Introducing an effective warming-up structure that can easily engage even the most rigid and disengaged audience – like a knife through butter.
Warming up should actually start well ahead of the actual warm-up process.
Step 0. Establish your expertise Before even mentioning the product, simply demonstrate your “coolness” by showcasing your cases, work, and results. Share impressive tools and techniques, and show off your attractive lifestyle, if you have one. The goal is for everyone to understand that you’re a top-notch expert worth following.
Step 1. Prepare for the warm-up At this stage, announce that a warm-up to something fantastic is coming soon. You’re not advertising the product yet; you’re advertising the warm-up. Make people anticipate the warm-up by promising the best practices, insights, and tips. Include something amazing from your arsenal and announce this cool thing.
Step 2. Sell the need Now the actual warm-up begins, in the classic sense. You need to sell the need that your product addresses. For example, if I’m selling a subscription to the Secret Hashtags Club, I’m addressing the need for an easy, effective hashtag strategy and access to a library. During the warm-up, I expose the pain points – the classic hashtag selection methods, the average time spent on them, and so on. I demonstrate how easily and quickly lists can be created and stored in unlimited quantities. I sell the need for time-saving and achieving better results than others.
Step 3. Sell the product This is the finale. In Step 0, people trusted you as an expert. In Step 1, they were prepared for the warm-up. In Step 2, they understood their need. Now, all that’s left is to offer them a solution in the form of a product. Use all the previously known techniques for this stage. It’s crucial to compellingly explain how the PRODUCT meets the NEED.
In summary:
- First, sell yourself as an expert, so people will listen, love, and trust you.
- Sell the warm-up, so people won’t roll their eyes when you start selling. Incorporate something useful, and they’ll eagerly await it.
- Sell the need. Clarify what people want and formulate it specifically for your product. This is the most important stage – the more people who agree with you, the more sales you’ll make.
- Sell the product, which perfectly aligns with the formulated needs, and people are ready to buy. Use all the familiar triggers like discounts, fears, dreams, and more.