20+ Year Copywriter and Marketer Reveals His Top 6 Sales & Persuasion Tips...

12 replies
As I come close to my 20th year online, I've definitely learned a lot in terms
of sales and persuasion in that time.

But more importantly, learning about human nature and why we buy (or don't)
has been the single greatest skill I've used in the last 20 years to do close
to $311 million dollars in sales for myself and clients.

Here, in no particular order, are 6 of the most important sales, psychology,
persuasion, and marketing tips I've learned and used in my 20 years
"in the trenches" online...

1. Give your prospects a sense of hope.

If you want to sell more, focus on the emotional needs of your
prospects.

Trump did it and won the election.

We all know his facts are a bit, well, off.

But, by targeting peoples' emotional needs and getting
people emotionally invested in a new way of politics,
he was able to skip most of the actual, real concrete
facts.

If you go back and notice most of the things he said
in the election, they would cause most people to
scratch their heads and think "WTF?"

But don't kid yourself... he knew what he was doing.

By appealing to emotional needs first, and then walking
back some of the huge claims he made, he got people
to take action.

In your products or services... show prospects how your product or
service can help them get out of their present situation.

Give them hope for a better tomorrow. Do that in your marketing and
you WILL sell more.

2. Everything we do is for some reason. There's a motive behind it.

It's to get a result.

We all have motives. And once you uncover the REAL motives of your
market... you can appeal to those and sell more.

Just because someone SAYS they want a car for "safety of their
family" doesn't mean it's true.

It could be to show off to friends and family. It could be to appear
more successful.

It could be to pick up women or men.

We often hide our true motives and your market is no different.

Once you find the true intentions of your market... speak directly to
those and you'll find that your sales pick up.

3. Don't appear to be selling

The fastest way to get people clicking away from your
ad, sales page, or other marketing is to APPEAR to be selling
something.

People will resist any unwelcome attempts to sell to them.

If you're walking around a car lot, there's a good chance you're
thinking about buying a car.

Yet what's the first thing you say to a sales person who comes
up to you?

"No thanks... Just looking"

People resist being sold to. So, don't make it look like you're selling.

Make it look like you're helping. Offer something of value.

Help your prospects get a quick win or result.

That way, your prospect will come to the conclusion that they
really need what you have.

Once that happens, you're pretty much all the way to a sale.

4. You MUST stand out and get attention

The ability to catch and keep attention long enough to
get your message across has become what I feel is the #1 skill
that any marketer must have.

In today's hyper-paced world... you've got a second or two
to get your prospects' attention.

One of the best ways to get noticed?

Show something that seems out of place.

Something that when your prospects see it... they stop
and do a double take because it just looks out of place.

When you see or hear something that's NOT normal, your brain
takes notice.

That second or two can be the difference between your prospects
seeing and stopping on your message, or just passing by.

5. Make enemies.

Want to instantly bond with your market and prospects?

Call out a common enemy.

When you do, you immediately become more likable because
now, you're on the inside.

For example, when you see someone wearing a jersey from the
same team you love... you almost always look at that other
person as a "friendly" face.

Trump against Hillary...

Red Sox vs. Yankees.

If you can point out a common enemy in your marketing and
build up a case of "you and your prospect against them"
you'll form a bond.

When that bond is formed with prospects... you become more
persuasive with your marketing message.

6. Focus on building relationships, not making sales.

The biggest problem facing most online businesses
today is that most people can simply go to Amazon to buy
what they want, and probably what YOU sell.

So how do you prevent future customers from going to
Amazon to buy what you sell?

Focus on getting people to like you BEFORE you ask
them to buy from you.

In other words... focus on building real world relationships
with your prospects and customers.

Focus on showing each and every customer and client that
they're important to you, that they matter, and that you care for
them.

When you make them feel wanted and needed, they'll remember
it when it comes time to sell them something.

People buy from those they LIKE. And they'll remember you care.

Focus on building relationships and not sales and you'll actually
end up increasing sales anyways.

