Amazing, but true: most marketers go about things in a way guaranteed to get them less sales.
Here are a few things I’ve learned about what works and what doesn’t if you want to get more replies, sales, leads – whatever.
1. Do what a salesperson would do
Your message in print or via e-mail is just a substitute for personal, face-to-face selling. If you could afford to send a persuasive human being to every prospect, you would. Nothing is more powerful.
So your messages should do what salespeople do.
This means, among other things:
Do a complete selling job. Tell the full story; all the reasons to reply, not just some. As a famous expert said over 60 years ago, “Would a salesman give you one reason to buy today, then come back and give you another tomorrow? That would be crazy.”
So do the opposite of what most people do, which is run copy as short as they can. Long copy almost always beats short
Never give up. Keep chasing people. Years ago McGraw-Hill learned it takes an average of six calls for a salesman to make a sale.
2. Emotion beats logic – even for “unemotional” products
People may justify their decisions logically, but they make them on emotion because they are all human beings. So focus on the things that drive people crazy or that they dream of, not the rational arguments.
One subject people think of as “logical” is finance. It’s boring, they imagine. So how come people kill for money – every day, all over the world?
Others think of business products as dull. So how come people at work often feel frustrated and are rude about colleagues? Because feelings come into all situations. You just have to find them and make use of them.
The best messages start with emotion and use logic to explain and convince. A good example is a famous old headline: “Last week, was I scared … My boss almost fired me.”
3. Dig deeper
Too often people know what they offer so well that they either assume the prospects knows what they are talking about, or they are themselves too bored to look.
Time and again we find revealing and powerful arguments are being ignored. In one case a client didn’t even know about the powerful testimonials his customers were giving. They were not in the marketing department, but in customer service. We found them by digging around and built a strong sales story on them.
4. Think as a buyer, not a seller. Look for the ultimate benefit
People spend a lot of time looking for unique selling propositions – quite rightly. But then they fail to translate them into unique buying propositions.
For instance, one client has the largest team of financial researchers in the country. Very impressive. But that’s not the benefit to the customer. The research means the clients will be better informed and thus able to make better investment decisions. That’s a benefit.
But it isn’t the ultimate benefit. The ultimate benefit is that the client will make more money and retire rich.
5. Compared to what?
Most messages focus on why the product or service is good – or even better.
But better than what?
Few think about what is going through the customers’ minds. They are thinking, “What can you do for me that no-one else can do?” Or, “What do you do better then anyone else?”
Unless you do answer these questions, you are failing to do a complete selling job. You are missing sales.
6. What’s the reason why?
Over 150 years ago a man called John E Powers made a fortune as a copywriter – when hardly anyone even knew what a copywriter was.
He did it by introducing “reason-why” copy.
Boasting about how wonderful you are, or explaining that you offer a better deal is meaningless unless people believe you.
So, if you offer lower prices, explain how and why you do it; if you are offering the chance to win something, tell people why you do it (to get more leads for less money).
7. Think less, act more
The bigger firms get the more they have meetings. A meeting is no substitute for action – “Search the parks in all the cities; you’ll find no statues to committees”.
One year I saw two clients on the same day in the same city. One spent six months having meetings about the copy.
The other got on with it and had a record month 6 months later. The sooner you act, the sooner you find out what works and what doesn’t.
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently.
They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the world, are the ones who do.”
Salesletter Formula: 21 Effective Ways and Guides to a good Sales piece
The Salesletter Formula can be a big help with your marketing plan, when you know exactly how to follow. This is an important tool to write a good salesletter, and video letters as well. Let me share some of these. Over the years , I’ve added a few points today to the Salesletter Formula, and I’d like to share this with you now.
I read an article by David Frey called the 12 step foolproof Salesletter formula, a few years ago. This formula has made me millions of dollars over the last few years.
Many thanks go to David, a brilliant marketer from San Antonio, Texas, a credit for opening to me the effective Salesletter Formula.
I kind of feel like I’m painting a mustache on the Mona Lisa by doing this, everybody asked how you write sales letters, and video sales letter so well. This is the exact formula to follow.
I’m working on a new book on the subject and would love all your feedback questions and comments. I’ll be answering all these personally so please, fire away.
21 part effective sales letter formula :
1. Call out to your audience
2. Get their attention
3. Backup the big promise headline with an quick explanation (SUB)
4. Identify the problem
5. Provide the solution
6. Show pain of and cost of development
7. Explain ease-of-use
8. Show speed to results
9. Future cast
10. Show your credentials
11. Detail the benefits
12. Get social proof
13. Make your offer
14. Add bonuses
15. Build up your value
16. Reveal your price (pop by button)
17. Inject scarcity (if any)
18. Give guarantee
19. Call to action
20. Give a warning
21. Close with a reminder
I also added my part copy test that I asked myself when I finished any new sales piece. You really should do this the day after you finish your sales letter or video sales letter, after you have had a chance to read or reread it out loud.
http://www.stumpjump.netBy the way that one tip is really important. You should always read every completed sales piece you ever write including e-mails out loud preferably to another human being. It will probably improve your copy at least 100%
The Eight-Part Copy Test After Finishing the Sales Piece:
1. Did you grab your readers by the throat your readers with your headline?
2. Did you clearly explain that you understand the problem?
3. Did you show them so much proof that they can’t possibly doubt what
you had to say?
4. Did you show features and benefits to your offer that included the word
so in each line?
5. Did you ensure your prospects that your product will be very very easy
6. Did you ensure to your prospects that your product would work very
quickly to solve the problem?
7. Did you clearly explain the pain of the experience by not accepting your
8. Did you demonstrate incredible value in your offer so much so that your
prospect would feel stupid by not buying your product?