5 Things You Didn't Know About Pre-Selling

33 replies
I subscribe to almost everything (for research purposes) and I usually check out what people sent out that day before I go to bed.

Today, I snoticed some common suckiness in today's crop. And maybe it was because I sorta had a discussion about this earlier today on the forum, but whatever it was, I noticed it a lot more.

Pre-selling is something a lot of list marketers and bloggers TRY to do, but they're either not very good at it, or they're leaving a lot of opportunity behind. Here's my attempt to fix it and make my inbox more interesting.

The biggest issue is that I think gurus and marketing teachers haven't done a good job of explaining what pre-selling actually IS and what it's supposed to be FOR.

Here are 5 things you didn't know about pre-selling.

1. Pre-selling is NOT "selling before the sales letter" - it's what you do BEFORE you do ANY selling. It's about getting people to WANT what you will eventually sell them BEFORE they even know it exists. In fact, it's BECAUSE they don't know your product exists that we need to pre-sell them.

Giving the hard sell to a cold prospect sucks. It's sleazy. And for people forced to do business in that position, they often have to resort to pretty harsh tactics like...

2. Using pain and distress to agitate the prospect - this is a BAD pre-selling tactic. Don't get me wrong, those things are great to use when actually selling, but remember, pre-selling is NOT selling.

The number one thing people do when encountering pain or discomfort is to AVOID it, which means they will walk away from your message before they even hear about your product and its solution. But that's okay because...

3. We can co-opt and USE this inherent human desire to avoid pain. We do this by using the pre-selling phase to introduce and detail the emergent problems that the prospect will face as they travel ever deeper into the niche.

By pointing out the problems, pitfalls, and potholes, we provide a valuable service WITHOUT needing to actually SOLVE anything. We leave them with nothing to do, so they will be free to buy something later...

4. The secret of pre-selling is in appealing to APPETITES. There are desires common to all humans that are insatiable and bottomless. Learn them, and harness them to your message so that even when you've given them exactly what they want, they will still come back for more.

A very important one to note here is our insatiable desire to acquire secret knowledge of shortcuts. Our ancient drive for survival causes us to constantly be on the lookout for competitive advantages. We're always interested in new ones.

Consider that what we've done is simply fill the prospect's head with potential problems for which they have no solution, but are on the lookout for. They like us, they trust us, and they are going to pretty much already be asking for our opinions on how to solve their pressing problems, which is great.

But at this point it's important that we don't make a final HUGE mistake...

5. The prospect has to jump the gap between pre-selling and selling BY THEMSELVES. We can't shove them. The whole point of the pre-sale is to get them to walk right up and ASK us to sell them. And they WILL. But you have to be patient. You're giving them a bunch of puzzle pieces, and leaving them all out but one.

When you present your product, you can simply put it in front of them, and in their eyes, they will SEE it as the missing piece of the puzzle... THEIR puzzle. By this point, they've internalized the problems you introduced, and they misremember their desire for a solution as being their own idea, driven by their own subconscious desire to have an advantage over everyone else.

That's what I think pre-selling is all about, and that's how I do it. So in reference to the title of this post, was I right? Did you know these things? How about OTHER pre-selling tips? I'd love to hear yours!
#preselling #things
  • Profile picture of the author ShawnPeter
    Originally Posted by Colin Theriot View Post


    2. Using pain and distress to agitate the prospect - this is a BAD pre-selling tactic. Don't get me wrong, those things are great to use when actually selling, but remember, pre-selling is NOT selling.

    The number one thing people do when encountering pain or discomfort is to AVOID it, which means they will walk away from your message before they even hear about your product and its solution. But that's okay because...

    3. We can co-opt and USE this inherent human desire to avoid pain. We do this by using the pre-selling phase to introduce and detail the emergent problems that the prospect will face as they travel ever deeper into the niche.
    Hi Colin,

    Thanks for sharing these pointers. Now I know. I totally dislike when NLP mentors/coaches try to use pain & distress to agitate the prospect. Seen them many times at seminars & also in my 'inbox'.
    {{ DiscussionBoard.errors[3123607].message }}
  • Profile picture of the author chiwawa
    [DELETED]
    {{ DiscussionBoard.errors[3123621].message }}
    • Profile picture of the author Lee Wilson
      Great post Colin. I'd disagree that Pre-selling isn't selling before the sales letter but your idea takes it a step further and moves into advanced pre-selling. Some times, simply selling the sales letter is all that's needed depending on which stage you grabbed your customer at. But for your regular followers this kind of tactic is gold.
      {{ DiscussionBoard.errors[3123804].message }}
  • Profile picture of the author jonibravo
    You have done a great job. This article is really helpful for everyone doing internet marketing. You described pre-selling in really a better way.
    Thanks again.
    {{ DiscussionBoard.errors[3123991].message }}
  • Profile picture of the author tpw
    Nice post.

