. You will be able to connect with his customer naturally in a way that will make them buy from you.

I understand that some businesses need to do a lot of follow up calls to keep their prospect aware of their offer, but when you do, always have something to offer apart from your sales pitch, adding value to your prospect will make them want to do business with you.

My ultimate sales strategy has always been to position my business where people who genuinely need my service can find me and I always give my customers great value that will make them come back for more and even recommend me to their family and friends.

When my customers recommend my service to their loved ones, they don’t do it only to help me make more sales but because they want to help their loved ones get the same great value they got from me.

This is a great principle I learned from Spencer Johnson where he described this practice as the tombstone test principle. What do you want to be remembered for, what do you want people to write on your tombstone?

He sold lots of products and made substantial income or He helped people get what they wanted and he got when he wanted in returns.

When people feel good about what they bought from you, they are delighted, they will tell their friends about their experience and their friends will want to experience the same feelings which will lead to more sales for you.

These are some basic tips that can make your customer feel good, and keep coming back for more.

1. Deliver great value: You don’t need to be the best, do your best and make your customer understand that you are genuinely in business to serve them. Be supportive and build a relationship with your clients beyond being a mere salesperson.

2. Over-deliver: For instance, if you offer an item that needs to be delivered to your client and your website says 5 days deliver, you could make the delivery process faster, let’s say 3 days. You have just proved to your customer that you value his time and you are indeed in business to serve him, he won’t forget that experience in a hurry.

3. Quick and easy access: Always make your sales process easy and straight forward, instead of having a complex website that could possibly convince your buyers, build a simple easy to understand landing page with a clear call to action that will help your prospect understand the actions you want them to take.

4. Do something unexpected: Let’s say you sell home appliances. For every washing machine you sell, you present the buyer with a free pressing iron with a note saying “we celebrate you as you join our big family, here is your welcome gift. More gifts are coming as we continue to do business together”.

5. Return phone calls and emails as fast as you can: When you do this it means you respect your customers enough to show a sense of urgency. Having a live chat button on your website or landing page is also a good option so that your customers can communicate with you if they have any issue buying from you and you can quickly guide them before they leave your website.

One sure way to have a positive mindset towards selling is to be confident about your product and services. Knowing that it will deliver great value to your customers, then you will be able to confidently talk to people about your products in a genuine way that will make them buy from you.

Assignment
1. List 5 characteristics you will like a salesperson to possess when selling to you
2. List 5 ways you will like a company to present them-self to make you want to patronize them
3. Implement those strategies during your sales process

2. UNDERSTAND YOUR PRODUCT

I was in the gym with a friend who is an Orthopaedic Surgeon, during our conversation, he told me he is has a patient who is coming for surgery in the next 2 hours. I was surprised, wondering how an Orthopaedic surgeon could still be having fun in the gym just 2 hours to major surgery.

I expect him to be calm, relaxed, preparing for the surgery. Although I am aware that his hospital is about 2 min drive from the gym and he has an apartment in the staff quarters of the hospital.

I had to tell him my opinion, I said “you know, I thought you should be preparing for the surgery”. He looked at me, smiled, and said. You are right, I am more than prepared for the surgery, I do this all the time, operate on about 3-6 patients per week and the process has become part of me, so now, it’s as easy lacing up my shoes.

The operation is the same, the cases are the same, the only difference is the patience, they are different individuals and needed to be treated accordingly but the surgery is the same and the process has become part of me.

In this short story, my Surgeon friend knows his job so well that he is so confident and proud of it, you should know your product and services so well and be proud to talk to people about it any day, any time.

For you to become proud of your product, service, or idea, you need to understand your business or products Features and Benefits so well and know when to pitch each of them to your prospect.

The feature and benefits that should be mentioned during sales are the qualities that make the product saleable or that make it stand out from its competitors.

Your Product Features are things your product has or is. These are typically the characteristics that make up your product which include the design, style, materials, quality, functionalities, and capacities.

