Category Archives for "Presell Marketing"
Owning a business is challenging.
There are infinite problems you'll run into on a daily basis. For example, how to find the right target market, how to create a voice (& brand) that'll resonate with your selected market, how to turn strangers into paying clients, how to avoid bad clients, how to increase your price, how to not suck at your service, etc...
The sky's the limit for new challenges.
While every business is different, there actually does exist a Keymaster to all these problems - including both the ones you're facing right now and the ones you'll run into in the future.
Yeah, the kind of Keymaster you've seen in The Matrix movie who can open literally any door at any time.
So who's the Keymaster?
His name is Mr. Marketing.
Now before you roll your eyes, let me explain. I'm not talking about the old cliche of "get good at your marketing, not your product."
That is total bull and you absolutely need to get good... no, get GREAT... at your product.
But marketing helps with that, too.
With good marketing, you'll get paid well to optimize your product. You'll get actual feedback from ideal clients who care about what you have to offer. You'll have the resource to improve and outspend your competitors so that you can snowball into even more resource...
Marketing done right is like a powerful cheat-code (that's exactly what Keymaster is in the Matrix) that can fix or improve any challenges you're facing.
The only problem is...
Every business needs their own Keymaster. Luckily, you'll find some idea about where you can discover your own here:
Most email guroos will tell you:
"Email marketing is the best marketing strategy. You don't need to fuss over all the latest social media platforms and all you need is one medium. Also, it's effective and FREE!"
But this statement is only partially true because there are a few red flags worth mentioning:
Red Flag #1: While email is without a doubt a much more direct communication channel with your prospects, it's by no mean a "replacement" for all social media platforms. Social media provides the traffic while email marketing maximizes the return.
Red Flag #2: It's true that email marketing is the most effective way to establish authority and engagement with your prospects, but email alone isn't always enough. The purpose of the email is to capture attention and invite your prospects into the customer journey, not the best way to close a sale.
Red Flag #3: Sure, you normally don't need to pay any hard-earned cash just for sending out an email, but email is certainly NOT FREE. Writing emails cost you time, sending bad emails cost you reputation (and sales), fixing the bad reputation cost you time, money, and effort.
So no, sending email is not free.
Now, the best way to make sure your email is effective and making you money is by getting someone who knows the skills of the trade to help you with it.
If you agree, here's something to think about:
Could days ago, I went to watch the Mission Impossible: Fallout.
Good movie worth watching...
So spoiler alert!
Solomon Lane, a cold-blooded psychopath, is probably the most vicious villain in the Mission Impossible history...
At least he was in the previous Mission Impossible: Rogue Nation.
When he's empathyless murdering his way toward the ultimate goal, he's almost unstoppable. But when he failed for the first time, to Ethan Hunt, and got obsessed over getting revenge on one man, he felt more like a whining punk in this movie and failed miserably in disgrace.
That's what happens when you forget about the bigger mission and get bog down with one setback.
When you get obsessed over one prospect, one client, one project, or one bad review, you lose focus to proceed toward the greater mission. You'll end up delegating time, money, and attention toward this one minor setback when it's rarely significant to the final goal.
If Solomon Lane didn't get obsessed over trapping and getting revenge over Ethan, the IMF team would never have enough time to find the two bombs and acquire the designator.
So next time you notice you're stopping short just to rant out on a single prospect or client, you know you too are getting overly obsessed over your Ethan Hunt.
And it's time to stop!
Also, you know who else never get bogged down with minor interference and move persistently toward their goal?
Those who have a system that keeps them focus on their greater mission: http://wuyenhsu.com/apply
2015 was a life-changing year in my life...
I went through 3 surgeries, multiple family members diagnosed with lung cancer, my aunt passed away... All happened during the same year. It's not hard to imagine, I visited the doctor quite a few times that year.
If you ever had the experience of visiting a doctor (if not, lucky you), you'd notice that the doctor is never "fun."
They don't like to joke around and they don't keep you around for chit chat. In fact, they want you in and out asap.
No, this has nothing to do with personality.
There are lots of doctors who can be funny, interesting, and humorous when they're at the bar with a couple beer down... when they're not a "doctor."
But when duty calls, they are the doctor.
You expect them to stand their ground and give you the most professional advice you need to hear. If you have the flu, you wouldn't want your doctor to joke about cancer just to spice things up...nor vice versa.
However, we rarely question their "professionalism" when they're not funny or interesting. We do as we're told.
For example, you don't knock on their door and complain about the office hour. You don't expect them to visit you and you come to them. You don't pretend to be a know-it-all and interfere with their practice when they're diagnosing your condition.
Now this is the same kind of authority you should hold for your own service, regardless of what type of agency you are.
Facebook advertiser, LinkedIn connector, email marketer...
You represent an authority figure with a specific knowledge your prospects don't have. Therefore, you're entrusted with the responsibility to tell the truth...
