Mindset Reading Technique

Here’s how it works. Let’s say your product is...

• A downloadable software package called “Miracle Traffic Software.”

• Designed to generate traffic automatically to the customer’s Web site (If you find one that works, let me know!)

• Takes about 10 minutes to learn and is very simple to use -- just two clicks and it’s on auto pilot.

• Cost is $200.

• Comes with a 30 day free trial download and carries a 100% refund guarantee. For this example, let’s assume you already know and understand your “ideal” target customer. So your marketing, sales copy, Web site and advertising are all specifically designed to attract his attention.

Now let’s study your “ideal” customer even more carefully. Imagine him in your mind’s eye and draw a detailed picture of him.

He’s...

• 30 - 40 years old, married with 2 children (5 and 7 years old). • Middle manager with an income, $35,000 - $45,000 a year. • Computer literate and technically minded, but not a geek.

• Runs part time Internet business from home and spends 15-20 hours a week building his Internet business.

• Hardened to “hard sell” techniques and easily recognizes “hype.” He needs...

A second income of $100 a week in the immediate future, building to $50,000 a year.

But what do you suppose he really wants? To give up his present job and work his Internet business full time, and eventually earn $100,000 a year. “So What?,” you ask? Great question! Well, that self-employed $100,000 per year would result in...

• Bigger house and better car.

• More holidays and more time with his family.

• No boss and the excitement and challenge of running his own business. • Flexible working hours.

• The admiration of his friends and neighbors that success will bring him. (Never underestimate this. We all like to be admired and “respected.”)

Can you imagine him sitting in front of his computer reading your Web site? Can you see him at 7:00 p.m. in his spare room studying what you have to offer? Can you see what he’s wearing?

How he sits? How he talks?

Beginning to understand how to get inside his mind and “feel” like he feels? Have you got a reasonable idea of what he really wants from you? Are you beginning to see what his dreams, prejudices, problems and attitudes are? In short, are you in a better position to read his mindset than you were a few moments ago?

Good...

Now let’s see what makes him tick!

As a middle manager, how do you think he’ll react if you “talk down” to him? If one of his staff explained a solution to him in “techie-speak” that he didn’t understand, how do you think he would react? And since he deals with suppliers, contractors, and salespeople on a daily basis...

• How many times do you think he has been let down, lied to or been given empty promises by these people?

• How often has he experienced shoddy workmanship and poor after sales service?

• Because he spends 15-20 hours a week on the Internet, how aware is he of the scams, over-hyped claims and the abundance of inferior goods and services being touted on the Web?

• How much time, effort and money has he invested in researching the type of Internet tools he needs to build his business at his present net-savvy level? • How much do you think he knows about your competitors’ products?

OK. So now what do you know about him? One heck of a lot! 1. His immediate need is a second income of $100 a week. 2. He wants to become self-employed on $50,000 a year.

3. Long term, he wants to double this income to $100,000 a year.

4. He wants himself and his family to experience the “good things” in life. 5. He needs help to build an Internet business to achieve these things.

6. Educated.

7. Confident in his own ability. 8. Enjoys a challenge.

9. Likes to take control.

10. Seeks results, not the technicalities of how they are achieved. 11. Delegates tasks and expects results.

12. Won’t tolerate being talked down to. 13. Dislikes techie-talk.

14. Is fairly net-savvy.

15. Has looked at your competitors’ product. 16. Has researched his subject well.

17. Doesn’t accept promises at face value. 18. Can easily spot unprofessional behavior.

19. Needs facts and refund guarantee before buying.

20. Able to make own decisions but would probably discuss purchases over $100 with his wife.

21. Has a reasonable disposable income. 22. Spends almost up to what he earns. 23. Budgets his money carefully.

24. Owns one or more credit cards.

25. Wears blue jeans, red socks and white underwear? So...

… Click!

Time to concentrate. At this point, you know what makes him tick and click. It’s time to visualize his mindset.

Picture him in your mind. He is sitting in front of his computer, clicking onto your Web site. Begin to think like he thinks.

He may think he needs traffic-building software, but what he really wants are the tools to build his Internet business and improve his lifestyle. He’s been all

around the Internet looking at several types of tools, which can help him achieve that. And he’s pretty sure that traffic-building software is his next step.

You know his likes and dislikes. He’s a little frustrated with all the different offers, prices, promises and over-hyped claims. You have a good idea of what he will be looking for when he reads your sales copy.

Then he comes across your site. So...

• What is he thinking?

• What kind of mood is he in?

• What is he hoping to find on your Web site?

• But... what is he expecting to find on your home page?

In short, what will he be looking for that will persuade him to buy Miracle Software?

So what will persuade him? How about...

• A conservative, gizmo-free, professional-looking site using persuasive rather than a hyped marketing message.

• A strong benefit-laden headline and jargon free professionally written sales copy that talks to him, not down at him.

• Detailed explanation of how it will generate extra traffic for his site and how he and his business will benefit.

Good point buried in the sentence above. You don’t actually sell. You persuade the customer to buy. If this sounds so obvious that I should not have said it, think about it some more.

• Backed up by checkable testimonials, a no-quibble money-back guarantee, a free trial download to prove it for himself and evidence of a first class customer service.

• Shows him that the one hour per day saved by using your software will free him up to build his business in other areas. And help him achieve his goal of

gradually building a successful $100,000 a year Internet business -- rather than instant riches.

Does that fit in with his mindset? Will sales copy of this nature match his personality type?

Precisely!

Let’s recap and see where you are now...

• You know how to answer his objections before they arise.

• You can eliminate his doubts about credibility and possible scams.

• Finally you are able to offer a solution to his problem, and take him a further step toward achieving his needs and satisfying his wants.

See the kind of persuasive power that you can build in to your sales message? If you can talk to your reader on a one-to-one basis, you have a massive

advantage over your competitors. Understand and read the market, while your competitors are still fishing around.

You know the secret of mindset reading. Now you know how to really start selling! Let’s use it to transform your Internet sales and to…