How Partnering With Mommy Bloggers Helped This Startup Make a Big Splash

How Partnering With Mommy Bloggers Helped This Startup Make a Big Splash

access_time Jun/14/2017

Leura Fine is the entrepreneur behind Laurel & Wolf. She sat down with Jen Hacker at the Project Entrepreneur Summit to talk about building her brand.

Laurel & Wolf connects clients across the country to a community of talented, professional interior designers for online design projects. Clients pay a flat fee per room, and designers earn a flat fee on projects they complete. Designers and clients can be automatically matched based on style or clients can choose their designer based on submitted concept boards. Alternatively, clients can request to work directly with a specific designer.

Watch more videos from the folks at Toast Meets Jam on their YouTube channel here.

Related: How Volunteering in Haiti Inspired This Founder to Start a Business for Social Good

Entrepreneur Network is a premium video network providing entertainment, education and inspiration from successful entrepreneurs and thought leaders. We provide expertise and opportunities to accelerate brand growth and effectively monetize video and audio content distributed across all digital platforms for the business genre.

EN is partnered with hundreds of top YouTube channels in the business vertical and provides partners with distribution on Entrepreneur.com as well as our apps on Amazon FireRoku and Apple TV.

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How to Improve SEO for Your Small Business

Businesses of the 21st century are all connected to the digital market. Not all marketing and business relationships should be digital, but digital marketing boasts proven results in growing retention with your clients and community. Search Engine Optimization, or SEO, is an integral part of any digital marketing strategy. It is a crucial element in organically driving customers to your businesses via online platforms. In other words, it's modern day marketing!

Take a look at these ways to increase that foot traffic using search engines that are more conducive to small businesses without big box SEO budgets.

Google this and Google that

If you look up the definition of "search engine" in the dictionary, you'll probably find the word 'Google' somewhere in that definition. For many, "search engine" is synonymous with Google. Google is one of the masterminds in online searchability. Therefore, this search engine is an important gateway in helping your business be found through being searched for on the web. However, Google is not the only search engine out there! By limiting your SEO efforts to Google, you might be missing out on some great opportunities for small business growth.

Think local

There's nothing like your own community. It's where you live, where you experience the joys and bumps of life. It's home. If you want your small business to shine, you need to set your eyes on a local presence. When it comes to marketing strategies for your small business, local SEO is the first avenue on that road. There are many different search engines on a local level that can get your small business found by the people who are looking to experience what you have.

1. Strengthen your Yelp presence

Major search engines index Yelp listings in their algorithms. So, setting up an active Yelp profile and utilizing keywords will get you on the market as an operating business in the area. Yelp is the Yellow Pages of our time, including content like detailed contact information, reviews, maps and photos. Yelp averages about 145 million views each month, and 70 percent of those come from mobile. This goes to show that many people are searching for local places while on the go, making their decisions based on Yelp listings.

To start, you want to make sure your Yelp page is aesthetically pleasing. The reason is simple: you need to get people in the door so that they can write you a review. The number one factor in Yelp's results ranking system is reviews. So inviting people into your store, and winning that positive review, is crucial in developing a high ranking on Yelp.

A successful marketing strategy many small businesses are adopting to strengthen their Yelp presence is mobile marketing via mobile apps. For example, small businesses use geofencing to send out push notifications to ask customers to leave a Yelp review while they are in their establishment. The best time to prompt your customers to leave a review is after a great experience with your business. So why not after they have enjoyed an incredible meal?

There's nothing like marketing in the minute. Just ask In a Pickle, a Walton Massachusetts restaurant. The eatery attributes 30-40 percent of its new business to its 173 Yelp reviews and its 4.5-star rating.

2. Stay engaged on social media

Social media plays a huge role in your business's online visibility. According to TechCrunch, Facebook sees 2 billion search queries every day, so it's not something you want to overlook when you are thinking about being relevant in the digital community.

The key to boosting that visibility and SEO is staying active. For many small businesses, staying active on all the different channels can be a real challenge. There are a few ways you can combat this.

