I’m in a secret-revealing mood this week.

Yesterday, I discussed the persuasive power of movement. Today, I will share a powerful strategy that will increase your sales if you’re willing to use it (and some people aren’t).

A secret to selling more in webinars, livecasts, or platform presentations is vulnerability.

You want to open up to your audience and show them who you are. Share your struggles, failures, and heartache to build rapport, trust, and connection.

When I tell the story about my wife having to work two jobs, one as a special ed teacher and then as a cashier at Target,  the audience can feel the pain that caused me because I relive that pain every time I tell the story. Then, when I talk about my incredible transformation that allowed her to quit her job and become a stay-at-home mom, my audience feels my happiness and relates to me. They connect with me. I am a real person.

My marketing mentor, Dan Kennedy, talks about how he went bankrupt and how he has alcoholism. His audiences relate to him and trust him more. They connect with him because he’s let them in.

Now, a word of warning:

Don’t fake it.

I’ve seen many presenters tell made-up or at least greatly “enhanced” stories designed to create false empathy. In most cases, it falls flat. In all cases, it isn’t very honest.

What I’m talking about is being vulnerable, really letting your audience, really letting them know who you are.

Sure, it’s not easy, but it’s powerful and will help you close more sales and create a bond with your customers.

Will you do it?

Kick butt, make mucho DEEnero!

Dave “Mr. Vulnerable” Dee