Offer Economics

How to establish an emotional connection in sales.

If you’re a financial educator selling via webinar, VSL, or organic content...

The wrong way:

The speaker says things in their introduction like “I’m a family man” or “I drink wine” “I like to play golf”.

I’m just like you, right?

The idea is these little details are supposed to create an emotional connection with the viewers...because it’s supposed to demonstrate that he’s human.

However, this is the wrong way to go about it.

Someone who’s going to buy your product or service doesn’t actually care about if you drink wine or if you hang out with your family or if you play golf.

Not really.

If they’re someone who’s going to buy your product – and that’s key — what they actually want is for you to establish relatability by you sharing how you overcame a specific problem that the prospects themselves have struggled with.

Then, they want to know how you came up with an innovative or unconventional solution to that specific problem.

The problem with the first way of relating?

You're trying to connect by talking about something that is human but NOT the specific emotional struggle that the customer has in their mind and THINKS that you are the person for the job.

What you want to do instead is say:

“This is where I was. I was like you. I was in pain. . . I was in pain forever and THEN [insert unconventional or innovative thing] occurred (maybe out of the blue). I spent so much time doing/figuring out XYZ solution that relieved me of that pain, and this solution is now my product/service.”

(And, obviously, you’re not saying those exact words, but you're using stories and examples that follow that framework.)

That is how you establish relatability effectively when selling one to many.

Selling your product is hurting your sales.

Say what?

Before you disagree, find out why in this story from 19th century ad man Claude Hopkins:

“Two men came to me, each offering me a horse.

Both made equal claims. They were good horses, kind and gentle. A child could drive them.

One man said, “Try the horse for a week. If my claims are not true, come back for your money.”

The other man also said, “Try the horse for a week. If you liked the horse, pay me then.”

I, naturally, bought the second man’s horse.”

Claude’s insight about selling?

It’s the offer -- NOT the product -- that gets the sale. Too often companies try to sell their product or service and then wonder why they aren't getting any sales.

It’s because products and offers are not the same thing.

You sell an offer, and then your product delivers on the offer’s promise.

So, how do you turn a product into an offer? Here’s 3 ways –

1. Sharpen who you're targeting.
2. Add a guarantee.
3. Turn your features into outcomes.