Turning Cash Into Content - Part 3

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A Simple Formula For Selling Anything To Anybody, At Any Time, In Any Country, Online or Offline, Even If You HATE To Sell!

In business, as in life, there's a lot of misinformation that is hurting your chances for success.

People will say something to you or you'll read something somewhere that looks 'pretty good' or sounds true, but it may only be partially true or an outright lie. How can you tell?

Here's one way: Question EVERYTHING.

When you make a decision based on misinformation you are making a decision that will hurt your business in one way or another, maybe even permanently. The larger the decision and the larger the amount of misinformation you receive the larger the potential harm the decision could be to your business.

Some misinformation could be so harmful that it could put you right out of business.

As an example, here's a small bit of misinformation you may have mistaken for the truth at one time:

"People hate to be sold on anything".

How many times have you heard that? Well, I'm here to tell you it's a lie.

How about this one:

"People hate to be sold, but love to buy". This statement is a half-truth.

It's true, people do love to buy things for themselves and as gifts. But I'll show you that they also love to be sold. In fact everyone loves to be "sold" because when people are being "sold" on something they are following and doing something that gets them closer to what they "want".

But anyone who starts out in business may believe that "people hate to be sold" is true and make decisions that effect their business based on this misinformation.

On the other side of this coin, there are also a lot of entrepreneurs who hate to sell. They hate being pushy or believe they need to be pushy in order to make sales. That's also not true. If you're in this category, then this short report will be like a breath of fresh air to you.

The truth is: Selling is not difficult.

If it appeals to people, has value and you've made it easy to purchase, people will buy from you.

There are some people who will buy your product or service if they have the smallest interest in it just to satisfy their curiosity.

It truly amazes me what people will buy.

There are some people who are compulsive buyers. Make them just about any offer, and they'll order if they trust you.

But they will only account for 1 out every 10,000 customers.

Selling on the Internet isn't much different than selling through the mail or television or radio.

You may be really lucky and get as many as 1 in 10 visitors to your web site to order something. If you do, you will be considered one of the top marketers on the net.

The real expert marketer takes that small flame of interest that's inside your potential customer and fans it until it becomes a burning desire that can only be satisfied when they have purchased your product.

Using the following methods in this report can help your potential customers become actual customers, with very little effort on your part. Potential customers will be drawn to your products and services almost like magic.

 Why People Buy A Product Or Service

This is not something people talk about at polite social events. You're not likely to hear about it at your son's soccer or your daughter's softball game. Even your best friend will not discuss it, if they even thought about it, with you. Not one in a thousand books will ever mention it. But it is the very foundation of 'trade' and business success!

To understand what I am about to say you have to be a student of human nature or at least you need to have some understanding of it. I'm not a psychologist. I only know what I see and observe. And I have been a life-long 'student' of human nature.

It doesn't take a genius to understand this, but once understood it will change the way you do business forever!

Read this slowly. It's not as profound as it is insightful. This is what I call the "The ONE Secret That Will Help You Sell Anything To Anbody":


"98% of all human beings buy products or services emotionally and then justify those purchases logically."

You may have heard this before. You may have even understood it. But I doubt you have fully comprehended the total significance of it.

What I'm going to do is OPEN YOUR EYES, illuminate this truth so that you'll never forget it.

Let's take it one step at a time. I'll provide examples as we move along, as well, to help drive home the more important points. Keep an open mind and try to recognize yourself in the following examples.

We Are Emotional Creatures

We are emotional creatures. We think emotionally, act emotionally and make decisions emotionally. If you ask your spouse why they bought that new coat they will say, "I need it!", of course.

But if you ask them what their thought processes were before they made the decision to buy, it will be a surprise to them what little logic actually went into that buying decision!

Let's take as an example the decision to purchase a new automobile. Now, a large ticket item like that is obviously a very serious financial commitment and should be done with all due diligence!

We'll start from the very beginning of the buying decision through  post-purchase.

A Typical Buying Decision Process

Think about the last car you bought. Do you remember what your thoughts were? Do you remember what you felt when you first started looking for a new car?

Most people will begin to feel somewhere inside like they want a new car, but will express to themselves and others that they need a new car. 'Need' is a 'logical justification' and 'want' is emotional. No one wants to be thought of as 'emotional' so they use 'logical' words and expressions to describe their purchasing habits.

Just to prove that 'want' is an emotional term- did you ever see a child, who is really just a little bundle of "wants", ever say, "Mommy (or Daddy) I need a new skateboard.  My skateboard would cost more to repair than a new one and I would still have an older skateboard that will probably be in need of many future repairs. I've completed an entire analysis on the cost effectiveness of a new purchase.  Here's the spreadsheet. Also I completed a matrix of options and features that would be beneficial…"?