    I know that you are not supposed to self-advertise, but I suspect that if I ask you for samples of these techniques, you will be able to link to those in response to my query.

    So, do you have any examples to support your recommended approach? I am most interested in #2 and #3.

    Thanks.
    Signature
    Bill Platt, Oklahoma USA, PlattPublishing.com
    Publish Coloring Books for Profit (WSOTD 7-30-2015)
    {{ DiscussionBoard.errors[3124335].message }}
  • Profile picture of the author VeitSchenk
    great stuff Colin.

    here's another application of exactly this approach:

    when you sign up for Dan Kennedy's newsletter (the paid version), you are
    taken to a survey.

    And boy, does that survey open your eyes to potential shortfalls/missing links/shortcomings of your own business & marketing.

    Btw, it's a technique they teach, so if you're selling a high-ticket item or continuity program, think about sending them to a survey when they sign up ... just to open their eyes....

    Cheers

    Veit
    Signature

    Connect with me on FB: https://www.facebook.com/veitschenk

    {{ DiscussionBoard.errors[3124389].message }}
  • Profile picture of the author Truckster
    Originally Posted by Colin Theriot View Post

    5. The prospect has to jump the gap between pre-selling and selling BY THEMSELVES. We can't shove them. The whole point of the pre-sale is to get them to walk right up and ASK us to sell them. And they WILL. But you have to be patient. You're giving them a bunch of puzzle pieces, and leaving them all out but one.
    This is it in a nutshell. Prospects don't want to be sold to, they have to want to buy. Good post and a welcome reminder of stuff I knew but had forgotten.
    {{ DiscussionBoard.errors[3124451].message }}
    • Profile picture of the author Colin Theriot
      Originally Posted by ShawnPeter View Post

      Hi Colin,

      Thanks for sharing these pointers. Now I know. I totally dislike when NLP mentors/coaches try to use pain & distress to agitate the prospect. Seen them many times at seminars & also in my 'inbox'.
      Yeah, one of the things people forget about NLP is that it was originally designed for therapists to use on people who were already in pain and suffering, but who may be unable to conquer it BECAUSE of that avoidance.

      In that case, yes, remind them of the pain, agitate it, but you must offer immediate relief. But in a pre-sale scenario, I can't actually offer the relief, and it's easier for them to walk away to avoid me, rather than click my link and come closer.

      Originally Posted by Lee Wilson View Post

      Great post Colin. I'd disagree that Pre-selling isn't selling before the sales letter but your idea takes it a step further and moves into advanced pre-selling. Some times, simply selling the sales letter is all that's needed depending on which stage you grabbed your customer at. But for your regular followers this kind of tactic is gold.
      Yeah, I suppose it's that I don't come from a world where a whole lot of cold-selling happens. Plus, it's the internet - the STRENGTH of the medium is in how cheaply and effectively we can saturate the prospect's life with our messaging. I sort of take for granted that most people here are going to be into follow-up marketing. After all, if you've got the machinery in place to do any kind of selling, you can easily graft in some pre-selling, too.

      Originally Posted by tpw View Post

      Nice post.

      I know that you are not supposed to self-advertise, but I suspect that if I ask you for samples of these techniques, you will be able to link to those in response to my query.

      So, do you have any examples to support your recommended approach? I am most interested in #2 and #3.

      Thanks.
      The problem with only doing launches for a living is how after the launch is over, the materials all disappear. But for a really good example, just look at the first post I made in this thread. Notice how you have now come back to ask me for more info, since all I did was detail the problems without offering solutions or examples? It works just like that. INCEPTIONED!

      Originally Posted by VeitSchenk View Post

      when you sign up for Dan Kennedy's newsletter (the paid version), you are taken to a survey.

