The Secret to Making More Sales
By Helen Graves

You’re in the cornfield and suddenly you hear it. . . “If you build it, they will come.”

Worked great for Kevin Costner in Field of Dreams, right? So, why not for your next
information product (or seminar, or workshop, or program, or . . .)? Ah, if only it
were that simple.

Way too often I hear colleagues and clients talking about how they created a
terrific new product or program that they just knew was going to be really useful
to their audience - and they didn’t sell nearly the number they’d anticipated.

But after a little investigating, I find out that they didn’t do any marketing until they
had totally finished developing it. And their idea of promotion was 1 or 2 emails
saying, “Here’s this brilliant thing. Please buy it.”

Well, no wonder they didn’t make many sales. That’s not an effective marketing
strategy! They didn’t give their “peeps” a chance to get in the mood to buy before
giving up and deciding no one was interested.

See, Kevin did us a grave disservice by teaching us to put the cart before the
horse. All too many independent entrepreneurs think that creating a fabulous
product or service means it will “market itself.” Terrible mistake!

You’ve got an important message to share with your audience. So you want to
do everything you can to make sure that message is received. And spending
time during the development phase to also construct a marketing plan for
whatever you’re creating is crucial to the success of your sales. Ad hoc isn’t
going to get the results you want –or deserve- for all the effort you put into
that product or program.

Just like Rome (or a cornfield), a launch is not built in a day.

Money-making entrepreneurs understand that there’s a specific sequence
of activities that goes into a successful promotional launch. Those with
disappointing sales think the sequence is: Create, then Sell.

But you’ll make the most sales (and by the way, positively reinforce your
relationship with your audience) when you follow this sequence:
Introduce, Educate, Motivate, Offer.

There are other aspects involved in high volume sales, like
•       Having an irresistible offer
•       Weaving in an interesting storyline
•       Adding valuable bonuses
•       Creating a sense of urgency

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