7 Elements of Selling Anything Online

If you nail these seven things, I promise you, you can sell anything to anybody online. Hey, what’s up, everybody? Rory Miller here with Vybe Media. Back for another video called the Seven Elements of Selling Anything Online. Now, in this video, I’m going to breakdown the seven messaging elements that you need in order to sell anything online. Doesn’t matter if it’s products, services, referencing one of the videos I’ve done in the past on the four levers of advertising profitability, it doesn’t matter where your audience is in the sophistication spectrum, the awareness spectrum, none of that is relevant. If you can nail these seven things, you can sell pretty much anything to any audience. Assuming, of course, as always, that the offer you’re selling is actually good and does the thing it’s supposed to do. But if you’re having trouble being profitable with your ads, you’re having trouble scaling or just running into issues where things aren’t working quite as well as you want to, I can promise you in almost every case that you are missing or not doing one of these as well as you could. I see it all the time. I’ve audited dozens and dozens of ad accounts, and what we see most of the time is that a lot of people are leaning on just a few of these and they’re not really fully leveraging all of them. Now, before I jump into the seven elements, I want to just stop and mention that one of the things I see most often as an agency owner when I’m advertising accounts is that people are really not owning the identity of their audience as strongly as they could. And the reason this is important is really because of Market Sophistication. So if you’re not familiar with that, make sure you check out the video, the Four Levers of Advertising Profitably. I go deep into Market Sophistication in there and explain what it is and how it works. But basically, the point of identity is that thanks to social media and Google and YouTube being such easy to use ad platforms, the average human being is so marketed to now that marketing just isn’t as effective as it used to be. It’s estimated that in the 50s we got 300 ad messages per day. Between radio and billboard and whatever else there was in the 2020s, it’s estimated that that number is as high as 4000, could be up to 10,000 per day. So just imagine seeing 10,000 advertising messages per day. It takes a very well done ad to be able to get your attention, to get you to stop and be able to engage with a product or service. So the identity piece is how you do that. So this is the difference between saying, hey, check out this golf club I’ve got, and saying, hey, weekend Warrior golf pros. Or even something more specific like Single dad golfers are using this golf club to get better results in less time. Even without the golf club, you’ve already got my attention because you’re calling me out. You’re calling out who I am. So if you say, here’s how network marketers are doing, XYZ, here’s how stay at home moms are achieving, blah, blah, blah, calling out the identity just automatically gets the attention of your ideal audience. Now, please, for the love of everything holy, do not be one of those advertisers that’s saying, Attention, real estate agents. Did you not like that? Those ads are so garbage and I cringe every time I see them. But if you can find a way to work it into your copy in a way that’s a little more natural, like I was saying, like, hey, here’s how network marketers are getting more leads online in less time in 2023. I’m not really coming at you and getting in your face like that other ad. I’m really just telling you, here’s a thing that you might want to know about. If you are a network marketer, naturally I’ve piqued your interest. And if you want more leads in less time, well, now you’re definitely hooked and you’re going to engage with it. But please stop with the ads and say, Attention, real estate agents. Attention, chiropractors. It just reminds me of those used car salesmen radio ads where they’ve got that deep, booming voice for some reason instead of just telling you about what’s going on. All right, let’s jump into the seven elements of selling anything online. So I’m going to run through them real quick again. For anybody with a short attention span, you can have them, take them and go if you want a little bit more detail, obviously, that’s the point of this video I’m going to go into them. So first is the problem, we’ve got pain, benefit, outcome, challenge, mechanism and identity. Is that seven? Yeah. So let’s tackle these in order. So pain and problems are intimately related. So the problem for me is specifically the problem they are facing. What is the problem they are trying to solve in their life? Are they trying to solve for more weight loss? Do they want more money? Do they want fewer fights with their spouse? Do they want more connection with their kid? Do they want a faster car? Do they want a six pack? What is the problem they’re having? So if I want fewer fights with my wife, the problem I’m facing is conflict with my wife more deeply. Maybe I feel insecure in my relationship. Maybe I’m worried we might get divorced. I’m feeling stressed and anxious because I don’t want to lose my spouse.Those are the problems that I’m fit. The problem. The specific problem is my relationship isn’t what I want it to be. So you can see there, I actually just went through a bunch of things that all sounded similar, but they weren’t really. The problem I’m facing is my relationship is not where I want it to be. The pain that I’m in is the emotional result of the problem. So that’s why those two are emotionally excuse me, intimately linked. For me, the problem is the problem they’re facing, the thing that’s top of mind for them, the pain is the emotional result of the problem. So in my case, it might be stress and anxiety over conflict with my spouse. Let’s say if I was doing something for balding, the problem is that my hair is thinning and I don’t feel like I can do