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Feb 09

How To Create Titles That Attract And Your Content That Gets Action

First, I’m no Neuro-Linguistic Programming (NLP) expert. I am a fitness expert and a personal & business coach. I am also a consumer. You could say the same if you’re reading this now. I sell. I buy. From our own buying experiences we can learn to create better buying experiences for our customers. In turn, we have better selling experiences.

Diving into an NLP book can be a lot to absorb the first time you’re exposed. I’ve selected a few techniques here that could have increased our program revenue growth beyond the $100,000 annually we enjoyed for 7 years straight. I did that naively and intuitively.

Using NLP techniques I’m confident that program could have grown by at least 25% more each year. That is, every sale could have been 25% higher and each staff member would have sold 25% more of the prospects they saw. Better music to my staff members’ ears even is that we would have attracted people easier who would be ready to buy instead of needing to be sold.

1.) The majority of people are visual learners. They take in the majority of their information through visual cues. You could easily interpret that use of pictures and video clips are a smart way to attract the majority of people.

What you also should think about is the language you use in talking to people. Visual people say things like “I see what you’re saying” or “I have a clear picture.” These should tip you off. You then should create your statements using similar words. “Do you see what I mean?” “When you imagine that, what does it look like?”

The same is true if you hear someone say things like, “I hear you” or “That is music to my ears.” This would be an auditory dominant person. Someone who is kinaesthetically strong will respond to your flyers saying “step-by-step instruction” and “walk down the path to success.”

2.) Get smarter than SMART. The SMART goal formula focuses on the actions which assumes all our roadblocks and obstacles are physical. That’s about as wrong as suggesting cake for breakfast would be a good idea as long as it was a moderate portion.

Is the goal outcome something you can control? What will you do when you fall off the goal plan? Is this for you or for someone else? These questions take goal setting beyond just laying out actions. They protect a client from hitting a snag and abandoning the entire goal.

3.) Align SMART. While you might make a sale initially if you overlook asking questions about goals, you’ll lose a long-term client. We would see this at the first small sale when someone buys personal training and is excited about getting started. There is no renewal often, not because the trainer did anything wrong with exercise or programming, but because of the incompatibility of goal and client.

If you don’t discuss whether the goal is in alignment with the client’s values you could be creating a negative experience. Let’s say the client says she wants to get stronger and have more energy all day to work through her job and then really play with her kids at night. In order to do the program you agree on she has to get up and exercise before work.

Her values are so strongly revolving around her family and being there that she’s in conflict. Family wins and she stays home to get the kids up, prepare breakfast and see them off to school. She’s not going to miss that. The initial program isn’t in alignment with her goals.

There might be another solution. Maybe you shoot for weekends, for online training at her convenience or a virtual coaching program while she works out at home. But if you don’t explore all of the possibilities before the program begins misaligned goals can blindside you. Instead of a satisfied customer you have someone who had a negative experience.

These three simple steps will require more talking time in your initial session. You’ll find it a worthy investment for a long-term customer.

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