The Y.A.W.N. System — “Oh boy, I can’t wait to buy another product, book, program or tele-series.”

Rants 4 Comments

How is that for sarcasm? It’s the nature of my work that I hear from business owners who want to sell more books, programs, products or teleclasses. So often, folks talk about what they are creating in generic, snooze-inducing terms. And, truth be told, I don’t think anyone on the planet is palpitating at the prospect of buying another product, book, program or tele-series.

Clients buy because they want a result.  It’s just that simple.   As one of my long-time friends and mentors Henry DeVries has often said, “Pain killers sell better than vitamins.”

Here are some of the commonly used conversation starters and email subject lines that have me reaching for the No Doze:

— Get your free ebook today

— Come to the next workshop

— Hurry to register for the teleclass

All this is about delivery methods for generic information. There is no WOW in any of this for me or for you or for whomever these programs are intended.

This reminds me of my days writing brochures and annual reports for business banks. All the banks talked about the same things — experience, client service, and tenured staff who cared about your success. It was if you could put you hand over each bank logo, and all the banks would sound the same. Those were challenging days with the pen for me. That is for darn sure.

I was ranting about this to the members of one of my Facebook groups. One of my friends and colleagues replied in a way that made me grin.  That is why I am sharing our exchange here on the blog.

  • I reply, “That could be a new system for someone — with a wink and a grin.  The Y.A.W.N. System to Repel New Business. Let me spell it out. Y – ou A -bsolutely W – ill N -ot get the business when all you talk about is your generic program, delivery method, or book.”
  • Dani retorts, “Fantastic… it’s a FOOL proof way to irritate and annoy people with four proven and simple steps.
  1. Be signed up for annoying email spam
  2. Get enrolled for an online training after selling it like it was custom 1 on 1
  3. Try to up-sell them when the client states the service was overpriced – and finally…
  4. Alienate professionals left & right.

Let’s all take a fresh look at how we talk and write about our products, books, and programs.  And let’s have an EYES WIDE OPEN moment and wake up. No one is palpitating at the prospect of adding a generic product, book, program, or teleclass to their shopping cart today. People are seeking solutions to serious problems that bring in the relief or the benefit.

Intoxicate us with possibility.  Paint a picture of a brighter future with terrific specifics.  And deliver what you promise and more.  It’s a tall order, and it will pay off.

 RSS Updates   |    Email Updates

A Rant to a Heckler at the Webinar

Rants No Comments

So, George Huang and I are having an engaged conversation last night by webinar with people all around the world about rapid revenue acceleration.  There is a way for participants to ask questions.  There are slides to view. There are bonus links to useful materials to access.  Everything is going beautifully and as promised in all of the pre-event materials.

And then one of the callers types in, “You are a phony” as a comment for George. 

First of all, nothing to be more untrue   Secondly, what was this person THINKING to type in such a harsh remark?

While the Internet may give some people the impression that anything goes, here is what I believe.   Behind every Internet front door is a REAL PERSON who is working hard to deliver value, impact, and information to guide others to some welcome outcome.  Anyone who resorts to name calling on a public webinar is likely equally icky when folks meet them in person.  And folks like that absolutely are not good candidates to be clients.  How you do anything is how you do everything. 

It is not a small thing to prepare quality content to share with thousands of people. It is not a small thing to invite an engaged audience to benefit from the information.  There is tremendous preparation involved.   There is also skill required to use the technology.  Underscoring all of this is a deep desire to be of service and make a difference.  And there is finesse involved to address hecklers like this unsavory person who showed up last night.  

When the heckler spoke up, George just kept his eye on the goal and proceeded to deliver the value he promised.   A true professional.   And within my own heart, I felt a stab.  All I could think of was, “Ouch.” 

If you are a heckler, please think about the impact of your words before you type them.  And to the person who made the comment, your name and email address have been removed from my list.   You’ve demonstrated that you aren’t the kind of person I would like to do business with, so best wishes to you along your journey.  You’ll need all the help you can get.

If you missed George Huang’s webinar that described the Rapid Revenue Acceleration Flight Plan, he will be sending out a recording shortly.  You can opt in to gain access to the recording by clicking here.

 RSS Updates   |    Email Updates

Real Time Analytics