While Your Product Benefits are things your customers stand to gain by using your products and how your product will be of help to your customers.

When it comes to selling, there are two primary approaches you can take. The first focuses on what your product or service is or does. The other focuses on how your product or service will improve its user’s lives.

In marketing a product or service, it is often of greater importance to highlight benefits rather than the features. The benefits of a product show how it fills a customer’s needs and what it can do for the customer.

For example, a cell phone’s internet connection is a feature while the speed of the connection is a benefit.

Let’s break this down…

Assuming you are the salesperson for a phone manufacturing company, telling your prospect that your phone has an internet connection does not sound unique to your customer because every other phone has an internet connection so that does not make your product stand out. But if you say that your phone has a super-fast inbuilt internet capacity that automatically upgrades its speed and makes its connection faster than every other phone in the market, then you stand a chance of making more sale, because everybody wants a phone with a fast internet connection and not just a connection.

So what I stand to gain in this process as a customer is a fast internet connection, and that is a good value for my money.

Describing benefits makes your customer feel the need for your product.

Before creating your sales scripts, try to put yourself in the buyer’s position, and ask yourself this question, what’s in it for me?

Create your sales pitch in a way you will love a salesperson to sell your product to you. If your sales pitch attracts you and makes you develop more interest in your product, then it will attract others too, and make them buy your product.

Assignment

1. Write out 5 major feature that makes your product worth buying
2. List the benefit of each feature.

3. COMPARATIVE ANALYSIS

It’s important you identify your position within the market place of your industry, this will help you know your real value and worth among your competitors, so you can keep improving your craft.

Now that you understand your product’s features and benefits and how to pitch them to your prospect. Its time to find out who your competitors are, what feature and benefit do they portray and why do people buy from them. you can find out about all of this by visiting their websites, visit their social media pages, google them to find out what people are saying about them, check their review pages to see customers feedback.

You can buy and use their product to find out how it works, you also get to know if they truly deliver the value they promise their customers? And what makes your product better.

Most times when I am invited to speak at an event where other sales experts were also invited. If any of the speakers announce to sell their sales course to the audience, I’m usually the first person to signal that I’m interested.

Why I’m I doing this? Because I want to know the kind of content other sales trainers are selling to the people. This strategy has made me study the best selling sales course from world legends like Brian Tracy, Grant Cardone, Dan Lok among others and that is why I could create a detailed sales training that cut across traditional selling and online selling in just one program.

There are 2 major manufacturers in my city and they both manufacture almost the same products. Mr. A’s product is known by the public as the best products in the market while Mr. B’s product is not as accepted by the public as Mr. A’s product.

In other, for Mr. B to scale up his business, he had to move close to Mr. A and become his friend, not just his friend but a close friend, this gives him the opportunity to gain insight into Mr. A’s business model. Not in detail, but little enough to help him scale up his business.

Assignments
1. Write down top 3 Competitors within your industry
2. List 5 factors that helped them attain that status
3. Write 5 practice you could implement to make your product or services more accepted

4. DON’T SELL, HELP

People don’t like to be sold to, they feel reluctant to pay you if your approach is focused on selling to them. But they are more pleased with you when you try to help them. Especially when you carefully analyze the value of your product and how it will be of help to them, they will be glad to pull out their wallet and say “Take My Money”.

This strategy is very effective especially when selling online, and the same strategy is what I used in selling my product online. The concept is to create a free training that will educate our audience about how our product will be of help to them. We gave out some profound tips for free and how you can implement it in your business.

If you come across any of my free training online and you find it helpful, that is a clear sign that my premium course will be of additional value to you. Paying for my premium course won’t be a problem because I already added value to you through my free online programs.

I was in a restaurant eating, not too long after I got there, a man walked in for a meal. After his meal, he walked up to me, introduced himself, and told me he is a salesperson for a real estate company. He told me about some of their properties and the prices. So I replied to him by saying I am also into real estate and I told him the locations where I have properties for sale.

