Dan Kennedy has been my friend and mentor for a very long time. If you don’t know who he is, then I welcome you to planet Earth and will take this opportunity to introduce you to one of the world’s highest-paid copywriters and master salesmen of our time.
So much of what I’ve learned, applied in my own business, and now make work for my clients, I attribute to what I’ve learned from Dan.
One of the fundamental principles he teaches is the importance of putting together the right message for the right market. Your message must express what sets you apart from competitors and showcase you as the best choice to meet your prospect's needs.
To do this, you need to get into your prospect’s head. If you are a dentist looking to sell dental implants, ask yourself… “What keeps my patients up at night?” Are they concerned about how old and unattractive their missing teeth make them look? Do they know the risks they take by neglecting their oral health?
If you own a property management company, ask yourself… “What are the biggest concerns for-profit property owners face?” Are they concerned about nightmare tenants who can destroy their property and bleed away their profits? Do they want to ensure their investment property stays profitable and creates lasting wealth for decades?
Be aware of what drives your prospects and what they want most; then, clearly express how your product or service meets their needs or fulfills their desires. Whether you’re selling dream vacations, expensive dental treatment, or B2B Services, this holds true.
The more clearly you describe the value you add to a prospect’s life, the easier it will be for them to say yes. Back it up with social proof, such as referrals or testimonials, and you have a message with people lining up to do business with you.
In any good sales piece, you have to prove your case and address any potential objections your prospect might have to saying yes. Offering social proof can help. Do this in the form of referrals, testimonials, and recommendations, which can do a lot of the heavy lifting in your sales process without you lifting a finger. If you have before and after photos, add them. There’s nothing like a graphic image of decayed and rotten teeth that are, seemingly by magic, transformed into a beautiful, healthy-looking smile.
If your product or service can’t be shown in pictures, ask for and use customer testimonials. A story about how your accounting firm uncovered a billing error that could have cost the business owner millions highlights the dangers of operating without your services.
Now, I have some great news to share with you. Recently, Russell Brunson compiled Dan’s marketing secrets in one place and made them available to high achievers and entrepreneurs like you. To access a treasure trove of Dan’s insight, you only need to go to www.kennedyfunnels.com to access the entirety of Dan’s podcasts, blog posts, sales letters, and genius marketing content.
Imagine what full access to this killer sales and copywriting content could mean for you and your business. Now stop imagining and go to www.kennedyfunnels.com. This could be the most important move you make this year.