…permission to say ‘No’
Let’s do some basic marketing maths.
You’ll have heard of Seth Godin, who coined the term ‘Permission Marketing’.
In short, it means you base your broadcast, your strategy and your messaging on the premise that you’ve been given permission.
Email optins are a great example of it.
People voluntarily provide their email address, knowing you’ll be sending them pitches and promotional materials.
So far, so good.
But there’s another kind of permission, and it’s probably even more important.
They give you permission to talk to them.
But you, you have to give your prospect permission, too.
Permission to say NO.
This is one of the most powerful selling strategies.
Permission to say no, to decline your offer.
When you do that, when you actively promote rejection, you’ll do wonders for the trust that people have in you.
A simple line like: “Don’t buy this if…”
Fill in the blank.
Just ask yourself: Who would be the wrong client, the kind of buyer who isn’t going to benefit?
Then tell it to them straight: “Don’t buy my course if you’re not going to put in the time”.
The result: Fewer ‘wrong’ kinds of buyers, and more of the right kind.
That’s the kind who benefits from your work, and who then goes on to rave about you to their friends.
Like I’ve said before: Ambassador customers is what we want.
Actively dissuading those who aren’t perfect and ideal for you – that’s the way to go.
If you need help with formulating that type of messaging? Stellar to the rescue: http://martinstellar.com/high-conversion-sales-copy/