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.
I used one word to create a chain reaction this morning. I knew it would start a flurry of activity. This simple word caused the one who heard it to stop dead in his tracks and look at me to make sure they understood me correctly.
As if to affirm his suspicions, I paused and said, “Well, what do you think?”
He then realized that I actually meant what I said. With the confirmation of that one word, enthusiasm erupted, and he started to do a happy dance. He couldn’t contain his excitement, so he had to run down the hall to share the good news.
Just to make sure he and I were on the same page, I repeated the word and then took action on it.
In this case, the word was “ride.” And the one I said it to was my 2.5-year-old Cavalier King Charles Spaniel Paisley.
You’re probably thinking, "But Joy, Paisley is just a dog. What on earth does this have to do with business, lessons or marketing communications?!"
Stick with me for a minute, and I promise you’ll see the connection.
Words Mean Something
Paisley has a limited human vocabulary. But the few words he does know mean something to him.
Like most dogs, going for a ride — no matter how long or short — brings moments of joy. A car ride addresses his “problem” of “boredom.” He gets to go beyond his routine and experience the sites and sounds only found by sticking your head outside a car window.
He gets so rambunctiously excited because he knows from previous car rides that he’ll get to experience the wind blowing through his hair as his ears flap up and down. He knows he'll encounter sites, sounds and smells that are different and unusual. This adventure will create memories to sustain him until the next outing.
Now, think about the last time you reached out to a prospective or existing customer. Did your conversation revolve around the features and benefits of your solution? I bet you received a flat response, didn't you?!
Let’s examine a quick tip from Paisley that can help you create positive connections with your prospects and customers.
Trigger Words Generate Psychological Responses
I know how to get a reaction from Paisley because there are specific keywords that mean something to him. I know that saying words like “ride” or “treat” can bring out excitement and joy. In fact, if I use the words just right, he’ll do pretty much anything I say.
These trigger words persuade him to behave in a particular manner.
Are you using keywords with customers that psychologically trigger desired reactions? Do you know what words to use with your prospects to increase engagement?
Just like Paisley, most humans are drawn to certain keywords because of the emotion they evoke.
According to Urban Dictionary, a trigger is a “topic, phrase or word that emotionally sets someone off.”
Merriam Webster calls a trigger “something that acts like a mechanical trigger in initiating a process or reaction.”
Are You Using Keywords to Increase Engagement?
If you’re trying to connect with your customers to build brand awareness, open the top of the sales funnel or have meaningful conversations that convert prospects to customers — you need to use the right trigger words.
When used correctly, trigger words can compel your ideal customer to take action.
Like the example with Paisley, triggers can cause someone to "click," "like," "download" or "buy."
What triggers are you using in your marketing and sales conversations? Are you maximizing your ability to create desired responses?
Perhaps you’re using triggers that work well, while others may have grown stale and need to be freshened up. Remember that every sales and marketing strategy and tactic you use should incorporate trigger words to move you closer to your goals.
Let me challenge you to improve your results by baking specific trigger words into every marketing and sales action. Get the results you need by strategically adding trigger words into your copy, content, posts, and conversations.
Download my free list of "Engagement Trigger Words" as a starting point for psychological triggers you can use in your communications today.
Marketing has been around in some form or fashion since the mid-1400s. The mediums and methods have changed over time. But through its evolution, the skill of listening has remained a core requirement.
Listening is essential to the success of any form of marketing. (Tweet This: http://ctt.ec/fA85i)
Why is listening so crucial? You must understand what is important to others, especially if you’re going to influence them to take a specific call to action.
You may have the most fabulous product in the world, but if you don’t understand why your customers need or want your product, you won’t connect with them. In turn, they won’t buy what you’re selling.
Listening to others is key to your success in business and in your personal life. (Tweet This: http://ctt.ec/AUTe8)
Through listening, you can learn what motivates others. You can understand their wants, needs, and desires. By taking the time to listen, you can develop messages that connect with people.
Think about the successful people you know. How do they connect with others? They genuinely listen and share specific thoughts that resonate with the hopes or fears they know others already possess.
Have you noticed how groups of people rapidly gather around a concept or an idea these days? People are using social connections to create movements quickly. They do this by saying something that taps into the emotions of other humans. Most recent examples of this involve antagonist factions surrounding a defensive school of thought.
Why not think about the many ways you can use listening to positively impact others? When you listen to others, you’re showing that you care. By listening, you’re building a platform for relationship marketing.
There are many ways you can listen to others. Here are a few to consider:
When you take the time to listen, you become smarter about the problems and needs of others. You also learn key words and phrases that resonate well with the people you’re trying to reach. You can begin to connect on a deeper, more meaningful level that becomes memorable to both of you over time.
By learning to speak the language of others, you can create effect marketing communications that people listen to and hear. Using their words is guaranteed to make your message stand out in a noisy marketplace.
So are you sharing thoughts just to hear yourself speak? Or are you genuinely listening so you can create meaningful relationships in your business and personal life?
Let’s discuss ways listening can shape your marketing and help connect your brand with your customers. Email me to schedule a conversation today.
As part of my quest to give back, I participate in Rotary Readers where I read stories to kindergartners every week at a local inner city school. With this group of children, I’ve found myself drawn to one little guy named Kinley. I think this is because he is always happy and has a natural excitement and enthusiasm for life. (Candidly, Kinley reminds me of my youngest fur-son, Paisley, but that’s another entirely different story.)
Recently we read a Dr. Seuss book about a moose with a growing group of guests taking residence in his antlers. At one point in the story, I asked the children how many guests were currently riding in the moose horns. (Repeating this from before, the children knew they should count the number of guests in Mr. Moose’s antlers.) Kinley did not disappoint as he enthusiastically raised his hand.
“Kinley, how many guests are now in Mr. Moose’s antlers,” I asked. “All of them,” Kinley emphatically replied.
While Kinley’s response was cute and funny, it made me realize that I should have been more specific with my question. He may have answered differently had I asked, “How many guests do you count in Mr. Moose’s antlers?”
This exchange made me reflect on the need for clarity in business communications.
When you write about your business, you need to offer the same clarification. Words can be powerful, but you need to use the right ones. You also need to ask clarifying questions to make sure your customers and prospects understand what you’re saying.
So how do you do determine the right words to convey what your business does and why someone needs it? Here are a few tips for consideration: