The Presell System – Paul Hancox

The Presell System consists of 10 “Core” components. These contain the core concepts and techniques at the heart of a powerful presell campaign:

CORE 01: IDENTIFYING AND EXPANDING YOUR TARGET AUDIENCE

This component helps you identify your ideal target audience.

However, these aren’t the only people who might buy what you have to offer.

I’ll give you an exclusive way to widen out your target audience, so you can attract even more potential customers to your offer.

It’s also a useful method for preselling fairly generic products and services.

CORE 02: FINDING THE PROCESS AT THE HEART OF YOUR OFFER

At the heart of what you have to offer is a “Process.”

For courses and programs, the Process is what prospects need to follow, to get the results they desire. For services, you follow a specific Process to give prospects the results.

For other types of product, the Process is the set of features or steps that allow customers to get the results they want.

Identifying your Process is critical, so you can presell it in your content… making people more likely to buy then use what you’re offering, love it, and rave about it to others!

CORE 03: BETTER THAN BENEFITS

Traditional “selling” focuses on the outcome of buying, in terms of benefits, i.e. what the customer gets out of your offer (such as saving them time or money).

However, I’ll show you even better ways to think of these outcomes, that will help you presell what you have to offer.

CORE 04: STAND OUT FROM THE CROWD, THEN PRESELL THE DIFFERENCE

What makes your offer different from that of the competition?

I’ll show you ways to presell this difference… so when you finally reveal what you have to offer, people are primed to want yours!

Even if what you’re offering is pretty generic, it doesn’t matter. I’ll show you a “magic element” to add to your presell campaign, so people will still want to buy from YOU!

CORE 05: THE BRIDGING IDEA: THE MOST IMPORTANT PRESELLING TECHNIQUE THAT NOBODY ELSE IS TEACHING YOU

What if there was a single idea… such that if you were to create a report or video around this ONE SINGLE IDEA, people who read the report or watched your video became primed and ready to buy what you had to offer?

You’d want to know what the idea was, right?

I have great news. There is almost certainly such an idea, for what YOU have to offer.

I call it the Bridging Idea.

When people “buy into” this idea, buying what you have to offer becomes the next logical and natural step.

But it gets better.

Your “Bridging Idea” can also be keyed to what makes your offer distinctive… making it hard for anyone to come along and copy your idea!

You can use your Bridging Idea to supercharge your preselling and stand out in a crowded marketplace.

(If I could only teach you ONE THING about preselling, it would be this. It’s probably the single most powerful preselling technique… and nobody else is teaching it!)

CORE 06: HOW TO ETHICALLY KNOW THE THOUGHTS OF YOUR POTENTIAL CUSTOMERS.

Imagine knowing all the key thoughts your prospects needed to have, in order to buy what you had to offer.

You would have a “road map” for how to take them from skeptical prospects, to customers and fans.

This is effectively what I’m giving you in this component.

Use it to ethically guide your potential customers to where they’re ready to say “Yes” to your offer… as soon as you introduce it to them. No “hard sell” needed!

CORE 07: AUTHORITY = TRUST = SALES. USE YOUR PRESELL CONTENT TO BUILD YOUR AUTHORITY.

For products that aren’t impulse purchases, people like to feel they’re buying from an expert who knows what they’re talking about.

This expertise gives you authority, which builds trust and gives people the confidence to buy from you.

Using the 16 techniques I’ll reveal in this component, I’ll show you how to use your presell content to build your authority in a big way… so prospects view you not just as an expert, but The Expert.

If you’re an affiliate marketer, you don’t have to be an expert yourself… but there are things you can do to build the authority of the product creator, helping you potentially make more sales.

CORE 08: THE HIDDEN POWER OF STORIES

Stories can be entertaining… and they also have a “hidden power” that can be used to presell.

I’m not talking about stories like, “Mr and Mrs Jones came round for dinner the other day, and they admired my shiny new durable sofa bed.”

Those are the stories most advertisers use, but this is still “selling”… and since people know they’re being sold to, their “sales shield” goes up.

In preselling, a story doesn’t have to be related to your offer… at least, not directly.

I’ll show you how to use storytelling to build a case for your offer, before potential customers even know you have anything to offer!

Preselling stories can fly effortlessly under the radar, and make far more of an impact than a story in a sales context.

CORE 09: BREAK DOWN AND NEUTRALIZE ALL BARRIERS TO BUYING

Anything that potentially stops someone from buying, that you have a reasonable influence over, is what I call a “barrier.”

These include classic objections, such as “I can’t afford this” and “I haven’t got the time for this.”

In “selling” you have to deal with objections, otherwise you’ll lose sales.

For online selling, people might not state an objection, but they still might think it… and if you haven’t dealt with the objection in your sales pitch, they will simply leave without buying.

However, I’ll show you ways you can use preselling to neutralize objections altogether… so they never even come up in the first place!

I’ll also show you what objections really are… which is not what most people think. This insight will forever change the way you think about “selling.”

CORE 10: ELIMINATING ALTERNATIVES

When it comes to buying products, people almost always have at least some choice.

I’ll show you how you can use your presell material to gradually eliminate alternatives… so people see what you have to offer as THE RIGHT CHOICE for them.

CONTENT GENERATOR: HOW TO PUT ALL THE PIECES TOGETHER

It’s important to realize that the Presell System isn’t simply a collection of random preselling techniques you just cobble together.

The real power of these techniques comes when you use them to presell in a gradual, step-by-step manner.

This is why I also have a “Content Generator” component, which shows you how to put together your own powerful presell campaigns.

In addition, I’ll show you 11 ways to create great presell content fast… even if you think you suck at writing.

I also have a special method for outlining and creating awesome presell reports, which ensures that none of the essential preselling components are left out.

BIG EXAMPLES: INCLUDES 5 PRESELL CAMPAIGNS

One of the best ways of learning how to create your own presell campaigns is to see plenty of examples.

As well as specific examples for the techniques I’ll be sharing with you, I’ve also included the material for FIVE presell campaigns… so you can see how everything fits together.

These campaigns cover information products, services, and other products such as software.

A recent customer told me that they could see how just ONE of these campaigns could be worth thousands of dollars!

I’ve also included the outlines and drafts, so you can see how everything is pieced together in the first place.

I’ll show you how to create your own presell material and put together a complete campaign, including email sequences.

The good news is, you don’t have to be a great writer to use this system. When it comes to preselling, the ideas you share are more important than the words.

You could also outsource the content writing. However, most writers don’t know how to create presell content in the unique way I’ll be showing you… so even if you intend to outsource, it’s a good idea to follow the Presell System, at least to plan and outline your campaign material.

More courses from the same author: Paul Hancox

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