  • Post meaningful information
    • Updates on product releases
    • News about trends in your industry
    • Customer success stories
    • Promotions
    • Giveaways
    • Product demonstrations
  • Limit your channels
    The first thing to remember about social media is that the goal is retention. So, the first question you need to ask yourself is "What social media channels do my current customers frequent?" Then, you can develop the right SEO and marketing strategies for those channels. Simply put, you don't need to grow a Pinterest following if your customers are not on Pinterest.
  • Socialize with your customers
    One thing that's often overlooked by small businesses is the idea of customer engagement. It's not enough to only post on social media; you also must actively engage with your followers. This means making sure you offer genuine responses to comments rather than canned comments. In fact, studies show that 67 percent of customers use a business's social media channel as a means of customer service. So, if you're giving canned answers, you could be doing more harm than good.
  • Use a social media monitoring program
    It's important to maintain and manage your chosen social media channels, and of course there's an app for that. Hootsuite, TweetReach, Klout, and Buffer are all great and free programs will allow you to schedule your content ahead of time, as well as notify you when people interact with your social media profile. Many of them even come with mobile applications that offer you the opportunity to respond to comments on the go.

You can learn a lot about using social media as an SEO tool from Red Mango. The company boasts over 76K Facebook followers and 54K Twitter followers. The marketing team uses three powerful techniques to keep their business visible in the eyes of its potential customers: customer engagement, product promotion and quality visuals.

3. Get video savvy with YouTube

Not everyone is ready to buy products or make a decision about which product to purchase. There are many steps in the buying process, and it's important to make your business available on the channels that complement those steps.

Some customers want to see how to use a product before they purchase it. Other's are looking for advice about a product or service. When visuals, tutorials, or demonstrations are in demand, YouTube is the best search engine for the job. In fact, it's the second largest search engine, next to Google, filtering over 3 billion search queries each month. If that's not enough to convince you, 59 percent of people would rather watch a video than read a product review, a blog post, or even a social media feed.

Remember, it's not always about selling. In order to grow your YouTube channel and achieve brand loyalty, you need to show that you're an expert in your niche. Creating "How To" Videos is a great way to show customers you know the ins and out of your area of expertise.

Here are a few ways to get your business noticed on YouTube:

  • Keep it short
  • Add a quality description
  • Create a descriptive title
  • Use Annotations
  • Link your videos together
  • Add tags
  • Use thumbnails
  • Engage with views

Creating a video is not hard! All you need is a camera and a basic editing software. You can certainly find a How To YouTube video that guides you through the process. It's an inexpensive way to cultivate an online presence. It's also an excellent local SEO marketing strategy that'll help you increase customer acquisition.

There's always power in creativity as well. This is the approach BlendTec took, and it has earned them 775,000 subscribers and over 1 million views. The company created a show called, "Will it Blend?" And, it literally tried to blend anything that would seem impossible to blend. The comedy and enjoyment led loyal followers to purchase high quality blenders from BlendTec. After 10 years of "Will it Blend" episodes, the company reports 1000% increase in sales that are directly related to its YouTube SEO efforts.

4. Answer questions on Quora

Quora's 190 million users consist of industry experts actively engaging with their potential customers by answering industry specific questions. It's quickly becoming the go-to place for finding answers to any intellectual and relevant question you can think of. Thus, it's a search engine for those people looking for answers to very specific questions. The key to capitalizing on the benefits Quora has for your business is to answer questions and showcase your knowledge about your niche.

With any SEO strategy, the goal is to optimize your online presence and create more visibility for your business. This is easily achieved when you think of Quora as a search engine for your business.

  • You will be reaching your targeted audience where they are seeking answers.
  • You will be strengthening your reputation among peers and customers.
  • You can easily promote your website and your content.

Quora played a large role in the growth of a small technology marketing firm owned by Gail Dempsey. Dempsey credits Quora for increased traffic to her website because she answered industry specific questions about topics and linked back to blogs on her website that address similar industry issues.