      And boy, does that survey open your eyes to potential shortfalls/missing links/shortcomings of your own business & marketing.
      That's a great tactic, because they don't realize that the survey is there to educate THEM, not Dan. You don't know what you don't know, but once I tell you, you can never forget that you don't know what other people know. That triggers that same appetite I mentioned before. "If OTHER people know some shortcut, I NEED to know it, too!!!"

      Kennedy knows his stuff. He pushes the "pain" button a lot for my taste though, but I cut him some slack because he's old and comes from the print era where you DO only get one swipe at the prospect vs. being able to own their whole lifetime in the niche like we can online.

      Originally Posted by Truckster View Post

      This is it in a nutshell. Prospects don't want to be sold to, they have to want to buy. Good post and a welcome reminder of stuff I knew but had forgotten.
      Thanks! And you've put your finger right on it. That's why I love to stoke appetites, because once you make them hungry, they want to be fed. So instead of making escape the easy path like pain agitation does, you make FOLLOWING the easier path, as long as you do it correctly.
      Signature

      Fair warning: It's possible I'm arguing with you because I have nothing better to do.
      Join my free copywriting group on Facebook: http://CultOfCopy.com

      {{ DiscussionBoard.errors[3125241].message }}
  • Profile picture of the author James Foster
    Originally Posted by Colin Theriot View Post

    4. The secret of pre-selling is in appealing to APPETITES. There are desires common to all humans that are insatiable and bottomless. Learn them, and harness them to your message so that even when you've given them exactly what they want, they will still come back for more.
    A warrior who's really good at this is a mutual friend of Colin and me is Chris Ramsey.

    A lot of his emails do a great job at showing people the lifestyle they want to live, and Chris then dangles the secrets of running a business that supports that lifestyle to you.

    Definitely someone to follow (besides Colin that is)
    {{ DiscussionBoard.errors[3125214].message }}
  • Profile picture of the author SeanyG
    This is one of the few AWESOME posts I've read on here lately. Thanks Colin!

    Originally Posted by Colin Theriot View Post

    I subscribe to almost everything (for research purposes) and I usually check out what people sent out that day before I go to bed.

    Today, I snoticed some common suckiness in today's crop. And maybe it was because I sorta had a discussion about this earlier today on the forum, but whatever it was, I noticed it a lot more.

    Pre-selling is something a lot of list marketers and bloggers TRY to do, but they're either not very good at it, or they're leaving a lot of opportunity behind. Here's my attempt to fix it and make my inbox more interesting.

    The biggest issue is that I think gurus and marketing teachers haven't done a good job of explaining what pre-selling actually IS and what it's supposed to be FOR.

    Here are 5 things you didn't know about pre-selling.

    1. Pre-selling is NOT "selling before the sales letter" - it's what you do BEFORE you do ANY selling. It's about getting people to WANT what you will eventually sell them BEFORE they even know it exists. In fact, it's BECAUSE they don't know your product exists that we need to pre-sell them.

    Giving the hard sell to a cold prospect sucks. It's sleazy. And for people forced to do business in that position, they often have to resort to pretty harsh tactics like...

    2. Using pain and distress to agitate the prospect - this is a BAD pre-selling tactic. Don't get me wrong, those things are great to use when actually selling, but remember, pre-selling is NOT selling.

    The number one thing people do when encountering pain or discomfort is to AVOID it, which means they will walk away from your message before they even hear about your product and its solution. But that's okay because...

    3. We can co-opt and USE this inherent human desire to avoid pain. We do this by using the pre-selling phase to introduce and detail the emergent problems that the prospect will face as they travel ever deeper into the niche.

    By pointing out the problems, pitfalls, and potholes, we provide a valuable service WITHOUT needing to actually SOLVE anything. We leave them with nothing to do, so they will be free to buy something later...

    4. The secret of pre-selling is in appealing to APPETITES. There are desires common to all humans that are insatiable and bottomless. Learn them, and harness them to your message so that even when you've given them exactly what they want, they will still come back for more.

    A very important one to note here is our insatiable desire to acquire secret knowledge of shortcuts. Our ancient drive for survival causes us to constantly be on the lookout for competitive advantages. We're always interested in new ones.

