If you'd like to know about a secret way to sell your products
and services to even the coldest, most sales-resistant
prospects reading your copy, then the following information
is going to be tremendously valuable to you.
Here's why:
As you know, nobody likes to be "sold" anything. In fact, we
all have natural, inborn "sales defense mechanisms" that
go on red alert the split second we even think
someone is trying to sell us something.
However, you can easily get around this little "quirk" of
human nature simply by understanding the art and craft of
disguising your true intentions of wanting to sell
something until after you gain the confidence of your
prospect.
In other words, to lure your customers into your ad
in such a way where they get the chance to know, like and
trust you before you "pitch" them anything.
Now, the easiest way to do this is through the proper use of
sensationalism and drama. By creating a sense of
curiosity and interest so intense...your prospects
simply have to keep reading deeper into your ad in order to
see what the fuss is about.
I call this the "P.T. Barnum" method of copywriting. P.T.
Barnum was the greatest promoter of his day and he knew
exactly how to play upon a person's sense of wonder and
natural curiosity of the bizarre and unknown.
And the way I "lure" people into my ads is with an
irresistible promise to "let them in" on some
fascinating information they won't be privy to
anywhere else.
You see, I'm not all that interested in selling you anything in
the first paragraph or two of an ad. I want to be your
buddy first. I want to strike up a conversation with
you about something I know you're interested in. Then I
want to put my arm around you and say, "Hey man, you
want to see something? It's great! Wait 'till you
see it. You'll really like this thing..."
And I start leading you down the block while telling you as
much as I can about this "thing" I want to show you...without
revealing exactly what it is.
You may be mildly conscious this is going on...maybe even
totally aware of it. But that doesn't matter. Because all I'm
doing is feeding you all this hot information that's essentially
all about you and what you're interested in.
Focusing only on connecting with your needs and
wants. Reaffirming beliefs and ideas you already agree
with and maybe even challenging you on some things you
take as fact. All while giving away just enough information
to keep you endlessly intrigued.
And I continue to do this for as long as it takes, taking you
down the street and around the corner --
"It's right over here, c'mon...you're gonna love
this!"
-- until when the time is right...and you just can't stand it
anymore...I finally show you this "thing" I've been telling you
about. Only then -- when I've got past your sales defenses --
do I switch to full "sales mode" -- telling you everything and
anything I can about how this product will do all the things
I've been whispering in your ear.
And guess what? If I've got the right product for your
situation (and at the right time) all concerns about price,
ego and acceptance of your purchase by your peers will
vanish.
Instead, you're lost in your own little world -- envisioning
how much happier, healthier, richer, wiser you'll be as soon
as you get your hands on this thing I've spent so much time
"romancing" you with.
This way, there's no high-pressure closing techniques
required. No wincing when I finally reveal the price. That's
already been taken care of. Only thing left now is to write
"Here's how to order" followed by crystal clear
ordering instructions.
A word of warning:
Just remember -- this is NOT about
lying, cheating or "tricking" your prospects. In order to sell
like this you actually have to know and care
about your market -- what they want, what they desire and
what problems they have. This is one of the most powerful
copywriting tactics you'll ever see. But if you try this
technique without understanding and caring about your
customers, it'll actually backfire on you. And you'll
end up insulting them and turning them away from you
forever.
and services to even the coldest, most sales-resistant
prospects reading your copy, then the following information
is going to be tremendously valuable to you.
Here's why:
As you know, nobody likes to be "sold" anything. In fact, we
all have natural, inborn "sales defense mechanisms" that
go on red alert the split second we even think
someone is trying to sell us something.
However, you can easily get around this little "quirk" of
human nature simply by understanding the art and craft of
disguising your true intentions of wanting to sell
something until after you gain the confidence of your
prospect.
In other words, to lure your customers into your ad
in such a way where they get the chance to know, like and
trust you before you "pitch" them anything.
Now, the easiest way to do this is through the proper use of
sensationalism and drama. By creating a sense of
curiosity and interest so intense...your prospects
simply have to keep reading deeper into your ad in order to
see what the fuss is about.
I call this the "P.T. Barnum" method of copywriting. P.T.
Barnum was the greatest promoter of his day and he knew
exactly how to play upon a person's sense of wonder and
natural curiosity of the bizarre and unknown.
And the way I "lure" people into my ads is with an
irresistible promise to "let them in" on some
fascinating information they won't be privy to
anywhere else.
You see, I'm not all that interested in selling you anything in
the first paragraph or two of an ad. I want to be your
buddy first. I want to strike up a conversation with
you about something I know you're interested in. Then I
want to put my arm around you and say, "Hey man, you
want to see something? It's great! Wait 'till you
see it. You'll really like this thing..."
And I start leading you down the block while telling you as
much as I can about this "thing" I want to show you...without
revealing exactly what it is.
You may be mildly conscious this is going on...maybe even
totally aware of it. But that doesn't matter. Because all I'm
doing is feeding you all this hot information that's essentially
all about you and what you're interested in.
Focusing only on connecting with your needs and
wants. Reaffirming beliefs and ideas you already agree
with and maybe even challenging you on some things you
take as fact. All while giving away just enough information
to keep you endlessly intrigued.
And I continue to do this for as long as it takes, taking you
down the street and around the corner --
"It's right over here, c'mon...you're gonna love
this!"
-- until when the time is right...and you just can't stand it
anymore...I finally show you this "thing" I've been telling you
about. Only then -- when I've got past your sales defenses --
do I switch to full "sales mode" -- telling you everything and
anything I can about how this product will do all the things
I've been whispering in your ear.
And guess what? If I've got the right product for your
situation (and at the right time) all concerns about price,
ego and acceptance of your purchase by your peers will
vanish.
Instead, you're lost in your own little world -- envisioning
how much happier, healthier, richer, wiser you'll be as soon
as you get your hands on this thing I've spent so much time
"romancing" you with.
This way, there's no high-pressure closing techniques
required. No wincing when I finally reveal the price. That's
already been taken care of. Only thing left now is to write
"Here's how to order" followed by crystal clear
ordering instructions.
A word of warning:
Just remember -- this is NOT about
lying, cheating or "tricking" your prospects. In order to sell
like this you actually have to know and care
about your market -- what they want, what they desire and
what problems they have. This is one of the most powerful
copywriting tactics you'll ever see. But if you try this
technique without understanding and caring about your
customers, it'll actually backfire on you. And you'll
end up insulting them and turning them away from you
forever.
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