I hope these 6 tips helped, they are not all inclusive as to what
I've learned over the last 20 years of sales, copy, marketing,
and persuasion study and use... but they will help you boost
your current sales if you use them.
#copywriter #marketer #persuasion #reveals #sales #tips #top #year
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  • Profile picture of the author Randall Magwood
    Shawn, i heard Jeff Paul say this once about starting the sales letter immediately after the headline:

    "Enter the conversation already occurring in their head."

    You agree with this statement?
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    • Profile picture of the author shawnlebrun
      Originally Posted by Randall Magwood View Post

      Shawn, i heard Jeff Paul say this once about starting the sales letter immediately after the headline:

      "Enter the conversation already occurring in their head."

      You agree with this statement?
      Randall, I do somewhat.

      And I'm NOT trying to plug any instagram posts here, but
      a few things I posted may help you get my thoughts on
      "entering the conversation already going on in their heads."

      If I remember right, it was Eugene Schwartz who said that in Breakthrough
      Advertising.

      But here's what I also know from being in sales, marketing, and copy for
      20 years... but even more important, my college degree in psychology
      and my first career as a police officer helped me with sales more than
      any copy book.

      the low down?

      None of us know what we REALLY want, from time to time.

      I mean, we may SAY one thing, but we mean something completely
      different.

      Why?

      Because we will usually say stuff to get approval from others... only
      to want something completely different.

      So, that conversation that's going on in your prospects head?

      Who the f*ck knows if it's what they really want.

      Proof?

      People will tell you they want to work from home, and have
      an online business.

      But, when the time comes to sh*t or get off the pot, they
      let fear stop them from buying that course.

      Some people say they want to settle down, find a partner,
      and get married.

      Yet, the minute they see a hot, attractive person in their
      sights... that thought of marriage goes straight out the window.

      People are irrational and animalistic.

      So, if you want to enter the conversation in their heads...
      make it completely emotional.

      don't even bother with facts, because facts don't get
      people to buy.

      Appealing to those deep, animalistic and emotional
      urges of "I want" will get you much further.

      So, those 2 instagram posts I made, that kinda expand upon this...

      "Do you sell stuff for a living?

      Never forget that me, you, and your prospects go through the days
      THINKING we make all of our choices using logical thought.

      We don't. We all live our daily lives at the whims of animalistic urges
      that can capture our attention any time.

      This urge of "I want it NOW" can be the downfall of many... If it's
      an urge that's not in the best interest of those involved.

      No stronger proof exists than affairs.

      Affairs happen every day. And it's never at the best interests
      of all involved.

      And yet, many are capable of falling to these animalistic
      urges.

      The sooner you realize that people are irrational and make
      choices based on animalistic urges... you can begin to use it in
      your marketing communication.

      You do that simply by appealing to your prospects emotional
      urges and wants.

      Once you appeal to and help your prospects get what they
      REALLY want on that animalistic level... It will help you get
      what you want, which is a sale."

      Randall, post 2 I made the other day...

      "Most people will SAY one thing yet mean another.

      It's true. We often will tell people what we THINK they want to
      hear... Instead of what we think they SHOULD hear.

      I used to survey my email list to ask them what they wanted
      me to help them with.

      I'd run quizzes and other surveys... Always asking people
      what they wanted.

      But often times, I'd create it and try and sell it to them...
      only to see a less than stellar response.

      Well, it didn't take long before I realized that asking people
      what they want may not always be the best way to find out
      what to sell.

      Some people have no idea what they really want. They think
      they do, and may even have convinced themselves.

      But often, they will choose something completely different than
      what they said.

      The key to better sales?

      Don't ask people what they want. See what they do.
      Watch their behavior.

      See what they've bought. It's why I will almost always
      choose a buyer's list of people who have ALREADY bought
      something similar to what I'm selling.

      You can use Facebook ad targeting to show your ads to
      people who have already bought what you're selling.

      It pays to see what people actually DO and go with that
      instead of asking them what they want.

      Actions speak louder than words."

      Randall, so yes, I do enter the conversation... IF I have
      a good grasp of what I feel their biggest emotional
      urges are...I'll appeal to those.

      So, you do want to enter that convo... if that convo
      is based on what they really want... and we as humans
      often don't know what that is.

      It's why I've been fortunate enough to keep filling classes
      I hold here in Maine, on how to use persuasion to actually
      get people to do what they want, what's in their own best
      interests, and what's in your best interests.