One thing you need to remember if you are using Quora as a search engine is that it's not a place to offer salesy type language and promote your business. It's a search engine that is geared at customer retention. You offer valuable knowledge to the community, and because of the value you provide, people seek you out because they trust what you have to offer.


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The Surprising Online Marketing Method Most Consumers Prefer

Marketers today are faced with the challenge of appealing to active consumer groups that represent four generations spanning from legacy traditionalists to elusive millennials. The unique experiences of each generation have played a large role in the development of distinct predilections in what they value and how they spend their money.

As a result of these categorical generational preferences, it’s critical for marketers to acknowledge the fact that specific marketing strategies resonate differently with each generational group. Recognizing and tailoring campaigns to meet these distinct needs and behavioral differences will not only allow businesses to find the fitting medium and appropriate message for each generation, but will also assist in maximizing gains from marketing spends and successfully creating a multigenerational brand.

Related: How Can Brands Appeal to Millennials?

The Millennial misconception

Poised at the peak of consumerism and yielding nearly $200 billion in buying power, millennials are a key target audience for marketers. However, have marketers been targeting them incorrectly all along? We’ve heard it time and time again -- the recurrent conjecture that millennials now resort to social media for virtually everything. The dominant narrative circulating among many marketing communities seems to be “if you want to reach millennials, start with social media.” However, a recent survey on consumer shopping habits by Campaigner reveals that the concrete assumptions many marketers hold on millennial’s purchasing habits are actually a bit more nuanced than one would think.

Despite social media’s large and growing presence in many consumers’ lives, millennials are the most likely generation to engage with marketing emails. In fact, 51 percent of millennials surveyed indicate email as the preferred method of interaction with brands. Additionally, less than a quarter (24 percent) of all participants surveyed across all four generations name social media as their preferred channel for brand interaction. Rather than blasting promotions via multiple social channels, marketers will have more luck crafting campaigns designed to engage consumers instead of strictly “selling to” them.

Related: Bashing the Stereotypes: What You Need to Know About Gen Z

The enduring power of email

Marketers have consistently implemented email marketing as a pillar of their campaigns because it’s fast, cost-effective and non-invasive. However, the rise in social media has begged a few questions on the state of email as a medium, the most prevailing being, is it still the most successful tool in our marketing arsenal?

In sharp contrast to the shelf-life of some social media platforms, email has proven to be the most enduring marketing channel for brands. Email ranks as the most preferred digital marketing platform for brand interaction (44 percent), and 85 percent of online shoppers are either somewhat or very likely to open email from brands.

However, contrary to the old adage “you can never have too much of a good thing,” online shoppers’ top complaint (49 percent) about marketing messages is that they simply receive too many of them. When planning campaigns, marketers must determine what cadence of email is most effective for their various audiences. For example, Generation X appears to be more receptive to a higher frequency of email than the rest. On the other hand, when it comes to serving millennials and Baby Boomers, sometimes less contact is more impactful. Most (27 percent) think receiving emails from brands once a week is ideal. In efforts to appeal to each of these generations, audience segmentation is a great way to ensure each group is being met with the appropriate and desired email frequency.

Related: Close the Generation Gap With a Smarter Social Content Strategy

Brick and mortar for boomers, tips for traditionalists

In the effort to attract Generation Z and millennials, baby boomers and traditionalists cannot be overlooked. With their sheer size, disposable income, and spending power, these two generations still control a large part of our country’s spending power and have unique preferences about how they would like to interact with brands.

For those born in the traditionalist and baby boomer eras, the survey indicates that they want to interact with brands in physical stores. In fact, 73 percent of traditionalists and 67 percent of baby boomers say they prefer to interact with brands in-store, compared to 65 percent of the group overall.  

Digital marketers targeting baby boomers and traditionalists should use online deals that further entice foot traffic to stores. Additionally, traditionalists appreciate helpful tips and short reads more than the average online consumer, at 28 percent versus 13 percent overall, so content marketing may be most impactful for this group.

