Have you ever spent hours trying to craft the perfect sales pitch, only to have no one buy from you when you finally share it with your audience?
You agonize over every word, rewriting till you’re blue in the face, and finally arrive at a seductive sales message that’s sure to get buyers by the dozen once you unleash it.
But when you do, something unexpected happens…
No one buys… not a single soul.
Ouch… hurts, doesn’t it?
Here’s why it happens…
The mistake most people make has nothing to do with the sales copy, the ad creative, or even the offer itself.
The mistake is putting the cart before the horse.
The personal branding tips below will show you how to fix it.
Your Sales Process is Out of Order
Here’s what I mean by that…
Whenever I look at the sales system for one of my clients, I often find that the whole thing is upside-down, inside-out, and ass-backwards.
It’s helter-skelter, higgedly-piggedly, and all out of order. And sometimes there’s no system to it at all. They have no process in place for taking people from potential prospect to paying customer.
And that, my friends, is what we call a major problem.
A lot of times, people put too much focus on the foolish idea “If I build it, they will come.” Like customers will just magically fall out of the sky once you create your offer and share it with them.
But sales don’t work like that.
Rarely can you stop a stranger cold-dead in their tracks and convince them to buy from you and immediately fork over their hard-earned cash for your product.
And I should know, because I’ve tried this same thing myself and failed miserably.
The Big Personal Branding Mistake
Here’s a story to show how this mistake is hurting you…
A passionate hobby of mine used to be screenwriting. You know, writing movie scripts for the big silver screen. Actors don’t just show up on set and just start talking. Someone actually has to write that stuff.
Anyhoo, as you can imagine, breaking into Hollywood as a screenwriter is a tough gig.
Only about 50 scripts are sold each year, but nearly 50,000 are submitted to studios. So naturally, it’s a long-shot if you’re gonna make it in Hollywood, as you might expect.
The challenge with that, is how’s an unknown writer like me supposed to pay the bills while I’m busy cranking out amazing screenplays and writing the next big blockbuster?
I still gotta eat and the rent is still due, no matter how much I think I’m an undiscovered genius waiting to explode on the Hollywood scene.
But like most entrepreneurs, I think day-jobs suck. And I couldn’t stand the thought of slaving my days away as some soulless barista or something.
So I had this big idea that I’d use my skills as a writer to become… a “Script Consultant!”
With so many screenplays being submitted each year, busy Hollywood execs and producers need people to read them and write 3-page summaries or “script coverages” so they can sort through the crap and find the needle in the haystack that’s worth producing into a movie.
And I thought I could go into business for myself providing this service and consulting aspiring screenwriters. It was genius!
Finally, I could make money doing what I loved, all the while working toward my dream of being the next Academy Award winner and delivering a moving acceptance speech to the rest of the world.
I even thought up a catchy product name and business slogan…
“Screenwriting Smarts — the smart way to write screenplays.”
Brilliant. I was so fabulous and fantastic, there’s no way people could resist my offer, right?
So I quickly got to crafting the longest, most drawn-out sales page you can possibly imagine. I even bought a program on copywriting and wrote the entire thing from scratch.
Once I slaved over that for several weeks, the next thing I needed to was create all the fancy graphics and images so the layout would look nice and covert people who visited my page.
Several more weeks later, I had spent an entire month working non-stop to make this big fancy sales page that promoted my offer.
I thought this was it… this would be the moment where it all started. This would become part of my Hollywood legend that people would one day talk about when discussing my illustrious career.
So I hit the publish button on my wordpress site, shared it on my Facebook page and a few screenwriting forums, and sat back and waited for the sales to roll in.
I had worked so hard for this moment, and thought I’d soon have more money than I knew what to do with, so I went out to treat myself to a tasty lunch at a snooty upscale restaurant.
And by the time I got back from binging on “pommes puree” and deconstructed grilled-cheese sandwiches, I’d be rich beyond belief and well on my way to becoming a millionaire.
Or at least, so I thought…
But when I got back home, I was surprised to find no one had placed an order yet.
“They must be out to lunch, like me…” I thought. So I wasted the next several hours watching my fav movie, Braveheart, yelling “FREEDOM!” and waiting for the sales to come rolling in.
But they never did.
Not that day… not the next, or any day after that.
A week later, I couldn’t believe I had wasted an entire month writing that page, only for it to be all for nothing and not sign up a single person.
I even considered calling it quits and ending my dreams of becoming a writer for good…
I had wasted so much time, money and energy into creating something I was sure would be the key to my success. That’s what all the sales and marketing gurus told me, all I needed was a sales page.
