Selling and prospecting isn’t a numbers game.
And in fact, thinking this way is a recipe for wasting a whole bunch o’ time on people who will NEVER buy what you’re selling.
Don’t believe me?
Well, think about this for a moment…
It doesn’t matter if you’re dressed sharp as a tack, sporting a contagious smile, and are prepared to deliver your kicked-up-a-notch presentation on the culinary merits of your new bacon opportunity (that’s so delicious it sells itself!)
Because if you’re audience is the annual Kosherfest in New Jersey…
No one’s buying!
Makes perfect sense, right?
So allow me to repeat myself…
And sure, maybe this example sounds a bit hyperbolic, but 90% of home business owners make the deadly mistake of throwing their deal at the wall to see what sticks, so to speak, instead of investing time honing in on their target market.
Don’t let this happen to you!
Because when it comes to connecting with your prospects, there’s nothing more important than knowing exactly WHAT words to say and WHO to say them to.
And that’s precisely why we’re about to explore how to identify the right words to impact your prospects emotionally, and directly connect with what they’re looking for.
If you follow this process correctly, you’ll position yourself as THE consultant who can provide THE answers to your prospect’s specific problems.
First You are Going To Have to DECIDE Who to Target. My personal target market is other Network Marketers. Why? They are the right kind of people that I want to fill my team with. They are Go-Getters, have no objection to the mlm industry, the WANT to grow a team and unfortunately they as a group, for the most part, have a great big problem. They have run out of friends and family and are not making any money. Many are looking for a change and someone they cal lock arms with and join.
So, to start, you’ll first need figure out who your target is! I call it your AVATAR. To help you out you can grab my Avatar worksheet HERE
Once you have decided on your AVATAR this exercise will help you WRITE things that will appeal to them in order to start attracting them to your content.
Here’s the process:
I like to use a chart to list out all of my information visually.
This helps me stay focused and organized.
The chart has four columns:
Okay, let’s dive in…
With your blank chart in hand, the first step in this process is to choose a target market for whatever you want to promote.
So list out your potential target markets, pick one, and then fill in your first column.
Let’s first talk about a potential target market that I like to call “cubicle slaves.”
These are people who work at a corporate job that they hate, but are well compensated for.
Think of the “Dilbert” types.
Maybe they’re programmers, or accountants, or even lawyers.
It’s a white collar job, and they’re paid decently, but they hate their life…
That’s the cubicle slave market.
Why would I want to target those people?
Because they have money to invest in an opportunity or something that could dramatically change their lives.
What are the pains and struggles a cubicle slave deals with?
You’re going to do the same thing for your target market.
Go on, fill in your details.
Whatever your target market’s pains and struggles are, list them out on your chart (soon you’ll use these pains and struggles in your own marketing).
Under the desires column, you’re going to write out what these people want to achieve in their lives.
In the case of cubicle slaves, it would be:
Make sure to take your time filling out your chart.
This is super important, so don’t rush through it.
When you choose the language to talk to your target market, remember that your language is likely different from theirs.
Your goal is to connect with them, so it’s important that you don’t use any words they won’t connect with and understand.
In your copy and your content, you want to make sure that you use the language they’re accustomed to.
So ask yourself…
What are some words this target market would use on a day-to-day basis?
For example, here’s the language a cubicle slave would use to describe their work environment…
These are words that cubicle slaves use to talk to each other, right?
If you want to understand this market really well, just read Dilbert.
Once you’ve completed the four columns it’s dramatically easier to create winning ads, content, sales presentations, etc., etc.
Now we can get to work.
As you’re creating content, one formula you can use for writing a title or a headline is using the pains and desires of your target market in a sentence.
“How to ________ without _________”
You’re going to see this headline formula used often.
It’s how to get what you want—the desired outcomes from third column—without the pains of column two.
You are literally filling in the blank from the columns to build your headlines.
How to + (something from the desire column) + without + (something from the pain column)
This is so effective because when you’re communicating with people, in a nutshell, you want to say:
I can teach you how to get the desired outcome you want without having to deal with all the things you hate.
BTW, to use this new found knowledge to build an automated selling and prospecting system to attract your own highly interested prospects to your product or opportunity online, click here to gain access to my FREE 10-Day Online Recruiting Bootcamp!
Let’s move on to a different target market so the idea becomes clearer.
Let’s say you’ve recruited some cubicle slaves to your network marketing business because you’ve appealed to them based on their pains and desires as cubicle slaves, using their own language.
Now they’re network marketers, so they are a different market with different pains and struggles, and different desires.
When you’re talking to network marketers, don’t use words like “online marketing,” “Internet marketing,” “affiliate marketing,” or “commissions,” because they have no idea what those terms mean.
That language is for Internet marketers!
There’s a big difference, so let’s dive in.
How do you speak to network marketers?
From the top…
First, you’ve defined them as your target market.
Second, what are the pains and struggles that they deal with?
Third, what are their desired outcomes?
There are more, but those are some of the examples of the desired outcomes for network marketers.
Fourth, what language should you use with them?
Remember that the language changes based on where that person is and what they want.
Network marketers talk about and care about…
Now, in your copy, note that you should do it without mentioning the words “network marketing” or “MLM,” because those words can get you in trouble with advertising platforms.
Instead tell them…
“How to get prospects without fear of rejection”
“How to find prospects and leads for your business without harassing friends and family”
You’re insinuating that you’re talking about network marketing, because network marketers speak to each other in a certain way, using certain language, but you’re not saying “MLM” directly.
That’s how you want to write and build your headlines and content.
Always use terms that they’re familiar with, and avoid jargon or technical terms they’re not familiar with.
What’s that, you ask?
Well, pre-filtering is a method of leveraging platforms like Google, Facebook, YouTube, and Twitter to connect exclusively with the target market that’s most likely to respond to your offer…
…thereby saving your advertising dollars (and a lot of heartache) marketing to people who will NEVER become your customer.
Your pre-filter ensures you achieve a “message to market match” and will, for example, filter out all the people who are kosher…if you’re in the business of selling bacon. 😉
Discover more about how this works in day 2 of my 100% free 10-day Internet recruiting bootcamp.
Plus, I also reveal the strategies I use to generate 30-50 leads per day, 7-9 customers per day, and recruit 15-30 serious biz-builders into my business each month!
And if you found this content helpful, I would love to read your comments below!
Love and Propserity xo
Ruth Anne Sheridan