Immediately I told him that I am into real estate, he tried to round up with the conversation so he can leave.

I didn’t tell him that to scare him, I just wanted him to know. Hopefully, we can do business together. As a matter of fact, one of the areas, he mentioned to have property is my dream location and I could have bought from him. But he wasn’t patient enough to find out.

If he had come with the intention of helping me we could have talked a little longer for him to find out that I am interested in one of his locations.

As a salesperson myself, I realize that his approach is strictly based on making money and not caring about the customer. So I decided to help him by providing him with some sales techniques that will help him improve with his sales pitch and make more sales.

Because If he had continued with his approach I know he will make very little sales and he later confirmed to me that he is not making enough sales. In-fact other members of his team are doing far better than him and he is likely to lose his job if he didn’t scale up.

I made him understand that selling is about helping people get what they want, then you will get what you want in returns. I told him the principles and strategies he can implement to help to boost his sales. The conversation lasted for over 30 min.

He didn’t want the conversation to end but I had to leave, I have given him enough value that made him ask for more. I had to tell him about my sales training coming up the following week. He was more than happy to sign up and he made payment right immediately.

Let me analyze what this means in brief.

We met at the restaurant, he wanted to sell to me but he couldn’t close the sale because it was so obvious that all he wanted was the sale and nothing more. But I decided to help him without having the intention of selling anything to him. He found my information helpful and he bought from me. I only wanted to help him but that made him pull out his wallet and said: “Take My Money”.

Understand how your product or service will help its buyers and pitch that during your sales process.

Assignments
1. List 5 ways you can help your prospect without requesting money from them
2. Implement it in your sales strategy

5. PRICING

Pricing your products is one of the cornerstone decisions you’ll make because it impacts almost every aspect of your business. Your pricing is a deciding factor in everything from your cash flow, to your profit margins, to which expenses you can afford to cover.

If you’re trying to find a price for your product, there is a relatively quick and straightforward way to set a starting price. Remember, just because it’s the price you use to launch doesn’t mean it’s the price you’ll sell forever.

The most important element of your price is that it needs to sustain your business. If you price your products low, or at an unsustainable profit margin, you’re going to find it challenging to grow and scale.

There are various strategies that can determine your product or services price and the 4 common pricing strategies include

1. Cost-plus pricing — Simply calculating your costs and adding a profit mark-up
2. Competitive pricing — Setting a price based on what the competitor charges
3. Value-based pricing — Setting a price based on how much the customer believes what you’re selling is worth
4. Penetration pricing — Setting a low price to enter a competitive market and increase the price later

Let’s analyze these strategies in detail.

1. Cost-plus pricing
This is the pricing strategy being used by many businesses, for instance, if you produce bead, and the total cost for the materials used in producing a bead is $100 you could add $20 profit to each product, then your bead will be priced for $120 with a 20% profit merging.

But before adding a profit margin its essential to write down your business goal, We are all in business to help people and make money in the process, you need to be clear about how much money you want to make yearly and the number of products you need to sell to help you achieve your financial goal. This will determine how much profit merging should be added to your cost of production.

The amount of money you will make depends on your ability to sell and not necessarily the price.

2. Competitive pricing

This pricing strategy helps you blend with your competitors, but what happens if you provide more value than your competitors, then this pricing strategy might not be the best for you. Your price is a reflection of the value you provide, the higher you charge, the more benefits your buyers expect to get from your products.

3. Value-based pricing

Value-based pricing is a sure way to achieve your financial goals fast. When engaging in value-based pricing you must have a product or service that differentiates itself from the competition. The product must be customer-focused. This means that any improvements and added features should be based on the customer’s wants and needs. And the product or service must be of its highest quality.

The company must also have open communication channels and strong relationships with its customers. In doing so, companies can obtain feedback from their customers to help keep delivering value, based on the customer’s expectation.

4. Penetration pricing

Penetration pricing is a pricing strategy used by businesses to attract customers to a new product or service by offering a lower price during its initial launch. Penetration pricing helps a new product or service penetrate the market and attract customers away from competitors.