But now I felt like a fool for trusting them and failing so miserably.
Was it me? Was it the sales page? The offer? Was that the problem?
Or did I just suck?
Self-doubt crept in, and was made worse by the embarrassment of having to dodge questions from friends and family members and lie about how well it was going so they wouldn’t know I was a failure.
My desired life of happiness felt further away than ever as the debt stacked up and I had to shelf my dreams of becoming a writer and take a corporate day-job to pay the bills.
I built it, but customers never came. And it was a major mistake thinking they would.
Here's How You Fix It:
Like I said earlier, the mistake most people make is putting the cart before the horse.
And by that, I mean they focus on sales before building a relationship.
They put all the focus on their sales messages and hope it will lead to finding a customer.
But you don’t just find clients… you create them. And you create them by building a relationship first.
A relationship with you… your personal brand. A relationship from person to person.
All businesses are people businesses, and if you want a lot of sales, you need to focus on building better relationships with your prospects.
Because there are only three reasons someone won’t buy from you:
- They don’t want your offer.
- They don’t have the money.
- They don’t trust your claims.
The first two are basic requirements to be a potential customer.
Because if someone doesn’t want what you’re selling or doesn’t have the money, the likelihood of them becoming a customer is relatively low.
But if somebody wants your offer and has the money to afford it, then all you really need is their trust.
Because without it, you won’t get their business.
So how do you get it? How do you establish trust with your prospects?
You do it by building the relationship through engagement with your personal brand.
Engagement is the bridge that takes consumers from skepticism and suspicion to confidence and commitment. That’s when they become a customer and decide to buy your products and services.
The fundamental idea behind personal branding is that it’s much easier to sell stuff when people already know you, like you, and trust you.
When you bond with prospects through personal branding, you’ll rapidly accelerate the sales process.
You’re no longer a stranger, you’re a trusted guide they can rely on to help them navigate their problems and lead them to success. So deciding to buy from you is an easy decision.
But the key to personal branding is to position yourself in a way that leads the prospect to trust you and ignore the millions of other marketers advertising to them.
Because without a strong personal brand, you’ll just be another face in the crowd. You’ll get lost in the sea of voices trying to get your customer’s attention.
How to Build a Better Personal Brand
So then, what do customers need to perceive your brand as being?
First, they must perceive you as different from “them” — the other advertisers.
Because if it looks like a duck, swims like a duck, and quacks like a duck, then it’s probably a duck. So don’t be one.
Second, they must see you as compassionate. Prospects must believe that you give a damn about their pain and suffering. You’re not just some scam artist that’s in it for the money.
Lastly, they must find you helpful. They must believe you can help them get what they want.
And the best way to do that is to demonstrate you can help them by actually helping them.
What a novel idea!
The best way for you to help your prospects and prove they can trust you is by delivering what I call “Generous Goodwill” prior to them becoming a customer.
By freely offering helpful information and advice, you will move prospects one step closer toward their goal, and prove your ability to help them achieve it by demonstrating your competence.
And better yet, this information and advice costs you nothing. Just a little time and effort.
By helping prospects get one step closer to their goal and solve their problem, you’ve proved they can trust you and that your offer works.
Because the proof of the pudding is in the eating.
And when prospects get a taste of the free sample you have to offer, they can relax and trust that they’ll get more of the same if they order a second helping and decide to buy from you.
So now that you understand what Generous Goodwill is, how do you actually go about delivering it?
What kind of content should it be?
And what kind of format should it be in?
Good questions… find out the answers below.
How to Build Goodwill with Your Audience
There are five ways for you to create goodwill with your audience. This post is an example of the first one I call “Helpful Information.”
To find out the other four, I’d like to invite you to check out a free copy of my book, Personal Branding for Entrepreneurs.
It will help you go from failed sales funnels and lackluster results, to having prospect reach out to you directly and asking how they can work with you.
Instead of chasing customers, they’ll be chasing you.
Imagine instead of “posting and praying” that someone will respond to your offer, you woke up each morning to find your inbox full of highly interested and highly qualified prospects wanting to work with you and learn how you can help them.
You’ll go from spamming your message everywhere in the hopes someone will respond to it, to predictably getting several hot leads messaging you each week wanting to know more.
That’s just one example of the results you can expect by implementing the strategies I share in my book.
In it, you’ll get the exact steps I used to go from dead-broke, destitute and penniless to having $30,000 months with some quick and easy tricks to build my personal brand online (the process is so simple, anyone can do it).
And best of all… it’s FREE. You’ve got nothing to lose. It’s my gift to you for engaging with this post and sharing your thoughts below.