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NB: This newsletter is published every Monday. Point your browser to www.tayosolagbade.com/sdnuggets to read at least ONE new post added to my SD Nuggets blog on a different category from Tuesday till Saturday (sometimes even Sundays)
in line with this publishing schedule 
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WHEN YOU BUY BURT DUBIN’S SPEAKER MENTORING PRODUCTS/SERVICES – LEARN MORE HERE!
1 of 2: PUBLIC SPEAKING – The Key to Sales and Marketing Success
“Talk to a man about himself and he will listen for hours.” – Benjamin Disraeli
The foregoing quote offers potentially useful insights into how to make your sales and marketing communication successful in winning buyers. I explain below.
Quick Take-Away: You want to read this piece if…
A. you need ideas to get started selling your products/services.
B. you’re already making sales but would like to sell more, with less effort and at less cost.
What I share here I learned the hard way – as a struggling entrepreneur who could not support his family, talk less find funds to pay for marketing or advertising!
In other words, all I had was the opportunity to access the web at N100 to N250 per hour (depending on the café I used), and to try promoting the solutions I offered via self-taught web design and web marketing skills.
Things did not work out for A LONG time, for me.
I recall in 2005 or so, I got to a point where after exhausting my own funds, I would sneak into my wife’s purse and take N100 from the little she’d kept saved there, so I could work one extra hour in the café to try a new idea I had.
Most times after doing that bad deed, I came home with nothing to show for it, and to get some MAJOR LIP from my wife, for taking her money!!
That’s all way back in the past now. But I share these details, because today when I create promotional stuff that I use online people who watch me do it, comment that I do it effortlessly.
I tell them that’s because I learnt to use Photoshop to create graphics and Macromedia Dreamweaver (today I use Joomla! and WordPress) to build websites, NOT because I wanted to, but because I did not have the money to pay a web designer I’d approached to do it for me.
What was more, despite my best efforts, nobody I knew and talked to was willing to give (or lend) me the money to pay the guy.
But being the self-driven independent minded thinker I’d always been, I ignored suggestions that my business idea was bad, and resolved to learn to do it myself.
Some experts believe that it’s best to focus on what you are best at, and to sub-contract the rest to others. I argue that THAT depends on what part of the world you are in, and how reliable the people you have to do that with are.
In my part of the world, the idea of using Virtual Assistants and the like for building my kind of knowledge based business is often an invitation to trouble. Quite often, it’s either you get lots of disappointments or worse, your material could get “stolen”.
I exaggerate NOT. It almost happened to me: TWICE!
So that’s why/how I learnt to create my own promotional materials for use online.
But acquiring the skills only addressed one dimension of the problem. By the time I began using those skills, I soon realized I needed to find a way to get my target audience the pay attention, and at some point RESPOND to my offers (e.g my Excel-VB Ration Formulator, and the popular Feed Formulation Handbook).
Which brings me to the major mistake I see lots of people making when trying to sell.
They are always too focused on themselves, and what they want you to buy. The rarely invest time, effort or energy to INVESTIGATE and accurately identify what you need – or how best to communicate with you (i.e their target audience).
For instance, every now and then I get emails, phone SMS messages, facebook messages etc, in which some product or service offer is made to me.
What always strikes me as odd, is the fact that those who send such marketing messages do so as if they assume they are the only ones, who do what they do and that their offers are irresistible.
Yet when one checks, they offer no compelling reason to choose them over the other providers who sell (what often appear to be) the exact same thing.
Little or no attempt is made to build a relationship or establish some trust. They just write and ask you for business without preamble.
To borrow an expression from Fela Anikulapo Kuti: JUST LIKE THAT!
And that’s the mistake many make.
Even when YOUR offer is free, that approach will rarely work with a discerning prospect.
Smart business persons who are clued up about what it takes to win buyers over, know that the most important thing your sales and marketing communication MUST do is answer the question: What’s In It For Me (WIIFM)?
When conceiving your sales and marketing message, you MUST focus on giving a compelling answer to the WIIFM question in the mind of your target audience.
People often make the mistake of thinking they need to talk about themselves, and how good they, their products, and their certifications are, to convince buyers.
In reality however, if you want to attract high profile buyers who will spend good money to buy from you, the KEY is to tell them how you can help them solve a problem they have!
