The 60 Second Sale

Chapter 10ACTION Speaks Louder Than Words

60 Second Summary

If you want to take your sales to the next level, you can automate conversion from suspects to prospects with advertising. But you cannot use the most common form of advertising. You must use advertising that motivates people to take action – within the first 60 seconds.

Most ads are expensive. This chapter shares how and why the best ads really are free and why you as an individual sales executive need to think about advertising.

This chapter will force you to think differently about what you do. We turn you into the ultimate product and help people connect with you first.

What's in This Chapter for You?

You'll discover that advertising is the ultimate leverage because you pay to target your ideal client, offer them something they want and need – your honeypot – and then you can deepen the relationship until they become a client.

Most ads fail because they focus on building a brand. This chapter gives you the step‐by‐step guide to writing an action ad. That means you'll attract attention, captivate the audience, tempt them to make a decision, inform them what will happen if they don't act, offer them something, and nurture them so they feel good about what they've done.

The key concept you will discover in this chapter is that you are really the product. If you are a business leader, you have to get people to buy you before they agree to work for you or use your service or product. If you are a sales executive, ...