      I've helped parents become closer to their kids, marriages
      improve with better communication, and of course, businesses
      sell more.

      All using persuasion tactics that I had to learn the hard way,
      at first, as a cop in 1995 to 2001.

      If I couldn't get people to do what I wanted, and also let them
      appear to have control, I was met with force.

      The great thing is, you can almost always get people to do
      what you want them to, and do it in a way that helps them
      and helps you at the same time.
      {{ DiscussionBoard.errors[11322651].message }}
      • Profile picture of the author Randall Magwood
        Originally Posted by shawnlebrun View Post

        Randall, I do somewhat.

        And I'm NOT trying to plug any instagram posts here, but
        a few things I posted may help you get my thoughts on
        "entering the conversation already going on in their heads."

        If I remember right, it was Eugene Schwartz who said that in Breakthrough
        Advertising.

        But here's what I also know from being in sales, marketing, and copy for
        20 years... but even more important, my college degree in psychology
        and my first career as a police officer helped me with sales more than
        any copy book.

        the low down?

        None of us know what we REALLY want, from time to time.

        I mean, we may SAY one thing, but we mean something completely
        different.

        Why?

        Because we will usually say stuff to get approval from others... only
        to want something completely different.

        So, that conversation that's going on in your prospects head?

        Who the f*ck knows if it's what they really want.

        Proof?

        People will tell you they want to work from home, and have
        an online business.

        But, when the time comes to sh*t or get off the pot, they
        let fear stop them from buying that course.

        Some people say they want to settle down, find a partner,
        and get married.

        Yet, the minute they see a hot, attractive person in their
        sights... that thought of marriage goes straight out the window.

        People are irrational and animalistic.

        So, if you want to enter the conversation in their heads...
        make it completely emotional.

        don't even bother with facts, because facts don't get
        people to buy.

        Appealing to those deep, animalistic and emotional
        urges of "I want" will get you much further.

        So, those 2 instagram posts I made, that kinda expand upon this...

        "Do you sell stuff for a living?

        Never forget that me, you, and your prospects go through the days
        THINKING we make all of our choices using logical thought.

        We don't. We all live our daily lives at the whims of animalistic urges
        that can capture our attention any time.

        This urge of "I want it NOW" can be the downfall of many... If it's
        an urge that's not in the best interest of those involved.

        No stronger proof exists than affairs.

        Affairs happen every day. And it's never at the best interests
        of all involved.

        And yet, many are capable of falling to these animalistic
        urges.

        The sooner you realize that people are irrational and make
        choices based on animalistic urges... you can begin to use it in
        your marketing communication.

        You do that simply by appealing to your prospects emotional
        urges and wants.

        Once you appeal to and help your prospects get what they
        REALLY want on that animalistic level... It will help you get
        what you want, which is a sale."

        Randall, post 2 I made the other day...

        "Most people will SAY one thing yet mean another.

        It's true. We often will tell people what we THINK they want to
        hear... Instead of what we think they SHOULD hear.

        I used to survey my email list to ask them what they wanted
        me to help them with.

        I'd run quizzes and other surveys... Always asking people
        what they wanted.

        But often times, I'd create it and try and sell it to them...
        only to see a less than stellar response.

        Well, it didn't take long before I realized that asking people
        what they want may not always be the best way to find out
        what to sell.

        Some people have no idea what they really want. They think
        they do, and may even have convinced themselves.

        But often, they will choose something completely different than
        what they said.

        The key to better sales?

        Don't ask people what they want. See what they do.
        Watch their behavior.

        See what they've bought. It's why I will almost always
        choose a buyer's list of people who have ALREADY bought
        something similar to what I'm selling.

        You can use Facebook ad targeting to show your ads to
        people who have already bought what you're selling.

        It pays to see what people actually DO and go with that
        instead of asking them what they want.

        Actions speak louder than words."

        Randall, so yes, I do enter the conversation... IF I have
        a good grasp of what I feel their biggest emotional
        urges are...I'll appeal to those.

        So, you do want to enter that convo... if that convo
        is based on what they really want... and we as humans
        often don't know what that is.

