It's fun when you find things crossing over. As I write this, I'm in the middle of editing a couple of podcasts for our Selling Your Books Online podcast. But that's all after I had to rearrange some fences this morning and sort a couple of cows away from my bull-calves. Raising cattle is very similar to what they call "sales funnels." It's a matter of building trust. Cattle who are calm will gain weight faster and not worry you so much when you have to move around them. Your best scene is to be able to call them from several hundred yards away and have them come follow you calmly. You want them to trust you as a feed source, and you want to be able to trust them not to run you over to get to that feed. Bulls have a deserved reputation for being cantankerous and downright dangerous. We got ourselves a Galloway bull years ago and found that he is nearly as gentle as the cows. I've even heard a story of one Galloway bull who would lay down on the ground just so the little kids could play on and around him. Ours isn't that tame, but he does like to get scratched. The bull-calves I was sorting to day are his offspring, and I was worried that they were a little too skittish. During the sorting today, it seems that the more I've worked with them, the calmer they've gotten. This, too, is very similar to what you do in order to get customers to move from just buying from you to buying consistently from you.

1. Breakthroughs and
Bull-Calves
What Sales Funnels and Trust Can Teach Us
by Robert C. Worstell

2. Breakthroughs and Bull-Calves - 2
It's fun when you find things crossing over.
As I write this, I'm in the middle of editing a couple of
podcasts for our Selling Your Books Online podcast.
But that's all after I had to rearrange some fences this
morning and sort a couple of cows away from my bull-calves.
Raising cattle is very similar to what they call "sales funnels."
It's a matter of building trust. Cattle who are calm will gain
weight faster and not worry you so much when you have to
move around them.
Your best scene is to be able to call them from several
hundred yards away and have them come follow you calmly.
You want them to trust you as a feed source, and you want to
be able to trust them not to run you over to get to that feed.
Bulls have a deserved reputation for being cantankerous
and downright dangerous.
We got ourselves a Galloway bull years ago and found that
he is nearly as gentle as the cows. I've even heard a story of
one Galloway bull who would lay down on the ground just so
the little kids could play on and around him. Ours isn't that
tame, but he does like to get scratched.
The bull-calves I was sorting to day are his offspring, and I
was worried that they were a little too skittish. During the
sorting today, it seems that the more I've worked with them,
the calmer they've gotten.
This, too, is very similar to what you do in order to get
customers to move from just buying from you to buying
consistently from you.
Listen Here: http://livesensical.com/go/bull-trust/

3. Breakthroughs and Bull-Calves - 3
If you are only expecting to get sales from Amazon, you
aren't really interacting with your customers. And so they
can act a little wild at times and run off when you're trying to
corral them into a different area. Most authors don't see this,
since they are told to keep their blinders on and just keep
their books on Amazon.
Not too surprisingly, the authors I've studied who are
making six-figures don't follow that model. They bring their
customers closer in by getting them to subscribe to their
email list. And then those customers become involved in
their writing and also in giving reviews, which moves their
books up as better sellers on Amazon. They also provide
other courses and material to their customers and also sell
other places than just Amazon.
Having a herd of customers that come when you call, and
will maneuver through the fences and open gates to get to
you is quite nice. And you reward them with treats (valuable
content they want) so they keep doing just that.
About there, the analogy quits. People need to be treated like
people. You build real relationships with them as
individuals. You build mutual trust.
I completed a couple of courses that I had signed up for this
week, in part to sort out this exact scene of promotion and
sales. Not too surprising, it became obvious that they had
swallowed some "conventional wisdom" that didn't test out.
To a greater or lesser degree, this meant that they were
unwittingly running a scam. What it actually meant is that
the quality of their course was insufficient for this student to
recommend them to anyone else.
In short, they were not above average. It didn't matter what
Listen Here: http://livesensical.com/go/bull-trust/

4. Breakthroughs and Bull-Calves - 4
fancy titles they called their stuff, or what authorities
recommended them. Their stuff simply didn't work any
better than anyone else's. Average. Usual. Conventional.
Strip mall quality.
And that's not how you build relationships with your list.
You need to be producing value far in excess of what they
expect to find. You need to constantly go that extra, second
mile.
The one key breakthrough I did get was incidental. It is the
definition of promotion. I've been testing it out for a few
weeks now and it's held up:
"Ask to get in front of other people’s audiences and
give then additional choices that they’ll appreciate."
If you do this successfully, then that audience will also join
your audience - often with the host recommending they do
so.
I've worked up a whole episode which tells more about how
that works (as linked) so you can follow my logic and test it
for yourself.
This week, we didn't get any new books for you. There are a
couple of courses in the works. And this will mean a lot of
short reads for you - I've got another podcast episode to
finish to tell you how this model works. But I have to get
back to editing it into shape.
Meanwhile, we've been busy fixing some errors we found on
the site, just to make it better for you. And a have a stack of
about 20 books that my Indian VA will start cranking out
shortly. All classics, all useful. And more about that later.
But I've been chewing on your ear enough today already.
Listen Here: http://livesensical.com/go/bull-trust/

5. Breakthroughs and Bull-Calves - 5
Hope everything is going well for you.
There are a lot of updates on the site and on the various
pages that are unannounced. I was able to tweak a few of
them this week. So there may be downloads you haven't seen
before. Do make the rounds to see if you can find all the
Easter eggs. And sign up for any you haven't already. Your
membership has a lot, it's true, but there's far more
available...
Well, thanks again for all you do and all those you help.
If you do need anything from me, or just want to give an
attaboy, leave a commend in the show notes or a review on
iTunes.
And you can always email me directly.
See you next time.
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Listen Here: http://livesensical.com/go/bull-trust/