Sales Come First

Remember one of the Golden Rules of getting the sale.

“People Buy On Emotion And Then Justify Their Decision With Logic”.

There are plenty of ways to get people to quickly emotionally connect with you. We’ve covered greed and fear so far, and the third one is Pride.

You see, people just LOVE to feel good about themselves. What about a nice smile from a member of the opposite sex. What about some unsolicited feedback out of the blue. It puts people in a great mood. And if you want someone to take action with you, it’s great if your prospects feel that way. (Actually, next week I’m going to tell you what one seminar company does when they get their attendees in a great mood. Its incredible!)

You see, most of us go through life unrecognised. Working hard, working smart, doing all the right things day after day. So when someone notices it’s a great feeling.

Look. If you can appeal to their pride, tell them how admirable what they do is, how hard it must be, the responsibility they hold etc etc then you’ll bond with them and set them up in a buying mood!

So for a medical sports specialist you could tell them…

“You’re no ordinary runner. You’re always keeping up to date on the latest training and ideas, and always make intelligent decisions. You work hard looking after yourself and your body, and quite frankly you’re above 99% of the other runners out there because of it”.

For a financial specialist, just change it around a bit and tell them…

“You deserve to be congratulated. You’ve always worked hard at educating yourself and you’ve had the guts to get out there and make some serious money. Very few people actually do that. Most of the population just sit and complain that their boss doesnt pay them enough, or the pension is too small. But you’re not like them. You’re one of a rare group of people who have gone to great lengths to separate yourself from them, and you deserve every ounce of your success”.

OK, those examples were really quick and unpolished, but if you got one of them, surely you’d feel good about yourself. And that’s a quick way to establish great rapport with your prospect or client. As they say, a little flattery goes a long way.

All the best,

Hugh Thyer

www.salescomefirst.com

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>

All the time I come across sales letters which try to use FEAR ineffectively.

Its a common misconception that you need to scare the willies out of someone, and then when they’re scared stupid they’ll do ANYTHING so they dont have to be scared.

But remember the old saying “You Must Enter The Conversation That’s ALREADY Going On In Your Prospect’s Head”.

So if you push it too far then they’ll just tune out. What you say must be in tune with what they’re already thinking.

Here, let me give you an example. I’m currently writing a letter for a client who has a course on getting better rentals returns from investment properties.

So I COULD have written about how falling rents or high rentals could end up costing them their investment property PLUS their own home. And how they could be forced into cheap rental accomodation, their entire family into a 1 bedroom unit living off canned food.

But that wouldn’t be realistic, would it. Most people will never come close to this, and what could have been a believable story would have been nonsense.

But what my research revealed is that people are worried about losing face. Having to sell their investment, or cash flow becoming very tight and their children missing out on their activities (I led with this one!). What will their friends and families think?

These are realistic fears, and they’re already playing on my prospect’s mind so they create a believable story.

You see, you’re not there to put new fears into your prospect’s heads. When you write your own advertising your job is to play on the fears that are already there. Put them into words and stories. And now we’ve painted real fears, we can go about showing them how we eliminate them with our product or service.

Next week I’m talking about PRIDE. A very strong emotion you can use to great effect in your advertising.

All the best,

Hugh Thyer

www.salescomefirst.com

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>

In the last article we looked at the emotion of GREED.
Now lets flip it around and look at fear instead.

The fear of loss is greater than the hope for gain. Let me explain what I mean by that by giving you an example you may be able to relate to.

Lets say you make a bet with a friend. Perhaps $20 over a game of football. If you win, the $20 will be a nice little bonus. But if you lose, losing that $20 will cause you some serious heartache.

The point here is that you feel the loss far more than the gain.

So if you want to use fear in your promotions, how about using a sense of urgency?

Tell them that your appointments are limited, or you’re only taking on 5 new clients this month.

Tell them that you only have 25 items remaining.

Tell them your stock has been water damaged so its only half price, but you only have 12 left.

People HATE being the one to miss out and will do anything to make sure they don’t.

It is a form of take-away selling. Tell them they might not get something and they want it even more.

Because we’ve ALL missed out on a bargain, and we ALL really hated it. And that’s why fear of loss is very powerful to use in your sales copy or ads.

OK. This was only a short article this week, but the lesson is very powerful.  I hope you get to use it in your sales copy, or even when you talk to new clients and customers.

Next week I’m going to stay with fear (so check your inbox carefully!) because I want to give you the do’s and don’ts of scaring people in your sales copy. Its an important article if you want some advanced copywriting techniques because if you get it right it’s great. But if you get it wrong it can land you on your backside quick smart.

I look forward to speaking with you then,

Hugh Thyer

www.salescomefirst.com

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>

Are you greedy? Come on, seriously are you?

Deep down wouldnt you like to eat in the best restaurants whenever you go out, and not have to worry about being able to afford it. Or have a house with a massive $100k theatre room, or to drive around a racing track in a sports car like Jeremy Clarkson on Top Gear. Better clothes, more exotic holiday destinations, luxurious hotels. Wouldnt it be cool to pull up in front of your friends in a Porsche 911. Or hang around with the best and most successful in your industry.

Well if you’re reading this then there’s a good chance you’re in business. And if you’re in business you need to be greedy to survive. Because if you’re not you’ll get swallowed up in a second.

Its human nature, and since I’m going to be talking about emotional triggers over the next few articles I figured greed is a good place to start.

And greed is one you should exploit when you’re writing any advertising.

And hey, usually its money, although it doesn’t have to be. It can be greed for food, attention, credibility, whatever. Its anything that people want more and more of.

So if you’ve got anything to do with business opportunities (such as making money online) you’ve got to appeal to their greed glands. More money for less work. Or if you’re selling financial products, accounting, mortgage brokering you’ve got to sell people on more than just the money. You have to write to them about the lifestyle it’ll give them. The new found respect from others. All the elements that people get GREEDY about.

Look, why not go and look at any great sales letters on investing and you’ll find that there’s much more time spent selling people on the idea of being rich than there is on the actual product. That’s no mistake. You long time subscribers might remember me saying that people make their buying decisions on emotion and then justify them with logic.

It’s worth refreshing your memories here http://salescomefirst.com/unlock-their-feelings-and-unlock-their-wallets/

So just remember that greed is a critical emotion that you’d best not ignore. Use it to get your prospect savitating at the money that’s waiting for them. And one word of caution…make sure you’re believable. Nobody’s going to buy your products or use your services just because you tell them they’ll make a million dollars. They have to be convinced of that fact too.

So next time you write an advertisement work out what your prospects are greedy for and get to work showing them:

a) what their life will be like when they get it,

b) how your product delivers that lifestyle and

c) that you and your claims are credible

Next week its quite the opposite. Its something that complements greed nicely though.

I look forward to talking to you then.

All the best,

Hugh

<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>