        It's why I've been fortunate enough to keep filling classes
        I hold here in Maine, on how to use persuasion to actually
        get people to do what they want, what's in their own best
        interests, and what's in your best interests.

        I've helped parents become closer to their kids, marriages
        improve with better communication, and of course, businesses
        sell more.

        All using persuasion tactics that I had to learn the hard way,
        at first, as a cop in 1995 to 2001.

        If I couldn't get people to do what I wanted, and also let them
        appear to have control, I was met with force.

        The great thing is, you can almost always get people to do
        what you want them to, and do it in a way that helps them
        and helps you at the same time.
        Hellafide response. If this was an album it'd go platinum in the first week. I learned copywriting from Bob Serling. But this here is the equivalent to a John Carlton response. No disrespect to Bob. Still my mentor, but i see why you remain profitable Shawn. And you deserve it cause you put the work in - even when you didnt even know it - as a police officer along with your psychology degree.

        Stay rich.
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  • Profile picture of the author Ged3
    Shawn,
    some great tips there.


    I particularly like your first one about appealing to people's emotions.


    Also 6: Building relationships.
    I find myself purchasing from people I like and trust even if the price is a bit more, because it helps you to feel confident. If you are buying from someone you like and trust, you know they will
    give you help if you need it or be happy to give you a refund.
    Business relationships are long term, so its worth giving a refund - you may lose it little in the short term but you know your customer will come back to you again and again, so you both win in the long run!


    Ged
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  • Thing always to bear in mind I guess is how the fyooture is VAPOR.

    Don't exist, never will -- yet our evry thought an' deed drives us ever toward whoever we gonna be tamara.

    Baseline ... I don't wanna be worse off than I am now.

    Looks, health, cash, love -- gotta figure I done good to fix up what I got an' no way do I wanna lose that stuff.

    But is this aspiration or stasis?

    Gotta figure any fyooture self steps forward into vapor on my watch gonna wanna level me up sumhow.

    Kinda idiosyncratic refinement.

    Prolly that is why people ain't stoopid when catch-all lifehack offers come their way.

    Best deals're always superspecific.

    Kinda ... oh yeah, rn that is for Moi.

    Coffee machine, swanky noo time-savin' app, impossibly comfy bra -- alla this stuff appeals to yr pernickety sensorium in ways drop tangible ground before yr inevitably forwardsum feet so's you can walk on out into vapor without plungin' into the abyss.

    So no matter how KILLER AWESUM be yr pec-developin' ultraserum gonna make my torso writhe with sinew power like Hercules' ghost powered up my titties ... uhm -- I am simply naaaaaaht intrested tvm.

    I ain't gowin' that place, I don't wanna.

    Only shit I care about is alla the stuff I wanna.

    Anywan confirms my suspicions 'bout that bein' the perfect fyooture for Moi -- an' writes it out like I wanna hear the f*cker -- prolly got me.

    Neat post, Shawno.
    Signature

    Lightin' fuses is for blowin' stuff together.

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  • Profile picture of the author Noorani
    Princess Balestra

    I tried to read your response but it was very confusing,

    Would you please clarify your position on this thread and what it has to do with Top 6 Sales & Persuasion Tips...?

    I really want to understand your perspective.
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    • Originally Posted by Noorani View Post

      Princess Balestra

      I tried to read your response but it was very confusing,

      Would you please clarify your position on this thread and what it has to do with Top 6 Sales & Persuasion Tips...?

      I really want to understand your perspective.
      Selling is about offering people an improved version of themselves and their lives.

      We all have to exist in the future and no one wants to be worse off than they are now.

      Most people want brighter and better things for themselves.

      And those bright and better things are particular, personal.

      Pitch me the right thing in the right way and I will buy.

      I want impossibly comfy bras -- but I have no interest in products that power up my biceps.

      No amount of bicep busting copy will persuade me to buy.

      A skilled copywriter will understand my desire for bras.

      She will take all the half-formed ideas I have about how a great new bra will improve my life -- and she will write them out.

      When I read these words, I'll say, "Wow! That's exactly what I want!"

      And I'll buy.

      It won't feel like I am being sold -- it will just feel like another good idea I had to make stuff better for myself tomorrow.

      So ...

