I recently attended Jeff Walker’s 3-day PLF Live event in Phoenix, Arizona. Designed for like-minded, visionary entrepreneurs to come together, the conference takes a deep dive into Jeff’s proven process for launching a product. The uniquely structured environment buzzes with high energy and contagious enthusiasm that makes networking and learning optimal.
The excitement builds in the private Facebook group days and weeks before the actual event; especially as attendees prepare to fly in from around the globe.
Once you’re on the ground, things really begin to ramp up. A fever pitch of excitement surrounds everyone, and the air becomes electric with energy that permeates every conversation and interaction.
Better than virtual learning: Intentional conference attendance can build connections and open doors.
The last time I attended PLF Live, it was on behalf of a client with whom I was developing a product launch. While I walked away with valuable information and insights, my focus and reasons for attending last time were very different from this time.
This year I went to PLF Live to make and strengthen connections—both new and old. I focused on learning something new, and immersing myself in all things “Product Launch Formula.”
As an apprentice and Endorsed Service Provider of internationally renowned copywriter Ray Edwards, I’ve learned that attending business conferences can offer insights, ideas, and in-person networking opportunities you can't find anywhere else. So, I embarked this conference to do just that.
I also anticipated quality time with Ray, Marshall Bone, and other apprentices from around the country. The opportunity to rub elbows and breath the same oxygen with my virtual colleagues seemed like icing on the cake of an already off-the-charts experience.
Listening can influence the way you connect with others.
During the conference, it struck me that life is one continual product launch. If you’re going to connect with others, you must share insights that transforms problems while overcoming potential objections.
You may be wondering how or why you this works. Read on as I unpack each item, and I’m sure you’ll see a common action step you can easily do.
Target Transformation: The reality is that most marketing and sales folks tend to focus on the features and benefits of their products and services.
Think about it for a minute. The ads and articles you see describe how they can fix your problem pull you in. Inversely, the ones that give you a list of features tend to turn you off.
Focusing on features and benefits is like listening to someone talk about their family vacation. You see pretty pictures and hear cool stories, but after a while, your eyes glaze over because you can’t relate.
Similarly, the majority of ideal customers cannot relate to intangible features or benefits.
So how do can you reach them and connect?
By sharing how your product or service can fix their problems.
Customers can connect with solutions that help them.
You can easily do this if you pivot your talk track so it targets the transformation your solution offers.
When you focus on the results and outcome the people you're talking to start to pay attention.
Your key is listening so you can learn about the problems you need to address.
Here’s What To Do: Listen to your ideal customers talk about their problems. In turn, you can learn how to talk about their biggest frustrations, triggers, and hot points. Use these insights to list out all the problems and pain points your products and services solve for your ideal customer.
Answer Objections in Advance: Did you know that most prospective customers have reasons why a product or solution won’t work for them?
Good news: You don't have to guess about the objections.
If you listen, customers will tell you what objections keep them from buying.
As you learn what these obstacles are, you can intentionally address and answer them before they are raised.
You can easily uncover these hidden roadblocks by asking questions that help you understand their ordinary world and the world they desire.
Once you determine why your ideal customer hesitates to take action and buy, you can proactively share how your solution helps them.
Here’s What To Do: Have intentional conversations with prospective customers to determine their objections. Ask open-ended questions and listen to their responses. Adjust your copy, testimonials, and videos to answer every objection your avatars might have so you intentionally answer their questions before they are asked.
Did you notice the critical things you need to help you address both transformation and objections?
Ask open-ended questions and listen.
Listening is essential as you seek to connect your brand with customers.
Speaking of listening, I decided to reach out to those I met in person and virtually to get their insights from attending the conference. I received such good response that I’ve decided to share that in a follow-up post. Stay tuned for that…
Until next time, listen to your ideal customers and apply what you learn when you connect with others.