To do that you must develop a system to discover what problems they seek help with. Then using that information you get as a guide, you will tell them what your product/service can do for them along the lines of interests you know they have.
Quite often this process will not happen instantly or overnight. Instead it will take time and effort, possibly over a period of hours, days weeks or even months.
But the good thing is that once you succeed in gaining the right insights into what the prospect needs, you will be able to repeatedly use what you learn to sell and resell to them!
In fact, as long as you continue to create solutions that work, to meet the needs you identify your prospects have, selling to them will often be near-effortless.
This is what many people trying to sell tend to miss – because they are often in a hurry to sell.
However, unless you have a captive audience and a product/service that no other person offers, you simply cannot succeed by “hurrying” prospects to buy.
If you want cost-effective and sustainable success in selling, you cannot work that way!
What you can do…
I once came across a quote that read:
“People don’t care how much you know, until they know how much you care” – Anonymous.
The above words underscore the point I’m trying to make here. But it’s not just the quote that convinces me of what I say here.
It’s the repeat success I continue to record in selling a growing range of mostly digital products and services, to an increasingly global audience that tells me it works!
Let me illustrate based on what I do…
When someone who came to you 2 weeks ago, and asked for details and prices for 2 products s/he discovered on your site via a Google search, goes silent after you’ve responded with details (and a phone call), one would be tempted to assume s/he has moved on.
Yet, time and time again such enquirers have returned weeks, months (even years!) later, to buy those same things they asked about, from me, as if they never left.
I have written several true stories about this in the past – including one that mentions Oladipo Mann who came back about 3 years later!
The key to my success in winning buyers over this way has been my ability to communicate along the lines of what interests them, even when they seemed to have “gone”.
How do I communicate with them when they go away- you wonder?
It’s simply by using a Web Marketing System (WMS), which has at its heart a routine of regular publishing of useful content, that continually invites those who interact with it, to part with their contact details – email addresses and phone numbers especially – via a web form (like this one).
When they do that, they get added to my mailing list database, to which I routinely send broadcasts about my new content as it is published online.
Due to the fact that most of my content is often designed to inform, educate and empower my target audience (i.e. answering the WIIFM question, the subtle effect over time is they begin to LOOK FORWARD to it.
And since I creatively insert references to solutions I offer, in the body of the content I send out, THAT keeps the interest they have alive – in their subconscious.
Over time, they begin to TRUST me, because I am telling them things that interest them, and which they find potentially useful.
Since my focus is never on selling, but on educating them, to do what they do better, including seeing why they’re better off buying from me, I feel no need to chase them…
As Jason Leister so often warns in his newsletter, “chasing” prospects or clients to buy often causes them do the exact opposite (i.e run away!).
Many people who want to sell fail to get this!
The approach of communicating to answer the WIIFM question eliminates the need to chase – and it is the key – the secret! – to sales and marketing success.
You simply keep doing your thing as described above, till your target audience arrives at a psychological point of conviction where s/he decides to ask YOU for payment details.
As long as you make sure the content you send to them is relevant and of high quality, it’s only a matter of time before this happens.
Final Words: To end, I reproduce the quote I began this write-up with…
“Talk to a man about himself and he will listen for hours.” – Benjamin Disraeli
From what I’ve shared above, it’s obvious that this quote explains why answering the WIIFM question in your marketing communication, works. You may therefore want to keep it in mind, when carrying out your sales and marketing tasks in future!
RELATED ARTICLES
1. No. 105: Chasing Clients Will Cost You Profits (A True Story)
2. Can You Be Trusted?(Real Life Farm Business Sales Conversations With People Just Like You)
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This newsletter (which I use to promote Burt Dubin’s Speaker Mentoring Products/Services) serves
experts-who-speak. Starting – Monday 13th April 2015 – it MORPHED in name and content served, to a 2 part Speaking/Web Marketing IDEAS newsletter, to better serve them.
You just read the “Public Speaking IDEAS” part above. What follows below is the “Web Marketing IDEAS” part.
