Don’t Sell Seo – Sell the Dream!
Hey guys, Brandon Olson here. Another episode of Rank Daddy TV. Today we’re going to talk about why we need to stop pushing, selling people on SEO. Stop selling people on being at the top of Google, being on the first page of Google. Selling the rankings. And I’ll show you why. It makes a lot of sense. So let’s get into it.
So here’s the question. How can marketers like us working only part time and running our entire business from our laptop or smartphone, how are we able to guarantee insane results to our clients when the mainstream internet marketing gurus say that guarantees are impossible? That’s the question. And this podcast will give you the answers. My name is Brandon Olsen and welcome to Rank Daddy.
All right guys, here we go. So this is a technique that I picked up from a company called Salad Master. Salad Master is a company been in business since 1946. High end cookware. Cookware made of titanium and a bunch of other features, but we invested in a set not long ago. And then, so I was just looking at some of the training videos because I heard that Zig Ziglar sold for them for awhile.
Brian Tracy and a lot of big names. This is a big … it’s a heavy sales item. You’re going into people’s homes, cooking them a dinner and asking them for $3,000 to $12,000 for cookware, right? So this trainer for the company is talking about features and benefits. So he goes into the fact that you don’t want to sell the features because the feature is just a feature. You want to sell the benefit or the lifestyle improvement that the customer is going to get by using that product and because of that feature.
So he gives an example. Say you’re in a furniture store and the the salesman says, “Take a look at this coffee table. It’s made of mahogany.” Mahogany is not something you probably woke up that morning saying, “I’ve got to get some mahogany in my life.” Right? But maybe you did say, “We need a new coffee table. Ours is busted it up. It’s made of particle board, whatever.”
So what you need to do is qualify your feature to see if you’re talking to a customer about a feature, if they can respond with the words. “So what?” That’s a feature. “So take a look at this coffee table. It’s made of mahogany.” “So what?” That’s a feature. So you have to respond or add onto that with the words, “What that means is-“, “This means that-” You know, something like that. “So this coffee coffee table is made of mahogany, which means that it’s made an incredibly durable hardwood. It’s not going to warp. It’s going to last for decades.” So things like that. Now you’re selling them on the benefits in the long lasting qualities of that coffee table.
They applied it to Salad Master, obviously, in the cookware. But let’s apply it to, cause this got me thinking SEO and I’ve fallen into this trap many times. So we can get you to the top of Google, top of Google, your rankings. We’re selling and pushing SEO. They didn’t wake up that morning and say, “Man, I need some SEO in my life.” Or “Man, I wish I was ranked on the top of Google.”
Maybe they did, but to the point they may know what the power of Google is. Most of the customers don’t. They have questions because we kind of sometimes take for granted when we see clients go from nowhere to the top of page Google what happens to their business? That’s what they’re interested in. They want to know what’s going to happen to their business.
What is the benefit? What is the lifestyle change that they’re going to be able to see and experience for themselves when we get them to the top of Google? So instead of pushing, we can get you the top of Google. We need to give them the benefits. “So, so what? You can get me to the top of Google.” That means nothing to me.
“What if we could get you more customers? What if we could double your business, double your EPO ROI, triple your ROI? What would that do for you and your lifestyle for you, your family, your way of life, things like that.” Once we get those things into their head, now we’re no longer selling or pushing on them the feature of SEO or the feature of being at the top of Google.
We’re giving them the benefit of what is going to happen when that takes place, when we get them there. See what I’m saying? So get into that mindset whether you’re doing a screen cast video or you’re on a call. And I’m going to start practicing this myself. Stop trying to sell SEO and sell the rankings aspect of it. Even though that’s … in our head, we automatically can relate that being at the top of Google is going to equate to a massive increase in ROI for their company, which means more money, which means maybe they could hire more staff and be at work less. So many other things like this.
So work on that and try to try to implement that in your business. That’s all I got for today. I know it’s a short episode, but it was a really an impressed point to me because it’s something that I had been mistaking in my business, making a mistake of pushing the SEO part of it. When most small business owners, they didn’t wake up in the morning saying, “Hey, I need me some SEO.” But they do want more customers. They do want maybe to have to raise their prices because they have too many customers. They want to be able to hire more fleet or expand and grow their business because their business is their passion in most cases. They spend their lives building a business, but most of the time struggling because they don’t know how to build their business and make it grow.
When we can help them do that. So help them to see the end goal. Help them to see what’s going to happen once they’re ranked at the top. What the power of Google brings. It’s the benefits and the lifestyle changes that we need to focus on.
That’s it guys. So if you’re listening to this on iTunes or one of the audio channels, be sure to go over to YouTube channel or RankDaddy.tv. All of the episodes are there. The transcripts, if you need those. Subscribe, subscribe so you don’t miss any of these. See you next time. Have a good one.