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Why People Buy

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>> Hi, it's Michael again. I've given you a complete overview of the Book Yourself Solid system so you have a context for the entire thing. I've also gone a little bit deeper into the Red Velvet Rope Policy so you know how to work only with ideal clients, clients that energize you and inspire you, and most importantly, allow you to do your best work. Now let's go into the second building block of the foundation, which is the first module in Book Yourself Solid. The second building block is understanding why people buy what you're selling, understanding why people buy what you're selling. And there are four essential components to doing that. The first is making sure that you have a target market. Now that's a very clear group of people or businesses that you serve, it's a demographic. Often, people get little bit anxious about this idea of a target market because they feel, "Well, that's going to limit me. That means that some people won't hire me because they don't think I help them." I get that, I really do. But what often happens, if you don't have a target market, as people may not realize that you're dedicated to them. There are three reasons this target market is very important. Number one, so you know where to do your marketing because if you get up and you're trying to figure out, "Well, where do I execute on few of these self-promotion strategies," and you could serve anybody that has a pulse and a checkbook, then where do you go, like where do you give a speech, or where do you write an article, or where do you do your networking. And you might be able to find the places, but what happens is your efforts are so dispersed. They're little bits of you all over the place, and you don't produce a powerful aggregate. But if you know where to do your marketing, then you can produce a lot of awareness in a particular space with a particular demographic. That's the first reason the target market is so important. The second reason the target market is very important is so that when you show up there, they know you're dedicated to them because who do they want to work with? They want to work with a person that will work with anybody or the person that is dedicated to them. And I think you know the answer to that. And the third reason the target market is so important is because these people already have established networks of communication, meaning they're already talking to each other through associations, through Facebook, through blogs, through other mediums. There are also influencers in that particular demographic, and you can develop relationships with those influencers, when those influencers talk about you and a few of them do, then all of a sudden the whole target market starts to know about you, and you can build up awareness so much more quickly. So number one, the target market, that's where we start, that's the first component. And the three reasons are so that you know where to do your marketing, so that when you show up there, they know you're dedicated to them. And number three because they already have established networks of communication, they're already talking to each other. The second component to understanding why people buy what you're selling is making sure that you understand the needs and the desires of the people in your target market. Now the needs are the things they need right now. They're often the problems that they're trying to move away from. And the desires are the things they're moving toward. The things that they want maybe out in the future, maybe they don't know if they're possible, but they want them. They generally buy based on the needs and hope for the desires. So the target market is the first component, the second component are the needs and desires. The third component is the big result that you help them get. The number one result that you help them get, it's something that you can hang your hat on, that you get known for. So what would you like to get known for from a result perspective? What is it specifically? Is it something to do with weight loss? Easy example. Or maybe is it to do with something more specific like reduction of headaches? Or is it even more specific, like a reduction of acid reflux? There's so many different things that you can hang your hat on that people will go to you for specifically so you get known for that thing. When you think of a medical doctor, you go to your GP for a referral, the internist. My father has a great job, my father is a psychiatrist. He says, "The internist knows everything but does nothing, the surgeon knows nothing but does everything, and the psychiatrist knows nothing and does nothing." That's my father's joke, he's a psychiatrist, so he's given me permission to tell it. It's the same thing here, you know, if you're a generalist, people may go to you to ask where they can get help for this specific thing that they need. And if you look at the medical field, which I know has lots of issues, I'm just using it as an example from a professional perspective. Who are the ones who are the most successful? The best known. They're usually the specialists. They're usually the specialists. Now it doesn't mean that you won't work with somebody who doesn't have that particular issue if they come to you, but you build your reputation on that one thing, and that's a result that you produce. Now that's the third component to understanding why people buy what you're selling. The first is a target market. And there are three reasons you need the target market so that you know where you do your marketing, so that when you show up there, they know you're dedicated to them, and because they already have established networks of communication, they're already talking to each other. The second component to understanding why people buy what you're selling is making sure that you really understand the needs that they have, the things that they're trying to move away from, the problems that they have right now. And of course, their desires, the things that they hope for, that they dream about. And then the third component is this big result that you can hang your hat on, one big thing that you get known for. And then the fourth component, the fourth component are the deep-rooted core benefits of that result because a result produces a benefit. For example, my result for you is to help you get book solid, to get clients, that's what I can hang my hat on, and that's what I can help you do. What are the benefits of that? Well, they come in four areas, financial, emotional, physical, and spiritual. And the same thing is true for you. You help people get financial results, which may surprise you, but you do, and I'll tell you why in a minute. You help people get emotional results, physical results, and of course, spiritual results. So let's go through what benefits getting clients does for you because this should be pretty obvious. Well, financially, obvious, more money, more security. Beautiful, we love this. Emotional, more confidence, more pride, more significance. Physical, now this is where people get surprised because they think, "Well, how does getting book solid help you physically?" Well, you think if you don't have to worry about your business or don't have to worry about money, you might sleep better at night, absolutely. You think you're going to have more time to... Or more money rather to take care of yourself, to go to the spa, to go on a vacation, to have vacations, etcetera. Of course. So it can actually change your life physically. And then spiritually, well, if you feel aligned with your purpose, then you feel spiritually integrated, spiritually connected. If you are helping people in the way that you have dreamed about helping people, then you feel like you have a purpose. And that is a spiritual connection as far as I'm concerned. So what kind of FEPS... I call them FEPS, financial, emotional, physical, and spiritual benefits do you provide your clients as a result of the result that you provide? Because think about it, let's go back to Book Yourself Solid for a second. If I said to you, "Listen, you can have... You can help all the people in the world. I mean, literally every single person would be completely healthy, you'd rid the world with every disease known to mankind," there would be no more war. Peace would exist everywhere. And, oh, yeah, by the way, you'd have millions and millions and millions and millions of dollars, you'd feel great about yourself, no physical health problems yourself, and you feel spiritually connected, but you can't actually book any business. That's the caveat. You say, "Yeah, of course, I'll go for world peace, everybody have because I've achieved all of the benefits of the result." The result just gets you to the benefits, the benefits of what you want as relates to getting booked solid, and the benefits are what your clients want based on the result that you help produce for them. So if you can identify what they are, then it makes it a lot easier for you to articulate them and for them to register, and for them to absorb, to consume, and go, "Yes, I want those, and I want to work with you." So understanding why people buy what you're selling is the second building block in your foundation in Book Yourself Solid followed by your Red Velvet Rope Policy, which is what you build first, then you understand why people buy what you're selling with your target market, and understanding the needs and desires of the people in your target market, making sure that you have a clear result that you help them produce, and that you know what the deep-rooted core benefits of that result are from a financial, from an emotional, from a physical, and from a spiritual perspective. And then, you are halfway through your foundation. You are getting to the place where you've got a foundation that's secure that when your potential clients step on it, they feel secured, they feel like it was built for them. You've got two more building blocks in your foundation to produce, but this lesson is on understanding why people buy what you're selling. And this is Michael Port, signing off for you, reminding you that I love you very much, and not in a weird way, but I do. I love you because you are somebody who stands in the service of others as you stand in the service of your destiny. And I think that we can do more together than we can alone. And it's my pleasure to serve you, I never take it for granted, and I will do so at every opportunity that I have. Bye for now.

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Duration: 12 minutes and 6 seconds
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Language: English
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Posted by: ninaz on Apr 28, 2018

Why People Buy

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