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SECRET (AIDA) Formula To Sell Anything Like Pro

The way of selling has changed. And today I want to share with you 5 tips to sell what you propose.

If you look, the behavior of consumers in recent years has changed, and of course, your way of selling must also change.

Tell me, of these apples ... Which one do you want the most?

Obvious! The difference marks trend ... I knew you would like more the red.

Ok, and to get into stuff ...

How do users buy today?

Knowing thoroughly your business and that of your competition. If they want to buy anything, they will look at it before on the internet. Not these? They do not see you They want to know who is selling them exactly and they are not satisfied with knowing the name of the company and how many years they support them.

Falling in love with your brand or your person. Your need to position yourself from one side or another is extremely great. Are you from pepsi or cocacola ?. They will only fall in love with the one that best suits their way of seeing life and their values ​​as a brand.

Trusting that company or person. It is clear that you must be accessible to them, but trust is not earned overnight, it takes time, and you need to approach them without any apparent sales interest.

Testing you . They want tests, testimonies, something free that does not commit them to buy you. With the oversaturation that exists in the market, it is easy for some competitor of yours to offer something that you do not offer yet

Why do not you need to sell with a tie?

Because you do not need it! Maybe we already have in the subsconciente restored the idea of ​​" corded = seller " and maybe that's what comes to mind as we see someone like that comes to us to talk.

As you see, you do not need a tie to sell ...

We assume that he wants to sell us something, and that bothers us, he pressures us and makes us distrust that what he wants to sell us, will not bring us any benefit, just an expense.

Okay and then ... How do I sell now ?! You will be asking ... Well, let's go!

5 tips to sell anything

1- Show your most human side

Do not put your company before your customers. To this day, it is essential to show that we are human .

We have a business, but apart from that, we are people, with family, dreams and concerns.

But beware, that does not mean that you should be totally transparent in the face of your clients, with your defects and virtues.

Try to show only the best of you, those things that can be positive for your business.

For example, if you want to give a reliable and close image, you do not have to hide that you are very familiar or that you like to listen.

2- Do not sell products or services, sell solutions

Who cares what features your product or service has?

What they want is to solve something or fulfill a specific desire, do not engalones the product itself.

Give importance to what they will get when they buy you and forget about the rest. Think of your products or services as the medicine that will cure your main concern or problem.

3- Do not expect a quick sale

It is vital that you be patient and work to earn the trust of your potential clients.

As I mentioned before, it is a process, similar to a couple relationship and must necessarily go step by step.

I have not met anyone who has captivated me so much on the first date as to marry him decisively. Your yes?

First you must create an open relationship, let them know you, try you, see that they can trust you and after this process ... it will be when they are willing to buy you.

4- Make use of new technologies

The Internet is the great tool that helps us expand our business and its scope with a lower investment than we would need to achieve the same in the offline world.

A well-focused website, positioned, influential in social networks and with good marketing strategies will help you sell not only without a tie ... But with the pajamas on if you want!

Do not think that the internet is only useful for large businesses or companies.

The Internet is accessible to everyone, regardless of your age, your experience or your sex.

5- Deferred

Show that you are not one more, stand out from the competition, dare to do what nobody has done, and you will have more chances of being chosen.

Do not fall into the trap of being normal, of being one more ... Or you can get very expensive.

What will be your weapon? You and only you.

Your smile, your charisma, your personality, your ability to communicate, your confidence and your way of selling.

In short, your essence, your personal brand .

Know your customers better than themselves and you will be able to give them what they really need.

► If you only think about yourself, and your business, do not expect them to buy you .

► If you're going to try to sell yourself like the rest, chances are you do not arouse the interest of your audience 

SECRET AIDA formula to sell anything like pro


The phrase is attributed to Elias St. Elmo Lewis - a pioneer of the advertising world who coined it at the end of the 19th century - although it was later refined by other professionals in the sector to define the four steps that invariably lead to a purchase decision:

  • A = Attention
  • I = Awaken Interest
  • D = Create Desire
  • A = Take Action

Let's look at each of these steps in more detail ...

Catch attention

Halbert's formula begins by capturing the attention of our potential Customer, and usually when we talk about online marketing this is done through a headline impossible to ignore (even art in itself, as we discussed here ).