The goal of this pricing strategy is to entice customers to try a new product and build market share with the hope of keeping the new customers once the price rises back to the normal level.

This can often increase both market share and sales volume. Additionally, a higher amount of sales can lead to lower production costs and quick inventory turnover. However, the key to a successful campaign is keeping the newly-acquired customers.

For example, a company might advertise a buy-one-get-one-free campaign to attract customers to a product or service. Once a purchase has been made; ideally, a contact list is created to follow-up and offer additional products or services to the new customers at a later date.

However, if the low price is part of an introductory campaign, curiosity may prompt customers to choose the brand initially, but once the price begins to rise to the price level of the competing brand, the product value will be essential to retain and keep your new customers.

The best practice to achieve success with Penetration pricing is to offer great value to your customers and when you increase your price. They will stick with your brand because they are getting good value for their money.

The biggest mistake many businesses make is to believe that price alone drives sales. 

“The first thing you have to understand is that the selling price is a function of your ability to sell and nothing else. What’s the difference between a $150,000 Rolls Roys Car and a $50,000 Toyota car? Toyota is a durable brand and its brands are of high quality. But the difference is Rolls Roys’s ability to identify high paying clients and be able to sell to them.”

Most importantly, the value you offer is your worth, your branding and positioning in your industry determine how much you charge and your ability to sell determines how much money you make.

Assignment
1. What pricing strategy is best for your product?
2. List 5 values you can add to your product to embrace the Value-based pricing strategy.

6. TARGET AUDIENCE

Defining your target audience is the foundation of all elements of your marketing strategy, including the features and benefits that will interest your audience, to the marketing channels you will use to promote your product.

Everything you do to promote your business should be done with your target audience in mind. Once you’ve done your research and nailed down your ideal customers, you’ll find it much easier to create content and ads that resonate with your audience. You will even be able to predict their questions and solve their problems before they ask.

The more you understand your target audience, the better you’ll be able to target them with relevant content, messaging, and ads.

A target market is the specific group of people you want to reach with your marketing message. They are the people who are most likely to buy your products or services, and they are united by some common characteristics, like age, gender, income, marital status, occupation, interests, and educational level.

The more clearly you define your target audience, the better you can understand how and where to reach your best prospects.

A great first step in figuring out who is likely to need your product is to identify who is already using your products or those that are using related products.

Once you understand the defining characteristics of your existing customer base, you can go after more people who fit the same category.

If your product is being sold online, you might request some information on your sign-up page depending on your kind of business. You shouldn’t overdo this so you don’t annoy your customers. About 3 relevant questions are adequate enough to help you gain insight on who is buying your product so you can target your advertisements towards people within that category.

Some data points you might want to consider are:

Age, Location, Interests, Marital Status, Profession, and so on.

If you’re selling Business to Business B2B products, your categories will look a little different. You might want to collect information about the size of companies that buy from you and information about the titles of the people who tend to make the buying decisions.

Are you marketing to the CEO? The CTO? Production Manager? Understanding who within the company you need to speak to is a critical first step in crafting your advertisement campaign.

Now, it’s time to put your target audience research to work.

The first step is to create social ads specifically targeted to the exact market you have just defined. You need to categorize your audience in different segments then create ads for each segment, this will help you understand the audience that is more interested in your product.

The results of your test may provide an additional insight you didn’t have when you first created your target market statement. Be sure to incorporate any lessons you learn, and revisit your target market statement regularly to make sure it still accurately describes your most valuable potential customers.

Targeting a specific market doesn’t mean that you must exclude people who don’t meet your specific criteria. Instead, targeted marketing allows you to focus your message on the right market – and the people who are most likely to buy from you. With a target audience definition to work with, you can spend less, and earn more by reaching the most valuable leads in your network.

That the channels, language, and information you use to connect with your audience might not be effective if you targeted at everyone. Finding your target audience definition will help you to create a tone of voice that really speaks to your customer.

