Where are my organic online marketers at? I have been in the game of organic marketing for a couple of years now, marketing a couple of different products. Last week, I bought a content course from my mentor Jacob Caris that he put out to his audience. Nothing crazy expensive, but full of value.
Jacob is known for his success in high ticket affiliate marketing using mostly organic marketing strategies. He really has fun with his strategies, and as any good marketer does… he experiments often.
The one thing that he has taught me over the years is… sales is simply changing the beliefs and persuading a change in the prospect’s thinking.
If behaviors originate from the thoughts we think, then we need to change the thoughts and beliefs of the prospects in order to get them to purchase what we are offering.
Buying Strategy
There is always a process that people go through to purchase. You know people buy from emotion and justify with logic. I have spent over 10 years off and on selling life insurance. Let’s be honest… People buy life insurance mostly because of fear or love, both being emotions. They are fearful someone is going to die, and they will be left in a difficult situation; or they buy it because they love someone and want them to be okay after death. The logic comes in when you discuss price and details and how to fit it into their budgets.
How can we move prospects along in the buyer’s journey quicker? You have to understand the journey that people go through to purchase. 80 percent of all people go through the same buying strategy when they make a purchase. They see something that interests them, they get all the details about the product, and they examine it to see if they feel like they can get the same results. How does it make them feel? Does it provide the results they were wanting? Then it is decision making time.
As agents/marketers, if you are trying to generate leads for our business, how can you visually get their attention. If you know that 80 percent of buyers start visually, then you need to catch their attention with headlines, photos or videos. To read more about content for agents, be sure to read 5 Social Media Content Tips for Agents.
You can do this through your content. The further you can take them through their buying strategy with content, the easier the close will be.
There is power in your content. Discover solid content strategies for writing content that can move them through the buyer’s journey and limit your close time so you can serve more clients.
Content and Buying Strategy
So let’s dive into the 3 parts of the buyer’s strategy and how they relate to content.
Visually: You can get their attention with graphics that trigger their attention. People are overwhelmed with content, and unless you can provide something that catches their attention, your content will go unnoticed. I believe the less “sexy” your product is, the more you have to work to get their attention. It may take changing your angle in your marketing approach. For example, the last product that I was marketing was a gut health product. Let’s just be honest here, how many people wake up in the mornings thinking, I really want to work on my gut health today. Not many, but people do wake up googling: how to feel more energized, how to lose weight, how to manage anxiety, etc.
Ways to Get their attention:
✅Use bold features in your written posts to catch their attention.
✅Adding emojis works well in grabbing attention.
✅Use strange or different photos known as a pattern interrupt to stop the scroll and grab their attention.
✅Use powerful headlines addressing painpoints of your prospects
✅Stories are a great resource. You can use polls or questions in your stories to generate leads and interest.
2nd Step
Audio-Digitally: This is the second step where your content can provide the nuts and bolts to change their views and beliefs around the product. An example… For agents, you can change their beliefs that life insurance is better than a prepaid funeral; insurance can be affordable and fit into anyone’s budget; Life insurance is vital especially when you have a lot of assets to help cover taxes; Life insurance can be used to create your own bank; Insurance can provide safety and security, or simply, there is a policy for almost everyone regardless of their health.
Think of all the objections you handle in the appointments/sales conversations and create content around those objections. Overcoming objections is nothing more than persuading a prospect to change their thoughts and beliefs around it.
✅Use stories to change the way a prospect thinks, believes, understands, or needs to believe to buy your product. To get clarity on your content, I have put together a worksheet you can use to help you gain clarity on the type of content needed to lead prospects where you want them. Download the worksheet below.
3rd Step to Content Creation
Kinesthetically: This is the phase of the journey where it is all about how the product makes them feel. What better way to evoke feelings than with stories. Stories are so powerful because it relaxes the fear center of the brain that alerts us when there is a threat. Considering most people do not like to be sold, the mind usually alerts us when someone is trying to sell us. The unconscious will be protected immediately, and people shut down. Stories relax the fear center of the brain, and allow access to the unconscious part of the mind.
Remember, people need repetition to pay attention. Repeating stories may sound reductant to you, and yet a lot of your audience hasn’t even seen the content. This process isn’t always an instant gratification process. It will take time to grow your like, know, and trust factor.
So, do you see how you can assist the prospects through the buying cycle with your content? The key is to add a call to action to your posts. Make it a low key call to action to initiate conversation so you can begin your sales process and identify their pain points.
Proper content should lessen the number of questions that you get during the sales process. Thinking back on all of my appointments in insurance, I can see how I ran my clients through this process without having a clue of what I was doing. As most of you have, I had a framework that I used in every appointment. I told the same stories over and over, eliminating most of the objections before we ever got to that part of the appointment. You can do the same thing with your content. Remember people are people… online and offline.
If you are a female and would love a community to support you in achieving your goals and identifying and managing blocks along the way, join my FREE Facebook Private Community, One Gutsy Life.