How to Sell Anything (Without Actually Selling)

You're about to discover how to create customers who want to buy whatever you're selling in just about any market.

First, I'm going to make a few assumptions. You either have or would like to have a coaching program, a service, or a digital course you want to sell.

With those assumptions, let me tell you a quick story that will forever change the way you think about selling.

The other day, a friend and I were sitting on the mats after Jiu-Jitsu, discussing how to make more sales in a competitive market.

He's a software developer and runs a coaching program teaching people how to code.

As I looked around the gym, I noticed an AirDyne bike. CrossFit's rise in popularity has made these types of bikes very popular in the fitness industry. I asked Dave (my friend's name) how he would sell the bike for the most money.

So, I want to ask you the same question: How would you sell an exercise bike online? Don't worry; what you're about to learn will apply to anything you sell, not just exercise bikes.

If you're like most people, you probably thought of taking high-quality photos & videos and setting up the most optimized Google ad campaigns. Maybe you even considered posting on social media.

Then, once you get some engagement on your posts and ads, maybe you send some DM's, set up some retargeting ads, and follow up with all non-buyers.

Although some of these tactics can work, the strategy is the exact opposite of what you want to do.

You can create the best ad campaigns in the world, but you're competing with everyone else on the internet who's likely using the same strategy. Because they're all doing the same thing, you end up selling in a red ocean.

What you're about to discover is the secret to selling anything despite fierce competition.

Here is how you sell the exercise bike (or any other product, program, or service).

You don't. You let your prospects sell themselves.

Here's how.

First, You want to create a lead magnet that convinces your ideal customer they need the exercise bike or product you're selling.

A lead magnet is something of high value that you give away for free or at a low price, $37 or under, in exchange for your prospects' contact information (Name, email, phone number, etc...).

For example, you could create a 12-week "Get Shredded by Summer" program. You would give the program away for free in exchange for your ideal customer's email address. Your program should use the exercise bike as the main mechanism for getting shredded.

In case you glossed over that, here's the secret: Your program should use the exercise bike as the main mechanism for getting shredded.

One thing to keep in mind, though, is your program has to be great. You can't create a cheap or misleading lead magnet and expect great long-term results. Your free lead magnet should offer greater value than most paid products in the same market.

This is how you build massive trust and desire for whatever product you're trying to sell.

The key to creating a compelling lead magnet is identifying one problem your ideal customer faces. Build your lead magnet to solve this problem.

Using the 12-week "Get Shredded by Summer" program as an example. What problem does this lead magnet solve?

The person this lead magnet is created for has the following problem. They lack confidence in their body. Their goal is to shred body fat so they feel confident by summer and can enjoy the beach with friends.

Every product, service, or lead magnet that you create should all aim to solve a specific problem that your ideal customer has.

Another example is this newsletter that you're currently reading. This newsletter solves the reader's sales issues. It also helps them stand out from competitors.

Once you have your lead magnet created, you want to strategically place call-to-action links back to the product that you're selling.

If you include videos or images of a person using the exercise bike in your ebook, add a link under the image. The link could say "click here to grab this airdyne bike and use coupon code 12WEEKSHRED to get free shipping".

In addition to using call-to-action links in your lead agent, you want to create a compelling email follow-up series.

The email follow-ups should still provide a ton of value first, then have calls to action (links) at the end of each email so your readers can purchase your product.

The key takeaway is: "Don't sell the bike; sell the solution to the problem the bike solves." (Read that twice.)