Some prospecting emails win business and some just disappear into the ether. Clients of serial entrepreneur Yassin Shaar happily fall into the former group. His compelling persuasion tool that helped one client land $400,000 in sales? Metaphors! Here’s how he did it.
Background
Yassin partnered up with a Google Ads agency in the real estate industry competing for new business against larger real estate lead generation firms as well as against the belief by prospects that they could do lead gen on their own. Yassin’s strategy to neutralize those obstacles in an email campaign …
- Began with an engaging opening …
- Followed with a demonstrated understanding of the challenges and pitfalls facing firms eager to grow their list of leads, which then …
- Featured a metaphor to vividly illustrate the advantage of using his client’s lead gen service vs. the competing forces listed above …
- Moved to an offer to work with his client’s firm, which …
- Led to a link to check out and an available live chat
This formula resulted in the previously mentioned financial bonanza.
The Metaphors
Example 1:
…See, expecting to get on the 1st page of Google after buying a [competitive real estate lead gen] website is like expecting 
to dunk after buying a pair of Jordan’s.
Doesn’t work that way.
If you want to become the “MJ” of real estate in your local market?
You have to put your website under a serious “keyword” workout, and be willing to invest time and cash to start getting your “dunks” in.
Meaning… (the firm’s service and results for others)
(Close)…And if you’re open to it?
I’ve got room for 5 more hard working folks to get them up and running with their Google Ads and our “dunk-in-a-week” keyword list…
Example 2
The problem is that the Google ocean is wide and deep…
So let’s borrow an insight from expert fishermen 🙂
See what EVERY fisherman knows is…
You can have the best bait… The best gear…The latest high tech rod…
But if you are at the wrong spot, there’s NO way to catch prize winning fish.
If you’re dropping your hook at the wrong spots, all you’re doing is wasting your pricey bait on small and common fish.
Same thing goes for bringing in motivated seller leads from Google ads…
If you want to bring in sellers who want to sell FAST and at a discount, you have to “go fish” at the right spots.
And picking the right spots to fish for sellers comes down to picking the right keywords…
…Now, you CAN test different ones by spending a few thousand till something sticks if your pocketbook can handle it…
Or you can skip the trial and error and let me hand you a map with huge X’s where all the “BIG fish” hang out…
Example 3
How come some investors are KILLIN’ it with Google ads and get $10k+ checks coming in from ads…
…while others get back-handed by Google with $1000+ credit card charges?
In most cases (not all) …
The secret is in how you start your Google ads.
Let me explain…
Ever tried to make pancakes?
The first time I did it was a disaster.
It took WAY too long, I mixed the ingredients wrong, and I didn’t even know how to flip’em.
All that came out was a hot doughy mess.
Now, say I had Betty Crocker right next to me telling me what to do straight from her proven recipe?
I’d have a stack full of fluffy, golden brown, seriously yummy pancakes.
My point is…
When you follow a proven recipe while working side-by-side with the “chef,” you’ll get great results fast.
If you’re the type of investor who wants to get it right from the word GO, following a proven recipe from a master…
…then I have the winning recipe for you…
Metaphors Sell
Michael Jordan, fishing, fluffy pancakes – Yassin’s simple metaphors (analogies) creatively and persuasively reinforced his client’s value which was:
- Get the real results you want
- Work with someone who knows where the right Key Words are
- Save time and money by working with a pro
What metaphors can you use to help prospects “see” your unique value and win you more business?
Anne Miller
Make What You Say Pay! – with Metaphors
- Photo by Stephen Baker on Unsplash
- P.S. You can find out more about Yassin’s work at his website: www.soldwithemail.com
Stress-Test Your Presentation’s Persuasion Power 1-1 or 1-1000 for:
- Content – Engaging? Relevant? Involving? Impactful?
- Flow – Creates momentum for action?
- Visuals – Supportive or distracting?
- Delivery – Authoritative? Compelling? Commanding?
Don’t be in doubt! Contact me today at amiller@annemiller.com or call 212 876 1875 for a free consult
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