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

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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. SiteSelling.com 82
Making Your First Million Let's look at it in a little more detail. When you analyse a good mail-order ad you come to realise that nothing has been left to chance. The headline captures your attention and challenges you to respond. The visuals reinforce the headline. The subhead reinforces the benefit and challenges and carries your eye to the body copy. Sub Headings scattered through the body copy carry the message in bold shorthand, quickly reassuring you that you're not wasting your time, encouraging you to go back and delve into the body copy. Testimonials and guarantees shore up the buying signals and the response mechanisms carry the buyer over the line. Everything flows in a continuous swoop from top left to bottom right. Nothing jars to disturb the flow. No yes but's are permitted. All objections are smoothly patted down until there is little choice but to say Yes! Where do I phone? The copywriter is using proven techniques to get you over the line. You'll Love This New Breakthrough. Order Now! Hurry! Stocks Won't Last at This Amazingly Low Price. Buy One, Get One FREE!! You'll Be The Envy of Your Neighbors. Imagine The Joy on Your Mother's Face When You Give Her this Beautiful Boxed Set of Matching Regency Inspired Cardboard Toothbrushes! We Guarantee You'll Be Absolutely Delighted With Your Investment. And on it goes. There are emotional triggers that work and I've employed most of them in the preceding mock ad. SiteSelling.com 83
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