Ep 45 – When To Just Shut Up And Sell with Max Hamm

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In This Episode

Here’s the reality: your customers are smarter than ever… and their attention spans are unforgiving.

So… what can you do to cut through all the noise and still make more sales?

Today Freelance copywriter Max Hamm returns for a follow-up episode. It builds on our last discussion about using humor in sales.

As we explain in the episode, the secret to killer salesmanship is compelling your prospect so strongly they start to sell themselves on your offer.

As a perfect example, we break down a Johnny Carson clip featuring the world’s greatest salesman…

… where he effortlessly sells Johnny his own ashtray in just a couple of minutes!

We also reveal the sales-killing mistakes you can easily make in your videos. Come find out what you must learn about your prospect BEFORE you sell them anything.

“Can’t Miss Moments”:

  • Kevin’s biggest pet-peeve phrase in sales copy… especially in video. (You want to avoid using this so you don’t blow the sale. But, there is only ONE situation where it is wickedly effective… if you do it right!)
  • A common trap many marketers fall for that instantly kills the sale. (It comes from “ego” so it’s easy to miss… do this instead to build trust with your prospect!)
  • The single most effective way to begin your sales video. (And exactly what your prospect’s brain is telling them the moment your video starts!)
  • Did you know your buyers have different criteria for when they want you to close the sale? (Pay close attention to this BEFORE you begin any sales interaction and you’ll know exactly when to close!)


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Showing 2 comments
  • Mark

    A great show. Very poignant for me right now. I’ll have to revisit Melanie’s training.

    Kevin. On selling from the stage.

    I’m with you. A quality presentation should take precedence …though I disagree (a little) that it’s only about making the best presentation.

    If we are not selling a product then we are surely ‘selling’ the next step – – “get the 60SSH at…” or “get free stuff about copywriting at CC” …whatever.

    This is not a big ask, and can be understood as a genuine attempt to help the people in the room (which it is and should be.)

    This kind of pitch feels much more authentic and far more congruent. The challenge is then to make it as easy as possible to help people take action while they are still motivated and in the room.

  • Reply

    Fun to learn that something I contributed triggered a great lesson. 🙂

    In the interest of protecting Ben Settle’s reputation, one of his posts reminded me of the Johnny Carson episode, but he did not mention it. I, too, searched for a clip of it online without success. I then relied on my memory of when I saw the original event. It made quite an impression, and I believe my recount to be accurate–but, should it prove otherwise, blame me and not Ben.

    Max, you spoke wisely of avoiding standing before the customer spewing off solutions to objections that the customer hadn’t even thought of yet. One of my teachers spoke of that by saying “The most important obstacle to overcome while selling is being certain the obstacle isn’t you.”

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