Does that sound like any child you've ever been around? Probably not.

What do children usually say when they want something?

"Mommy (or Daddy) I need a new skateboard! Please, Mommy, buy it for me! I really need it! All my friends have new one's, why can't I? I'll take out the garbage for the next year, promise! Just get it, please!!"

What's interesting about this one-sided exchange is that:

  1. The child wants it- even if they already have a fully functioning skateboard in good repair and;
  2. He (or she) is willing to do something they hate, loathe, and detest in order to get it!

When we grow up do we really change any more than the little boy or girl who wants a new skateboard? My opinion is that we don't change that much.

We still want what we want.

Your customer who wants to purchase some information on home gardening or to learn how to save money on taxes or a number of other "wants" is just like that little boy who wants the skateboard - he just wants it! And he'll do almost anything to get it, if he wants it bad enough.

He will justify the purchase by saying that it will 'save them money' or 'make them money', etc., but the truth is people will buy things they don't need just to satisfy a desire that can't be extinguished any other way.

Adults control their emotions a little more than children (a least some do), to be socially acceptable and responsible…but they still want what they want! And, they will do almost anything (hopefully legally) to get it.

The deepest cravings of the human heart compel people to spend money to satisfy a desire that can't be extinguished any other way.

Back to our automobile purchasing example.  Let's take it from the very beginning…

The furthest thought from our subjects mind is the purchase of a new automobile. Suddenly, they see, as they are driving about town, a brand new 700 Series BMW (that's my choice, you choose your own car).

They watch it as it effortlessly glides through space, almost floating just ever so slightly above the ground.

The body glistens from a perfect clear coat applied with skill to give the automobile a deep, clear finish.

The driver of the automobile is as finely appointed as the automobile. Dressed to perfection, not a thread or hair out of place. They're wearing a finely tailored suit--obviously not off the rack.

They're skin tanned and have the slightest hint of a smile on their lips. What secrets do they possess? Why are they so happy? Is it any wonder, they are driving one of the finest automobiles in the world!

Now our subject, whether they realize it or not, has become a potential buyer of a new car! He (or she) views this scene in their mind's eye and then repeats it in his (or her) own mind over and over again, because it is pleasurable to do so. They play it again and again, like a scene from their favorite movie.

Then…something begins to happen.

As they play this movie over and over in their minds' eye, they replace the driver that they saw in that automobile with themselves behind the wheel. Now they are the 'star' of the movie! They are using the power of their imagination to imagine what it would be like to have that much power, grace and perfection at their beck and call.

When selling any product use the power of your customers imagination to see themselves benefiting or being pleasured by the use of our product. Let them run a little movie in their head by demonstrating the use of your product in different circumstances and how easy and beneficial it is to use. This that makes the sale possible. If they cannot see themselves in a staring role and benefiting or gaining pleasure from our product, we have lost a sale.

Back to our example…a chain of thoughts and additional stimulus from outside sources begins to enhance their 'feelings' about getting a new car. What they are feeling can't accurately be described with mere words because the process is hidden from them.

Their thoughts naturally turn to their own car, which is several years old and in need of bodywork, engine work, brakes, etc. A "GAP" begins to develop: They compare their current automobile with new models and see how deficient their car really is. This comparison creates the beginnings of 'desire'.

"It works fine now, but pretty soon it's going to need a major repair. Then what do I do?" , they say to themselves. This act of comparing their present situation with the one that they have been repeating in their mind plants the seed of discontent - a "gap in satisfaction", if you will - that eventually creates the buying urge.

From this point on nature will take its course. The "picture in their mind" of the new BMW, with them at the wheel, will intrude on their consciousness from time to time and that 'feeling' that they can't put into words will make them do things that they aren't even aware of.

For instance, they will begin to notice that one of their friends or business associates just purchased a new car. And they will inquire as to what model, where it was purchased, what the features are and why the person chose this particular model.

All of it 'ammunition' for them to use to justify to themselves and to their spouse or partner the inevitable purchase.

Friends will be more than happy to give our potential buyer all of their reasons for their purchasing a new car: "It's good on gas"; "It has an extended warranty period for major repairs"; "It comes with OnStar, and as you know, I do a lot of traveling"; etc…  They will never say that they bought a new car because they, "had this feeling that they couldn't describe in words that made me buy it!"

Are you beginning to see the picture here? People will want something because that 'something', be it a automobile, ring, stereo system, computer, rare and scarce book, e-book, e-content, etc. evoked in them some powerful, positive emotion that, when they buy it, brings them to some sort of 'completeness' or 'wholeness' that stops their discontent and desire.

