The Secret to Guru-Class Marketing : The Power of “How”
Ever accidentally stand someone up or leave them waiting by all alone because you’ve missed an appointment or forgot a date?
Are you doing the same thing to your prospects?
Here’s what I mean
Every person has a way that they prefer to learn new information. You instantly connect with them If you market to them in “their preferred” method. They feel deep down that you get it and your task of selling your product becomes much easier.
But, if you miss their “learning style” then your customer will feel as if they have been stood up. Or worse, they will believe that you can’t solve their problem.
So a little knowledge about learning styles can jumpstart your marketing and give you instant results.
Here’s a quick lesson.
Everyone falls into 4 main learning style groups. These groups are defined by what they person usually wants to know when they hear a new piece of information.
The 4 Learning Styles are:
1. Why : “Why should I learn this” This group wants to be motivated
2. What: “What are you teaching me?” These folks want to know how the information fits together. They are your intellectuals
3. How: “Show me how this works” Hands-on to the end. You can’t connect with “hows” until you give them a procedure, process, or exercise to complete
4. What If: “Where else can apply what your teaching me? These people instantly make connections with what they are learning and other similar situations in their lives. Most entrepreneurs fit in this category.
Most marketing does a decent job of connecting with Why and What. This makes sense because marketing is about motivation and information. But, the real power to persuade comes from explaining the “How” and “If”. (I’ll write a post on "If" soon)
For example, many advanced marketers create Special Reports that show how to execute a powerful marketing technique for free. Andy Jenkins and Brad Fallon at StomperNet are famous for this. You can literally implement their FREE “How” content and see serious results without spending a dime on their courses and books.
Adding the “How” into your marketing allows your prospects to try-on your marketing and prove to themselves that you are the real deal. This is what is meant when you hear marketers talk about moving the “Freeline”, which is basically picking your most powerful technique and giving away the “how-to” for free.
This is “how” you can use this technique in your own marketing: (I’ll write a post on "If" Marketing soon)
1. Select your best technique; the one reliable method that has always delivered results for you.
2. Break your technique down into easy, defined, paint-by-numbers steps
3. Write out clear and short instructions on how to execute the steps.
4. Give your method a catch name and
5. Send it in PDF, audio, or video form to your prospects. Even better, put it into a free report and use it to capture email addresses for follow-up marketing.
You will immediately see a shift in how your prospects perceive you when you start adding the “how” into your marketing. You will notice that their “trust” and your “authority” have increased big time because you’re actually educating and helping your market rather than simply hustling for a sale.
Also, you’ll see that you can use this technique in other areas of your business. You can use it in one-to-one sales, follow-up customer marketing, and employee training.
Comment below and let me know how you plan to use “How” in your marketing.
This article was written by Stan Smith a closet marketing anarchist, ad
agency refugee, and samurai copywriter. He can't resist the urge to throw grenades at the Internet marketing establishment and supports stealing from the gurus at every opportunity. In his spare time he hunts smallmouth bass, creates dinosaur origami, and is the head trainer (misfit) at the Web Sales Club
User Comments
Post Comment