This 94-year OLD Sales Secret is the Key to Doubling Your Profits

they laughed when I say down to play the piano

written by john c ashworth

We have all experienced this. 

A great sales letter or sales pitch that somehow drew us in and suddenly we’re ready to buy.

What happened?

A master storyteller drew us in.

A well written story is one of the most persuasive sales and copywriting techniques you can put to work for you.

Stories sell!

Are you writing any?

Imagine how much more powerful your current marketing could become by incorporating the master secrets of powerful and provocative storytelling into everything you do to communicate more effectively with your prospects and customers.

-John

PS One really good example of this idea is a direct-response piece written by John Caples.  You might even recognize the headline,

“They laughed when I sat down At the Piano
But When I started to Play!”

John Caples was a magnificent storyteller and he understood that in order to get someone to sign-up for a correspondence course teaching them how to play the piano, that what he really needed to do was paint a clear picture of how that feat would play out in real life.  In telling a story about how an average guy was able to surprise his close friends during a dinner party – sitting down to play the piano in unexpected ways – allows the reader to imagine what that experience might be like for them too.  And as a result, build desire. This letter was extremely successful, directly as a result of this powerful storytelling technique.

What stories can you tell about your work, your mission, and your unique services that will resonate like this and stir emotions and put people in the mood to buy your stuff?

they laughed when I say down to play the piano
You can Click here for John Caple’s original Obituary as published in The New York Times. -john c ashworth

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.