In other words, the gnawing inside, from not having this object of their desire, will drive them to get exactly what they want-or at least to purchase and possess a satisfactory substitute if they can't obtain the exact object of their desire - to quench their desire.

All that matters to them is that they MUST stop the hurting by obtaining the object of their desire. To stop this hurting, they buy.

Then they will, almost every time, use all of the logical reasons they have accumulated during the 'desire-to-justification' stage for making the purchase.

But it was that original 'movie picture' in their mind, their emotional attachment to it and their discontent with their present circumstances that started the ball rolling.

You would think that larger financial commitments require more logical analysis before a decision is arrived and smaller commitments are generally more emotional or "impulsive".

The fact is, sometimes the higher the price of the intended purchase the more 'emotionalized' the decision becomes.


Because much more is at stake!

But not 1 in a 100,000 will ever admit that they buy emotionally and then justify that purchase logically!

The market for our products and services are to the 98% of the population who make decisions emotionally. We don't worry about the other 2%. The odds are much more in our favor.

But caution is in order. Even though people make decisions with their emotions THEY JUSTIFY THOSE PURCHASES LOGICALLY!

What does that mean to you?

Just this: In your sales literature, on your web site and in your emails give potential customers every LOGICAL reason possible for purchasing your product or service, while at the same time, plucking on those emotional chords and enhancing their desire.

To prove all this to yourself, begin noticing your own buying habits. Notice your feelings as you begin making a purchase decision of any kind.

Even as mundane a thing as window cleaner… I find myself reading the labels and examining the look and 'feel' of the container it's in.

A feeling like, "this one is better" comes over me. Something I read or saw made me want that particular one, but I can't recall any details. It could be the packaging has induced an emotional state that reminds me of something good or pleasant. Most of the time I don't even think about it. I just go on to purchase it. My decision is totally based on what I felt I wanted...at the time.

My logical justification for the purchase I made goes something like this:

“This is a window cleaner that works great or at least it works as good as the others (how do I know that?) and works best (how do I know that, too?- because it says so!). Let me just buy the darn thing so I can forget the job I hate, and go do something else that's more fun!”

Investors and traders in stocks and commodities are notorious for making decisions that amount to thousands or hundreds of thousands of dollars based on limited, emotionally charged and spurious information!

Your customers do the same thing.

It is amazing to me that individual investors would purchase ten, fifteen or hundreds of thousands of dollars in stocks based on a cursory knowledge of those companies operations, management capability, strategy for gaining market share, marketing plans or any number of factors that affect the company's long term potential.

I have met a lot of investors who would investigate every possible way to save 30 cents on their favorite brand of cookies at the local market and buy fifty thousand dollars worth of stock in a company based on a single bullish newspaper article!

Even those investors that would never dream of entering into a business deal without the proper due diligence would buy thousands of dollars worth of stocks on tips, rumors and broker recommendations alone!

Got the idea? This is so important that if there is anything you didn't understand the first time through, please read it again.

The bottom line is this: People buy things FIRST because they w-a-n-t them and SECOND because they n-e-e-d them!

How can you use this valuable piece of knowledge to your profit? Simply do this: Make your item as attractive as possible! Make it shine and display it accordingly. Develop an appealing cover, give it a catchy name, create an icon for it, make it sparkle with excitement or simply make it interesting, but do something different to make it stand out like a glimmering diamond in a pile of manure!

Make it easy for the person to run this little script in their heads,

"Hey that's attractive now, isn't it?"

Suddenly they 'role play' and see themselves in the act of using the product or getting some benefit from it. That's why product demonstrations are so powerful! The potential customer sees themselves using the product and plays that over and over again in their minds until they buy it to quench their desire.

If you live in a big city like Boston, New York, San Fran, etc you'll see many sidewalk demonstrations. Why do crowds develop around these street vendors?

For the 'entertainment value'! But, as they watch the skill at which the demonstrator uses the product, they see themselves 'using it' too, creating a 'gap' or a desire that now needs to be satisfied by buying the product. It's a very effective way to sell.

The biggest problem selling from sidewalk demonstrations is breaking the ice- getting the first person to walk up and "buy". Most people don't want to make that first move because they are afraid of 'making a mistake'.

The sidewalk demonstrators know this so they 'plant' two or three people in the 'audience' who at the conclusion of the demonstration immediately, at the demonstrators 'call to action', yell "I want one!"  and step up to purchase.

As soon as two or three people from the crowd step up and buy a line begins to form behind them - all waiting to purchase the product! It's an amazing spectacle of crowd psychology in action.

If the movie in the potential customer's head is strong enough and the picture you paint of your item (in words you use to describe it and photos) is strong enough and attractive, that little movie will run through their heads several times until they act…by buying your item.

