How to Succeed as a Copywriter and Salesperson

written by john c ashworth

One of the biggest mistakes salespeople make is in not knowing their products to the core. And not just knowing them, but really knowing and understanding what those products do for the people who buy them. Very often, until you know your stuff, the reasons you think people buy are very different than what you think they are. Dig deep. You’ll find some interesting stuff.

If you’re an entrepreneur with a great product that you’ve developed and are passionate about it, chances are you’re closer to the knowing. But it’s, still easy to make too many assumptions.

The key is in your research. First, your research into every aspect of the product or products and everything they offer and how they work. The second is in gaining a true understanding of exactly how that product satisfies the desires of your customers and prospects. How does it take away their pain?

Most salespeople will skirt most of this work. Especially in cases where at least initially, sales come easily. But over time, if you ignore this truth, your sales will suffer.

As a copywriter or salesperson, you need to know your product better than anyone else. You need to research every single detail of what you’re selling and know it like you know your own soul.

This also means, of course, that you have to be willing to work harder than anyone else and this is where most decide it’s not worth it. That’s fine. That’s a choice you’re allowed to make. Just don’t complain when you’re results suffer. Because unless you’re willing to do this work, you can’t and will never know your product the way you really need to in order to make the sales I know you want to make.

When you know and understand both your product and your prospect better than anyone else, including your competition, you will WIN more of the time.

-John

If you can’t clearly articulate what makes your business unique, how can you expect anyone else to care?

written by john c ashworth

I’m talking about your unique selling proposition here.

Do you have one?

What is it?

And does it answer the following question? Because if it does not, STOP everything you’re doing and ALL your marketing, because until you are very clear on this, you’re wasting lots of time, money and energy!

Why should I choose your business, product or service versus any and every other competitive option available to me, including doing nothing at all?

-John

This idea that you don’t like to exercise has NEVER made any sense to me…

john c ashworth pullups october 2019

written by john c ashworth

This idea that you don’t like exercise, or you don’t have time, or you just can’t find a way to get it done has NEVER really made any sense to me.

Here’s why

To me, this is the equivalent of saying, I don’t want to feel good, and more powerful. I don’t want to feel stronger and more energized. I don’t want to age well. I don’t want to look good. I just want to curl up in this little corner over here and pretend that it’s easier to avoid it.

Three to four days per week, I go to the gym at lunch time. Most of the time, I go for a swim. Sometimes I lift weights. No matter what, I go. And I’d go every single day if I didn’t have dog duty one or two days per week when my wife is at work and Allie is home alone.  

One day per week is devoted to my weekly pilgrimage to the chiropractor. Another essential ritual of recovery. Usually on Mondays following a weekend of yard work, more exercise and strength training, and lots of walking. But even on Mondays, I go for a walk after I get adjusted. My blood needs to move. I want to thrive and this is how I do it.

Every single time I go, the experience is cathartic. I walk in one way, and walk out in a completely new dimension of time and space. My own little twilight zone where I emerge as a superhero. An energized human being firing on all neurons again.  

Feeling more alive. More alert. More powerful. More effective. And more influential.

Yeah…I just really don’t understand that idea that you just don’t want to do it.  

Can you see why?

-John

The concept of the prospect pyramid

Inside any group of prospects you might be pursuing it is vital to understand how literally any group you might be pursuing breaks down.

1% are rich

4% are affluent

15% are not only price-sensitive buyers, but they also have very little disposable income available to invest in what you have to offer.

80% of them are living on the edge financially and even thought they might have a dire need for what you have to offer, they simply can’t afford it.

Likely, it will seem obvious to you now that the success of your business lies in effectively reaching the top 5%. The folks in this category can easily afford your product or service and can easily afford to buy from you again and again.

Crafting a reliable and effective marketing and sales system that allows you to reach the top 5% effectively is at the heart of your ability to run a successful business, be profitable, and build wealth.

Do you have one?

Most business, especially small businesses do NOT. Instead, the live on hope, sweat, and far too much elbow grease in order to eak out a living. That’s not way to live, let alone run a business.

…it might be time to get to work.

Need help?

Subscribe to the Ash Flash OR take advantage of my free expert direct marketing consultation. You’ll be shocked at what I might be able to help you do in just one 30-minute phone call.

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The democratization of your marketing dollars is a mistake. The most effective way to build a business, especially a small business, is by spending MORE on HIGHER VALUE prospects than you spend to attract the less valuable ones.

Stop ignoring this. You’re wasting a lot of money.

-John

PS Here’s the proof of this concept…I know this was true when I was running my fitness business.

The customers or clients that made you into the successful, profitable company you are today did not come from SEO, clicks, or social media. Either accidentally or on purpose, they came from connecting with and building relationships with people who for whatever reason decided they knew you, liked you and trusted you to take care of them.

Don’t EVER stop Scoring

soccer ball photo john ashworth

written by john c ashworth

Want to sell more? Remove obstacles.

Sounds simple, right? Actually, it is. The hard part is not letting distractions pull you away from this beacon of truth. Especially as your sales and company grow, your focus on eliminating the things that detract and distract from the sales process become more prominent and require your constant diligence.

Think about it honestly…

How much time do you actually spend selling each day?

Very often, it’s not nearly as much as you think and not nearly as much as I’m sure you would prefer.

You must contactly guard against the three hundred pound gorilla that is standing outside your cubicle. Fist pounding. Belly growling, feet stomping. He stinks and he’s clammoring for your attention. Ignore him. He will move on to feed elsewhere, but only if you can stop him from stealing your attention. Stealing your mojo.

That gorilla can come in many forms and they are all easily justifiable until you take a closer look at what you were put on this earth to do. Sell things. Make your business grow. Make more money so you can do more great things. Serve more people with our gifts and expertise.

You can’t do that if you’re constantly trying to tame that beast who is powerful and convincing in his giant hairy armor. Constantly trying to convince you that this other thing needs to be done first or that you should be satisfied with your current progress.

I learned a long time ago from a great soccer coach that as a center forward you should always be hungry for more. Always hungry for another chance at glory. No matter how many golden nuggets you’ve got in your pocket, there is always room for another one.

This might sound greedy to you and if it does? Well, the gorilla’s got your mojo and is coaxing you into complacency. The ultimate monster in disguise.

Don’t ever let up. Don’t ever stop scoring.

-John