The Sales Process: Crossing the Rubicon
This article will define all the aspects of the Sales Process, tell you the absolute importance of “crossing the Rubicon,” and provide a personal example of me spending $750 on a product after I was seduced by great copy.
Crossing the Rubicon
Written by CopyCactus
The sales process is simple on the surface. All the buyer has to do is visit your site, read the copy, and then buy the product with a click of a button.
Underneath it though, lies a complex push-and-pull between the subconscious mind, the copywriting, and the rational conscious mind. Each aspect communicates back in forth with each other, similar to a triangle.
The rational mind reads the copywriting (it’s that little voice reading this right now). The copy speaks subtly to the subconscious and openly to the rational mind. Then the subconscious works behind the scenes, communicating to the rational mind in its emotional language of desires, pleasure, prejudices, and fears.
The copywriting content is bilingual, effectively influencing both parts of the mind simultaneously. The subconscious can’t use language and words like the rational mind can, but nevertheless influences the rational mind and your choices through emotion. The conscious mind ultimately makes the choice to buy the product.
With this in mind, lets quickly cover the people involved in the Sales Process.
There are 3 main players involved in the Sales Process. They are as follows:
- The Business Owner: Concerned with the bottom line (revenue). He hopes that the customer actually purchases the product. He created the product, and provides the platform for it to be sold.
- The Customer: The lifeblood of the Sales Process. They come prepackaged, already filled with fears, desires, prejudices, perspectives, and varying degrees of knowledge about your niche.
- The Copywriter: Concerned with the sales pitch, the writer utilizes the prepackaged nature of the customer to create content that speaks to the subconscious and conscious mind of the customer. He masterfully seduces the customer to make whatever choice is desired by the business owner.
In 49 B.C., Julius Caesar and his legion found themselves on one side of the Rubicon river, in the northeastern part of Italy. If he crossed, he would be committing a crime against Rome, and would only suffer penalties if he was defeated in his attempt to conquer the throne. “The die has been cast” he declared, as he made the choice to cross the river. Since then, “crossing the Rubicon” signifies the moment when someone makes a revolutionary, irrevocable choice to take an action that completely changes everything.
In the Sales Process, nothing is more sacred than when the customer personally decides to cross the Rubicon. He is a thousand times more likely to convert once that decision is made. Yes, a thousand. It’s a vicious uphill battle, until the customer finally realizes he is interested in buying the product and instinctively pats his pant’s pocket to make sure his wallet is there.
When he is at the checkout page, with his credit card in hand, he is already way past the Rubicon. The Rubicon exists at the nexus point where the skeptical, disinterested customer begins to loosen up to the idea of purchasing the product. “I might actually want this” is the hallmark phrase of someone who has just crossed the river.
Now, a few customers may still back out after crossing the Rubicon, however they are a minority. The majority of people who never buy your product never cross the Rubicon. They remained skeptical and dissuaded, hitting the exit button never to return.
Great copy speaks to the rational and subconscious mind to influence the customer to cross the Rubicon. From there, all the hard work is done. In his own personal, unique way, the customer will begin to imagine himself enjoying the benefits and the fulfillment of his desires through your product. He wants his desires fulfilled, so he makes the conclusion that buying this product will be necessary to satisfy him. Trying to forcefully convince someone that your product or service will satisfy and fulfill him is overkill. The customer will personally leap across the gap, propelled by his own subconscious, when he is ready. All you have to do is get him to that point, the Rubicon.
Three months ago, I purchased a subscription to Clickbank University after attending their webinar. Two “millionaires” walked me and 500 other attendees through a convincing sales presentation, leaving me 750 dollars lighter by the end of it. Some entrepreneurs have trouble convincing people to shell out 10 bucks for an eBook, yet I dropped that much cash all at once. Why? I was purposely led to the river’s edge, where I decided to cross it, no longer skeptical. From there, I became possessed by my own personal desires, which ended up propelling me towards the checkout cart.
Clickbank University is a training program that contains videos, webinars, a landing page creator, and self-help material. It’s main purpose is help you successfully create a digital product to be sold and advertised by Clickbank’s massive affiliate network. Before I had even heard about the product or attended that fateful webinar, I already knew that Clickbank was legit and an authority.
In the webinar, two successful digital product creators started off by telling their success stories. They had both created an e-product and utilized Clickbank’s massive advertising network to make some serious coin. This established their credibility.
They began to talk about the power of Clickbank University, and how it will give me everything I need to successfully create a product and make money, just like them. The module has its own landing page creator, and videos that will walk you through every step in marketing, designing, creating, and successfully selling, your own product.
“This sounds pretty good,” I thought, crossing the river. I’m now a thousand times more likely to convert.
“What would you do if you could make one thousand dollars…ten thousand…or even hundred thousand dollars by creating your every own successful digital product?” They said seductively.
They threw the bait out and I went for it, hungrily. I immediately began thinking about all the niche topics I knew and how I could create a successful product with the program’s guidance. At this point in my life, I was dying to get involved making money on the Internet. My subconscious murmured, revealing all the desires and wants locked inside me. I began envisioning myself making money, making a product, making location independent income, in my own unique way.
Then, they dropped the price tag. 1,000 dollars for a year’s subscription, but since I’m an attendee of this special webinar, I get a reduced price of $750. They made me feel like I was getting a good deal. This was a lot of money, but my rational mind began convincing me that I could make back this money easily with a successful digital product.
I saw the 60 day money-back guarantee, and that was the straw that broke the camel’s back. “You can always return it if you hate it,” my rational mind said, heavily influenced by my yearning subconscious. I made the final conclusion that this product will bring me happiness and success. I got my credit card out, went to the checkout, and bought the damn thing.
Crossing the Rubicon. The emotional yearnings of the subconscious. The sales process from start to finish. This is what makes entrepreneurs successful, when all three of these are masterfully interwoven to create something special. And that special thing is money.
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Originally published at copycactus.com on July 1, 2015.