Internet Cash Genie by Egir Cela (best books to read in life txt) 📖

competition.

 

Even in the Schlitz beer example, it is a total story of purity about the beer that ultimately ended up selling it. The USP of how the beer is created is only a feature in that story.

 

It only offers a single component to creating an effective story in the consumers’ mind. One that makes them forget about your competition and make them only want to do business with you.

 

The other component has to do with tapping into your customers’ emotions… the aspect which makes the consumer change their habits and beliefs about the business they like best.

 

Although the USP works to bring in customers who don’t already have a preference in who they are going to deal with, it is usually not powerful enough to change the buying habits of customers and get them to become loyal to you.

 

This then leads us to…

 

Second, come up with your “emotional lever” that pulls the customer into your story (I like to use the term “hook” because it attaches and reels your customer into your story).

 

The difference between a hook and your USP is that the hook is not just an advantage you have over your competition. It relates more to how you are going to attract the attention of your customers and prospects.

 

 

 

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Usually, the hook will have the Unique Selling Proposition built-in.

 

It is what grabs the customer and forces their interest into your business, product, or service.

 

To come up with an effective hook, we first need to consider a few questions.

 

Mind you, these question might seem pointless at first. However, by answering them, you’ll soon reveal a hook that is so powerful it will drive new customers to you in droves day in and day out.

 

While answering the questions, be aware that you are looking for an interesting little morsel that would grab somebody’s interest even if you’ve never met them before.

 

You may even want to have somebody else ask you the questions. Then, as soon as they stop and ask you to elaborate on an answer, you can assume you might just have found your particular hook.

 

Let’s begin:

 

Is your product or service produced in an exotic location?

 

Have you had an unrelated career before you jumped into your current business?

 

Is there something unusual about somebody with your background working in your business?

 

Have you worked with or met well-recognized figures in your market?

 

Do you have any unusual claims or results?

 

What would you tell a potential client if he or she asked you what your qualifications were? Do you have any case studies or testimonials from clients?

 

Can you make any eye-catching claims based on those qualifications?

 

Now, once you’ve answered these questions, is there anything that sounds interesting to potential consumers that they would like to hear more about?

 

 

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Make note of these potential interesting points.

 

Then, all you have to do is look at the examples below to get ideas for creating a hook that will fit your business.

 

Let’s say we produce wine from the countryside of France.

 

Your hook might be, “Discovered! Mouth-Watering Wine Previously Only Enjoyed by a Secluded Group of Villagers… Accidentally Stumbled Upon in the Rural Countryside of France by an Out-Of-Work Traveling American Tourist.”

 

Or you might have an affiliate marketing business and in your previous life you had a 9-5 job as a truck driver.

 

Then your hook might be, “How a 61 Year-Old Retired Truck Driver from Michigan Made a Killing with His Dead-Simple Internet Business!”

 

How about selling “how-to” make-up and hairstyle books for women.

 

The hook might be, “Former Celebrity Hairstylist Reveals Her Most Closely Guarded Beauty Secrets That Transforms Hollywood Stars From Average to Glam!”

 

Moving on to a result based hook. If you have a weight loss product or service, then your hook could be as simple as…

 

“Attention: Working Mom Loses 13 Pounds In Two Weeks!”

 

If you were in the market for these products, would any of these catch your attention… and make you want to find out more? You bet!

 

You have brought interest into your business. You have grabbed your customer or prospect with a taste of your killer story.

 

To gain even further inspiration for coming up with hooks you should pick up a copy of the top selling publications like the National Enquirer and other popular magazines.

 

No matter what you think of these publications, the hooks of the stories

 

contain powerful interest attracting words and a structure which you can apply to how you describe your business.

 

Now that you’ve got the two vital components - logical and emotional - it’s time to move on.

 

Third, combine your brainstorming… and tell your story.

 

Once you’ve got your Unique Selling Position (your biggest single advantage) and your hook (your connection to an emotional hot-button of the customer), then you are ready to combine them for your business’ story.

 

Your story will be integrated into your sales message. It is what you want your prospects and customers to think and feel when they “envision” your business.

 

Every time your prospect comes into contact with your sales process, you want them to hear your story. It could be in your website, in a sales letter you distribute, on the phone with your sales team, in your advertisements, even on your products’ packaging.

 

So, with that said, let’s put it all together…

 

Let’s say you offer a computer repair service.

 

Your Unique Selling Proposition is that you actually come to the person’s house to fix their problem. They don’t have to travel.