When you target “everybody”, you’re making it very hard for yourself to resonate with anyone on a deeper level. Remember, the more you connect with someone, the more likely that person is to become a loyal customer of your brand.

A target audience analysis gives you direction for your marketing and ensures more consistency in your messaging, so you can build stronger relationships with prospects that matter.

Assignments

1. List out 10 qualities of your target audience
2. Filter your list to select the 5 most appropriate audience for your product

7. TYPE OF CUSTOMERS

The customer is the actual boss, they are the ones who use the product and judge its quality. Your customers determine your success in business and how fast you will be able to grow your business.

While selecting your target customers, it’s important you understand the 4 major types of customers and which category you are selling to.

1) Poor Customers: Poor customers are the group of customers that want great value but they don’t consider value when making buying decisions. They make their buying decisions based on price. They are always looking for the lowest price in the market. They are the customers that ask about the price even before asking about the feature and benefit of a product.

Conversation with a poor customer usually goes like this

Seller: I have this great product that will help you grow your business
Customer: How much
Seller: This product will teach you how to make more money from your business
Customer: I said how much?
Seller: With this product, you will be able to sell any product or services to anyone and they will be willing to buy from you.
Customer: I said how much is it

They are always more concerned about the price, and they hardly get satisfied, no matter how hard you try to please a poor customer, they won’t appreciate your effort. It’s hard to sell to poor customers and it’s hard to grow a business when most of your customers fall within this category.

2) Difficult Customers: These are people who are having personal issues with themselves and they let that reflect in every other thing they do, especially when dealing with others. People like these usually use slogans like “their day sucks” or “they have a bad day”. Their day is always bad, and they are ready to make your day worst.

Conversation with a difficult customer usually goes like this

Seller: I have this great product that will help you grow your business
Customer: I’m already growing my business
Seller: I know, but this product will teach you how to make more money from your business
Customer: And who told you I’m not making enough money from my business

In most cases, they need your product and are likely to buy, but before they buy, they will make you a victim of whatever issues they are going through in their life.

3) Sophisticated Customers: These are the customers that know exactly what they want and are ready to get it. They don’t buy based on price, they buy based on value once you are able to help them understand that your product will deliver that value they wanted, they will buy from you.

Sophisticated customers want to have a clear understanding of what they are buying and why they should buy from you. They are likely to ask relevant questions that will help them gain insight into your product.

They are the type of customers that appreciate your product once it delivers the value it promises to deliver, Sophisticated customers are loyal customers that will come back for more, whenever they need your product next time.

4) Affluent Customers: They are the rich and wealthy, pricing is never a problem. In fact, if your price is too low, they consider your product to be inferior and it might not deliver the quality experience they deserve. They don’t buy cheap things, they don’t buy based on discounts or promotions, they always appreciate the seller’s effort. Having a few Affluent customers can increase your turn over drastically. They are the dream clients of ever business owner.

1. You must have a good product that delivers great value.
85% of affluent consumers understand that quality is more important than the brand name or price. Affluent Customers purchase a wide variety of items from different retailers, they are the ones shopping at the upscale stores. High spenders like to be appreciated for the time and money they spend, and the customer experience is also an important element.

2. Your price shouldn’t be cheap
The higher the price, the higher the perceived value of your product, and if your product is able to deliver the promised value, you have gained their trust, they will be willing to do business with you again and again.

3. Your selling scripts must be well crafted.

Professionalism is key when selling to an Affluent Customer, you must always dot the I’s and cross the T’s

4. Treat them with the utmost respect, care, and love.
Since they are willing to pay for high-quality products and special services, it’s important you go the extra mile to make them feel valued.

Affluent Customers are connected, delivering a good product or service plus memorable customer experience can attract many other Affluent Customers just by a recommendation from one of them.

Assignment
1. What type of customer will you like to attract, and why?

8. INFLUENCING CUSTOMER’S BUYING DECISION

Since you want to get people to buy your product or service, you need to understand how consumers make purchasing decisions.