    Consider that what we've done is simply fill the prospect's head with potential problems for which they have no solution, but are on the lookout for. They like us, they trust us, and they are going to pretty much already be asking for our opinions on how to solve their pressing problems, which is great.

    But at this point it's important that we don't make a final HUGE mistake...

    5. The prospect has to jump the gap between pre-selling and selling BY THEMSELVES. We can't shove them. The whole point of the pre-sale is to get them to walk right up and ASK us to sell them. And they WILL. But you have to be patient. You're giving them a bunch of puzzle pieces, and leaving them all out but one.

    When you present your product, you can simply put it in front of them, and in their eyes, they will SEE it as the missing piece of the puzzle... THEIR puzzle. By this point, they've internalized the problems you introduced, and they misremember their desire for a solution as being their own idea, driven by their own subconscious desire to have an advantage over everyone else.

    That's what I think pre-selling is all about, and that's how I do it. So in reference to the title of this post, was I right? Did you know these things? How about OTHER pre-selling tips? I'd love to hear yours!
    Signature
    FREE Video DJ Lessons to help you learn
    >>>How To DJ
    {{ DiscussionBoard.errors[3125326].message }}
  • Profile picture of the author Michael Mayo
    Colin, Great post Thanks!

    I recently read Paul Hancox "Presell Mastery" which contains great tips and info on how
    to presell.

    The info I picked up by reading his course changed the way I think about preselling and I
    know that it will help me to write better sales copy, email series...

    Using the proper presell methods can drive prospects to skim through your sales page
    and press the Order Now button with out giving it much thought.

    Thanks for the Tips and the reminder.
    I need to re-read Pauls book once a week until I have the info burnt into my brain.

    Have a Great Day!
    Michael
    {{ DiscussionBoard.errors[3125481].message }}
    • Profile picture of the author JohnMcCabe
      Nice job, Colin...

      So many teachers teach that you have to focus on grabbing people as they are getting ready to make the leap from seeker to solution-buyer. Whole courses teach nothing but how to find "buyer keywords".

      What they don't know, or won't tell, is that if you catch people earlier in the Natural Buying Process, you can guide them with proper preselling and pretty much pick the spot where they make that leap.

      They also neglect to mention that the pool of potential buyers is orders of magnitude larger earlier in the process...
      {{ DiscussionBoard.errors[3125665].message }}
    • Profile picture of the author wayne60618
      Originally Posted by Michael Mayo View Post

      Colin, Great post Thanks!

      I recently read Paul Hancox "Presell Mastery" which contains great tips and info on how
      to presell.

      The info I picked up by reading his course changed the way I think about preselling and I
      know that it will help me to write better sales copy, email series...

      Using the proper presell methods can drive prospects to skim through your sales page
      and press the Order Now button with out giving it much thought.

      Thanks for the Tips and the reminder.
      I need to re-read Pauls book once a week until I have the info burnt into my brain.

      Have a Great Day!
      Michael
      Hi Michael, I agree, Paul's course is very good. I bought it when the offer first came out and I think he was selling it very cheap. Not sure if he raised the price, but it was money well spent.
      {{ DiscussionBoard.errors[3129091].message }}
  • Profile picture of the author copylicious
    Wow, OP has taken his time and shared some really good info here. Preselling normally works really nice when executed well!
    Signature
    WARRIORS Are Going Nuts Over My Effective Clickbank-Quality Traffic Sucking Sales Letters...Email me NOW I'll Consider Writing Yours for Just $100!! >> mrcopylicious@gmail.com
    {{ DiscussionBoard.errors[3125679].message }}
  • Profile picture of the author Marvin Johnston
    Colin, this is a fascinating subject ... thanks for bringing it up!

    As I was reading through the posts, my thoughts went from the OP to post #12 to checking out "Presell Mastery." It seems like this is a good example of preselling.

    Marvin
    {{ DiscussionBoard.errors[3125842].message }}
  • Profile picture of the author mfs
    Good post Colin. Interested in sharing your thoughts on my high traffic blog? It's marketingforsuccess.com/blog
    {{ DiscussionBoard.errors[3125851].message }}
    • Profile picture of the author Colin Theriot
      Originally Posted by James Foster View Post

      A warrior who's really good at this is a mutual friend of Colin and me is Chris Ramsey.
      Yeah, Chris is a natural at a lot of this stuff, and it's something we've shared conversations about, too. This is pretty much all I talk about besides video games though, so if we chat, you'll hear this kind of stuff from me all the time, lol.

