Marketing Your Products So People Buy with Eben Pagan
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Eben: Joe taught me a technique, and this is one of the things that you have developed that we haven't really talked about here. I thought if you'd be willing to share it, just to address it, there's a way to make a lot more money, probably, in your business. It's a way that isn't about advertising. It's not about getting more customers. In fact, this way of making more money with your business can be far more profitable than advertising or getting more customers.
The technique is figuring out how to get your products to "stick" better. When we say stick what we mean is get people that buy them to use them, enjoy them more so that they don't stick it on a shelf and go, "Ah why did I buy that?" Then, ask for refund.
Joe: My company's called Piranha Marketing. Basically, what I do is I sell information products predominately to niche universes. The largest being carpet and upholstery cleaners, that's where I started. People ask me, "How'd you get into that?" I used to be a carpet cleaner. Back in 1990-1992 I basically lived off credit cards. I was trying to run a business. I was really practicing working.
So I learned direct response marketing. The quick definition is anything that you do in terms of putting a message out there that is designed to get a response back. Image advertising, institutional advertising which is terms you will hear in college or you'll hear them from a lot of marketers talk about those terms. It's basically designed to get your name out there, create name recognition. Whereas direct response is designed to get a response, to get people to actually respond to any message that you're putting out there.
When it comes to being marketer it's basically the list, who it is you're communicating to and what it is that you're communicating to them. In the world of carpet cleaning, people say how am I going to learn anything from you? I saw the Doctors or I'm not in the service business. I teach people because I used to be one of them, how to actually sell a service that nobody wants to buy. Has anyone here ever looked forward to hiring a carpet cleaner or getting your oil changed?
With carpet cleaners they're not predominately very sophisticated business people. I certainly wasn't. I actually failed owning and operating a small business in college. Basically, I needed to come up with a way to actually market and promote my services. I learned marketing never thinking that I would teach seminars or do books or any of those things.
In my world of selling information products, it's a finite universe. I'm a big fish in a little pond. I needed to develop relationships. The real thing that all of us need to do as business owners if we're going to have anything in terms of lifetime value, to use that term, with any group of people is you have to bond with them. Bonding with your clients or with a group of people is critical. You want to be in the relationship business not the transaction business.
Most business owners are going to be transaction marketers. They're going to sell something then they're going to figure out how to find more people that they can sell something to versus bonding with somebody and establishing a relationship with it. One distinction I want to make is the difference between selling and marketing. Selling is what you do when you're on the phone or face-to-face with somebody.
Marketing is what you do to get somebody on the phone of face-to-face with you properly positioned so that they have this four criteria, which I'd recommend you write down. They're pre-interested. Second is, they're pre-qualified. Third is, they're pre-motivated, pre-motivated. Fourth is, pre-disposed to do business with you.
It doesn't matter what order they're in, it's just, that's the criteria of someone that you want to speak with. Wyatt said that pre-selection will always beat training.
Pre-selecting who it is you want to sell to and have the positioning to where they want to buy from you versus you trying to sell them is how you actually set it up. I figured out a lot of that by accident. Instead of doing one step selling which is what so many business people do. You actually do multi-sequence selling. You do things like have people request information that you send to them, online or offline or call a twenty-four hour free recorded message, which is a real simple technique.
If you're not in the information business, you want to utilize information to assist you in selling whatever it is that you actually sell. Really all of us, if we're going to educate clients or tell them anything about what it is we do and how we do it in order to educate them, interest them in our products, our services, our experiences, you're in the information business.