A few months ago I had a huge “ah ha!” moment about selling.
I was talking with Michael Senoff about the $1,497 “How To Buy A Business” product he was selling that I wrote the ad for, and how we were getting sales without driving a lot of traffic to the site.
Now, as the copywriter I’d LOVE to take credit for all the sales.
But I’m not that naive.
Copy alone only gets you so far.
Especially with a high ticket product like that.
No, in this case, it was the copy plus something else we did.
Something simple and easy… that I’m betting you can apply to anything you sell, too.
What was the “secret” we were using?
Audio.
In fact, I remember Michael getting emails from customers who listened to the audio interviews he did with the product author multiple times before buying.
They pulled the interviews off iTunes, or burned the MP3’s to a CD from Michael’s site… and then listened to them when driving to work, or while exercising, or when fiddling around with something in the office.
Eventually, something “clicked”, they’d take another look at the sales letter, and buy.
That, my friend, is the raw power of audio.
And it’s also why I believe audio interviews are some of the best “auto-responders” around.
I mean, think about it:
If you produce a decent audio interview — that gives lots of good information someone can really use — people will many times listen to it over and over again.
And each time they listen to it, you reinforce the value of your information… strengthen your bond with that prospect… and re-ignite his desire to buy.
Many times a sale is made.
Sometimes even dozens of sales — with thousands of dollars in additional profits.
Here’s a “real life” example:
A few years ago I used to have long commutes to the job I was at.
And during those commutes I would many times listen to Dan Kennedy’s “Magnetic Marketing” tape (where he gave a demonstration of his system at a Peter Lowe event) over and over again.
And each time I listened to it I “re-sold” myself on Dan Kennedy, his product and his offer.
Eventually I just HAD to buy it.
Even though I couldn’t really afford it… and even though I had never actually read a “sales letter” for it.
But guess what?
It didn’t stop there.
Because soon after I bought his newsletter. Then a bunch of his books. Then some of his info products, etc.
I’ve actually lost track of all the Dan Kennedy stuff I’ve bought since.
And all those extra sales stemmed from his simple audio lesson on tape.
Which brings me back to my point:
When you produce a decent audio interview or recording that’s packed with real value (and is NOT just a sales pitch) — and that demonstrates your knowledge and experience — you’ll add a whole new “layer” of persuasion to anything you sell.
In fact, if you do it right, it can dramatically increase the conversion of ALL your marketing.
And position your business in a way plain text can’t touch with a ten foot pole.
Try it yourself and see.
I bet you’ll see a pleasant “bump” in your sales.
For more information on creating simple audio interviews that sell, check out the interview I did with Michael Senoff a few weeks ago below. Michael has done hundreds of audio interviews selling everything from $5,000+ information products… to anti-counterfeit writing pens… to entire businesses.
And you can easily use his methods to sell whatever you have, too.
You can grab the interview in streaming audio, MP3 or written transcript below:
Part #1 (41:10):
Part #2 (40:54):
