The Most Powerful, Overlooked Marketing Strategy on Earth

Want to skyrocket your sales this year? Then you need to hear this…

Because what I have to share with you today will permanently shift your perspective on marketing and selling your products.

In other words, when you’re done reading this post, you will understand marketing like never before – and you’ll understand what you need to do immediately to dramatically increase your sales.

You see, up until now, I’m wiling to bet your business has been silently stunted. It’s been handicapped from the get-go.

No matter how much you learned, no matter what new tactics you tried, you could never get the sales you needed.

You may as well have an anchor dragging down your business because your results have always been less than you expected.

But that’s all about to change. Once you fully grasp what you’re about to discover here, you’ll immediately know what you have to do to make more money and finally get the momentum you need for your business.

It starts with understanding WHO you’re really marketing to…

Who’s REALLY Looking at Your Marketing Anyway?

Let me break it down for you.

Every time you go out into the marketplace with a new piece of marketing (like a video sales letter, retargeting campaign, or even an old-school print ad), your prospects fall into one of five categories.

  1. About 5%: Can’t wait to buy what you’re offering.
  2. About 25%: Are open to buying what you’re offering.
  3. About 40%: Are NOT thinking about what you have to offer.
  4. About 15%: THINK they’re not interested in your offer.
  5. About 15%: KNOW they’re not interested in your offer.

(Now for the record, these numbers are estimates at best. But they’ll give you an idea of what you’re up against when you’re selling.)

As a marketer, it’s your job to change these numbers. Specifically, it’s your job to persuade prospects who are NOT thinking about your product AND the prospects who think they’re “NOT interested.”

It’s also your job to get people who are “open to buy” to the place where they “can’t wait to buy what you’re offering.”

But at the same time, you should NOT be marketing to the prospects that can’t wait to buy and definitely NOT the prospects who will never buy no matter what you do.

If you’ve been in business for a while, I’m sure this isn’t a surprise to you. (Because if this is surprising, then I’d question what you’re trying to achieve in your marketing.)

So let’s assume you already knew this, or you could have figured this out on your own. Then what? How do you go about changing these numbers?

Well before I explain, I want to share with you one of my favorite marketing quotes of all time…

“The aim of marketing is to make selling superfluous.”

– Peter Drucker

In other words, if you want to change those numbers and make more of your target audience “open to buy,” then everything you do in your marketing should lead prospects to buy… LONG before you start selling.

How I’ve Personally Made Selling Superfluous

“Rich, I don’t know what you’re selling, but I know I want to buy it.”

Over the last seven years, I’ve gotten that reaction more times than I can count from fans and readers.

Usually it’s after they read one of my free reports. Now, if you’re reading this post, then I’m sure you already know the stories about my seven free reports that built my business.

And unless you’ve been unplugged from the internet world for a while, you’ve probably heard about my Report Writing Workshop next month.

At this workshop, I’m taking a very exclusive group of entrepreneurs and I’m showing them exactly how to “make selling superfluous” for their customers, just like I did in my free reports.

Now in my opinion, creating a blockbuster free report is an easy way to lead your prospects to the sale.

But simply writing a free report is NOT what I would call “the most powerful marketing strategy on earth.”

No, what I have to share with you today (and with my clients at this workshop) is MUCH more powerful than just writing a free report.

You see, the most powerful marketing strategy I know involves leading your prospect to the BEST frame of mind to buy your products.

So when you ask for the sale, the majority of your prospects are in the “open to buy” category.

The Ideal Buying Moment

Something you need to understand: When you introduce a new idea, the person you’re talking to has to be in the right frame of mind to hear it.

For example, I can’t tell you about marketing in this blog post – unless you’re at a place in your business where you want to listen to me.

Your prospects are the SAME way.

For every prospect, there is a moment when they are in the best possible frame of mind to listen to your marketing messages AND buy your products.

I call this “the ideal buying moment.”

Going back to our percentages above for a second, this is when your prospect can’t wait to buy, OR are open to buying. Of course, as a marketer, that’s what you want.

Let me give you a quick example.

Say you sell alarm systems. There will be a moment when your prospect is in the perfect mental state to want to buy your alarm system – regardless of what you say or do in your marketing.

Maybe your prospect just inherited some valuables they want to keep safe in their home. Maybe your prospect just heard a friend had a break-in in the same neighborhood where they live.

Whatever the catalyst, something fundamentally changed your prospect’s mental state so they approached your alarm system as a WELCOME tool, a “must-have,” – not as an annoyance or unwanted intrusion in their lives.

When your prospect is in this frame of mind – selling truly is superfluous. As a marketer, you barely have to do anything to make the sale.

How to Lead Your Customers to the Ideal Buying Moment

I’m sure you’ll agree: It would be OUTSTANDING if the majority of your prospects were already in this ideal buying frame of mind, before you asked them to buy your products.

Well, as a marketer, you can make this happen. In fact, if you want to market effectively, you HAVE to make this happen.

Your marketing has to BE this catalyst for your prospects so you cause this fundamental shift in their perspective.

Otherwise, you’ll sit around waiting for would-be customers to have this fundamental shift in perspective on their own (like in our alarm system example above). And we all know how seldom that happens.

So how can you lead customers to this frame of mind in marketing?

The fastest way I know to change a prospect’s perspective is to produce dynamite free content that subtlety causes the prospect to realize that your product is the answer they’ve been searching for.

As I mentioned, I’ve done that in each of my free reports. But you could do this just as easily in videos, emails, or any other kind of free content.

This free content “vehicle” that you use is NOT as important as what you say to inspire this fundamental shift in their perspective.

