we've all seen the wolf of wall street
clip where leo says sell me this pen a
lot of people in that situation would
start describing the pen why it's great
how it has longer lasting ink how it
costs less than other pins on the market
etc etc but the response given in the
movie was write your name down on that
napkin for me to which leo replied i
can't i don't have a pen supply and
demand we talk a lot on this channel
about the marketing funnel and how you
need to build a relationship with
consumers before you ask them to make a
purchase but what about when they are in
the bottom of your funnel how do you ask
for the sale how do you close i'm going
to show you why that scene from wolf of
wall street makes sense how you can
apply the principles from it to your
business and how to sell a product or
service no matter the industry in this
video
[Applause]
what's up everybody i'm brandi with life
marketing the digital marketing agency
with a mission to help small businesses
grow super quick go ahead and like this
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and hit that notification bell so that
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help you grow your business okay so for
a lot of small business owners they
understand the idea that it takes time
to build rapport with an audience and
that you have to build brand consumer
trust before you can expect them to buy
from you and so on but there is often a
sense of urgency going on at the same
time and that you need to make money
your business needs to generate some
sales if it's going to continue so in
this video we're going to cut straight
to that moment in the marketing funnel
where it's time to sell your product or
service and get into how to go about
that effectively because a lot of times
business owners have laid the foundation
they've wooed their customers through
the marketing funnel but then they get
to the bottom of it where it's time to
get the sale and don't get it so if
that's where you're at or you've had
trouble getting over that hump in the
past watch to the end of the video
because i'm sharing three important
steps you can take today to start
selling your product or service alright
so step number one is to make a list of
these three things all the objections
someone could have to buying your
product or service the pain points they
may be struggling with and or the goal
they want to achieve that would lead
them to want the solution you provide
make three columns objections pain
points and goals from your customers
point of view and write them down now
transparently at this point in the
marketing funnel you should have already
made a list of your customers pain
points and goals earlier on like before
you even launched your marketing
campaign so if you haven't done that yet
it could be that your foundation is off
and that's why you're not getting sales
now so if you need help determining what
your audience's goals and pain points
are as they relate to your product or
service you can check out this video
next link will be in the description
writing down objections to your product
may be something you haven't done yet
though so it's important to really put
yourself in your customers shoes and
understand what may be causing them not
to purchase as you're making this list
you may find that your objections split
into two categories technical and
subjective technical objections could be
things like your checkout process isn't
working or your website is confusing to
navigate or maybe your page is taking
too long to load and it's making people
bounce these are all things that can be
fixed immediately with some edits to
your website the other category of
objections however are things you need
to address in your content and ads
things like skepticism
misunderstandings put offs or things
your audience specifically does not like
about your product or service if you do
a quick google search you'll find that
these are the top 7 most common
objections to sales price complacency
fear of change
trust family connections and promises
external input and timing so take these
and apply them to your business when
making your list of objections and
really try to nail down what
specifically is preventing people from
purchasing from you all right once you
have all of this information written
down step two is to create a video that
preemptively addresses all of these
things so let's unpack that first of all
note that i did not say create a blog or
graphic or post i specifically said
create a video because video is what's
working no matter if you're b2c or b2b
and no matter what platform you're
advertising on there's a lot of research
out there to back that up and we've got
several videos covering that research
that explain why and how video works so
well so i'm not going to rehash all of
that info again in this video but when
talking about how to sell a product or
service you just need to know that video
is the medium you want to use if you're
not using video then there's already
room for improvement and if you're
thinking i don't have professional video
equipment you don't need it if you have
a smartphone you can make an effective
video some studies have shown that less
than polished videos outperform studio
videos anyway because people are more
receptive to transparency than
perfection these days now let's talk
about what your video needs to include i
mentioned that it should preemptively
address all the objections and pain
points in the list you just made so what
does that look like let's look at this
ad that i saw scrolling down my home
feed on instagram there are no words or
narration in the video no subtitles it's
just a video of the product in action a
cleaning tool that gets hair up out of
just about anything carpet stairs shirts
etc and then at the end of the video it
hits you with a sale discount and a cta
to shop now with a link to the site i'm
a wife and a homeowner with one dog and
this ad very much caught my attention
and my dog doesn't even shed y'all i
have a golden doodle and this ad still
caught my attention just as someone who
likes to keep a clean home so imagine
parents or multi-generational households
seeing this ad or people with shedding
pets or a lot of roommates etc this ad
can resonate with so many people and
i'll tell you why it's because it
addresses so many pain points goals and
objections of the target audience in one
video if you have carpet at home i'm
sure like me you saw that video and
thought oh wow this could help me get