Product quality and seller reputation matter, but what about when the product matches the customer’s needs and they trust the seller? What influences a buying decision once those fundamentals are in place?

Influencing the customers’ buying decisions is a key factor in selling, and what are the factors that weigh-in on their decision making.

This a list of 7 factors that influence customers buying decisions.

1) Marketing Campaign: Research shows that most people don’t buy a new product when it’s first advertised, continuous advertisement encourages them to give the product a try.

2) Brand Identity: The bigger you portray your brand the better for your business. Many years ago when I started my first business as an IT Consultant, I was able to project my brand so big to my prospects and I was attracting high paying clients at the very early stage.

3) Recommendation
People trust products or services that are recommended by someone they know, recommendations are still the most effective way to build trust with new clients. That’s why businesses around the world are using network marketing and affiliate marketing to attract new clients

4) Social Trend

People often buy items they don’t need just because the awareness is massive and people are talking about it, they will want to check what the product is all about.

Social media is a less expensive platform to create a powerful social trend for your product simply by being interactive on your social media platforms. Post contents regularly and engage with your followers.

There are 3 types of contents that attract online users
Entertaining Content
Informative Content
Educative Content

Use any of these contents to attract online users once you have capture there attention, selling to them will be much easier because you already built a relationship with them.

5) Post-purchase Evaluation
Post-purchase Evaluation is a powerful method to make your customer come back for more. Everybody whats to feel good when buying an item. Apart from the fact that your product delivers the value, you promise. Make your customers feel good during the purchase. 

I understand that some people don’t like to contact their customers after the first sale, thinking maybe the customer might have complains about the product. When a customer complains about your product, it’s an opportunity for you to get better so other customers won’t have to complain about your product next time.

6) Distribution
I was once in a store to buy a particular toothpaste which happens to be my favorite brand, but it was out of stock so I tried another brand. It turned out that I feel more comfortable with the new brand I tried so I stick with it. I wouldn’t have found out about the new brand if my old brand makes sure his stores never go out of stock.

Distribution has to do with accessibility, make sure your product never goes out of stock so you don’t lose potential sales from any of your loyal customers

7) Need
It is no doubt that people buy what they need but, other factors mentioned above will determine which company they buy from.

Assignment
1. List 3 Factors that can help you influence your customers buying decisions.
2. Describe how you will like to engage your audience through social media platforms

9. COPY-WRITING

Copy-writing is a persuasive script that explains why a prospect needs to do business with you. It helps you draw your audience into your content and drive more engagement.

Copy-writing is one of the most critical elements of all forms of marketing and advertising. It consists of words, either written, spoken, or demonstrated as video advertisement, marketers use it to get people to take action after reading or hearing them.

As we all know that “headline is the first, and perhaps the only impression you make on a prospective reader.” This is why your headlines need to be magnetic.

On average, 8 out of 10 people will read your content headline, but only 2 out of 10 will read the rest. This is the secret to the power of the headline, it highly determines the effectiveness of the entire content.

The better the headline, the better your odds of beating the average and get what you’ve written read by a larger percentage of people.

There are many strategies that have been adopted by professional copywriters around the world, the most effective strategies are:

Story Telling

We like hearing about people — especially interesting people. People who have suffered challenges we can relate to and they tell us how they overcame those challenges.

And the moral of the story is usually that, their product was the catalyst to overcoming those challenges.

You might find this storytelling technique in an email series, a landing page, or a short video. Whatever the format, you’ll find 3 basic traits in the story:

Opening: Show how the character of the story had a normal life, then how that life was shattered by a change or events.

Conflict: How the life of the character is being threatened if he does not respond to the problem. 

Solution: Finally, a product is introduced as a cure for the character’s problem, and they also mention the satisfaction the character got after using the product.

This is a strategy you should also adopt, and your story doesn’t have to be dramatic. It just has to be interesting to your target audience.

Here is a typical example.

