From the desk of Razvan Rogoz
Dear friend,
I’ve met my fair share of authors and trainers in the self-development niche. Most were copywriting customers. In one case, I’ve dated a young lady owning such a company. These people come from all walks of life. Some are established entrepreneurs who want to make a difference. Others have no track-record whatsoever but decided to make a career as a personal coach.
In the photo above, I was just returning from a free seminar where the content was amazing but the speaker had zero skills in actually selling. You’ll see in a second why this is the most important message you’ll have to read.
I’m okay with both options. While my coaches and trainers have always been people who have walked the talked and their own life was a perfect example of what they were preaching, anyone has a chance to make it big into the self-improvement field.
Background doesn’t make a big difference or a difference at all. What does make a huge difference is how they see themselves. All successful ones sold with confidence and conviction. All unsuccessful ones sold from their heels. This means that they were scared in pushing for the sale and rather sell from a place of uncertainty and insecurity.
This is what makes the difference between living from paycheck to paycheck and living a life full of abundance and blessings.
You see, people don’t really like to be sold. Each time you write something, the person who sees that hates you. This is because most people are happy to live in their own ignorance. They don’t want to deal with their problems. They’re happy just pretending that they’re okay. So when you’re sending an email or they come across your sales letters, you’re virtually giving them a new problem. You’re raising a new to-do, a new task in their day, something they’re not very happy about.
I’ve met many people who don’t believe in selling. They say “people who want to buy, buy, people who don’t want to buy, don’t buy”. They were poor. Selling is like seduction or dating. Yes, from time to time you can find a good girl by random chance alone but in 99% of the cases, you must conquer her. She’ll resist you even if she wants you and you need to be like a warrior laying siege to a fortress. She’s going to give up more and more space – first date, first kiss, first night together but even if a girl is crazy about you, she’s not going to take her bra off and say “take me stallion, take me”. Believe me. This happens only in porn movies.
Seduction and subsequently dating is selling. You’re selling yourself to her or better said, you’re selling the concept of your company to her. You’re asking for her time, her energy, her physical presence and you’re directly or indirectly persuading her to say yes by showing all the benefits.
The same is true in B2B and B2C sales. You must sell your prospect. Even if someone likes what you have, you’re still a problem. You’re still a distraction to his ignorance.
Let’s go back to the dating example. There is this old saying that people are going to love you exactly how much you love yourself. If you see yourself as smart, attractive, sexy, others will see you the same way, generally at least. If you have a very bad view of yourself, she’s going to think the same way. Your own convictions about yourself (which is the product) transmits to her. If you don’t think yourself worthy of her, she won’t think this either, even if she thought about this before. The opposite happens in Hollywood movies … and that’s about it.
So when it comes to copywriting and sales in general, you must actually see your solution as the exact thing he needs. Let me put it this way. If you truly believe in your product or service, you would not let your prospect leave without using it. You know you’d do a huge disfavor to him by letting him leave. You’d know that he’s making an awful decision not to buy.
This is the kind of conviction that you need to have. You need to feel like a doctor that has the life saving medicine he always needed and that if he leaves your cabinet without it, he’s honestly stupid and suicidal. But most people don’t do this. Most are wishy washy, accepting the prospect to say “well, this sounds nice but maybe another time”. As the old sales proverb goes “you’re either selling the prospect on buying the product or he’s selling you on why he’s not buying it – a sale is always made”.
Sales are by default aggressive. You’re pushing someone to do something they don’t want to do. This is why most people are turned off by them and don’t want to sell. They believe in respecting others and giving them space to take their own decisions. That’s amazing if you believe it. I believe it too. But the problem is that when it comes to exchanging money for value, people don’t take decisions that are too rational. I know I’m not always using my money properly. I know that there are things in which I should invest and not waste my money on other things and yet, I do.
I have that level of self-awareness to understand that sometimes I’m dumb, especially when it comes to spending money and by doing this, I’m smart. But your prospect doesn’t. Your prospect sees it as “oh, another spending, I don’t have the money for this” and then go to an electronics store to buy a huge TV so he can watch reruns of Seinfield and waste his life away.
You’re not doing anyone a favor by not selling. It’s like dealing with kids. You’re not helping your kid by saying “sure, you can not eat your food and you can eat as much ice-cream as you want”; “sure, you don’t need to go to school today, stay home and play that stupid video game”. Can you imagine a parent giving in on every request of his kid and what irresponsible idiot that kid is going to become? The same is true in sales. You can’t give in. In dating if you give in on the reasons why the other person doesn’t want you, you’ll end up alone.
Let me share a story. I’ve met this girl a few years ago. She was in another relationship but we’ve started talking on Skype, more and more often. Eventually we went out to a movie. It was love at first sight. After that, she withdrew completely because she was in a long term relationship. Every time I wanted her, she pushed me away. She did that for weeks in a row.
One day, she accepted to come to my place. We’ve made out. We’ve made love. We’ve had an amazing year together. She said no, no, no many times, enough times to convince anyone to give up. I didn’t give up. I knew that she’s going to be happy with me and I knew my worth so I keep selling myself knowing that there are only two outcomes – I’m either her love or she’s blocking my number. This is selling with confidence and this is exactly what you must do in your own business. You must say “I know that he needs this, I know that this is the best thing for my prospect so I’m pushing for the sale until he buys or runs away from me”.
For 90% reading out there, the last sentence scared you and that’s okay. You don’t need to be mega-successful in this field if that’s not what you want. But people like Tony Robbins, like Grant Cardone, like Brian Tracy, like Zig Ziglair went in with the same mindset and are making history.
The problem is that most of my readers are too damn nice. They consider selling an act of aggression, something evil when selling is nothing else than persuading someone to act in his best interest by investing in your product. Of course, this means your product is good and helps him (if it is not, shame on you). You know, if I go to the hospital now in the emergency room and one pill saves me life, the nurse may shove it down my throat if I say no because she knows that this is better for me. The same is true with selling effectively. It doesn’t matter that he says no. Until the moment that person leaves and says “leave me alone”, you must have the conviction that what you’re doing is the best thing he can receive and you must act in his best interest – by selling him.
So let’s do that. I’m a kick-ass copywriter that will help you sell more often, for higher value, to more people. I’m the person you’ve been seeking for your entire life to help achieve amazing results as an author, coach or trainer. I’m expensive, I’m temperamental and I’m not always easy to work with but I’m worth it. I’m on this Earth to act as a role model to others, to empower them through the right decisions and not to be loved and this is what I’m doing with you too – helping you sell and achieve superior results, I don’t really care if you like me or not.
Click Here To Book Your Complimentary 30 Minute Call
That being said, let’s have a complimentary Skype call. This is the only time I’m giving my time for free and by getting this, you’ll get a 30 minute call in which we’ll discuss your needs and how I can help you dominate them. 30 minutes is enough to see if I can work with you, as after over 5000 hours invested in copywriting, I tend to be very selective with whom I work.
Click Here To Book Your Complimentary 30 Minute Call
Best regards,
Razvan Rogoz
The Self-Improvement Copywriter