No is a word that many people shy away from. But it’s the best word to encourage, in sales, in negotiations, and for your opt-ins! Wait, what?
The best word to learn, out of every word you could possibly learn, is No. But not because it saves you from yourself.
It makes better sales.
And it makes better opt-ins.
You’ll already know that there is a big eff-off on the opt-in forms for these emails, so you’ve already had a taste of what that looks like. You saw it, you saw me trying to put you off, and you subscribed anyway.
Why did you do that?
I’ll tell you why.
It made you feel safe.
You’ve probably, like many people in Western countries, been conditioned to hear ‘No’ as a negative response. You have probably also studied how to get people to ‘yes’. You may have taken sales courses and negotiating courses that teach you how to ‘push people through the gates of yes’.
Well, this is going to break your heart: If you’ve got people to say NO, right up front, you probably would have made better deals.
No is advocated by Chris Voss
Chris Voss, who was the lead hostage negotiator in situations of international kidnapping for the FBI, wrote a fantastic book about the art of negotiating, which frankly I believe everybody ought to read.
In his book, Voss explains the psychology behind getting people to say No as soon as you can. Why No is the beginning of a negotiation, and not the end of it. And why it is one of the most powerful words that you can use and leverage to your advantage.
The reason why I’m telling you this is because at some point you are going to want your readers to subscribe, or pay, or otherwise give you something in exchange for whatever it is that you’re publishing. You might be doing a Twitch stream, or a corporate blog. Whatever it is, it’s no value to you unless you’re running this as a business. And a business is only a hobby if it isn’t making you coin in some way.
Think, therefore, what getting people to say No means to you, if you are getting them to say No upfront. It will make them feel safe, and better able to consider options.
And for you, it will completely change your approach to everything: Sending emails, writing sales copy, crafting opt-in statements, the topics you produce. Hell, if you get people who disagree, say no, then doesn’t that generate more interest?
This type of shocking turn-around is also what makes case studies powerful. If (because you’ve learned how to leverage no) you have content that opens a negotiation, that’s a powerful thing.
Case studies are the most powerful weapons in that arsenal.
To prove it, I’m giving away a full set of content valuation formulae and guidelines March, with every case study sold. To get the formulae you must quote the phrase, Chris Voss said No.
Normally you have to participate in an invitation-only seminar to get the full set of formulae (and that’s suuuuper expensive, for a reason).
Then again, it’s only useful if you’re interested in proving that your content adds financial value to your organisation.