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Burt Dubin works with people who want to be speakers, and with speakers who want to be masters. Click here to visit his website NOW and submit a contact form message telling him what challenges you’re facing, and how
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Burt Dubin’s monthly Speaking Biz Strategies Letter
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2 of 2: WEB MARKETING: To Achieve Sustainable Success, Closely Monitor News About Current Affairs and
Politics! [FREE MP3 DOWNLOAD]
“If you want to achieve sustainable success in business (especially in a volatile market place like Nigeria), it’s in your best interest to develop interest in
current affairs and politics, because those are the two key ingredients that really keep this country from having a stable sociopolitical climate.
And for as long as that stable sociopolitical climate does not exist, every person running a business will probably have to sleep with one eye open.” – Tayo K.
Solagbade
It’s FREE for all my Web Marketing/farm business clients, and ALL members of my Inner Circle as well as for ALL subscribers to THIS newsletter.
If you are not yet ANY of the above, just send me a message here to let me know.
If you want me to send you the full MP3 recording, just say so in your message.
NB: If you’re already a client or subscriber, email me via tayo at tksola dot com and let me know you want it
Alternatively, click here to request the FREE MP3 DOWNLOAD.
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SPECIAL OFFER TO READERS OF THIS SPEAKING/WEB MARKETING IDEAS NEWSLETTER
Did you know that as an expert in your field you can make more money by speaking professionally? Or do you already speak-for-money, but want to know
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Question: But who is Burt Dubin, and why do I (Tayo K. Solagbade) think you should you learn from
him?
Answer: Burt is a 3 decade veteran in the professional speaking business. After achieving top level cross continental success as an
expert-speaker, he has established a reputation for mentoring some of the highest paid speakers in the world. He owns SpeakingBizSuccess.com, SpeakingSuccess.com and BurtDubin.com.
Burt helps those he mentors (experts-who-speak) to Position, Package, Promote, and Present* themselves successfully to clients (*He calls
them the 4Ps). That’s why it’s no surprise that on Burt’s website, considerable space capital is devoted to useful business marketing articles as well as products.
It might also interest you to know that MANY years back, Burt established himself as one of the best marketing minds in the world. To really put this FACT in
proper perspective, I’ll provide more specific details in form of an example.
A few years ago, Burt contributed an article to a powerful publication titled “The Most Effective Articles Ever – By The World’s Top Marketers“. That 574 page ebook features timeless marketing advice from 71 of the world’s top marketers – including Jack
Trout, Joe Vitale, Yanik Silver…and Burt Dubin.
That’s ample proof that (in addition to Public Speaking), Burt would be a great resource to learn business marketing from!
Full Disclosure: I represent Burt as Sole Agent for his products/services, which means if YOU buy from him, I get paid.
But that’s NOT the main reason I represent and recommend him. I have benefited in many ways by learning from Burt. Through his writing, his audio recordings,
and from directly relating with him.
Before we teamed up in 2011, I’d been studying his work and adapting it to succeed in my work from way back in 2002. It does not matter what part of the world
you’re in. If you know how to adapt them to suit your peculiar local needs, Burt’s ideas and strategies WILL work for you. I am living proof of it!
That’s why I never tire of CONFIDENTLY recommending him to others.
If you need help putting the ideas shared above to use, let me know HERE.
in.
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Learn about Burt Dubin’s speaker mentoring products (books, audios etc) below…
If you need help purchasing ANY of Burt’s products (like “Presentation
Magic”), call me on +229-66-122-136 (in Benin Republic, my base) or +234-803-302-1263 (in Nigeria) or email tayo@tksola.com
Have a great week :-))
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Useful Resources for Speakers
Discover these secrets of making your programs more interesting and valuable to your clients and audiences now.
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This is a reprise of the historic presentation that launched the Speaking Success System.
No copy of this 2 CD program and 50 page Learning Guide has ever been returned.
About the Adventures – & Misadventures! – of a School Age Child Trying to Find Purpose in Life
“(Tayo Solagbade) is amazing and I think he is going to produce some impressive results online…” – click here to read full comment by Patrick Meninga (US based 6 figure income blogger who gained fame for building a $2,000 per month adsense website and selling it for $200,000).
“Tayo, I honestly believe you are one of those who will succeed at anything he does. Your commitment and effort has been outstanding….Thanks for all your hard
work since I’ve been here – you will be sorely missed. I don’t need to wish you good luck, you have the ability to make your own luck. – Andy”(R. Jones)*
start his own business).