I was watching a lawyer on CNN share his story. He was abused by the law, at age 17 he was mistaken for someone who committed a crime, he was arrested and jailed for a crime he knew nothing about. After the first 3 years in jail, he tried to be courageous and turn his worry into strength. He made a promise to himself saying that, he will fight for his freedom and also make sure to become a voice to other people who might fall in the same situation. He told his sister to buy him some criminal law book and he began to study while in jail.

After spending a total of 10 years, he gained his freedom at age 27, by then he has studied a lot about criminal law,

He also went to a law school and became a criminal lawyer at age 32

He is now one of the most respected criminal lawyers in the US.

His story has been his major selling point. He has been invited by news channels like CNN, BBC, Aljazeera, and other top TV and radio stations plus countless magazine interviews.

Anyone who hears his story and needs a criminal lawyer will prefer to hire him because people can relate to his story.

The speech that made Obama the president is also a good example of storytelling, he introduced himself in an appealing way, point the ongoing challenges in the US that need immediate change, and finally persuade people to vote for him to enable him to effect those changes.

2) Identify — Agitate – Recommend Concepts

Identify a problem
Agitate that problem by making your readers feel troubled or nervous
Then recommend your product as the solution

In this style of copyrighting, you write as if there is a conversation between two people: the copywriter and the prospect.

Example: Insecure? You’re not alone. Millions of people admit to being insecure. Yet, remain that way and you’ll live your life in the shadows. Always wishing and never doing. Fortunately, there’s an answer. Then recommend your product.

3) The 1234 method also works pretty well

What I’ve got for you
What it will do for you
Who I am?
What you need to do next

This is a good example of the 1234 method

What I’ve got for you – A step-by-step home study course that teaches entrepreneurs how to bring in more customers.
What it’s going to do for you – You’ll have more confidence, plus a simple, proven plan to turn your business into a mega-money making machine in one month or less.
Who I am – I am a result-driven sales trainer and author, and I want to share my most rewarding selling secrets with you.
What you need to do next – Click the link below to gain access, or call this number now

Assignment
1. What copy-writing strategy will you like to adopt for your product
2. Create a sample Copy-write for your business

10. SALES FUNNEL

A sales funnel also known as the sales process is a relationship-building machine for selling. This represents the marketing term for the journey a potential customer goes through on the way to purchase.

There are several steps to a sales funnel, which include the top, middle, and bottom of the funnel, although these steps may vary depending on a company’s sales model.

Here is an example of a widely accepted sales funnel that delivers great results

1) Identify your target audience – who they are, and the treats they have in common, most importantly what their needs are. This will give you an insight into the right features and benefits you need to pitch to them.

2) Your copywriting – your script could be delivered as an article, video, or use a whiteboard presentation to demonstrate the content of your script.

3) Select a digital platform to broadcast your message – this could be done via many different platforms, all the platforms works pretty well, once you are able to identify your target audience and focus your advertisement message towards your target audience.

4) Call-to-action: What action do you want your readers to take after reading your Copy-write or after watching it in video format. Create a simple landing page website not more than one page. Include other important information you want your prospect to know about your offer. This might include related pictures and videos. Then add the link to your landing page withing your advertisement presentation.

Your landing page should guide your prospect towards making buying decisions and also guide them towards the right steps to take. Provide a link where they can make orders or book appointments immediately. It’s also important you caption their email address and phone number so you can use it for follow-ups.

There are two reasons why you need to caption your prospect’s data.

Use it to follow up with prospects who didn’t complete the purchasing process by sending them a followup email about what they miss by not buying from you.
Follow up with clients who bought your product, check on them to find out how your product has been helping them get better, and also inform them about related products that will be an additional value to them.

If you sell consumables, then you must keep a close relationship with your customers so that once the item they bought finishes you are always around to deliver another product. This works not only for consumables but for other products as well.

