Hi There
Now today I want to cover some key marketing tips to help with your sales copy and hopefully at the end of it you’ll agree that there are some simple things that can be done, so lets get started:
Hopefully you’ll learn how to turn your copy into magnetic sales message that rack up the profits and bring in the cash!
- How to arouse your prospects inner buying drives
- How to influence your prospect’s mind to trust you and believe your information
- How to bypass your prospects’ conscious and “hypnotize” their subconscious
Once you master the techniques of bending the human mind to your will, you’ll use them everywhere! They’ll be yours forever…at the ready in your ‘arsenal’ to be powerful weapons in all sorts of professional and personal situations.
What’s In It for Me ?
When a prospect is considering a product or service, the #1 question on his/her mind is “What’s in it for me?”
The not-so-smart marketer will try to answer that question by simply listing the features of a product. But the smart marketer — usually by painting a compelling visual picture –explains how the features will benefit the consumer.
So in your sales copy, you may list features, but you’ll want to be sure to describe the benefits they offer. That’s the way to answer “What’s in it for me.”
Test time again! See if you can you pick out the feature vs. the benefit in the product sales lines below:
Widget Motorized Golf Caddy mean no more huffing and puffing on your way to the 18th hole
Widget Umbrella Policies protect you and your house for up to $250,000 so that you can sleep in peace even when there’s a tornado on the horizon.
In the first example, the feature is a motor that pushes the caddy, but the benefit is not appearing out of shape when you stagger, out-of-breath to the 18th hole. The umbrella policy feature is a tangible quarter-million dollars of coverage, but the benefit is peace of mind.
Consumers buy products and services for their reasons, not yours.
It’s the reason you’ll want to use the word “You” more than the word “We” in your messages. When you present the benefits of your products or services, frame them with your prospects’ emotional interests in mind, not your own.
Can you see the difference in the two pitches below?
Widget sells the best lawnmowers in the county
Your lawn will look better with less work with Widget lawn mowers
In the first pitch phrase, the message is about the company “We are the best.”
In the second, the message is about the consumer, “You won’t have to work hard to make your lawn look better.”
Message #2 is the perfect answer to every consumer’s question: “What’s in it for me?”
Adjust Your Focus from “Me” to “You”
You’ll be sure to capture your customer’s attention if you focus your marketing on their concerns.
Making A List, Checking It Twice
In marketing, you’re never to old to believe in Santa Claus…or at least to learn a lesson from the jolly old elf.
Santa knows his “customers” inside and out…and you should, too. Data collection — finding out what people want and why they buy — and using that data correctly will get you right where you want to be: deeply rooted in their hearts and minds.
Every time your offer appears…anywhere your brand is seen, people should react to you like Santa. Your prospect should be enthusiastically imagining what fabulous ‘gift’ you have in store for them that will make them happier. Every time they see “Brand You,” they’ll think:
Santa Clause Is Coming to Town…for ME!
The Feel Good Factor
To sell effectively, you need to be familiar with the full range of consumers’ feelings. If you know why people buy products and services like yours…what makes them feel good about their decision…
You can highlight those reasons in your sales messages to make it more effective and practically irresistible.
When asked why they’re making a purchase, people generally say they’re motivated by one of these five key emotions:
Fear of Loss
Desire for Gain
Desire for Comfort
Pride
Desire for Personal Satisfaction
Food for Thought: Don’t Forget What You’re Doing
Never talk about your benefits without immediately referring to your offer. When your potential clients are all revved-up by the benefits offered by a feature of your product, you want to capitalize on that emotion immediately.
Also seize the opportunity by repeating a “Click here to order now” message or button
Logic wins the day always
Okay, now that you’re up to speed on the emotions behind consumer purchases, let’s move on to logic. A few pages ago, you learned an important sequence of facts:
BENEFITS appeal to EMOTIONS
FEATURES appeal to LOGIC
LOGIC JUSTIFIES EMOTION and EMOTIONS DRIVE SALES
Now it’s time to understand what kind of “logic” works best with consumers. The answer is a simple one: honesty.
Honesty is the Best Policy ALWAYS
In order to influence your customers, you need to present true, credible facts about your product or service. These facts will serve as the “logical justification” for the emotional purchase.
