by Martijn van Tilborgh
If I got a quarter for every time I've heard an author say "I just struggle to pitch my own products" I would have retired as a very wealthy man a very long time ago.
I get it!
Asking for something that benefits yourself is something that just doesn't come natural to a lot of people. At the same time, your lack in sales numbers may be the consequence of you not asking for the sale!
If this is you I want you to consider the possibility that "asking" is something God wants us to do.
James put it this way in Chapter 4:2 of his book in the Bible:
"You do not have because you do not ask ... "
God wants us to "ask". Failing to do so will result in lack.
Asking is not a bad thing, especially not if you know that what you have will add value to the people you're asking from.
If we truly believe that the message that He has given us will benefit others, we don't have to be ashamed of "the ask" (Unless you believe that the message in your book is worth less than the $20 you're asking for.)
Developing an effective sales pitch for any product is simple.
It follows a 3-step script that is contextualized to whatever it is you're selling.
- This is what it is.
- This is what it will do for you.
- This is what I need you to do next
Let me break this down for you.
1. This is what it is.
You start your pitch by simply breaking down in plain and simple language what it is that you're trying to sell. Let's say you're selling your latest book. You share your title and general idea of the message. You may tell the people what motivated you to write the book and share some of that back story. You explain some of your own journey as it relates to the subject matter of the book.
This part of your pitch should develop trust in you as the expert on the topic.
2. This is what it will do to you.
Remember, people buy books for selfish reasons. Your audience wants to know "what's in it for them". Now that people know what the book is about you have to paint them a picture of how their lives are going to be impacted by your message. How will their lives be changed by the content on those pages? You identify with the pain points they are experiencing and show them how this book is going to solve them.
This part of the pitch should develop a desire to buy the thing that's going to help them.
3. This is what I need you to do next.
This is your "ask". Now that people trust you as the expert and desire to learn from you, the sale is merely a byproduct of the process you're taking them through. However, you are going to have to make "the ask" in order to see results.
This could be as easy as something something like this:
"So if this resonates in any way with you I need you to click the link below .... "
Asking is crucial, but not until you've taken them on the journey. When you do, you'll see results, I promise!
Take some time to develop a solid sales pitch for your book.
Test it out.
Make it better.
You can thank me later :)