One common concept taught in the art of selling:
"It's just a numbers game."
"Once you know your conversion rate, you know exactly how many sales call you need to make in order to hit your revenue goal. You'll also know exactly how much each call is worth for your business. This will take away the fear of selling."
This is partially true.
Because you do want to know your numbers. The ultimate goal for your online marketing strategy is to create an asset that can turn $1 into $2 or more.
But this is also partially misleading for a service provider.
You, as an agency, isn't really in a numbers game. You're not selling an ebook on Amazon nor selling a course that can be downloaded by 1,000 customers at one time.
You provide an actual service designed to help your clients get actual results. This means there is a limit to how many clients you can serve at any given time.
When you're looking at your marketing as "I must close one client out of every five calls", you forfeited your right to pick and choose only the perfect fit to serve.
On the other hand...
If you no longer look at your market as a numbers game, you'll set yourself up for greater success because you will never rush into taking on a client unless you're 100% confident you can help him get the best result.
I'll end today's email with the #1 principle my mentor taught me when I first started learning copywriting:
"Never give a quote just because a prospect asks for it."
Remember, it's NOT a numbers game.
P.S. If you want to work together on a project, the first step is a quick, free 30 minutes "Discovery" call: https://wuyenhsu.com/apply
Ever read the fable "The Rivers and The Sea"?
One day, the Rivers joined together to complain to the Sea.
They say that the Sea is making their sweet potable water into salty and unfit to drink.
The Sea, of course, would not take the blame. He claims that all they have to do is cease the flow if they didn't like it.
We see this a lot in the marketplace.
Markets, where used to open blue ocean with lots of opportunities, turned into a vicious red-zone where everyone is undercutting each others' price, pointing fingers, and blaming their competitors for jading up the market.
What if we cease the flow?
We stop undercutting just the price but focus on maximizing the value to justify any premium price.
We stop pointing fingers but invest the resources into providing a better solution.
We stop copying and plagiarising our competitors but re-exam ourselves to find a New Mechanism to make us unique.
It really is a better (& easier) way to make a lot more money.
Here's the fact: The copycats will flow as they will. The competitors will do as they want. But you don't have to follow.
You can be the fresh, potable water you want to be as long as you cease your flow by doing this instead:
When I first offered email copywriting...
I was challenged by a few people:
"Email doesn't work anymore. Nobody uses email and it's full of spams. Email is like Blackberry - old technology that no one wants. You should be doing Facebook Group... or Instagram... or SnapChat. Anything but email will work."
They made it sound like email is some sort of no-men zone of wasted land where everything is abandoned.
But the funny thing is...
They're also the people who send in their feedbacks THROUGH emails and based on researches are opening emails 5, 7, 13 times every day.
They simply can't stand the little red notification on their phone telling them they have unread emails. They even check their inbox every two hours when there is no notification...
No wonder we've had experience in a country where it's "commonly known" to not use email anymore but end up getting 90% open rate for a recent promotion.
That's the hard truth. *epic background music*
While new social media platforms are great opportunities to explore, the money will remain inside the list - for a very long foreseen future.
Now, if you're ready to stop being the "cool kid" and embrace the technology that'll make you some good ol' money, it's time to check this out:
I bet you've never had the experience where you walked into a retail store, and the manager walks up to you saying:
"Welcome! Please look around but DO NOT buy anything. Instead, let's sit down and have a small chat. For the next week or two, I'll demonstrate my 'goodwill' by sending you a lot of articles THEN we'll finally discuss what we can help you with. In the meantime, you're not allowed to make any purchase."
That has literally never happened in the real world...
...because it's just DUMB, right?
Think about it. If someone enters your store, whether that's an online agency, a retail store, or a restaurant, they're looking for something right there, right now.
It might be a problem they want to solve, or a pain they want to rid, or a solution they want to find. It's no good for them (& for you) to delay the solution and take away their opportunity to solve their problem.
So the next time you felt compelled to create a "goodwill" email series or a "goodwill blog post", ask yourself why you're doing it?
Is it really for the clients' benefit?...
Or is it just to hide the fact you're afraid to sell?
If it's the latter, picture yourself being seated at a restaurant where the server insists on talking with you for 2 hours before bringing you the menu...
If that sounds dumb, don't do it yourself.
Do this instead: https://wuyenhsu.com/apply
I remember reading a fantasy novel which talks about an imaginary story when the Han Dynasty went to war with the Roman Empire...
Long story short, it's a war N-O-B-O-D-Y wins.
During the 1st and 2nd century A.D., the transportation technology was limited to animal power and the road condition.
While both the Han Dynasty and the Roman Empire had technology far beyond any other cultures at the time, and both had powerful armies that could easily conquer any enemy...
The distance between the two is too far apart that they're completely outside each other's maximum controllable territory.
So even if the two mighty empires did went to war...
The end result: Hundreds of miles of wasted land, tens of thousands of lost lives, millions in lost money... but absolutely no gain for either side.