With every generation expecting marketers to engage when, where and how they choose, one size definitely doesn’t fit all. Rather than attempting to bridge the generational divide with blanket content and campaigns, brands must devote time to understanding generational preferences and learning to market across demographics. The insights from this report further detail commerce consumption preferences and how to most effectively market to different consumer generations.

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The 12 Parts of a Successful Signature Presentation

The following excerpt is from Dan S. Kennedy and Dustin Mathews’ book No BS Guide to Powerful Presentations. Buy it now from Amazon | Barnes & Noble | iTunes

Note: This excerpt was guest-written by Dave Vanhoose, co-founder of Speaking Empire.

A Signature Presentation is a message that works for you no matter when, where or how you share it -- speaking, in a webcast or webinar, facing one person across a desk or 100 people from a stage. This becomes the core of any and every presentation you deliver.

Related: Why Every Personal Brand Needs a Target Audience

The following Speaker’s Formula™ organizes your presentation into 12 component parts, in a particular order.  

1. Grab attention

When most people get up on stage, make a video or hold a webinar, they talk at people. That’s a pushing energy. It actually pushes people away. It’s better to draw them toward and into your presentation so they give you their attention and get interested in what you have to say. A compelling emotional or dramatic story can do this. This can tie to your reason for making your presentation and for being in the business or for selling the product you’re selling. A set of provocative questions is another approach. A set of specific, intriguing promises is yet another. One way or another, the first block of your presentation needs to be about getting and holding attention.

2. Build rapport

People buy from people they know, like and trust. People don’t just buy things from you; they have to buy you. An excellent way to build rapport is with personal transparency. You may choose to share your personal challenges, an obstacle you’ve overcome or doubts you conquered that got you to this moment of appearing before your audience and introducing them to your opportunity. It’s usually a mistake to barrel ahead with a presentation of facts, figures, product features and benefits, and propositions without first establishing some rapport with the audience.

3. Gain credibility

An audience needs some reassurance that you deserve being listened to. The same presentation gets very different results if delivered by two different people and only one gives reasons why he has the right to talk about the subject and to talk to the audience in front of him. Are you part of a respected group or association? Are you an author? Have you been seen in relevant publications? Have you been seen on TV or heard on radio? Are you just another cosmetic surgeon, or are you THE cosmetic surgeon who wrote The Official Consumer’s Guide to Cosmetic Surgery . . . who lectured at known hospitals . . . who has been a guest on a popular TV show . . . who is certified in the technique favored by major movie stars? In short, you need to lay out your claims to fame at this point in your presentation.

4. Target problems

Your audience entered the room, came to the webinar, started listening to your audio CD already in and with pain -- if not physical, then in the broader sense: disappointment, frustration, recurring failure, anxiety, confusion. Everybody has something of this nature going on. For many people, it’s simmering -- not acute or urgent. At this point in your presentation, you want to draw it out and state it, turn up its heat and make it acute and urgent. Relatively few people can be motivated by gain alone. Most move toward gain as a way of escaping pain.

5. Deliver solution

After you’ve dialed up the pain, it’s time to show the audience your solution. This may be your product or service, your diagnostic process, an appointment with you or exam by you or otherwise engaging with you. This point is fifth in the sequence because if you get to it too quickly, you haven’t laid the groundwork needed for your solution to be readily accepted. If you get to it too late, you may frustrate your audience. At this point, you want people to know you have a solution and to be excited about it without getting bogged down in its details.

6. Set expectations

An audience needs to know where they’re going with you. They don’t want to join you in your presentation without a good idea of the destination and the landmark points along the way. Any uncertainty raises anxiety. So you need to tell them what you’re going to tell them.

On a more sophisticated level, you want to try to direct and control their reactions to your presentation. This is sometimes called “framing” or “pre-framing.” By setting these expectations, you create an open loop in their minds, particularly in their subconscious minds. How they feel about and respond to what you say, do and ask of them during the rest of your presentation will loop back to what you told them to expect.

