Let me explain you what is happening when I talk with new customers who want marketing consultation or speaking in meetings with business owners. They think that I’m explaining all these ideas about marketing so well that we can sell any kind of product to all of their free subscribers.
They come and say that they are experts in “blindfolded night-time underground mushroom research”, they know more about this than anyone else in the world and they only need someone to market it.
How the “Experts” Think in Regards off Their Free Subscribers
Here is an ordinary dialogue with a typical expert…
I just need someone to go out there and market my stuff! Can you help me? – Typical Expert
The answer is way different though, cause you are required to learn some marketing in order to take this knowledge and advice that you have and package-it up into a system free subscribers or potential customers want. Here is what will the typical expert answer after…
But I’ve written all the books, I’ve made the products, they are all formatted & ready to be sold. – Typical Expert
Well we can re-write the book, that’s fine. – Typical Expert
That’s what they say, more than anything…
We can rename the book, we can call it any name you want. – Typical Expert
Trick “them” into thinking that what “they” secretly want is in there. Then when “they” open-it up “they” will understand that this book or product is all about you and “they” will get negatively surprised.
The power of the content, it will distract “them” from the fact that this wasn’t made for “them”. They will be tricked but “they” will be so delighted by it that “they” will just send me more money…and kisses!
I’m going through this process specifically because human beings – regular people out there, they want solutions to their problems, that sound like they were created by someone like them. Someone who thinks like them, talks like them and transmits a message of understanding. Here is an article about how to experience your brand from your customers’ perspective by Jim Joseph on Entrepreneur.
Here is a customer solution oriented approach…
yeah, I understand you, I know exactly what is going on, I pretty much understand what you are talking about you want. In-fact here I’ve got this thing and you know what, it is almost just like what you described to me. – You, the marketer
Your free subscribers will instantly think that this is great, because this is what they secretly thought they needed. It’s very close. The trick here, is matching yourself and your products to their reality so when they look at it they think it is cool and someone out there understands them.
What we are not trying to do is grab them right from the beginning and try to show them that they are wrong and nothing they’re thinking is correct. That they don’t get it. We don’t want to approach our perspective customers from a standpoint that says – “come over here and look at it from my reality because I’m the expert and I know what you should do”… We are not trying to do that with our free subscribers and customers.
So, try to keep this mindset of thinking from their skin, from their perspective and put yourself out of the mix because we are going to talk about this simple “secret” technique to turn your free subscribers into paid customers. Here is an article about providing true value to your customer by Sammer Mudawar on Realtor Magazine
How to Turn Your Free Subscribers Into Paid Customers Using a Simple “Secret” Technique
Now, we are going to design one technique — a set of action steps — preferably something that you can describe with the word “how”, that will be very specific, tangible and external. Something that you can do to solve your free subscribers problem, that is as close as possible to that idealized solution they look for.
You are going to take all your experience and you are going to design a technique that really works and sounds a lot like what it is that they would have imagined, would be the greatest thing ever. We are going to match ourselves to them.
Reminder: How to Match Ourselves to Our Free Subscribers Reality
Here is an example to help you better grasp the philosophy of matching other peoples realities.
Let’s say we have a 7-year old child and it’s getting late, time to go to bed to sleep. You get into the room to tell your child to go to bed while she is playing with her dolls, Barbie & Ken. There are different ways to say it.
One way would be to say it like this:
Well, you realize you are not an adult yet and those are just plastic toys and you really need to get to sleep. Because I’m concerned about your academic performance and we have to make sure that you get into Harvard. It is very complex. You don’t understand these kinds of things but just trust me. Its time for you to go to bed. – Parent A
Here is another way to say it, matching your child’s reality:
Ohhh Barbie & Ken are on a date! Where are they? What are they doing?. – Parent B
…and then you slowly tiptoe to:
You know I think they are tired. I think its time for them to go to bed and I think its time for you to go to bed too. Because thats what Barbie & Ken are doing. – Parent B
The idea is that you get in the reality of the other human being, thats how this works.
- Get into their reality.
- Don’t demand that they get into yours.
What we do, is we think we’ve been through so many rough situations, obstacles and pitfalls. We’ve clawed and scratched and earned our status as an expert in this world. They should recognize us, as a high status genius. They should do what we tell them to do. In-fact they should pay us first and then do whatever we say.
That just turns people off, but it happens…to most of the experts out there.
Create Your Free Subscribers Priceless Answer
Now that you’ve found your free subscribers secret question and created a priceless answer, it’s time to gather all of your knowledge and experience. Create a specific technique that is as close as possible to your subscribers priceless answer, which they will want as soon as they hear about it. Content is king but context is queen according to Nellie Chan on Clickz.com
- What can you teach your users to get them as close as possible to their priceless answer, that will deliver the tangible result that they want. In other words, what’s the “magic bullet” technique that they can use to get their need met.
- What can you call that “magic bullet” technique so that it sounds like its the answer to their need and specifically communicates that it will deliver the benefit that they want.
Behind everything that you are working on, behind every issue, whatever you’ve got. Behind all is survival and reproduction. Thats whats underneath all pain and urgency. It’s survival and reproduction, wired back there in their minds. When there’s pain and urgency we are using the reptilian brain, we are flooded with emotion, we are full of fear. It all comes down to survival and reproduction in some way. Those are the fears, thats whats coming up in their minds.
- What can you teach your free subscribers to get them as close as possible. What do you know, that you can create a 1-2-3-4 step technique? Something simple that sounds like that priceless answer. What can you give them thats close to that?
- What can you call it, that makes it sound like its a “magic bullet”? It sounds like its a solution that as soon as they get-it their problem is going to be solved. Stick with the tangible, things that happen out here in the real world.
They want action steps like:
- touch her hair…
- eat this pill…
- eat this food…
- do this thing out here and that will trigger this other result to happen…
This will definitely help you start turning your free subscribers into paid customers. If you found this valuable, go on and let me know your thoughts below in the comments section.