      Originally Posted by JohnMcCabe View Post

      Nice job, Colin...

      So many teachers teach that you have to focus on grabbing people as they are getting ready to make the leap from seeker to solution-buyer. Whole courses teach nothing but how to find "buyer keywords".

      What they don't know, or won't tell, is that if you catch people earlier in the Natural Buying Process, you can guide them with proper preselling and pretty much pick the spot where they make that leap.

      They also neglect to mention that the pool of potential buyers is orders of magnitude larger earlier in the process...
      It's funny you should mention that, since that very concept is what I use as the basis for the launches I do for clients. It's at the core of what I think of as "conversion". As any individual moves deeper into a niche, there are a series of points at which they make a decision to stop, go back, or keep going. If you can identify those points and position yourself there, you will LITERALLY become their guide.

      "If you want to convert someone, take them by the hand and guide them." - St. Thomas Aquinas


      Originally Posted by Marvin Johnston View Post

      CAs I was reading through the posts, my thoughts went from the OP to post #12 to checking out "Presell Mastery." It seems like this is a good example of preselling.
      This is exactly how it works. See?

      Originally Posted by mfs View Post

      Good post Colin. Interested in sharing your thoughts on my high traffic blog? It's marketingforsuccess.com/blog
      Interested in hiring my services? Just PM me and we can work something out. I'm not trying to be self promotional, but since you asked...

      Signature

      Fair warning: It's possible I'm arguing with you because I have nothing better to do.
      Join my free copywriting group on Facebook: http://CultOfCopy.com

      {{ DiscussionBoard.errors[3127439].message }}
  • Profile picture of the author paul wolfe
    Colin

    You've posted a couple of great threads in the last couple of days. As I mentioned in a reply to one of them, I've read some of your articles in THE NET EFFECT - so today I followed your blog link in your signature to your site to have a browse at your blog.

    I noticed there was a post that's Password Protected and sounds pretty cool - is that a deliberate strategy to arouse curiosity in readers as there appears no way to get the password? (It's definitely got me thinking how you could use that as a strategy).

    Cool stuff.
    {{ DiscussionBoard.errors[3127847].message }}
    • Profile picture of the author Colin Theriot
      Originally Posted by paul wolfe View Post

      Colin

      You've posted a couple of great threads in the last couple of days. As I mentioned in a reply to one of them, I've read some of your articles in THE NET EFFECT - so today I followed your blog link in your signature to your site to have a browse at your blog.

      I noticed there was a post that's Password Protected and sounds pretty cool - is that a deliberate strategy to arouse curiosity in readers as there appears no way to get the password? (It's definitely got me thinking how you could use that as a strategy).

      Cool stuff.
      Very observant! It's only private because of incidental reasons, but rather than hide the post, I passworded it on purpose to see if people would ask about it. They do so frequently, I've even written a riddle for people to guess what the password is.

      I'm a legless creature who eats my own tail.
      The password begins as my name.
      But change all four letters which look just like me
      To the number that's written the same.

      If you can't guess it, ask me via PM.

      And yes, I'm aware that I am both a nerd and a weirdo. But the principles at work here are in the same vein. If you interact with me, you create a rapport with me, and if you ask me for something and I give it, you feel a reciprocity towards me. I WANT people to seek me out. I WANT people to ask me for more. I don't like selling, so this works a lot better, don't you think.
      Signature

      Fair warning: It's possible I'm arguing with you because I have nothing better to do.
      Join my free copywriting group on Facebook: http://CultOfCopy.com

      {{ DiscussionBoard.errors[3128423].message }}
      • Profile picture of the author wayne60618
        Interesting post, thanks for the contribution. I wonder about point number 2. I'd like to hear a little bit more about your perspective on this.

        To me pain is a natural part of the presell process, as is fear, uncertainty and doubt. These provide motivation and action and I find that weaving some of these into everything from articles, to whitepapers, to emails, to reports helps motivate people to proceed to the sale page (or process). But, as you suggest, you must provide a path for relief, otherwise, you are just twisting the knife.

