Making Your First Million.pdf - Association of Net Entrepreneurs and ...

Making Your First Million
If you've caught her attention, engaged her self-interest, spelt out benefits and quoted
recommenders, it's time to look at closing the sale before she loses interest. But there's
one thing you still need to do. You need to make a trial or assumptive close by essentially
saying: "Look, I know you're thinking seriously about buying this product. (Which is a
bit like saying 'Which do you prefer, the red one or the blue one?' You've assumed they're
in test-ownership mode.) Now, let's suppose you've done that, you get the product home
and, heaven forbid, you're not happy for some reason with it." Here, she's nodding her
head. How clever of you. You've been thinking exactly what I've been thinking. "Well,
look, I know it's really unlikely because we've sold thousands of these hobgoblets and
everyone's been delighted with the benefits of owning them, they've even taken the time
to write telling how delighted they are. But I know how you feel. I've been caught before.
So, for you, I've decided to offer you an unconditional, no-questions-asked, money-backif-not-satisfied-for-any-reason-whatsoever
guarantee. How's that?" And you get her
nodding. Yes. That sounds good. If I don't like it I can return it at no cost. Where do I
sign?
And you grab her. With a great big Yes! Please rush me the following: etc. in a tear-off
bottom right-hand coupon or a fist-sized web page button. You normally only advertise
on right-hand pages in the first quarter of magazines, but for spectacular results take the
back outside cover (coupon bottom left). It'll cost up to 4 times the price but it should
return at least 10 times the response. The only reason more advertisers don't use this
position is there's only one of them and it's usually taken by a very clever rascal who
books it out permanently. Why do outside back covers work? Most people never do more
than glance at a magazine. However it falls there's always a 50% chance it'll land back
cover up. When you're sitting eating a bowl of WeetBix at the coffee table, idly watching
Good Morning Australia, chances are you'll use the Sunday paper's tv guide as a place
mat. And your eye will be attracted to the little Coca-Cola billy-cart doll advertised by
Franklin Heirloom Dolls at $295 in 10 interest-free installments. And you'll think: "That's
interesting. Doesn't that doll look like Bernard's youngest? I should show that to his
mother. Fancy that! Hmmm. I didn't know that. 45 firing days. 20 inches high eh? That
would look good on this coffee table, that would." And before you know it you're
transported into the kind of alpha state the copywriters are paid serious money to inflict
on you. And "Yes! I think I'll buy that. A free-call number. Isn't that thoughtful? And I
won't be billed till after it's shipped and I've got 10 months to pay. Oh, these people are
saints. I love them."
You can be a saint too. All you need is to understand the emotional, physical, social,
psychological wants of the customer and fill them. To understand how to do it study the
professionals. You could do worse than to simply emulate them.
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