Why
Aren't People Calling?
Dear
Associate,
One
of the most expensive ways to waste your marketing dollars
is through shallow, boring and unemotional marketing copy.
Yet anyone with a keyboard, a desktop publishing program and
graphics ability can produce some of the most wickedly boring
and unprofitable marketing promotions since the inclusion
of the Sales Prevention Department. If you want to grab your
prospect's attention and get them calling, you must make them
hungry.
How
do you do that?
First
you identify their pain. You paint the picture of something
that's bothering your prospect and what she desires in return.
You do this in the opening of your promotion to grab her attention.
Which
is more compelling:
A)
Acme Loan Company has been in business for ten years. We specialize
in mortgage loans, re-financing, loan consolidations, and
paying off debts. Borrower's Guide Magazine has named us the
number one fastest growing loan company this year. Why settle
for the rest when you can borrow from the best?
Or
this...
B)
Are the banks ripping you off? Studies show that most consumers
are overpaying from $317 to $1,159 on their loans every single
month. This is money they could be using to pay off credit
card debts, medical bills or deposited into their children's
college fund. At Acme Loan Company we specialize in helping
you get more of your money back into your hands.
I
hope you agree that "B" is a more compelling opening.
The job of the opening is to lead your prospect into the body.
The body is where you not only tell, but also show them why
they should call you.
The
body is where you paint the solution your prospect seeks.
In this section, you tear down their wall of skepticism and
build value for your product or service. And this is the section
where you ask for the sale.
A
good body should include:
*
A description of your product, service or event;
* Benefit points that show what they get;
* Proof that it works through testimonies;
* Interesting facts;
* Price;
* Guarantee or warranty;
* Call to action; and,
* Bonuses or premiums.
By
the way, many well meaning business owners overuse bullet
points like the ones I've listed in the previous paragraph.
They believe people aren't going to read the body, so they
shortcut the process by writing bullets to list their points
or agendas. If you're still reading this, you know this isn't
true. People will continue reading if you've captured their
interest.
Now
bullets will work if you're promoting a low-priced or no-cost
event through a flyer, but it won't work for a $900 workshop
like a colleague of mine just tried promoting on her website.
Bullets alone do not convey the urgency and importance of
your event. Especially if it's in the mid to high price range.
And
now the conclusion...
Your
close may include restating your benefits, a postscript, contact
information, another urgent call to action, a surprise bonus
or an all-encompassing reason why they must call you right
now.
Here's
an example of a close I wrote for an online sales letter:
What
to do next?
If
you have questions, pick up the phone to call me personally
at 123-456-7890 between 9am-5pm Pacific Time. If I'm out of
reach, I promise to return your call as soon as possible.
If you're ready to register now, click on this link to reserve
your seat.
Warmly,
Your Name
Founder: Your Company
P.S.
How to Give Powerful Presentations in Eight Hours is the premiere
program I'm offering to only eight success speakers. If you
want to attract more out of life through speaking, register
NOW before all the seats are filled. Once they're gone, you'll
be put on a waiting list.
P.P.S.
Surprise bonus #4. Attendees of this powerful event will also
receive a $50.00 gift certificate to attend one session of
my Blah, Blah, Blah program. You will learn about speaking
"in the moment" and creating relational presence.
This session will help you think on your feet and less dependent
on notes and memorization.
Are
you seeing how this works?
With
compelling copy, you can boost your response rates and get
more business. Why on earth would you settle for less? You
can run the same successful promotion every time and take
the guesswork away from your marketing.
Warm
Regards,
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Tommy Yan helps business owners and entrepreneurs make more
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Tease weekly e-zine to inspire people to succeed in business
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