Recommended for anyone who wants to build a content machine that attracts their ideal clients to their business.
Also, that content machine will serve as your sales & marketing team if you implement the ideology/strategy shared in this book.
Flow: 5/5
Actionability: 5/5
Mindset: 5/5
Some of My Highlights:
“You see, every industry is made up of two groups: those who listen to the consumer and act (They Ask, You Answer), and those who maintain the status quo.”
“Just as we did with used cars, take a moment to brainstorm every single reason (fear, worry, question, concern) as to why someone would not buy from your company.”
“Whoever is willing to answer your question first, in most cases, is the one who will get the first phone call of contact.”
“I have found that fewer than 10 percent of all businesses in the world (not including e-commerce) address pricing and costs on their company websites.”
“With this education came a feeling of trust, and many visitors eventually filled out a form to get a quote for a swimming pool.”
“Before we started this process we had [fewer] than 1,000 visitors a month to our website, and within three months of the workshop we had over 30,000.”
“When people buy, they worry more about what might go wrong than about what will go right. It’s true.”
“We must say to ourselves: ‘Let’s assume our prospects and customers know every single other possible solution, possible vendor, and possible competitor out there.”
“As buyers and consumers, we don’t want to be told what to do or what to buy.”
“People don’t want advertising. They want to contact you when they’re ready to contact you.”
“As businesses, we grossly underestimate people’s willingness to consume information in their quest to become informed and comfortable with a buying decision.”
“We discovered that if someone read 30 or more pages of the website before the initial sales appointment, they would buy from us 80 percent of the time.”
“And the moment your prospects see you more as a teacher versus a salesperson, the amount of respect they have for you dramatically escalates.”
“So stop sending out emails – especially emails of the sales variety – that do not include content that teaches the prospect or customer. It doesn’t make sense.”