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If You Want More Money, Read This
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I bet the headline above grabbed you. How do I know? Because you are reading this right now. If the headline did not pull you in, you would probably be off to the funny pages by now.
Here's the point: If I don't grab you, I can't teach or tell you anything. I need your attention first. Without it, you are lost to me. The same goes for making sales.
Whether you are writing an ad, making a live 30-minute presentation, or writing a script for a 60-second television commercial, what you need right at the top is a hook, a grabber, an attention getting something that sucks in your audience, makes them sit up, wake up and listen to what you have to say! Without this, all is lost. Even the best body copy in the world means nothing if it never gets read!
Okay. So some say you can grab a hoarse's attention, lead him to the water, but you can't make him drink.
I say: You can if you put salt in his feedbag!
Once you have the attention of your prospect, you have lead him to the water. Now you must get him to drink, that is, buy your product, by salting your communication.
What is salt? Well, before I tell you exactly what it is, I want to give you my guarantee that I add salt to all of my advertising and other communications and it always produces big results.
Even better, salt works in any market, and when you are communicating to any demographic group. It works equally well on high school kids and senior citizens.
Furthermore, the kind of salt I use adapts well to any medium, be it print, radio or television. Adding salt is simple, yet it's amazing how few business folks use it to make more sales and make more money.
Now, I bet one million dollars that very few readers dropped out of this column during the last three paragraphs. That's because they were salted! That's what salt is! You promise to reveal something important to people, then you lead them on for a few paragraphs, a few minutes or through whatever medium you are using.
I salted you by promising you a benefit and the definition of that benefit. Then I lead you on for a bit, just like a fish on a hook. So now that I've got you hooked, it's time to start realing you in. How do I do that?
There are a couple of ways. One is to use words and phrases that induce an emotional response. "Flowers whisper 'I love you' like no words can say." "You don't have to face the heartache of acne any longer." "You're the greatest father in thew world!" your son will say when you buy him X.
When you make it emotional, you appeal to something deeper in the mind of the prospect -- you appeal to the whole body, the feelings, the emotions. Once you have someone emotionally hooked, you've all but closed a sale.
What more do you need? In fact, you can still do more in your marketing communications to make sure they result in big sales. Once you have someone emotionally hooked, you can increase their confidence for buying through the use of customer tesitmonials.
A customer who is already hooked, both intellectually and emotionally, still may have some doubts or resistence. But if they see that others have already tried your product or service and they loved it, you are removing that resistence.
Another way to improve the chances of a sale is to make a comparison of your product to your competition in a way that makes your's look much better. To do this, you can use price, a feature, or any apsect of your product or service that betters your competition.
Finally, to round out the perfect "CAN'T RESIST" marketing message, summarize what you have told the prospect at the end of your message. Watch while I do it:
In this column, you have learned to first grab the attention of your prospect so that you can sell them further. Then you salt your communications to keep them involved with your pitch. Next, you real them in and capture them with emotional words and phrases. After this, throw in some client testimonials and use product comparisons to remove any final resistence a prospect may have to buying. Then summarize.
See how well it works!
Ken Varga is the author of "How to Get Customers to Call, Buy and Beg for More." For More information you can communicate with Ken by FAX 732-364-3716.
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