        Thanks for the post and I'd love to hear more of your thoughts.

        Regards,

        Wayne
        {{ DiscussionBoard.errors[3129062].message }}
      • Profile picture of the author paul wolfe
        Originally Posted by Colin Theriot View Post

        Very observant! It's only private because of incidental reasons, but rather than hide the post, I passworded it on purpose to see if people would ask about it. They do so frequently, I've even written a riddle for people to guess what the password is.

        I'm a legless creature who eats my own tail.
        The password begins as my name.
        But change all four letters which look just like me
        To the number that's written the same.

        If you can't guess it, ask me via PM.

        And yes, I'm aware that I am both a nerd and a weirdo. But the principles at work here are in the same vein. If you interact with me, you create a rapport with me, and if you ask me for something and I give it, you feel a reciprocity towards me. I WANT people to seek me out. I WANT people to ask me for more. I don't like selling, so this works a lot better, don't you think.
        Colin

        It's too early in the morning to guess the riddle yet - the coffee is still brewing!

        But I was thinking about your use of that passworded post last night - and have decided to use the idea to deliver my weekly communication to my list.

        Here's what I'll do:

        Every week I'll write an article intended for my list.

        They'll get a broadcast email with the headline in it.

        I'll change the look of my blog so that it displays excerpts on the front page of the blog. That way people browsing the blog will see one or two password protected posts. Hopefully the headline will make them want to read - but they won't be able to access, so hopefully they'll work out that they need to subscribe or contact me to find out how to get access.

        How's that sound to you?
        {{ DiscussionBoard.errors[3130200].message }}
        • Profile picture of the author Colin Theriot
          Originally Posted by paul wolfe View Post

          Colin

          It's too early in the morning to guess the riddle yet - the coffee is still brewing!

          But I was thinking about your use of that passworded post last night - and have decided to use the idea to deliver my weekly communication to my list.

          Here's what I'll do:

          Every week I'll write an article intended for my list.

          They'll get a broadcast email with the headline in it.

          I'll change the look of my blog so that it displays excerpts on the front page of the blog. That way people browsing the blog will see one or two password protected posts. Hopefully the headline will make them want to read - but they won't be able to access, so hopefully they'll work out that they need to subscribe or contact me to find out how to get access.

          How's that sound to you?
          I wouldn't do it on every post, and it would probably work better if you tell people how to get the password if you're looking to do things on a massive scale. For me, if you've seen my site - I don't really use it to build a large audience (yet). I don't even have a list for people to join. I work with small groups of people and my business is all word of mouth, so I like keeping it personal this way, but that's just me and the way I work right now.
          Signature

          Fair warning: It's possible I'm arguing with you because I have nothing better to do.
          Join my free copywriting group on Facebook: http://CultOfCopy.com

          {{ DiscussionBoard.errors[3132611].message }}
  • Profile picture of the author healthwarrior
    Great post on pre-selling... Although it looks a little bit complicated for a beginner like me. However, i'd have to learn do this the proper way as i'm gonna be pre-selling a lot when writing reviews right ?
    {{ DiscussionBoard.errors[3132656].message }}
  • Profile picture of the author mrozlat
    why is it that i can find lots of info on pre-sell... but no-one seems to offer a pre-sell writing service?
    {{ DiscussionBoard.errors[4259232].message }}
    • Profile picture of the author Alexa Smith
      Banned
      Originally Posted by mrozlat View Post

      why is it that i can find lots of info on pre-sell... but no-one seems to offer a pre-sell writing service?
      They do, but maybe not in that name. Many content-writers offer a pre-sell writing service ... albeit that most of them don't describe their "content-writing" under that name, specifically.

      Even articles are/can be part of "pre-selling writing". But other "website content" certainly can.

      The terminology of such matters is often confusing. It's not easy for writers promoting such services: bear in mind that a substantial proportion of their potential clientele don't quite appreciate the difference between "content-writing" and "copywriting". (And actually even some of the people offering these services apparently don't!).
      {{ DiscussionBoard.errors[4267913].message }}
  • {{ DiscussionBoard.errors[4259410].message }}
  • Profile picture of the author mikemcmillan
    Nicely organized and presented, Colin! Very informative.

    In Item 5 you said, "The whole point of the pre-sale is to get them to walk right up and ASK us to sell them."