anything about it. The pain that I have, the emotional result of that is maybe insecurity, lack of confidence, shame, whatever it is for your particular product, you’d have to sit and think about it. It might be multiple. A lot of times when we do our competitive and market research, what we end up with is we end up multiple problems, multiple pains and it could be, again, for the pain. When I do the research, I’m always looking at major emotions. So I will take the messaging that I got from my research and I will categorize it. But it’ll be I’ll put shame and then I’ll put the actual pain in their own words. So I’ve got sort of the emotion of it and then I have their own words that I’ve identified through my research. I have guilt, anxiety, stress, fear, happiness, sadness, jealousy. All of these are major emotions and then I’ll tie into the words that I got from the research. So I really want to know what those big, big emotions are, because I’m gonna because those are themes. Those are things that I can call out in my copy. And it’s also what allows me to really get in the mind of the person I’m advertising to, what allows me to sit back and think, if I was in their shoes, what is it they’re seeing or hearing or thinking or doing on a day to day basis, and where are they? How can I get into their mind a little bit? And understanding that shame is a big driver for them, or guilt or anxiety or stress or fear allows me to get in their shoes. So you’ve got the problems they’re facing. If they’re trying to grow their business, one of the problems might be their team isn’t doing what they need them to do. Another, other problem might be cash flow. Another problem might be too few leads. They’re not generating enough leads for their business. So there could be several problems, and each of those could have its own pain. So you’re going to do this. We do it in a Google sheet. So you’ve just got columns. So you’re going to have all the problems, all the pains. Once we move through the pains, now we’re going to talk about benefits. And the benefit is the immediate outcome they want. So if they have a problem with lead generation, the benefit they want is they want more leads. If they have a problem with cash flow, they want better cash flow. If they have a problem with conflict with their spouse, they want less conflict with their spouse, more peaceful home. So this is a very direct line between the problem and the benefit. What is it they’re trying to achieve and how can we show them that our product does that? Beyond the benefit for me is the outcome, which is sort of the next level to the benefit. So if you were to say in their mind, I want benefit so I can, the outcome is on the end of that Satan. So if you I want fewer conflicts with my spouse so I can have a deeper and more meaningful relationship, that’s the outcome. So there’s problem. The benefit is the immediate solution to the problem. The outcome is sort of the knock on effect of solving the problem. So if I solve the problem of hair loss, I will have thicker hair so I can feel more confident, younger, more attractive, whatever it is. So the outcome for me is always the extended thing and this is not relevant to every audience. Again, if you’re not familiar with markets, excuse me, market awareness, I covered that in the video, The four levers of advertising profitability, and in that we talk about figuring out where your audience is on the market awareness spectrum and because of where they are known which of these elements to focus on. So the ultimate benefit, excuse me, outcome is not 100% beneficial or necessary for everybody, but it is for some and it can be super powerful if you use it at the right time. So the next thing we’re going to try to quantify is the challenge. And this is the objections. Like, what are the reasons people wouldn’t take you up in the offer? And this could be challenges.You want to be aware of challenges before they buy. So those would be typically your sales objections. So like, I really want to workout, but I don’t have time. I don’t have money, I got to talk to my spouse, I don’t know what to do. So those are your objections to getting started with one of those new fitness programs, but you also have objections after you get started, right? So it’s not going to stop just because you sell a new customer.If you really want the highest quality experience for your customers, referrals, raving fans. You want to consider the objections after the fact, right? So hey, somebody just bought from you. Maybe you just dumped them into a new online software that’s just completely non intuitive. So a big objection at that point might be why don’t and this is really for them, getting started, obviously not buying, but for them, like getting started and getting results is I don’t know what to do, I don’t understand the software. So ultimately if you have a lot of customers and people are buying but you’re not getting repeat customers or testimonials or fans, then you probably want to step and think about some of the challenges after people buy because that could be causing people to have a negative experience and just sort of dropping off afterwards. And then after the challenge you’ve got mechanisms. So this is basically the thing you’re selling. And specifically if you’re thinking about coaching and consulting, is there some sort of proprietary method or approach or system or process or a three step checklist or a five step system that you take people through? If it’s a physical product, then what is the actual mechanism? Is there something unique or proprietary about it that makes it do the thing it’s going to do? The mechanism is again, it’s just how the things solves help you solve the problem and achieve the benefit and the outcome that you’re looking for. And then beyond mechanism, we’ve got your identity. And this is, again, this is sort of how you would target your audience. Now for most people, most of the accounts I audit,we actually end up with a few different identities. So what I mean is if you have a, let’s just say you have like a coffee concentrate, right? It’s just like hyper strong coffee. You mix it with water. It’s very caffeine controlled. All that’s great. Well, one avatar for that is going to be pregnant women, another avatar is going to be breastfeeding women.Those have their subtle differences. Another one might be just people sensitive to caffeine or there might be certain physical medical conditions that require somebody to be able to know exactly how much caffeine they’re getting, but they still want to drink coffee. So you might have multiple identities and for that matter, each of those identities might have slightly different problems and pains and all that. So you can see where this pretty quickly starts to kind of balloon out. And this is why a lot of people I think don’t do it, is because it can become a lot to manage. So if you’ve got five avatars that each have ten problems, that if three benefits, they want four outcomes, this starts to be a lot to manage, especially when you’re thinking about new ad concepts. But when we talk about scaling paid advertising, it’s super important to nail these because each of those avatars could be 25% of your revenue. And if you’re only targeting one, then you’re only getting 25% of the total revenue you could and maybe it’s profitable, maybe you’re doing great. But the point is, just by adding ads that speak to another identity, you could add 25% to your revenue or possibly more depending on the size of the audience. So it’s really important to think about all of your avatars and sub avatars and make sure you test them with unique ads and copy. They can go to the same website. You don’t have to completely customize your website. I just had this conversation with a business owner the other day that sold a product that had very distinct avatars actually. I mean sort of like politically and ideologically very different, but both could be candid for him and he’s like, well I don’t want to make my website exclusive. And I said, no man, keep the website as is, we drop everybody on the same page. But the ad is very unique to that audience. So we can drive them all from social media because if we try to do an ad that appeals to both of them, none of them are going to respond. So this is one way that you can scale profitably and for that matter, you just make sure you grab as much market share as you can. You don’t want to have anybody left out when it’s just easy money. You’ve already got the funnel that works. It’s just a matter of putting together some new ad creatives. So that’s it. Those are the seven elements of selling anything online. Now this is something I would always try to include in pretty much every advertising collateral I have. I put it in my ad copy, and I get all seven of my videos. I would always be thinking, how many of these can I pack into whatever it is I’m creating. So if I’m writing an ad copy, if it’s on Facebook, that hook, that very first block of text, I’m trying to get all seven. I’m trying to put something like here’s how network marketers are generating more leads so they can have more financial freedom in 2023 without spamming groups, stalking a bunch of strangers. It’s like we got identity, we got benefit, we got outcome, we don’t have pain, let’s get pain. So we get thrown in a motion there, say how network marketers are generating more leads in less time so they can have more financial freedom without challenge, which is stalking strangers and avoid the frustration, anxiety, fear, whatever it is, of outdated methods. It’s like boom, we just got the identity, we got the benefit, we got the outcome, we got the challenge, we got the pain, we got the problem. The only thing missing is the mechanism in there. But that’s just an example of howI might do that for ad copy. But same thing for videos. Everybody talks about the first 3 seconds are the most powerful. You need to be thinking about how to incorporate these into your 1st 3 seconds. It doesn’t always have to be verbal. If you are targeting pregnant women, the hook for your video could just be a show of a pregnant woman looking sad or depressed that is already capturing the identity and some of the pain. You can see where you’re starting to sort of weave some of these elements into those assets to make your marketing more powerful. I promise you, same thing, go to your website. There’s a difference between having like we said earlier, you land on your product pages selling a golf club and say hey, the best golf club for golfers. Well that’s only so compelling because all golf clubs say that the best golf club for golfers over 50. Now you’re a little bit more compelling because I don’t hear that as often and I’m that person.And so now it’s relevant to me. The best golf club for single dads. Let’s say single dads, single 30 year old dads who want XYZ. It’s like oh wow, now you’re really speaking to me. And so what you’ll find is that your marketing is more powerful the more you can explain people’s situations to them in a way that’s better than they could have said it themselves. That’s when people just can’t wait to give you money because they read your ad and they’re like oh my gosh, that’s me, you nailed it. How do you know me so well? I can’t believe it, this is crazy and then they go buy your stuff and obviously sees are super excited about it. So that’s it though, that’s the seven elements of selling anything online. I hope you enjoyed this video. A couple of things from you if you like it, genuinely don’t do it if you don’t. But like the video below, all that positive feedback lets the social media platforms know that this is good content, and obviously that means that we get further reach and we get to help more people. Obviously tells us you like it and let us know we need to keep doing what we’re doing. So if you have any questions, feel free to comment below or shoot me an email and we’ll see you in the next video.

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