How to Start Your (My) Online Marketing Business: Afterthoughts Part.2
If you haven't read the Part 1, here you go.
What is dat face?!
In this post, I'll be discussing the way the speaker presents the workshop and how effective it was to generate business for him. In fact, that's the real purpose why I had attended this workshop: to understand how businessman sell through storytelling.
Spoiler Alert: I'll be using sensitive metaphor near the end of this article. If you can't keep up with that, skip the third divider.
I'm not sure if anyone realise that this workshop is a byproduct of the speaker's main business. He chose to path to educate people about online marketing, by selling workshop programme, online trainings and consult people on designing an effective marketing system.
He knew what's going on. He had a mentor on online marketing, he acquired the knowledge, he mastered it and he is now a mentor of online marketing. What he has to do now is to repeat what his master had done, which is to spread the knowledge of online marketing through multiple channel that will generate income, such as online training, workshops and live consultation.
I hope you are clear so far because I'm going to talk about how he sold the workshop to get consumer like us pay for it.
Note: I'm not discouraging anyone to not join his programme. In fact, his advice would benefit a lot of people and if I'm a Londoner earning pounds, that programme is a real good deal. For real, no joke.
The way of selling
Remember the 00's super duper long tvc that made you had a hard time deciding to buy the product or not?
That's exactly what happened. Right before and after the workshop started, testimonial videos are played for almost 10-15 minutes to let us believe the programme really helped to change people's life. We love facts. We love to visually witness the confidence that people express on certain product so that we felt secure, we are "in the right place". You don't need to know what's the workshop is trying to sell, but the workshop itself is telling you how about reliable it is, so why not listen to it?
The speaker then suspends our attention by promising the learning outcome. He knew we love benefits. Business is about giving value or solution to your prospect, in return, they pay you. Promising outcome can be very imaginative, just like "In the end of this session, you will learn how to make money everyday" or "how to reach the correct audience". Promise comes with risks, but it always worth it.
And then he would proceed to let you imagine what you would feel if you're rich, "who wants to earn the first thousand dollar, raise up your hand!" or "who wants to work like a lazy but earn like a smart, raise your hand!". By letting you imagine the outcome, there's no turning back, you would think that the product/ service will certainly give an impact on your life.
And then he starts to hit your weak point by stating that monthly income will just let you earn an income only to pay your bills and debt.
"Who think he or she has enough money, raise your hand!", "Who wants to be like the poor people outside thinking how to solve their debt".
That hurts, ouch...
He then proceeded to a story that people can relate emotionally. He started to tell his journey of life growing up as a normal human who thought about how to generate more income and he tried and failed multiple times just like we did. Ouch, that's hurt again.
And then he has a strong call-to-action to motivate everyone on set to listen how he become the new multi-billionaire tony stark. "Ready to change your life?"
At the end of the workshop, he revealed his online training and upcoming workshop with LIMITED SEATS. Again, consumers have a weak heart. They just can't accept the fact that they will be left out by the society if they don't appreciate the opportunity given. Silly humans.
The talk itself is already a very big lesson on how to effectively sell a product, the physiological way to sell a product.
Note: Sensitive topic ahead
I would like you to imagine how the insurance agent sells. You would probably know the insurance companies that are trying to sell you their programmes and they get you to buy their service by having you to imagine what's the feeling to lose something you love? Let it be your family, or property. They instilled fear on you and they provide you a secure zone.
Just like religion. If they would want you to believe in them, there's no use to tell a youngster like me how great is the power of spirit. But they all know we fear hell (only if you believe) and that's the way they can approach us.
Please accept my deep apologise for not attaching any photos due to restriction of photographing in the venue.
