Monthly Archives: March 2013

What Are You REALLY Selling?

Once upon a time there was a man who traveled the countryside in a small, covered wagon.  On the side of his wagon was written his name with a fantastic slogan for the wares he sold.

Going from one town to the next, the man would hawk his wares to audiences large and small, proclaiming the “miracles” that could be had for anywhere from a few pennies to a dollar to two.

Today we reference this character as a snake oil salesman, but there is something valuable that we can learn from him.  The snake oil salesman understood what he was really selling.  He wasn’t selling wares or medicines or whatever concoctions he happened to have in his inventory.  He was selling hope, or joy, or the easing of a burden, or pain relief, or fun, or……and the list goes on.  He may have been a shady character, but he knew what he was really selling and he was very good at what he did.

Now imagine yourself in the place of the snake oil salesman.  Like him you have an audience.  And just like his, your audience is interested in how you can help them.  Yes, you created a booklet for them, but what are you REALLY offering them?  How will your booklet help them?  You need to know because that’s what you’re really selling.  A booklet is just paper and ink (or words and a screen if yours is an e-booklet).  It’s what the booklet can DO for your audience that will get their attention and make them want to buy from you.

Of course, you’re not a shady character like the snake oil salesman.  You really care about your audience and want them to benefit from your booklet.  But think about what you’re really offering your audience.  What will reading your information do for them or help them to do?  What will they gain from it?

When you know the answer you won’t need to make sales anymore.  Sales will be a thing of the past.  Instead, you will be helping people to solve a problem.  And they’ll be so delighted they’ll gladly snap up your booklets and anything else you have to offer them.

To your riches!

Kim Hillman

PS:  Check out my free ecourse, “12 Ways A Booklet Can Turn Your Writing Into Cash!”  Get it now!  Click here!

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