If it's not the best option, tell them. If it's not a reasonable expectation, speak out. If it's not a manageable deadline, don't appeal.
It's not your responsibility to be "fun" but IT IS your responsibility to guarantee the best service with the best result.
So toughen up and don't be afraid to stand your ground.
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
What happens when you step into a quicksand?
The more you struggle, the deeper you sink.
As a human being, we're programmed to struggle, to fight, and to push back under stressful events. When we face challenges or pressure, we resist.
Now look at this through your marketer lenses and you'll notice the same effect taking place on a daily base because this is what most businesses do to stay alive.
When they need more clients, they struggle, fight, and beg for prospects to "give it a try"...
Their prospects can smell the neediness from miles away and they hold up their shield of suspicion.
Result: Even lesser sales, and therefore, harder the struggle.
The secret to getting out of a quicksand alive?
You stay calm, be confident, and elegantly approach your prospects as a figure of authority. You take time to carefully listen to their goals, fears, and challenges... You determine whether or not you're the best, perfect fit to help them achieve their goals.
...And you do all of these EXACTLY THE SAME as you would when you have a waiting list in your pocket. Interesting how the anti-neediness will act in your favor and you'll end up attracting more clients when you're expecting less.
Now it could be hard.
Especially when bills are due, food needs to be put on the table, and your kid's tuition needs to be paid... but you have no clue when the next client will come around.
Enters the Presell Marketing System.
It's a system designed to carry the weight of "finding the next client" so you never have to be needy again. You'll be able to sit back, relax, and be confident that a steady stream of prospects will be lining up for your service.
Too good to be true?
Then you'll have to check it out for yourself:
A while back, I was studying the art and science of mindfulness meditation. One of the concepts really stuck with me:
"Most people misunderstood the concept of mindfulness meditation. They believe you have to sit with certain posture, repeat a mantra, and play some meditation music in the background. All this to get you into the form."
"The truth is mindfulness is simply paying attention to the present. You can practice mindfulness meditation anywhere - while you shower, eat, or wait for the red light..."
This is quite an aha-moment for email marketing.
You see, email doesn't come with any textbook formula. Most people think writing email is hard because you have to follow certain principles, stick to a certain structure, and obey certain rules for it to be an email.
In some way, it's true.
Writing email isn't easy and it takes practice. There are also certain principles that'll make your emails more effective.
On the other hand, writing emails isn't complicated.
You find ideas from everyday stories, experiences, and even the most mundane chores. When you focus your attention on the present moment, you can find unique angles that'll lead toward more sales effortlessly.
Here's some example from the past months:
1. To -Do List Isn't What They Want was inspired by an email I came across the other day. Yet it reveals one of the biggest reason why certain copy fails while other pull massive success.
2. The Pilot's Checklist was a small story I heard from a friend. The small chat reminded me how many businesses fail to provide an extraordinary service due to the same reason why air-transportation used to be so dangerous.
3. How Getting Naked Gets You More Clients was a YouTube clip I saw that gave me an aha-moment on how to attract more clients...and a good laugh.
4. The Lucky Friday The 13th was inspired by all the Friday 13th discount sales I saw on Amazon. It also opened eyes to a deeper understanding of how to double or triple your revenue from your backyard.
5. Fat Eating Experiment was an idea born through my personal experiment in eating a ketogenic diet. The fact that I was not following the standard eating guideline yet getting a much better result, just like the marketing world.
And I can go on but I think you get the point.
Now, maybe you're not into practicing mindfulness meditation but today's your lucky day. While I can't help you meditate, I can help you craft mindful emails like these:
If you've ever read books about self-development (or the art of influence), you've probably heard the saying:
"Success is all about the mindset."
...The right mindset also happens to be the first two modules for every marketing and business related online course.
I remember my mentor, Lukas Resheske, told us during one of our first meetings that the most important skill you can acquire as a copywriter is the ability to be confident.
The confidence to deliver a good copy. The confidence to learn what needs to be learned quickly. And the confidence to declare what you're good at...along with...what you're NOT good at.
"This kind of confidence is what gives your clients the power to get better success in implementing what you advise them."
But how do you become more confident?
Most guroos make it sound like you can wake up one day, make up your mind, turn on a switch, and you're a master of confident mindset once and for all...
Total BS! If it was that easy, everyone would have mastered it by now. So here's a more solid approach:
Create a "success path" of small wins leading up to greater wins.
Yes, IMHO, there's no better way to master your mindset and build your confidence by winning, a lot.
Just like your emails.
If you're not confident in what you do, the value you provide, the knowledge you have, it's destined to show through your words.
And the best way to build your confidence muscle in writing (& sending) better emails?
...Is by writing more and analyzing the result, often.
You'll flop when you first start...and...you'll flop a little less...and soon...you'll be getting small wins...then...bigger wins.
And that's the not-everyone-wants-to-hear secret to becoming more confident in your emails (and everything else you do).
Now, if you're not sure where to start, here's a good place: