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12 min read

Sell With Word Pictures

By Sonia Dumas

Topics: VIDEO

 

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"Help prospects picture in their mind what you sell."

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Sonia

One of the things that I've actually been studying is from a communication standpoint are the concept around word pictures. When you look at this, right? I'm just giving an example when you look at this graphic like it tells you exactly who Jack is, right? He's all over the place. He does a lot of different things. But I didn't have to spend a paragraph for you to understand that you can look at this image, and you can immediately understand that Jack is all over the place and that Jack may not be able to do the best work that you need because he's a Jack of all trades.

Sonia

One of the things when it comes to marketing, your message is creating word pictures. So basically, when you're talking about your message, how can people visualize if I say we grew 300%, what does that even mean.

Sonia

300% like that's just a number. It comes and goes, that doesn't mean anything. But if I were to say our growth is similar to like, a mouse in comparison to an elephant. Now you visually can see a tiny little mouse in comparison to a large elephant. Now, visually, you can understand. Oh, that's massive growth, right? The mouse compared to the elephant. And so just know that when you're talking about your messages and I fall into this too, where I get too analytical. And if you think of how human beings think, we think two ways, we think logically and creatively or emotionally.

Sonia

And if you're unaware of that and you're just talking all logical, like, you can put numbers in front of people all day long. But at the end of the day, if their right brain, if their creative emotional brain isn't sold, they're not going to buy. And you do have to talk to both of them. So this is where things like word pictures come into play to say, how can people visually see some of the abstract concepts saying things like, save more money? What does that mean?

Sonia

Right? Like, hey, be able to afford two extra vacations a year. Okay. I can see that I can visually picture two extra vacations versus saving more money is too nebulous.

Hugh

Market, media, message, match. All right. Now, what do I mean by market? I mean, do you really know who the heck you're serving like, who is your target, who's your ideal client, or who's the mark, who makes up the group or the 20% like of the best quality people? Have you got that nailed down? Are they the right people?

Sonia

All right.

Hugh

And then remember, I'm talking about marketing. When you know who these people are, then you can start doing messaging. Now. Messaging also is what's your MDP market dominating position, right. Or USP unique selling or strategic position. So what makes you unique better than anybody else in your competition so that these guys would be foolish not to work with you? You got to come up with this sometimes you got to kind of like engineer it a little bit because it's not obvious. Part of what this is is when you are really targeted to this.

Hugh

So you've got to be clear on this. If you're not clear on this, who are the best people that you can serve, who are the best people that can pay you for your services, who are the best people, then your marketing is going to fall because you won't get this right. Knowing this group, you can then understand your messaging. You can craft your messaging better. You can be a lot more succinct because you know who you're targeting, knowing this group here also, then you know, where are they hanging out?

Hugh

And I know a lot of you like you're doing LinkedIn. You're doing this, you're doing that. And if you haven't done the proper research, or if you haven't talked to people in your marketplace who are doing what you're doing, who are really successful and really drilled down closely to what it is that they're doing that's successful and that you're not doing. And I'm not talking about volume of work also, because if you don't do any outreach, then you get zero results. But the media is critical that you know it and not necessarily LinkedIn.

Hugh

It's not necessarily Facebook. It's not necessarily networking. It's not necessarily direct mail. It depends. It depends. And you guys need to figure out where that is. The media could even be just picking up their darn phone and calling.

Sonia

Okay.

Hugh

And I've got coaches that should be just calling and they don't call. It doesn't always work when it works. If you have a fairly high ticket item and the lifetime value of the client is huge.

Sonia

All right.

Hugh

And you're looking for one on one, which a lot of you guys are. You're basically like looking one, two, three clients a month a month phone call can be very effective. All right. Now, if you guys haven't got this yet and some of you are still kind of playing with it. And let me tell you, I don't care what your brochure is. I don't care what your website is. All that's almost immaterial. If you don't get these pieces and some of you have been mucking around kind of doing it half ass and haven't doing it fully.

Hugh

And if you're not getting the results, you want that's why.

Okay.

Hugh

Everything starts, by the way, like to grow up this mountain. You got to start, like, with thinking.

Okay.

Hugh

So you got to think, what do you want? But you got to think positively, right? So you got to think about what do I want to achieve? What do I want to achieve it? Can I think about all the successes that you've had, and when you think if I do this approach, it's going to help people, then that's going to lead you to belief. Okay. Hey, I can do it. Some of you got to Rego back and start having affirmations in the morning and at night that you are good, you are trained.

Hugh

You do know you can help people. You got to constantly reaffirm that you can help people and go think back on all the times that you've helped people, both in your existing business and before that so that you believe it, because when you believe it, that's going to give you the power to take action. Right. Remember I said about activity without activity, nothing happens. So when you take action, you only take action from belief. I think some of you don't really believe it's going to work because you have this negative thinking, right?

Hugh

Because remember, if you're like negative thoughts, you're going to have a negative belief which leads to negative or no action. Like no action is negative action, which means that you're going to get negative or no results, because that's the next part. When you take the right action, then you get results, right. And you climb up this mountain. So you got to have positive thoughts, put into your mind and have the affirmations and think possibly what you want to achieve, why you're achieving it, people that you've achieved so that you can start going, hey, yeah, I can really help people and then go out and do the action with that thought.

Hugh

Hey, I can help people. I'm just going to go out and help people. I'm going to talk to as many people as I can to see whether or not what I've got is going to help them. And it's okay if you stumble when you have big belief and you have big action, that means for those of you who aren't where you want to be, you need probably at least 2 hours a day of just action, meaning picking up the phone, messaging, getting response, following up and to the exclusion of everything else, so that even if it's just surveying.

Hugh

Hey, I've got this kind of cool service and products I'm doing like, would you be open and interested in a conversation of how this might be able to help and make your business more profitable and more successful. Take time off your hands, blah, blah, blah. Whatever your market dominating position is, whatever your key benefits are, you do this.

Sonia

All right.

Hugh

You're going to get this. I guarantee it.

Sonia

Okay.

Hugh

But you got to do this action. I would say every day you got to think you got to be thinking so that you believe and then take the action and then have a plan of action. Ok. What does that mean? 2 hours, 100 calls, ten calls. I don't care. Pick a number and stick to it, stick to it every day, do the same thing, do the same thing, starting this whole process over and over and over again.

Sonia

Okay.

Hugh

And Sonya, I'll let you like if you want to add in on that, that's probably all I need to say on the topic.

Sonia

No, thank you for that. That's a good reminder. I didn't know, like, I was in a phone call last week, and the negative thoughts can creep up quickly and quickly depress your ability to want to take action. And all of a sudden, you start moving slower and you have to be just aware of yourself and understand, like, what's the feedback loop that you're telling yourself? And sometimes you have to do a big reset and say, hey, I am going to start my mornings with my affirmations or reading something inspirational and relooking like, I'm a huge proponent of journaling.

Sonia

And so usually at night, I'll go and read something that I wrote like months ago, like, oh, that was so cool. What I did, who I helped, the impact I had. And the reason why I do it at night is because whatever usually your brain sees is the last thing at night. It usually starts thinking about it, and it does all kinds of subconscious stuff. So I usually like to read something positive. And if it's even something I did that way, I can sleep on it.

Sonia

Wake up the next morning and say, okay, what am I doing? What am I going after? So there's some tricks you can do for yourself in order to remind yourself that you have something amazing to offer the world. And it's just about having that right math being able to come forward. So with that those are some personal shares.

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