Sabri Suby explains how to rewrite sales messages for the pandemic. Address COVID objections immediately in your headline, keep people from hitting the back button, and make copy more urgent and relevant when everything feels chaotic.
Percent. Agreed. The bigger you get, your problems just change and get bigger as well. Yeah, for sure. As far as, let's just say this whole health crisis that's been going on. Right. How has that affected you all? I see that you've updated your headline on the homepage. What other changes have you made yourselves when it comes to your marketing and what kind of response have you seen from that?
Yeah, so I think that, like, as a bare minimum, if you're in a business that is, and every business is affected some more so than is, you have to make sure. Like, for instance, you mentioned that we updated our headline. Right. So say, for instance, if you have, like, you know how to get 5 to 20 customers every single month. Right. And the first thing that a prospect's gonna think about when they read that. Yeah, that probably worked eight weeks ago when it wasn't in COVID 19, when we weren't in this pandemic, when the economy hadn't grinded to a halt. So the first thing that you need to do is address that objection immediately. Even in a pandemic, even during turbulent times, even during the coming recession, whatever it might. Oh, okay, awesome. This is relevant. It still is going to work because everybody is always looking for that one excuse. Like, the way that I think about it when people read my sales copy is that they have their mouse on the back button and they're looking for just one excuse to click that back button and to not have to read the rest of my sales message. So I need to be selling consumption all the way through my sales message in order to even get that thing read. Cause that's the number one objective is just to get it read. So, like, people are so busy. Right. Spoke about the marketing greats, right. You know, God bless their souls. But I think that we've got it much harder than they do in terms of, like, if you just look at the noise factor and, like, how erratic and how much chaos is currently taking place in every single market. Even before COVID 19, right. There's this. People are getting bombarded with, like, notifications from 16 different apps. They've got 23 different tabs, open their phone, Slack, Google Chat. Everything is going off Facebook Live. Everything's got its notification hell, right? And the dopamine is flooding their brain like crazy. Is that you have to be so talented to be able to capture somebody's attention and then flip it and leverage it and actually turn it into money. And that's a challenge that those guys didn't have. Right. The most of those guys were writing direct mail letters and newspaper ads where it's like, just the way that people consume content was so much simpler than it is today. So if you're not addressing all of those things in all of your sales message, then the consumption is never going to be there. So I always imagine that, like, my prospect is in a car with a group of friends. The window is down, all the windows are down. They are blaring some Little Wayne. They're all screaming, they're Facebook Live ing, they're vaping. And my sales message needs to grab them by the jugular and make all that outside noise and distraction of what's going on much more intriguing and interesting than all that chaos. So if you don't address that, you're gone. Hey, guys, if you enjoyed this video, make sure that you click the like button and subscribe. We're dropping a video on YouTube every other day, and if you've got any questions about any of the content that I covered in this video, just basically leave a comment with heysubree in the comments section. And every week we're also trying to go through all those questions and get them answered. So go ahead, click subscribe, and we'll see you in the next video.
Sam.
