Pre-Sell posts sound a little ominous. Don’t worry. We’re not going to write cheesy sales letters or twist your reader’s arms. Our goal is to subtly shift your reader’s perspective to make them more inclined to consider your products. Again, don’t worry. It’s easier to do than it sounds.
Here’s the outline for an effective pre-sell post:
- Describe The Reader’s Problem:
Take a moment to concretely detail your reader’s problem. Show that you understand the problem and the concern it’s causing the reader. This first step is critical for building rapport and setting the stage for the next step. It’s said that customers will not buy until they know you care. Use this first section to empathize and show you care.
- Fairly Outline Common Approaches/Solutions:
List and describe the popular solutions to the reader’s problem. Resist the temptation to disparage competitive approaches. You’ll gain credibility with readers by fairly referencing advantages and benefits of all approaches. This is the soul of content marketing. Honestly share important information and let your reader make an informed decision.
- Disadvantages/Concerns with Common Approaches
Now outline a critical shortcoming of a common approach. Avoid referencing competitor’s by name. Present your information in a factual and concise manner. All you need to do is introduce “reasonable doubt.” When possible, use actual customer examples and case studies to provide validity to your argument.
- Your Approach
Detail your approach to solving the reader’s problem. Keep your information at a high-level and present it in lay-person’s terms. Focus on tangible benefits and only make statements that can be backed up with data. You aren’t “selling”. You are presenting your products benefits as logically as possible. You want to disarm your reader’s logical side without raising alarms that you are just another sales person.
Make it simple for the reader to act on your approach. Your call-to-action should not be a direct sales message. You can’t say “buy my service by clicking this link”, you’ll put your reader on-guard and destroy the trust you’ve built. Instead, suggest they download a lead magnet that they will get in exchange for email contact information. From here, you can move the process along with more direct sales appeals.
Customize for Your Use
Feel free to experiment with each element of the Pre-Sell Post. Your readers may respond differently to various levels of detail in each section. This outline works best when you creatively apply it to your specific situation.