Related: How to Target the Right Audience in 5 Simple Steps

7. Social proof

When you present a product, service or just an idea, people have objections and doubts. Maybe, in their mind, they’re saying, “I don’t have time,” or “It won’t work for me.” They’re saying something, and it will likely be a reason not to go forward. The antidote is targeted social proof. You need to identify five to seven typical objections or doubts likely held by large percentages of your audience. Then find five to seven matching social proof stories, testimonials or fact-filled case histories. Each one erases one of the objections or doubts.

8. Show benefits

This is elementary, but it still needs to be said: People don’t buy a product to have the product or even because of its features. They don’t even buy the benefits of the product. They buy the benefits of the benefits. Nobody buys fast-drying paint because it dries fast, or even because of the benefit of that: less chances of it being touched, smudged, dirt falling onto it. They’re buying time and freedom (from drudgery). Virtually every presentation needs at least one slide that lists or depicts the benefits of the benefits.

9. Irresistible offer

Think about offers as “1 to 10.” One is basic, ordinary and/or unexciting. 10 is absolutely overpowering, “must have,” urgent and exciting. Think about the offer you’re going to make. Is it a one, a three, a five, a seven? It’s hard to get to 10 -- to absolutely irresistible -- but the closer you get, the better. A great presentation can fall flat and fail if it brings everybody to an unexciting offer.

10. No-risk guarantee

The number-one reason people don’t respond to the offer you make with your presentation is that they feel they were let down by somebody else. As you’re presenting, they’re remembering! A strong, simple, straightforward guarantee gives them needed reassurance that they can make a decision with you without getting burned.

You might ask: How long should a guarantee be? It doesn’t really matter. What matters is that you have an appropriate guarantee. If they can judge in seven days, then that’s fine. If they need a month, then a month is better. What’s most important is that you have a guarantee, period.  

11. Give a deadline

The last thing you want is a presentation that lets the audience off the hook and lets them meander out of the room or exit your webinar to think things over. The whole point of doing powerful group presentations is efficiency. The last thing you want to wind up doing is chasing people who saw your presentation, by email, mail or phone. Your goal is to have a presentation that has people running -- not walking -- to the back of the room to buy or sign up for whatever next step is offered.

A lot of people will do this with now-or-never discounts. This can be effective, but I personally never like lowering prices because it’s what everybody does. Other techniques are fast-action bonuses, a limited bonus only for the first x-number or an impending event, like a fast-start class, breakfast, lunch or online session within hours or the very next day. In any case, the deadline itself must be very clear.

Related: 10 Ways to Learn About Your Target Audience

12. Call to action

I see so many people who seem afraid to make the call to action and tell people exactly what to do and to do it now. You need to be very direct about this. You can tell them to get up and go to the table at the back to schedule an appointment or quickly complete a form and buy the product. You can have forms handed out as you’re getting to this point in your presentation and tell them to fill them out and take them to back tables, “the folks in the red jackets at the doors,” or to bring them up to the front to you. If you’re delivering your presentation in a physical location, it’s a bad idea to send them to some location outside of that room and out of your sight. If you’re delivering a presentation online as a webinar or webcast, this step should be easy and seamless. Whatever they’re supposed to do as the response to your presentation, they should be told exactly what to do.

With a Signature Presentation built with this Formula, you really can sell anything.

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4 Lesser-Known Customer-Review Platforms You Need to Know About

Have you ever been offered store credit or coupons to leave a positive Yelp review? You're not alone.

Related: 5 Predictions About the Growing Power of Online Customer Reviews

Customer reviews have always been vital to an online reputation. As the internet and ecommerce grow even more, most consumers won't even consider spending their money on a brand they can't find reviews on.

According to Nielsen's Global Trust in Advertising report, 84 percent of consumers surveyed said they trust recommendations from friends and family over anything else when they research brands. Yet even with that being said, it's tough for businesses to know how to leverage all those faithful reviewers and their valuable user-generated content.

Sure, customers can use Yelp and Amazon reviews to learn more about products or services. However, there are many other review sites out there that might work just as well for your business and customers alike, across a bunch of different industries.

Let's examine some of the cool (but lesser known) customer review platforms on the market.

ModernComment

Word of mouth has been (and always will be) one of the best, and most trusted, forms of advertisement. Modern Comment embraces this fact by providing businesses with a social media marketing platform that allows them to promote the reviews they receive well beyond their current customer base.

The site starts by sending an email to customers containing a link to request feedback. Then, customers are provided with incentives to take mobile-friendly surveys specific to the industry; an example would be the opportunity to be entered to win a $100 prize Modern Comment sponsors.

The next step is where social media comes into play: the customer's chances of winning that $100 increase if he or she posts that recommendation on a social media platform like Facebook and Twitter. This opens the door to widespread exposure for the business involved, as a good review can be shared with each customer's unique community.

Related: The Secret to Recovering From a Negative Customer Review

With this program, businesses can use their individual dashboard to examine, track and respond to all customer feedback, to ensure that the experience that they, the businesses, are providing is satisfying, and that they are leveraging social media sufficiently to spread the good word.

Trustpilot

Trustpilot is a community-driven platform that spans 65 countries. It provides a global open-review community for businesses of all kinds. In addition to sending emails encouraging customers to write reviews, Trustpilot implements automated follow-ups to customers who have abandoned their shopping carts or have already made purchases.

Perhaps the best feature this platform offers businesses is its in-depth level of analytics to increase website traffic. By collecting customer feedback, Trustpilot uses search engines to publicize satisfaction ratings. This means that the data will factor into a brand's rankings on Google, Bing and Yahoo! to give more exposure and increase click-through rates.

Trustpilot is great for brands to showcase what makes them stand out. There are currently more than 13 million reviews posted on Trustpilot, with hundreds of thousands being posted each month.

GetFiveStars

Get Five Stars allows brands to get better insights on third-party opinions by helping those brands keep close tabs on their customers' experiences. Get Five Stars automates the entire customer feedback process, capturing things like testimonials, online reviews and their Net Promoter Scores

The automation involved starts with a customized email encouraging customer feedback after an interaction. Customers are asked to do things like answer questions on how likely they are to recommend the brand to a friend or to comment on their overall experience.

The customers that give high ratings are encouraged to review the business on one of the bigger sites such as Yelp or TripAdvisor, so the brand gets more exposure.

Get Five Stars also enables brands to embed a testimonial widget on their websites with manual control so only reviews above a certain score are shown. Further, brands are alerted when a customer rates below a specific threshold. This allows customer service to act immediately to resolve any issues or grievances.

This all-in-one platform is great for all businesses of any size. Get Five Stars currently is helping 15,000 businesses manage their online reputations.

Which?

Which? is a unique type of review platform. Whereas most online review sites leave the content creation in the hands of the everyday consumer, this independent organization tests and reviews products itself. It does not accept submissions from the public. Which? does, however, encourage businesses to communicate information about their new products so it can provide its expert opinion.

Which? further reviews all sorts of products ranging from kitchen tools to wearable technology. The rationale for this type of review platform is that it leaves the content creation in the hands of the expert customer (themselves). While most of the site's reviews are free to access, members can pay a monthly fee for extras like in-depth recommendations on what to buy or not buy.

Reviews can make or break a company. They can do wonders to boost brand awareness, credibility and even search rankings. Consumers love to hear what other like-minded individuals and experts have to say. And, for businesses, customer insights are among their most important pieces of information and are critical for future growth.

Related: How Online Customer Reviews Help SEO and Drive Sales Growth

So, if you run a business, what are you doing to gather those insights?

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Sell Anything With an Irresistible Offer Architecture

Imagine this: You find yourself on stage in front of your most ideal prospects. The audience is sitting in front of you, and they're ready to buy. Their hands are literally on their wallets. Now it’s time to make your offer and to get some new customers.

There are two possible endings to this story.

In one, your offer falls short. You lose out on the opportunity to sell to hundreds of people at once. Instead of making a ton of sales, you just make a few. Why? Because you’ve fallen short of architecting an offer that your audience truly wants.

In the alternate ending, you come out with an irresistible offer, an offer you’ve designed exactly for your audience. In that scenario, you barely even need to sell your offer. As soon as you begin describing it, you can see their energy change. They are hungry to get their hands on what you are selling.

Related: Learn How to Ask for the Sale

The difference between these two situations is all in the offer.

When you take the right steps to create an irresistible offer, one that begins unfolding the moment you step on stage, and you make a presentation that sells, you will make a lot of money. But, you need to be strategic about your offer. Here are a few of the most powerful strategies from Irresistible Offer Architecture for making an offer they can’t resist.

In "4 Ways to Make an Irresistible Offer Without Selling," we described how to do a great presentation that introduces your offer. Here, we cover the four must-haves of any offer:

1. Know your audience (better than they know themselves).

“Always enter the conversation already taking place in the customer's mind,” suggests author Robert Collier. When your entire presentation shows that you know and "get" your audience, you have already sold your audience on you. When you introduce your offer, one that solves your audience’s biggest problem, it is simply irresistible.

Related: How to Close Deals Without Coming off as Salesy

2. Offer chocolate and vanilla.

One of the key places entrepreneurs fall short is just having one thing they offer. This puts the audience in a position where they are making a binary decision -- a yes or a no. Instead, never show up with just one thing. Make sure that you show up with two or three components.

If you have a book, also offer a course that helps them implement faster. If you are selling an event, also offer a product so they can receive immediate gratification. Think about it like this: You might not care to read a book, but you might like watching videos. So, offering people different components gives them a way to say yes.

3. Show them what’s in it for them.

So many people speak about the features of their offers instead of focusing on what people really care about -- the benefits. For example, you might say “I am selling a 563-page book.” But, if you’re selling to performers and achievers, they don’t want a ton of pages to wade through. They are more interested in the Cliff Notes.

They want the golden nuggets -- the shortcuts -- and they want the results. So, don’t tell them about the length of your book. Tell them about what it’s going to do for them. Is it going to bring them more sales? Get them more leads? Speak in benefits instead of features, and you’ll come out with a much stronger offer.

Relatd: Creating Sales Presentations That Convice Prospects to Buy

4. Always come bearing gifts.

Think about what you can do to add value to your offer. What bonuses can you layer on top of it to move your offer from almost-irresistible to truly irresistible? There are so many options here. You can include anything that will increase the real or perceived value to your clients or prospects.

People worry that they sound like they're doing infomercials when they offer bonuses. Sure, I've seen it, when done incorrectly. If you're concerned this might be you, consider calling your bonuses "gift with purchase" like they do at the mall. Just keep in mind bonuses motivate them to take action in the present moment, which is key if you want to sell.

Bonus tip: Use deadlines and create urgency.

Deadlines almost always increase your sales. Why? A little thing called FOMO (That’s Fear of Missing Out if you’re not current with your acronyms). People are more motivated by fear of losing their chance to buy than they are by happiness or pleasure.

Use specific time frames, limits and deadlines. Give people an ethical reason why there is a deadline. For example, it could be that this offer is only on sale at the event so they have to buy before they leave, or it could be that you’re a coach so you can only take on so many people, as you only have so much capacity.

Related: What It Takes to Score a Homerun in Sales

Ellen Langer, a Harvard professor, did a study where she had people cut in line to use the Xerox machine at a college campus. When the actors used the word “because,” the other students were  more than 90 percent compliant with their request to cut in line. So, when you tell your audience why there’s urgency, they will be a lot more comfortable with buying on a deadline.

Now let’s go back to the story in the beginning. Are you going to be the first guy who gets up there with a luke-warm offer? Or, are you going to be the successful entrepreneur whose offer sells like crazy?

When you bring more than one offer, focus on the benefits, layer bonuses on top to add value and use deadlines, your offer will be impossible to resist. And you’ll truly be serving your audience.  

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