Most of us know how to write a sales article. But, how many of us can write an effective sales article?
General Principle
In order to sell, market and influence more effectively, we provide writing article with four easy, action-based steps. So the reader can remember when we make them rhyme. The following strategies top into our brain.
- Diagnose the pain
- Differentiate your claim
- Demonstrate the gain
- Deliver to the our brain
Diagnose the Pain
In this step, we ask the right questions and listen carefully to our prospects’ answer. The true pain often lies below the conscious level, so be prepared to unveil pain your customer did not even know they had.
Since the old brain is self-centered and concerned with its own survival above all else, it is highly interested in solutions that will alleviate any pain its feeling. That is why humans spend more time to gaining higher levels of comfort. Focus on the pain your prospect is experiencing, not the feature of your products or service.
For example, if you’re selling electric drills, your prospects couldn’t care less about the actual drills. What they really want are holes. Therefore your diagnostic or solution should focus on all the issues they have about the holes they need to make… not the drills. Combining your expert knowledge with their own understanding of their current situation and their desired outcome will lead to an accurate diagnostic of your customers’ pain.
Differentiate Your Claims
Have you noticed that approximately 95 percent of all Web sites or brochures start with the same sentence: “We are one of the leading providers of ….”? Such an empty claim or neutral statement works against you. To reach the old brain more effectively, you should say (and prove) a contrasted statement like, “We are the only provider of ….”
As you have learned, the old brain responds favourably to clear, solid contrast. Powerful, unique claims attract prospects because they highlight the difference, gap or disruption the old brain is proactively looking for to justify a quick decision. Claims simplify and accelerate purchasing decisions.
Demonstrate the Gain
Focusing on the unique benefits of your solution as recommended in Step Two is all well and good, but technically, it doesn’t prove anything. Remember, the old brain prefer tangible information over complicated or abstract concepts. It needs solid proof of how your solution will be able to survive or benefit. Since the brain can’t decide unless it feels secure, you need to concretely demonstrate, not just describe, to gain your prospect will experience from your product or service – the benefit of a specific cure to their pain – in a way that satisfies the brain’s need for concrete evidence.
Deliver to your brain
The latest brain research shows that the brain always makes the final call. This is why, when you deliver your message, your impact is directly linked to your ability to sell to the decision making part of your prospect’s brain. Your ability to deliver directly to our brain affects your selling probability such as the three other factors – pain, claims and gain.
Methodology / Technical How
Let’s me share the brief methodology of each stages:
Diagnose the Pain
In order to produce a good work, ask yourself
What is the source of the pain?
What is the intensity of the pain?
How urgent is the need to alleviate the pain ?
Does my prospect acknowledge my pain ?
Differentiate Your Claims
Always focus on something that is perceived to be totally unique (focus on uniqueness even if your product is common).
Claim you are the only one who does or have something specific.
Treat your solution as an invention, and build your message firmly on your claim.
Demonstrate the Gain
Don’t just talk about your gain; prove it! Use a customer story, a demo, data, a vision to prove your gain.
Deliver to your brain
Use the following methods as the message building blocks:
- Grabber
- Big picture
- Claims
- Proof of gain
- Handling objection
- The close
Use the Seven Impact Boosters
- Wording with “You”
- Your credibility
- Emotion
- Contrast
- Stories
- Varying learning styles
- Less is more
Try the method out and you can see the effect yourselves.
By Datuk Dr Leow Chee Seng