That's a war with no winner.
And you know what else is a war with no winner?
A price war.
The war where every competitor in the market tries to undercut each other with a lower price regardless of their margin.
It'll quickly become a race to the bottom and the worst thing that can happen is to actually win the war.
Find a way to truly understand what your market wants (& needs)...
Hint: 99% of the time it's not a cheaper price.
Discover the real value you can provide and communicate it effectively with your audience, like this: https://wuyenhsu.com/apply.
And you'll never have to get involved with the price war which will only leave you getting paid far less than what you're worth.
"This is a game of focus."
"Now attention is like a spotlight, and our job is to dance in the darkness."
"The human brain is slow, and it cannot multitask... You get their focus, you take whatever you want."
These quotes are pulled straight from the movie Focus. It's the true wisdom of Apollo Robbins, the con artist mastermind consulted for making the movie. He's called by Forbes to be an artful manipulator of awareness.
While we should A-L-W-A-Y-S be operating out of total integrity, we can't deny there are lots of similarities between the art of con and the art of marketing.
After all, they're both a game of focus.
Your prospects are busy. They have a million things happening in their lives and they're bombarded with hundreds of advertising every minute.
Who cares about what sponsored advertising has to say?
To make it worse, the market is jaded with 2nd grade marketers who want to swipe & deploy other people's ad and call it a day.
So attention is in short supply these days...
To capture your audience's attention, you need to understand what's keeping them awake at 2 am in the morning. Find out their fear, desire, and core needs... Discover their market awareness and the market sophistication.
If you can't answer all these questions, you'll never master the game of focus. Needless to say, the game of marketing.
Now, to be brutally honest with you, the art of focus takes intentional practice to master, and it might not be for you.
Perhaps all you want to do is to focus on what you do best - helping your clients get the best result - and you're not interested in the whole marketing thingy.
That's totally fine.
But someone in your business (or in partnership with your business) needs to master it for you. Just like this:
As an agency, you do hard work...
In other words, you provide real services to help your clients get results in return for a good fee.
Apart from info-product guroos, you're in a very different business. There is higher head cost, more investment (i.e. time, money, and hard work), and there is a maximum cap on how many clients you can serve... that is before sabotaging your lifestyle and the quality of your work.
So while it's great to get more clients, it's equally important for you to recognize the red flags on who NOT to take on.
Here's a few to get started:
1. Cost Only Clients: Clients who view your service as merely a cost, not as value-added, are always a red flag. Keep in mind, you're in the business of providing value. This means your clients are actually purchasing money at a discount by investing in your service, not just a cost to be written off.
2. Hourly Rate Clients: When clients are asking for your hourly rate, they've already shifted their mindset from how much value you can provide to how much work they can squeeze out of you... Does it really matter if you're only spending an hour but you're getting them $10 return for every $1 invested?
3. Know-It-All Clients: Sure, we all need to listen carefully to what our clients want. The goals they want to achieve and the challenges they're facing. But the truth is they came to you because whatever they've been doing doesn't work. No matter how great they make it sound like they're doing right now.
4. Unreasonably Busy Clients: Are they always showing up late, demanding last-minute deadlines, or pushing the boundary line by requesting even more meetings? People who don't respect your time won't respect your work nor you as a person.
5. Needy Clients: One needy client can throw your whole month's schedule off track. No, you don't need to be 24/7/365 on call for your clients. And no, you don't need to give them your cell phone and answer SMS texts at 2 am in the morning. Common, you're a service provider not a nanny.
6. Money Trouble Clients: While financial difficulty may not be your clients' fault, but it's always a big warning sign. Whether it's a shortage of cash-flow or because they want a last minute revision or because they want the upper hand in future negotiation. You should seriously consider firing the clients once and for all.
7. Full of Excuses Clients: Success is rarely the result of one single factor. It's a combination of the product, the strategy, the delivery, the marketing, and the copy altogether. If you realize your clients are giving lame excuses for not providing you with what you need, they're not serious about getting the result and you can forget about getting that testimonial.
8. Just Give Me Clients: You'll definitely run into prospects who ask you, "All I need is XYZ service, don't ask that many questions and just give me the quote." So keep this in mind: You are NOT required to give a quote just because someone asks for one.
(I learned this from my mentor, Lukas Resheske.)
9. No Clue Clients: You've probably had the experience (& headache) talking to clients who have no clue what they're doing - no product, no audience, no niche, no avatar, no testimonial - and they want you to make them rich, overnight. We do marketing, not magic.
10. No Competitor Clients: This one is counter-intuitive. Isn't it good to have no competition? Actually no, because 99% of the time it's not because there isn't any competition but just because your clients have too big an ego and WANT to believe they're super unique. You can't help an ostrich who's plugging its head into the sand.
Now, I guarantee you'll recognize more red flags for your business but this is a good list to start with.
Of course, firing existing clients and turning down potential prospects is hard. One of the methods to make it a lot easier (which in turn makes your life easier) is to understand this: