How much selling should you do in your letters and emails and blog posts?
More than you think.
The people on your list, your readers and subscribers, your friends and followers, need your help. If they’re not getting that help, if they don’t hire you, they will continue to have those problems and needs.
Your job isn’t to wait until someone taps you on the shoulder and asks you to get to work. It is to reach out to them and persuade them to hire you, or at least take the next step in that direction. If you don’t do that, you’re doing them a disservice.
Educate your prospects about the law and procedure and their options, but don’t merely deliver information. Sell them on why they need to hire you to get the solutions and benefits they want.
Pound your drum with warnings about what could happen if they don’t hire you, or if they wait too long. Share horror stories about people with the same issues who failed to act. Make your prospects feel what it was like for those people, and imagine what it will be like if they follow the same course.
Do everything in your power to convince people to hire you. Pull out the big guns. Don’t leave them to suffer their problems and pain when you can help them get relief.
Don’t be all thunder and brimstone, however. They’ll tune out. Mix things up. Share success stories. Back off the main message and talk about something else. But never stop reminding people about their problems and how you can help them.
And don’t leave it up to them to figure out what to do next. Tell them to hire you, or tell them to call with questions, schedule a consultation, fill out a form, or read more about the issue.
How much selling should you do? More than you think.
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