 

And your hook is, “Get Your Computer Problem Fixed In 1-Hour… Or You Don’t Pay!” (Notice how it taps into people’s emotion of utter frustration when dealing with computers. They want to feel like they’re going to get a solution… or somebody is going to face consequences. They desire the feeling of security).

 

Now, put it together.

 

You would then convey the story to your customer of being ultra-customer friendly… the customers’ one-stop shop for computer problems. No more worries, frustrations… only solutions.

 

 

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See how this works? By adding your Unique Selling Proposition and hook into your sales process (on your website, emails, or other sales interactions), then you are able to easily convey this story in an effective way.

 

The result? Just look at these dominant companies:

 

Toyota (in the American market) – Tells the story of Japanese perfection. Your car is superior because of how it is put together. This is the idea many consumers have, even though many of the manufacturing plants are in the United States.

 

Nike – The shoes your favorite athletes wear. They improve your performance.

 

And, of course, there’s the companies we’ve previously talked about. They all have stories their customers buy into.

 

Just like all of these business “giants”, you’ll soon begin to develop a cult-like following of loyal customer, people who are glued to your business.

 

But why stop there when you can expand your influence by implementing the “x“ factor…

 

 

 

 

 

 

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The “X” Factor Which Determines Whether You Crash and Burn… or Grow Exponentially!

 

 

The “X” factor. It can instantly send a surge of sales your way. Of course, failing to do it the right way can crush your business just as fast.

 

So, what is it? And how can you make sure you’re doing it correctly?

 

The “X” factor is the relationship you build with customers, workers, and partners.

 

Basically, it’s what determines whether somebody is motivated to work with your business and help it grow… or could care less about your business and possibly even want to damage it.

 

You see, with good relationships comes trust… where you can easily answer the question of why somebody should be willing to work with you to build your business.

 

Successful joint ventures, loyal customers, enthusiastic workers, and partners who are determined to help you succeed. That is what good relationships mean to your business.

 

On the other side, failing to build successful relationships can result in damage to your name. People are less likely to have faith in your product or service.

 

They also don’t trust your word (the one thing you’ve always got even if you lost everything you own and worked for).

 

Lacking trust in your word equates to one thing: customers are less likely to believe that you have something valuable to offer… and the people you work with could care less about your business.

 

Although you may not see the damage this does to your business in an obvious way, it will KILL your business slowly and painfully. Little by little

with…

 

Customers speaking poorly about your business.

 

Workers apathetic to doing their job right.

 

Less people who are willing to partner with you.

 

Fewer people who will want to endorse and promote your products.

 

What’s more… people you don’t have a relationship with are less likely to look at your product or service in a positive light. They are skeptical, as compared to someone you’ve built a successful relationship with.

 

If somebody has done business with you, trusts and appreciates you, then they are much more likely to see your product or service in a positive light (dramatically increasing your sales).

 

And with enough previous - and therefore repeat - customers, your competition just can’t compete.

 

Enough said? Then let’s get started with…

 

The 10 Truths To Profitable Relationships

 

The “I like this guy, he’s just like me” principle. People like anyone who is like them. Have you ever felt an instant rapport with someone when you found out they went to the same high school or college as you? What if you’ve traveled somewhere and found someone from the same city as you?

 

When people see you as someone just like themselves, they instantly have a higher degree of trust for you. After all, wouldn’t you trust yourself?

 

The more you’re just like your prospects or customers, the more they will instantly trust you.

 

Keep your word. This may sound obvious too some, but there is much more to it.

 

Often, there are circumstances that arise where you are let off the hook. You don’t have to do what you said you would. People forget, circumstances change. A new excuse may come up where you feel like you can’t keep your

 

word.

 

But here’s a sparingly used strategy to win you friends and gain profitable, long lasting relationships. Keep your word no matter what… and when you can’t, find another solution to make sure the other person is more than happy.

 

Just imagine how good you would feel if… you did some work, all was forgotten about it, and then a few months later you get a check in the mail.

 

Would you feel like the person who sent you the check is an honest and trustworthy person? You bet. They kept their word even though you forget they had to.

 

Other areas in your business where you want to make sure you keep your word or else face the wrath of bad blood against your business include such things as:

 

Paying referral commissions or affiliate marketer’s checks on time

 

(even doing this earlier than expected is a good idea to make a positive impression).

 

Put a serious effort in to finish joint projects when agreed.

 

Having your full effort put into work that‘s agreed upon.

 

Keeping dates you set under most circumstances.

 

If you have trouble meeting things you’ve said or agreed to,