By Heath Starkey

Owning a business is no small feat. In a climate where some businesses thrive and others fail, many are looking for a magic formula that will help them to succeed.

It doesn’t really matter what your business is about. If there is a demand for what you offer, there is a way to sell it. The trick is finding out the best way to go about it, right?

Well, there are several things you should be thinking about. One of the first should be your content.


Because it’s one of the most critical aspects of eCommerce of any kind.

  • It is the product description that potential customers read on your website that persuades them to make a purchase.


  • It’s the voice search optimized and keyword-rich landing page content that elicits a visceral reaction, causing your site visitor to make the desired action.


  • It’s the blog posts you have that drives traffic to your website, entertaining and educational.


Content should be professional quality, easily understandable, and engaging. It should draw the reader in. If it’s boring, then nobody will care. If it’s full of mistakes, no one will trust you. If it doesn’t have a perfect grasp of American English, it will make your company look discredited.

Any investment you make in your new sole proprietorship should be first and foremost in your content.

Even if you use paid search (SEM), it will be wasted dollars if the website they reach doesn’t convert. Plain and simple.


Believe in Your Product, But Sell Yourself.

When it comes to sales, too many people get into it believing that if you have an excellent product – the work is done. This couldn’t be further from the truth.

Yes, you need a fantastic product and it should have these 3 qualities:

  • It must add value to someone’s life.


  • It must be worth your asking price.


  • It must be something you believe in.



If a product or service you are offering does not add true value to someone’s life, it’s probably not worth buying, let alone believing in. It has to perform some kind of function or do something that someone truly needs. It should make them feel like they have been missing it in their life.

This isn’t really that hard.

Think about CRM software. It helps so many businesses stay up to date with their clients, while providing them with a way to exploit their relationship with their clients, maximizing it to the point of leverage (If you are not using CRM software like this, you’re not maximizing its potential).


No matter how great you think your product or service is, the asking price should not only be realistic, it must be competitive. This means that if your product is a revolutionary oven mitt, you can’t sell it for $1,000. I don’t care what it does.

Unless your oven mitt actually goes into the kitchen on its own and makes you whatever you want to eat, it’s not worth it.

Just make sure that it stays competitive with products that are similar to it. If it’s better, your content should highlight that difference, making sure it’s clear to your prospective buyer right from the start. Otherwise, they’ll see your higher price, turn, and buy a similar product from your competitor for less.


Now, when it comes to this section, it has to be the real deal. It has to be all or nothing. Either go all the way or turn around and go home.

You have to believe in what you’re selling. If you don’t, you’re not going to be able to sell it. It’s a fact for most people.


Because most people aren’t master salesmen. Most people cannot sell a ketchup popsicle to a nun in white gloves. Most people need an honest product or service in order to sell it. They have to know in their hearts that they are not ripping somebody off.

This is why I always say, if you don’t believe in what you are selling to the bone, you are going to play hell trying to sell it.

In Closing

So, to bring this post to a close, remember, you have to first have killer content. Second, you have to have a product or service that adds value to someone’s life. Third, it should be worth your asking price. Fourth, and final, you absolutely have to believe in what you are selling.

It may not be magic, but if you follow this formula exactly, you will notice a much easier time selling what you’re offering, guaranteed.


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