    I think that summarized the key point to the process.

    I'm by no means saying I'm the best at this; I'm not. But I see a lot of people trying to do too much selling on pre-sell pages. Some of these guru-types may have spent 5-10k having a top copywriter draft their sales page, bringing years of experience to the project. Then, John Q. Affiliate comes along and tries to out-sell the sales page with their pre-sell page.

    They have little experience in selling and little knowledge of what drives people to buy. But they take 15 minutes to draft their pre-sell page and try to outsell the sales page created by a world class copywriter.

    Let the sales page do the heavy lifting. That's exactly what it is designed to do. Exactly like you said, Colin: You should be trying to get the prospective buyer to want to learn more, not trying to sell them on the benefits when pre-selling. Make them thirsty, but don't give them a drink! Nice post!!! --Mike
    Signature

    I'll help you create a reputation-building evergreen product in any niche and launch it successfully!
    Check it out here.

    {{ DiscussionBoard.errors[4259514].message }}
  • Profile picture of the author indalor1
    I already understood 1,4 and 5 but 2 and 3 were eye openers, thank you.
    {{ DiscussionBoard.errors[4260128].message }}
  • Profile picture of the author Rus Sells
    Many great points in your post about pre-selling. But I have to disagree with you on what pre-selling is.

    1. Pre-selling is NOT "selling before the sales letter" - it's what you do BEFORE you do ANY selling. It's about getting people to WANT what you will eventually sell them BEFORE they even know it exists. In fact, it's BECAUSE they don't know your product exists that we need to pre-sell them.
    Yes pre-selling is something your selling before the "sales letter" or hard pitch. But its not about getting people to WANT something before they know it exists, its not about getting them to want a product either.

    For a lack of a better term I call it Pre-selling selling.

    Every one has a marketing radius which is a barrier that one must penetrate before one can get the sale.

    One must endeavor to get inside the radius, "things" aren't allowed inside the radius, only people are. Why? Because "things" don't influence people, only people influence people.

    So what are we pre-selling selling? Ourselves!

    People buy from people they trust, and apart from family the next most trustworthy person or people in line are friends and teachers.

    Friends are trusted because, they are friends.
    Teachers are trusted because they are authoritative and can be viewed as friends.

    Become both.


    In #4 you say that the secret is appealing to appetites. In the end there is only one appetite we need to satiate.

    I wouldn't even call it an appetite per say but what we need to fulfill is the desire for our prospect to know and feel like they are making the right decision when they choose us and then progress to buying. People almost always feel they've made the right buying decision if they feel like they are buying from a teacher or a friend.

    When do they choose us? When they've decided that we are a friend or an authoritative person which is perceived as their friend. The product is now inconsequential and viewed as a extension or benefit of the friendship.
    {{ DiscussionBoard.errors[4260341].message }}
    • Profile picture of the author DueDiligenceDiva
      @RusSells, preach on wise one!! Wonderful words on "pre-selling yourself", and very true.
      {{ DiscussionBoard.errors[4263418].message }}
      • Profile picture of the author Rus Sells
        Hey DueDiligenceDiva,

        It really is all about the person before product or services come into play. IMHO.

        Originally Posted by DueDiligenceDiva View Post

        @RusSells, preach on wise one!! Wonderful words on "pre-selling yourself", and very true.
        {{ DiscussionBoard.errors[4267862].message }}
  • Profile picture of the author mrbawb
    Originally Posted by Colin Theriot View Post

    The biggest issue is that I think gurus and marketing teachers haven't done a good job of explaining what pre-selling actually IS and what it's supposed to be FOR.
    Thanks for that Colin.

    I actually hadn't thought much about pre-selling errors before this.
    {{ DiscussionBoard.errors[4268863].message }}
    • Profile picture of the author Daniel Elss
      I realize this is a pretty old thread but hey, I just got here not too long ago
      I have been doing the same thing for awhile now, subscribe to others lists, newsletters etc., just to help with keeping up on what is being offered out there and other ideas.
      I too would like to comment that a lot of the "suckiness" continues. Although I believe some prospects may buy into this tactic, I personally do not care for it and I am unsubscribed before I even see what they have to offer.
      Thanks for the info.
      {{ DiscussionBoard.errors[7286236].message }}

Trending Topics