Skeletons on parade
Right now I'm hip-deep in a major client project.
This particular client sells marketing software for “loan officers.”
Remember the reams of paperwork you signed when you got your mortgage? Loan officers are the fearless guys and gals who turned all those documents into the money you needed for your house.
Like a lot of businesses, LOs are great at their jobs but TERRIBLE at marketing, so they're often struggling to pay the bills.
My client's software is a simple plug-and-play system that can turbo charge an LO's marketing efforts.
You just sign up, spend 5 minutes setting everything up, and BAM—you're getting 2X to 4X more leads from your web traffic, postcard campaigns, etc.
Here's the problem, though:
When you read the client's current sales page, you'd never know how easy all this is.
The copy talks about conversion rate optimization, and split testing, and sales psychology…
Your head starts to spin—it sounds like you need a PhD to understand the software. And worse, it sounds like a lot of work to use.
There's a popular belief these days among entrepreneurs:
Marketing and selling is bad. That stuff doesn't work anymore. People are too smart for all that.
So there's no need to learn to sell. Instead, you can just “teach everything you know.” And by giving away all of your knowledge, the Internet karma points you're racking up will magically transform into dollars and flood your bank account.
It's a seductive idea for sure, and sometimes it does work. But I've also seen it fail over and over and over.
And in my client's case, this “teach everything” instinct was throwing up major roadblocks to the sale.
With any good product or service, there's a lot of complexity that goes on behind the scenes—the skeletons in the closet. Your product's job is to keep the skeletons hidden, so the customer doesn't have to deal with them.
The risk with teaching about what you do, is you wind up dragging those skeletons out of the closet and parading them down Main Street for everyone to see.
And if you're not extremely careful, you'll wind up turning people away.
Teaching is a valuable weapon in your marketing arsenal. But it's NOT a substitute for persuasive copy and good salesmanship.
Now if you've bought into this idea, here's how you can dig yourself out:
I'm currently screening applicants for my new coaching program.
If you're a good fit, I'll work side by side with you to fix your copy and round out your marketing strategy.
I'm only taking on 2 charter members, so you'll get my 1:1 dedicated focus on your business.
Just contact me and I'll send you the details when they're final.