Transcription
Hey guys, Sudbury Subi here.
In this week, I'm going to be answering Vivek Krishna's question. He's written, "Hey Sudbury, like we see Messi and Ronaldo as world-class players in the football games, I see you as a world-class player in the sales and marketing game. I want to become like you, so what are the key skills I need to develop and deliberately practice every day in myself to be a world-class sales and marketing expert?"
Cool, well thanks for your kind words firstly.
Realistically, the way that I look at it is sales and marketing ultimately stem from a much bigger, broad category, which is influence. When you think about influence and having the power to influence people, there are a lot of different components that come into being able to be an influential person, right?
Having the power to influence, the first thing really comes down to getting attention. Nothing happens; you can't be good at sales and marketing if you can't get attention. You need to know how to open sales and then also to close sales.
The first part of opening sales is really having the ability to go out there into an incredibly noisy marketplace, with all the chaos that is ensuing in the world, and all of the noise and friction and constant bombardment that your prospects are really being hammered with. You need to be able to grab them, stop them in their news feed, and suck them into your world, then provide value to them.
So that's the very first thing. Typically, the way that this is going to be done is through copywriting. Copywriting can be either through visuals and video, and the script that goes into those videos, or through the written words that are in the emails, on the landing pages, and in the video sales letters.
That's a really good place to start because it grounds you in the fundamentals of understanding what it is that your market wants. When you're doing your research as a copywriter, it's not about how you say it; it's about what you say. Far too many copywriters, marketing people, and salespeople focus on how they say things, not on what to say.
But that is really the huge cornerstone that you want to focus on. The way that you get good at that is by being a student of markets and being a student of people. Look at what people are doing online: what television shows are they watching on Netflix, what books are they reading, what are the number one trending memes?
Really understanding the fabric of culture and where it's all heading, what are the most searched things on Google every year? That allows you to really have a firm grip on the pulse of a market and on people, and then you can understand how to influence those people if you understand them, right?
Once you have the ability through copywriting and salesmanship to get people's attention, then you need to day trade that attention and flip that attention into money, right? Monetizing that comes down to the next step, which is on how to be persuasive.
You need to know how to drive conversions, whether they're online, offline, or over the telephone. It still rests on really understanding what that market wants, what keeps them up at night, tossing and turning, unable to sleep, and then providing whatever it is that you're selling as the vehicle to get to where they want to go.
Take them from where they are right now, experiencing this pain, to where they want to get to in the future. It's not just about how you write the copy, the headlines, the bullets, and the lead-ins, but it's about, "Am I hitting that bucket on the bullseye? Am I hitting the dead center of what they want?"
I can tell you right now that if you just figure out what that market wants and say it in a very rudimentary way, but you say exactly what it is that they want to hear, you will have ridiculous upside. There will be so much success coming your way rather than if you focus on how to say things and really becoming the world-class copywriter in the writing of words, but not in the studying of people.
Those are the big, huge building blocks that you want to use. You don't want to get crazy in the weeds on the Facebook ad targeting, this delayed pixel firing, and this advanced chatbot software. They're all the delivery vehicles, right? If you don't know what to say and how to say it, none of that matters.
In a world where there are so many people on YouTube, these gurus selling 2K courses, and all of these self-proclaimed gurus in Facebook groups, they're all talking about the what. They're not focused on the big picture, right?
That's the thing that you really want to be focused on. You want to be zoomed out, focusing on people, influence, and getting attention. Because then you can just move into whatever the flavor of the month marketing channel is, and you can beat the pants off the people in that market.
There will be lots of shiny objects that have been shown to you, presenting themselves as really important to you becoming a world-class marketer and sales professional. But you really want to boil it down to its first principles and think about what you must fundamentally master in order to be world-class.
The very first thing in those broad brush strokes is one, getting the attention of your market, and then the second thing is knowing what that market wants, what people want, and what motivates people to take action.
They're really the two small hinges that swing the biggest doors. Master those things, and then move on to Facebook ads, Google ads, YouTube ads, and whatever the platform is. Apply those insights and methodologies on those platforms, and you'll beat the pants off all the people that are in that market.
So I hope that helps you. If you enjoyed this video, please like and subscribe. We're dropping a video like this almost every single day on YouTube. If you've got any questions, leave them in the comments box below with hashtag #HeySudbury, and I'll do my best to get in there and get that answered.