hair out of the carpet that my vacuum is
missing or maybe you have an awkward
bulky vacuum at home that isn't really
compatible with stairs to begin with and
the small shape of this tool is what
appeals to you or maybe you find
yourself constantly having a lip roll
your clothes or your kids clothes
because your existing lint roller
doesn't really work this video is
tackling all of those pain points and
any skepticism up front just by showing
you how the product works and then if
price is an objection they tackle that
at the end with a 60 off discount it
also projects the goal a lot of people
have of wanting to keep their home and
clothing looking nice and clean the
before and afters of the rugs shirt and
stairs accomplish this the other
important factor to keep in mind here
that makes this work is the wow factor
in today's world people don't want to be
told they want to be shown now some of
you watching may be thinking we're a
service based business i don't have a
product to demo like this or even if you
are product based maybe you're thinking
an infomercially video wasn't really on
brand for us that's okay i'm not saying
everybody needs to go out and make a
video like oxiclean watch how oxiclean
unleashes the power of oxygen although
those commercials were super successful
so it's not a bad idea but depending on
the nature of your business you need to
sit with the list you've made and really
think about how you can address the pain
points your audience has as well as any
objections they'd have to purchasing
from you in one video and when you're
conceptualizing this try to create a
video that would still make sense with
the sound off or at least one that can
be subtitled a because 92 percent of
consumers view videos with the sound off
and b
because people lose attention quickly
they a lot of times don't have the
desire or time to listen to a lengthy
explanation your video needs to have
that wow factor to grab their attention
and then quickly show them how you can
solve their problem and overcome any
objections they have and if you're
watching like how do you just think of a
wow factor out of thin air look at your
list the pain points your audience has
will tell you what they care about aka
what will stop them and get their
attention mid-scroll so to give a
service-based business example this
could be a video of a car wash showing
the absolute dirtiest of cars coming out
the other side clean as a whistle or a
staffing agency showing how they took a
3 employee company to a 30 employee
company in x amount of time with a
sustainable growth model no matter what
your business is you can take the list
of pain points goals and objections that
you made for them and create a video to
paint your product or service in a light
that will make your audience stop and
care now the last thing you can sprinkle
in the video you create is called fuji
this is a sales acronym that stands for
fear of loss urgency greed factor and
indifference these are things that
historically tend to make people
purchase if you notice at the end of the
cleaning tool video they say the sale
was for a very limited time and to shop
now there's your fear of loss and
urgency fear of loss could also be
worded as limited stock or something
that makes the person feel that they
will miss out on the deal if they don't
act now greed factor is typically
translated by showing lots of people
using the product or service because
they see everybody else using it so they
want to use it too i've also seen fuji
spelled with a j where this one stands
for jones effect which refers to the
need we have to keep up with our peers
and get closer to those we perceive as
our superiors either way it's the same
general principle of showing social
proof or saying how many customers
you've helped today and so on that make
people want to work with you and
indifference is sometimes hard to
translate digitally but it's basically
the attitude of it's up to you to
purchase or not because we're already
helping a ton of other people you don't
want to push a desperate salesy attitude
onto the customer because that's a quick
way to make them not purchase or visit
your site ever again so to quickly recap
this step because i know it was a lot
making a video based on the list you
made in step one is the most important
part but then after you've come up with
a concept go back and sprinkle fuji
where appropriate for an extra punch all
right now before we get into my final
step first here is a quick message about
our new coaching program hello we just
helped a small business make over 1.5
million dollars through facebook
advertising after managing millions of
dollars of ad spend for thousands of
small businesses and creating thousands
of social posts to help businesses
connect with their customers we know how
to get results and we want to help small
businesses get results too so we've
decided to give away our knowledge
learning experiences resources tools and
feedback to help you achieve results for
your digital marketing efforts if you
want to learn the blueprint for success
the best practices from some of the
fastest growing companies in the world
get access to all the tools you'll need
and get live expert guidance from yours
truly stop what you're doing and sign up
for our coaching program today all right
step three is to advertise the video
choose the platform your specific target
audience spends the most time on and
advertise your video there if you don't
know what platform that is for you you
can watch sherman's video next and
that'll help you decide if you don't
know how to run an ad on the platform
you choose we organize all of our
playlists by platform so you can click
into the platform you're wanting to
advertise on and find the video you need
on how to create an ad for that platform
there the goal here is to put your video
in front of your target audience by the
masses the more the reach and the lower
the cost the better depending on what
your goal is you'll be able to track
exactly how many sales come from your
video ad and again our videos show you
how to set up conversion tracking like
that but if you have any questions feel
free to leave them in the comments for
me and i will get back to you there and
that's it that is the three-step method
to start generating sales if you found
this video helpful please don't forget
to like subscribe and hit the
notification bell before you head to
watch the other videos that i have
linked in the description for you and i
will see you in the next episode