      1) Can you see HOPE underlies this whole scenario?

      2) Can you see MOTIVE -- my desire for bras, copywriter's desire to help me buy them?

      3) Can you see how the sale begins with ME?

      4) Can you see how my attention is grabbed because the copywriter knows what I'm thinking?

      5) Can you see ... OK so I ducked out on the enemies point here.

      6) Can you see that if the bra I buy turns out to be real comfy, likely I will stick with the brand?
      Signature

      Lightin' fuses is for blowin' stuff together.

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      • Profile picture of the author Steve B
        Originally Posted by Princess Balestra View Post

        Selling is about offering people an improved version of themselves and their lives.

        Princess, you really can speak English - I never suspected. Talk about a lot being lost in the translation ... I kinda like your native tongue personally!

        Great points on a great post by Shawn.

        Steve
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        Steve Browne, online business strategies, tips, guidance, and resources
        SteveBrowneDirect

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  • Profile picture of the author Steve B
    Originally Posted by shawnlebrun View Post

    ... learning about human nature and why we buy (or don't) has been the single greatest skill I've used in the last 20 years to do close to $311 million dollars in sales for myself and clients.

    Shawn,

    Thank you for generously sharing your vast knowledge and experience with the rest of us mere mortals. Your threads are always worth their weight in gold! Keep them coming ...

    Steve
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    Steve Browne, online business strategies, tips, guidance, and resources
    SteveBrowneDirect

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  • Profile picture of the author YourGoToWriter
    I totally agree with numbers 6 and 1. Being engaged in internet marketing for quite some time now, I have learned how vital it is that you get to make your prospects feel approached as an individual and not as somebody who is a part of a group that you have just chosen to send a group message to. Make your prospects feel special and let them think that you have allotted your minutes to entertain their concerns and interests. That should do the work -Micah
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  • Profile picture of the author ecoverartist
    All of this.

    But I'll also add one point that I learned from the Authority course years ago -- "get people to see the results before they ever buy your product". If you can get them thinking about how your product or service is going to improve their lives in some way - you are half-way to sold.
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  • Profile picture of the author shawnlebrun
    As a follow up, someone sent me a PM yesterday and asked me what
    I felt was my single most important, #1 tip I could give him when writing
    copy or selling anything online.

    I thought just for a second or two, and gave him the same answer I give
    almost EVERYONE these days....

    ** Getting noticed, getting attention, and capturing a few seconds of
    your prospects' time**

    Truly, out of all the skills that you can master TODAY, in this
    crazy-ass, overmarketed, noisy, click happy world we live in...

    If you can get and KEEP attention, you're so much ahead of the
    game.

    It's why ALL of my emails, Facebook ads, sales funnels, etc...

    ALL of it has no other mission, at first, other than to get attention
    and get noticed.

    Because if you don't, NOTHING else matters.

    It's also why I stress to online businesses to really work hard at
    getting email addresses on your list, because it allows you to
    get and keep attention easier.

    I mean, sure... copy skills, sales skills, etc...

    Those are all important.

    But none of them matter if you can't stop
    someone from scrolling past you in their
    news feed.

    And in all honesty, it wasn't until I started
    really studying human nature, and how we
    ALL act day to day, that I came to understand
    that you can get more people to stop, read, and
    react to you ad by connecting with them, emotionally.

    In other words, show you care.

    Show they matter and show that they are
    important to you.

    Then, once you do that, you can "Trojan Horse"
    your way to making a sale.

    The term "Trojan Horse" comes from the Greeks
    and how they were allowed into Troy without any
    resistance.

    They knew they'd be met with force if they showed their
    true intentions, so they hid inside a hollowed out horse.

    And they were welcomed in. Zero resistance.

    You can do the same in sales.

    By getting and capturing attention first, then
    connecting with them on a human level, and
    showing them they matter... you can slide under
    their sales defenses.

    THEN, whether it's through your emails, Facebook ads,
    or any marketing really... you can write in such a way that
    your prospect reads it and comes to their OWN conclusion that
    they are interested in what you have.

    But again, it ALL starts and ends with getting
    attention, being noticed, and standing out... for without
    that, no amount of sales skills will matter :-)
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