Now this is a HUGE topic. One I’m going to be digging into next month for two days at my workshop. But for now, I want to leave with you with a way to do this on your own.

  1. First, you need to think about your product’s BIG promise. So ask yourself: What BIG promise does my product make? What BIG problem does your product solve for your prospects?
  2. Next, what does your prospect need to be thinking, believing or feeling to spend their hard-earned money for that BIG promise?

Once you know that, the next step is how to lead them to those beliefs and feelings. I’ll get into that in an upcoming post.

Three quick questions before I get out of here…

  1. Was this post useful for you?
  2. Do you already know your customer’s best frame of mind to buy your product? If so, what is it?
  3. If you think you “get this,” and you’re ready to lead your prospects to this frame of mind in your own free content, tell me: Do you think a prospect needs to be less hopeful or more hopeful to want to buy your product? (Because it can’t be both.)

As always, I’d appreciate it if you could answer in the comments.

If you got value out of today’s blog post… I’d appreciate if you’d share it with your friends and fans on Facebook or Twitter, by clicking the share buttons above.

A quick note: We still have a few spots remaining for next month’s Report Writing Workshop. For full details on this event, contact my Director of VIP Relations, Adam Kaye at +1-631-656-8400.

21 thoughts on “The Most Powerful, Overlooked Marketing Strategy on Earth”

  1. Hi Rich,

    An insightful blogpost, and here’re my answers:

    1. Yes

    2. I think so. Beginning of school term (September) , before they apply for university.

    3. They need to be MORE hopeful. Hope is what motivates them to move forward to their goals and dreams.

    Thanks,

    Jonathan

    ExpressiveDegrees.com

    Reply
    • Thanks Jonathan. That’s an interesting answer – “beginning of the school-term.” That does indeed invoke an intriguing frame of mind. You may want to flesh out all the expectations, beliefs, ideas etc that a new student would have just before they apply at a university. That will allow you to speak directly to this student – your ideal customer’s – hopes and beliefs in your marketing.

      Reply
      • Hi Rich. recently subscribed to your excellent reports and newsletters, having enjoyed your Frustration 2 freedom seminar. Heard about you via Alex Jeffreys seminar in the UK. Are you planning to do any Seminars in London, UK please? regards, neil.

        Reply
        • Thanks for the kind words Neil. At the moment, I don’t have any seminars planned for the UK. But if I plan any events in Europe, I’ll let everyone on my list know — so you’ll be sure to hear about them. 🙂

          Reply
  2. Hi Rich!

    1. Yes!

    2. I honestly don’t know that yet.

    3. That’s a good question – they need to be hopeful that the outcome is possible, but putting all their hope in your product without putting in the work is a major reason for dropouts and refunds. Looking forward to hearing your answer!

    Reply
  3. 1- This blog post has been the most eye opening thing
    i`ve ever read in my 9 years online reading and buying programs
    by the tons. Wow.. I REALLY REALLY hope youre gonna
    release a program teaching what you`ll be teaching at your
    `report`workshop` – because this is the one key to making people
    buy I just realized has always been my big problem.

    I cant believe this one post alone has triggered a million
    neurons in my brain like a firework.

    Will you eventually make a product out of those teachings?
    I dont know what it will be like but i wanna buy it ; )

    2- I feel i think i know what the best frame of mind they must have is,
    but that in reality im probably not really on point and its probably
    different than i think.

    3- Not sure but i trhink they have to be less hopeful at first,
    realizing that they cant really solve their problem as well
    As they thought by themselves, with other people solutions.
    But then Shifting to more hopeful by my solution being
    the ONE solution to solve it.

    Not sure if its a good answer

    Reply
  4. Hi Rich,

    I just read your other article as well on how to know your customers and I actually do what you say and more because I was an actress for many years and I use the same techniques I did to “know” my characters to “know” my ideal clients! I imagine their lives and what they are going through. And you are correct, I went through or go through the same things. I make character outlines and imagine their days in detail.

    The statistics were very interesting to me. Thanks for that. And regarding the best frame of mind, I believe it’s right when they can see that things can be possible. So, that would be on the cusp of less hopeful, onto the threshold looking through the doorway of possibility. And that is the moment. If I miss that moment, I have noticed that it’s over!

    Couldn’t agree more about free content. I am actually starting a Web TV show to just give great free content on a consistent basis so that selling does indeed become superfluous.

    As far as the report writing, that sounds extremely invaluable. I am definitely not there yet with nailing those!

    Warmly,

    Jeanne Omlor – Life and Business Coach
    http://www.jeanneomlor.com

    Reply
    • Thanks for the kind words Jeanne. I also find it interesting that you were an actress. My Content Director Kat has theatre background and she also says that it’s easier to not only ghostwrite, but to get inside the minds of customers because of that background. 🙂 Best of luck with your Web TV show and everything else in your business going forward.

      Reply
  5. The post was mightily helpful. Like you said, Rich, I was in the ideal frame of mind to read this post because I used to wonder why I have many customers and only 2% buys. The concept of “Ideal Buying Moment” blows my mind. I love it more because it’s based in reality and a principle. And yes, I know my customers’ best frame of mind and I’m going to work towards moving them to that frame using the strategies you revealed in your previous materials. Thanks Rich, you don’t know how large a veil you’ve lifted off my face to see clearly.

    Reply
  6. Thanks for the kind words Wayne, and for answering my questions so fully. About the report: I’d appreciate it if you would let me or Chuck know how your 90-day program works out. We would love to hear from you.

    Reply

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