Hard sell IS NOT necessary, when you understand, fully, what make people buy! In fact you have very little "selling" to do. LET YOUR CUSTOMER SELL HIM OR HERSELF! It's the best way!

And if they do not want what you're selling, find something they do want and sell them that!

P.S. Don't ever use this knowledge to sell junk and defective merchandise to the unwary. Once your customer finds out that your item does not equal or surpass his 'expectations' and the 'picture' they have created in their minds eye of using your product has been a lie…you're in for real trouble…and it's so unethical and so stupid that you would never do it anyway. Right? Right!

How To Sell Things That People Want To Buy

One of the things that amazes me about people in business is that they are constantly trying to sell things to people that they don't want and in a way that they don't want to be sold!

Now, there are some things that you have to bring to people's attention before they know they want them! After all, that's what the marketing is all about!

I'm not talking about that.

What I'm talking about is marketing something down people's throats whether they need it or not!

I'm in business for the long run. I am not in it for short-term profits. I think, for the most part, you will all agree with me on this. I mean, it just does not make any sense to use high pressure sales tactics on people- even though they may buy from you today- they will regret ever dealing with you tomorrow.

In fact there is a lot of resistance on and off the net to high pressure sales tactics and hype.

If you've ever received junk email or "spam" you understand what I mean. Didn't it make you a little annoyed…?

The fact is it's just not necessary. All you have to do is develop products that have real value and/or utility and are useful or attractive.

Selling it is simply a matter of bringing it to the attention of someone who has the desire and means to purchase it following our "98% rule".

Most people today are very skeptical of high pressure sales environments and boiler room operations and have set up barriers so they cannot be sold that way.

What barriers am I talking about?

  • Answering machines with ID call screening (is it Mom calling or a salesperson? They want to know!).
  • TV remote controls (A commercial? I'm turning!).
  • E-mail "filters".

Everyone is skeptical about what you're offering and has set up a system, even if it's a crude one, that prevents your message from getting through to them.

How do you get good results with these kinds of obstacles?

By injecting your unique personality into your business - in other words, by being yourself. If potential customers trust and believe in you they will buy from you. But they can't know or trust you if you're putting up a barrier by not letting them get to know you.

Being human in business is OK.

By taking action and asking for the order in a polite, non-threatening way, repeat-ably. The average person won't give you an order for your product until the 3rd or 4th request.

There are many marketers who say response starts to tail off after the 6th request for an order. How many people in business give up asking for the order even after the 1st try! Imagine the profits lost each year because businesses give up too soon!

You have to understand your customer. It's not that they don't want your product - it's that they have so many things on their mind that sometimes they need reminding. Done pleasantly and with respect, this is a powerful way to generate sales without prospecting constantly for new customers.

By knowing how to generate a never ending flow of potential customers who know and already want what you're selling.

In marketing this is called targeted 'lead generation'. It's accomplished through offering something free, or at a very low cost to a specific segment of the market that has a high probability of an interest in your offer.

Lead generation is used to entice prospective customers to make an initial contact with you. Once they do you send them the free information or sample chapter from your book or content and sell them more of your content in each successive contact.

Now I can't tell you how to be yourself. Only you know what that means. The important thing to remember is that your unique personality must come through in order for your customers to get to know you as a person and ultimately trust you enough to order from you the first time, and then again and again.

Why I think this is so effective really doesn't matter. All I know is that it works. And that's all I am really interested in.

But if you want my opinion, it works because people are emotional and respond positively to other people who are not afraid to reveal a little bit of 'themselves' and enthusiasm for the product or service they are selling. Enthusiasm is like a magnet that other people are drawn to.

Next, you must not be afraid to take positive action to get what you want. Moving continuously towards your goals and business objectives despite obstacles is a rare trait.

Those who move forward, despite obstacles, setbacks and distractions will succeed. GUARANTEED.

This also means that to get what you want from others, your customers, you must not be afraid to ask them for their business continually. Just be sure to ask in a pleasant, friendly way- the same way that you, yourself, would like to be asked.

Fewer than 1 in 10,000 businesses do this the right way. Most are either too aggressive (and turn their customer ‘off’) in their asking the customer for their order, or they don't ask at all!

The good news is, asking for the order is very simple. All you have to do is ask! And don't just ask once. Sometimes it takes asking 3, 4, 7 or even 10 times to get the order.

This is huge secret that few businesses employ: They don't know how to ask for the order.

This has been my experience. Almost no one does this! And they are loosing tons of money!

Constant communication with people who are interested in your product or service (and those who have already purchased from you) is the key to building your business successfully over the long haul.