Training Content that Sells

Welcome (Part 3 of 5): Describe your content in a way that sells.

You have great content! Your courses and knowledge are going to improve the lives and businesses of your customers. All you need to do is communicate this clearly, with the customer in mind, and your sales should reflect that acknowledgment. 

Sales are increased when there is an accurate and authentic story about how the customer will benefit. Answer these questions truthfully, first for yourself and then in writing about your product:

  1. How will the customer feel as a result of having used your product? 
  2. How will your customer’s life be improved? 

You need to communicate what the result will be and everyone looking for those results will understand that your product will help get them there.

In other words, the best way to sell something worth selling is to show the customer how their lives — their businesses, jobs, etc. — will be improved as a result of buying and using your product. 

Let’s take an example: a frisbee.

From meh...

If we wanted to sell a frisbee, this is a very mediocre description:

Our round disc made of plastic is roughly 14” in diameter and travels roughly 20-30 feet using average arm strength. It’s durable, made of a long-lasting glow-in-the-dark polymer, and carries our emblem and guarantee. Etc...

To yeah...

While everything in this paragraph is true, it’s not exactly compelling. Let’s try again:

Our 14” frisbee is not just your average, round, plastic disc. Use our durable frisbee day or night to have a catch with a loved one or for the most accurate frisbee golf throws. Its polymer construction is guaranteed free of defects and long-lasting for the best games of ultimate frisbee yet. Build life-long memories and let the fun continue even when the sun goes down, as it’s made from a glow in the dark polymer. Etc…

The difference between the two is that, while the first is technically accurate, it does nothing to illustrate its practical use, “in-situation.” The second version does this well and demonstrates meaning according to the customer’s needs.

Your titles and descriptions should be brief, but highly evocative — and always written authentically, according to the customer’s benefits and outcomes: what will they get? 

Need Help?

And, as always, if you have questions or concerns, do not hesitate to contact us. We’re here to support you and we’re excited to see you grow!

Next up…

We’ll discuss pricing strategies for your products and services as well as some of the ways you might offer incentives, discounts, and coupons using LearningCart »

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