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Michael Alaniz specializes in copywriting and Google Adwords, but the his path to success has been full of twists and turns. I met Michael at a mastermind conference in Southern California. He comes from a background in copywriting and using Adwords. He has great experience in creating online courses that we can all learn a lot from.
During that conference in Southern California, a topic came up in the group that many of us can benefit from talking about. That topic is sales. Most people said that they are no good at sales or hate it because they don’t want to be pushy, slimy, or become the stereotypical “salesman.” I agree.
However, we need to change the way we think about selling our online courses. Instead of thinking that you have to sell this many courses, tell yourself that you are simply filling a need. How can you help your audience? In what ways can you serve them? Sales will always come out of service, but sales will always suffer without service.
In this episode, we talk about how Michael lands about 90% of his meetings with prospective clients.
Be a collaborator, not a competitor
Don’t assume that because someone else is in the same industry or niche as you, that you can’t work with them. In fact, great things happen when people collaborate. You will bring your individual talents, abilities, and creativity and mix with the other person’s to create something unique and mutually beneficial.
Be okay letting go of things
Success is not linear. Sometimes, in order to move forward, you have to move backward. Life is not “win or lose;” it’s “win or learn.”
Learn more about copywriting
- Start with the right perspective. Remember that it’s one person who reads your copy. Be sure you hold their interest, but then align that interest with your product.
- Learn about direct response advertising. The best places to start are with Dan Kennedy’s sales letter resources, as well as books from around the 1970s or before, written by various authors. Specifically, books that talk about the power and technique of direct response advertising.
- Remember that the more invested someone gets with something, the more likely they are to get involved with it.
Learn about paid ad strategy
The magic happens outside paid traffic. This type of traffic is a vehicle that takes someone to what you are offering. The people who end up coming to you are those who already want the solution you offer.
- If you try to force people to solve a problem they’re not yet ready to solve, you will waste money.
- Make sure you focus on the audience who wants what you offer.
- There are two sales that have to be made for the person to be “sold”:
- The solution: the person has to decide that they want to solve the problem.
- The who/what: who or what will solve the problem they have?
Before actually getting started with a paid ad strategy
- Ask yourself, “Does my product actually solve a problem?”
- Understand that there is a path to follow to get to the right audience
Local Co-Pilot
This is Michael’s course about paid traffic search using Adwords and the power of copywriting. Although there were struggles in creating the course, Michael knows it is a great tool to help anyone needing a deeper understanding of how to market.
Moral of the story
Even if your knowledge of a subject is basic, don’t be afraid to teach others that knowledge. There are people who will pay to know what you know. You don’t have to take people deep into the topic right away. Get people comfortable in the shallow end (basics) and then take them into the deep end (more advanced material).
To learn more about Michael’s course, visit localloopmarketing.com. He gives away free stuff and has tons of great info for anyone who signs up for the mailing list.
And remember, the road to success is a windy one.