What the UFC taught me about selling

8 replies
I'm a HUGE fan of mixed martial arts.

It's one of the only events where I'll religiously plunk down $50 to watch a pay per view.

And as I was reading an article in Fast Company about the UFC... it made me realize that what they're doing to garner new fans... it's what I've been doing for years, and it's what I suggest to clients.

Instead of chasing people, have them chase you.

In that Fast Company article... the writer mentions...

Once fans are educated, the UFC wants to turn them into paying viewers.

It already has a robust pay-per-view system; a successful event can notch 700,000 buys at around $50 each.

The UFC stages at least one pay-per-view a month and, during each event, airs a few preliminary fights on Facebook and a few more for free on cable TV.
Using free content to hook viewers is nothing new.


As I mention to clients I consult with... it's so much easier to sell when you first lead off with great, valuable content that you give away for free.

The secret sauce that has worked well for me in all of my businesses is to first give away valuable info that the prospect can literally use right away to get a desired result.

If it works, they WANT to come back and get more (sign up).

You've now gone from a pain in the ass marketer... to a trusted advisor who slowly starts to build a tribe of followers (Seth Godin)

Of course, you can't give away the farm, but in all honesty, information is never ending, its almost impossible to give away everything you have.

Selling is nothing more than giving people what they're already motivated
to do.

So, show the reader you have exactly what they need in order to fill that need/problem/desire.

Give away valuable content right away that the prospect can use to get results, and then show them how/where they can get more of it.

For the past 6 years or so, I've been doing that more and more in my businesses... and I ain't starvin.

I went from a position of "how do i make money online" to "how can i help out the most people and how can i give more value"

Single most profitable thing I've ever done.

I just give away a ton of free content and value, and then try to find a good balance between that and asking for the prospect to pay for stuff.

I just try to show the reader that what i know will help them so much, they chase after me.

Think about it in what you do online... which position holds more power?

You doing the begging to get them to sign up, or them chasing you down, to WANT to sign up.

A year ago, I landed a $10,000 client by simply telling him I was too busy to write for him.

And yet, I didn't blow him off, I'd answer his emails, I'd answer his questions he asked me, he'd ask me for advice and tips... all of which i'd happily give without asking for anything in return.

I thanked him for contacting me, told him if he had any questions, let me know. And I told him if a spot opens up soon, I'll let him know.

He waited for me, waited for that one spot to open, simply because of how much I had helped him. Sure enough, when the time was right, he gladly plunked down $10,000 for me to do his entire project.

But simply by providing value and help, he wanted me and no one else.

He told me several folks never called him back, or wouldn't help him.

But I just helped him the best i could, at that time.

I didn't chase... he chased me. And a huge project was landed.

I noticed the UFC does this so well, where they give out such good stuff for free, on TV, Facebook, etc.... and then you WANT to plunk down $50 to see the marquis matchups.

But they're hooking casual viewers and fans with free content.

so, give away great tips or content in your emails, blog, ezine, report, website, etc... and you'll get more people coming after you.

I can assure you, if you offer great content, you'll be seen as someone who cares for the client and has their best interests at heart.

You'll be unlike other marketers who simply try to sell first and help second.

By offering incredibly valuable content, your prospect will see you as a welcomed guest because they know good stuff is coming.
#selling #taught #ufc
  • Profile picture of the author Mark Pescetti
    Shawn, it comes down to an old saying: The more you freely give, without expecting anything in return, the more you get or receive.

    I've found that even when I absolutely know I'll never get a dime from someone, I still enjoy helping them just the same. And amazingly, I'll always get reciprocation from the grand 'ol universe.

    My point is...

    When you help one person, the payback could very easily come from an entirely different place/person. Helping for the sake of helping is what it's all about.

    On my more practical, less woo-woo note:

    Establishing your unique perspectives in a blog or even this forum is a great way to leverage pull marketing. You never have to chase business if you actively share your unique insights - so people can connect with and/or apply them in their own business (and life.)

    You do that well.

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    • Profile picture of the author RickDuris
      Shawn and Mark, I know I bust your guys' balls from time to time, but you really do walk your talk.

      - Rick Duris
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  • Good stuff.

    This is timely because I am working on a WSO called UFC Copywriting. It is an ebook that helps teach copywriting concepts by matching copywriting and selling techniques to UFC moves.

    Today I am working on the "Ronda Rousey Armbar Close."
    Video: Ronda Rousey Armbar of Liz Carmouche at UFC 157 | Robert Littal Presents BlackSportsOnline

    Tonight I'll finish my "Royce Gracie Triangle Choke Objection Answering" technique.

    I need to come up with an OTO.
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author davemiz
    shawns the real deal.

    he's been doing it for years.

    for himself AND clients.

    plus he's a good dude.

    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

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  • Profile picture of the author joaquin112
    Great post. Now that I've started to learn copywriting it becomes more and more obvious why certain companies advertise in certain ways.
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