In the pre-Internet advertising era dominated by the great geniuses of direct marketing, when the sale was made by sending traditional mail to segmented databases (similar to how e-mail marketing works today), Gary C. Halbert He was a pioneer in attaching something physical to his shipments - such as a 1 dollar bill or a handful of sand from a real estate development - to capture the Reader's attention.

This to attach handfuls of sand to our shipments is not easily replicable in the digital environment, but the principle is the same: to awaken the curiosity of our potential client and focus their senses on a specific point ...

People give our attention to things that affect us directly , that attract us , or that are simply out of place (like the handful of sand) but the important thing is that whatever we use to capture the attention of our business prospect is directly related to the product or service that we are trying to sell - that is relevant within the context of the story that we are telling you - or otherwise we run the risk of feeling.

Wake up interest

The objective of capturing the potential customer's attention is to continue reading, and the objective of reading continues is to arouse interest in what we are offering; either a physical product or a digital one such as a course, a subscription to a service or online community or an electronic book.

Halbert suggests that the best way to awaken interest is by offering the User irrefutable facts and data about our product, for example, in the case of a book, how many pages it has, the number of illustrations, the topics covered, how many other Users it has previously acquired , what have you thought ...

In this second phase it is advisable to know deeply our potential client, understand their needs and possible objections in advance, and respond to each of them in our commercial action irrefutably.

Create Wish

In the penultimate phase of this commercial mindset, we are interested in taking our potential customer from the mere interest to uncontrollable desire .

Beyond explaining the benefits of our product or service in detail, at this point we want the potential customer to visualize himself enjoying his advantages . It is no longer about communicating facts , numbers or data, but about igniting passions and stimulating feelings .

We want the User to be able to taste our product, feel it in their hands and - even for a moment - perceive exactly how their life would change with what we are offering.

Many legendary marketing artists say that the goal of advertising is not to create desire for a product but to channel existing frustrations, dreams, fears and aspirations towards a specific product.

In this sense, products and services have no value in themselves; what sells is what that product allows us to do, be, or pretend . What you sell is the functionality of the product, and your mission in this third phase of the commercial process is to do just that.

But how does this translate to reality? If you are selling a product that helps you lose weight, for example, focus on the emotions and feelings of your potential client : what you can do when you lose weight and that before you could not do so easily, the advantages of a healthier life, how the others will see him, the clothes that he will be able to wear and that he did not fit before, the renewed feeling of self-esteem ...

Note that the Disney theme parks (approximately 50 million visitors last year in Orlando alone) do not emphasize the number of attractions, nor the speed of their roller coasters, nor the number of restaurants ... They emphasize " going back in time "," leave your problems behind "or" return to feel the illusion of a child . " And that sells. A lot.

To take action

As much as some clueless Advertisers and Advertising Agencies strive to make a distinction between " branding campaigns " and " results marketing ", this distinction is 100% artificial and the ultimate goal of any advertising action is to sell.

In the long term, creativity is irrelevant . Branding is irrelevant . The interaction of your Users with your brand on Twitter is irrelevant . The only relevant thing is to sell .

The last step of your commercial process, therefore, should be to direct the User to where you want - which can be buying something but also register in your email newsletter, read a related article, leave a comment or share your content - and The best way to do it is by explaining exactly what you have to do. What happens is that in direct marketing the relationship between the advertising process and the sale is much more direct and visible. And, how could it be otherwise, in direct marketing the business process concludes with an order: when the potential customer becomes a current customer and purchases the product or service that we have prescribed.

Take your user's hand, explain what you want him to do with great detail and, above all, ask him to do it NOW. NOW. Do not wait .

Explain to your potential Customer the advantage of being in a hurry, and the inconvenience of not doing it. Let them know you will get a benefit (or avoid a loss) if you act immediately


Well, there you have it, a summary of one of the most important and practical aspects of The Boron Letters - the most popular publication of the interesting (and not a little controversial) Gary C. Halbert.

Of course it is much easier to explain the theory than to implement the practice, and really the best way to apply this commercial process will depend among other things on your niche and what you are trying to sell, but I think it is a good reference point .

When you read the great masters of direct marketing like Gary C. Halbert, the most important thing to remember is that your advice does not have to apply exclusively to an order form, or a hard sell, but can also apply to your emails. electronic, your posts on social networks, your blog posts or any other type of content where what you are looking for is not money but the time and attention of your audience

In short The Boron Letters is full of practical examples - perhaps somewhat outdated at first glance - but of which no doubt you can learn a lot.

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