Assignment
1. Create a sales funnel simply by
(a) Describing your target audience
(b) Create your copy-writing using your most preferred copy-writing strategy
(c) Specify the action you want your prospect to take after reading your copy-writing

11. SEARCH ENGINE OPTIMIZATION (SEO)

Understanding how search engines work is the first step to improve a site’s search rankings. Improving a site’s rank involves leveraging various SEO techniques to optimize the site for search:

1. Keyword Research – Keywords are the word your website will respond to if those words are typed in the search engine. A property company in Chicago can choose to rank its website for “Buy A House In Chicago” or “Home For Sale In Chicago” you can rank a website for multiple keywords.

For instance, a furniture company in Texas that sells home and office furniture can rank his product pages individually. He could rank the home page of his website for keywords like “Quality Furniture in Texas” while his office chair page could be ranked for “Best Executive Office Chairs” he can continue like that to rand other product pages based on the product displayed on that page.

There are many factors that help search engines recognize a page as being relevant to be displayed for a particular keyword.

A. Website Title: This is the name of a website, for instance, your company name could be used within the title section. But many website owners prefer to use keywords in the title section because it helps in search engine optimization.

B. Meta Name: The meta name is a tag placed in the head section of your code that helps define the content of your web page. Keywords are recommended to be used within the Meta Name section to help improve a site’s search result.

C. Meta Description: It’s a tag that describes the content of a website in brief and its usually being placed close to the Meta Name within the Code of a website. The meta description for a hotel could be “Are you looking for a comfortable hotel to enjoy your weekend or a special location for your honeymoon, XYZ hotel has got you covered”.

During a search, a website’s title is the bold text being displayed for a page, while the Meta Description is the brief introduction note that follows.

2. Content Marketing – Once potential keywords are identified, content marketing through sales-oriented copy-writing comes into play.

Writing good content for your website is essentials for search engine optimization and your content must be relevant to the title and description of your website.

If your content is not detailed or not explanatory, your website visitor will leave your website fast.

And this is not a good signal to the search engine because the search knows the approximate time a reader should spend on each page of a website.

If your content is about 15min read and most of your readers leave within the first 3-5 min that signals to search engine that people are not reading your entire content, this will reduce your chances of ranking high in search results.

3. Link Building, also known as back-links – Creating quality back-links to your website is one of the core ranking factors on search engines, the more back-links you have the better for you.

This means that other websites are talking about your website, this is a good signal to search engine, meaning that your website is relevant by being recognized by other websites.

Just like in the real world, the more people know you the more influential you are and that describes how important you are, the same thing applied to search engines.

A. Publish High-Quality Content on Your Entire Website
B. Submit your website to directories and listing pages
C. Share your website link on Social Media platforms
D. Write Articles for Blogs and Forums with a link back to your website
E. Promote your content.
F. Build Internal Links by linking pages within your website

4. Have A Blog On Your Website – A blog helps attract traffic to your website in the long run.

If you start adding relevant content to your blog today after a while depending on how regular you post “daily posts are the best” with little additional effort by you, search engines will start showing your content to a few audiences.

The more you write blog posts, the more content your audience can read on your blog and the more time they will spend as well.

This makes your blog relevant and useful. Search engines will reward you by increasing your ranking in search results.

As much as this is a powerful way to generate loyal audience that will stick with you for a long time, it’s advisable you use another medium to promote your product and services at the early stage while you build your blog because it takes time for blogs to rank high on search engines.

Your immediate Ad campaigns will help you make sales while building your blog, and when your blog finally ranks high, your sales will increase and you might want to reduce your budget on paid advertising and concentrate on increasing your loyal audience through your blog.

Assignment
1. What are the Keywords that best describe your product or service
2. Write an attractive Meta description for your landing page (not more than 25 words)

Conclusion

Whenever you are creating a marketing strategy or sales funnel for a product or service revisit this content and provide answers to all the questions based on the product you are working on.

With that, you will have a detailed marketing strategy and sales funnel that will help you present your product to the market in an appealing way that your most valuable target audience will resonate with.

Let’s know your opinion, comment below. 

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