Why professionals can’t sell themselves
The people who can sell are salespeople, consultants and direct marketers. Here’s how we turn what you know into the story that sells you.
By Andy Bedell, founder of Discovery Marketing
I’ve worked with eight-figure CEOs, engineers, real estate agents, Wall Street pros, Ivy League professors, lawyers and all kinds of professionals. The one thing they have in common: they don’t know how to sell themselves.
The people who really know how to sell are salespeople, consultants and direct marketers. Ninety-nine percent of what we do is figuring out the right story to tell. You want customers walking away feeling that if they don’t call you, they’ll be worse off. And you want them to know you’re the right person for the job, and that the other option will do a worse one.
I’ve interviewed hundreds of professionals and product managers, so I know how to ask the questions that let you explain, without effort, why you’re the best in your field and why your customers choose you. Once I know that, we can build a page that speaks directly to the people you want to reach.
We’ll go back and forth on the messaging until it sounds like you and still sells. It shouldn’t be too salesy. Your positioning has to be honest and really deliver the value we say it does. And it has to respect the norms of your profession, with nothing that could embarrass you in front of your colleagues or partners.
Then we make it visible
With the message set, we produce the video and photos that show why a customer needs you and why they should choose you over the alternative. We write the scripts and handle the shoot, locally or with a crew we manage near you.
Then we advertise. Google Ads put you at the top of the page when someone nearby searches for what you do, and Facebook and Instagram keep you in front of the people who already visited your site.
How we get paid
We build and host your website for free. We make our money as a percentage of your ad spend, and that percentage steps down as your spend grows. Video, landing pages, copy and daily campaign management are included. Most clients start with a small Google Ads test, then we meet to go over the results together: calls, form fills and booked appointments.