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Ever Done That... I Have, My Wife Does It All
The Time
Ever done that. You know, you might be or might not be
looking for something. Doesn't matter the fact is the copy jumped right out at
you and shouted, "I'm, here, buy me". How is that? How does it work? Why
do you buy it when it happens?
The answer is always easier than you might think. Here's
a real copy secret I am going to let you have. Try it, practice it and I guarantee
you will increase your response rates.
My wife is a classic case. Don't get me wrong I love
here, anyone that can put up with me has to be a pretty decent
person. Anyway, back to the point: Triggers create buyers.
My wife, here's what happens. In the new year the post
arrives. There is always a special new year offer from her favourite shop Laura Ashley
Furniture.
When they see her coming they push out everything that has
the
words "discount, sale, % off ". The letters and copy are the
same.
Put any of those after the words Laura Ashley and she
turns into a woman possessed. She goes totally nuts. When I get home at
night its all talk about tables, papers and paint. Strangely my favourite
meal is on the table and everything is hunky dory.
So in other words the powerful dynamic "triggers" are there
right in the copy. She never
reads the letters, flyers or even the months offer the triggers are enough
to make her jump in the car at 193 mph and get first in the line for the
sale.
Why? Here's the clever part. The sale had already been
made in here mind ages before, weeks, months years. I know. My house is a
converted farm building. One of our rooms has needed to be blitzed now for
a few years.
My wife wanted all furniture from Laura Ashley. She knew
exactly what she wanted, shade, the lot. One thing held here back...
price. So in her mind and heart the sale had already been made. She could see the
room done already.
All it needed was a trigger
in the Copy from Laura Ashley to fire her up and get her spending.
Virtually all my subscribers are in business, I know
that from the email addresses I check weekly. Want to make some sales,
money, quick bucks. Its dead easy, it really is.
Here is exactly how you do it.
Forget all the benefits.
Forget the product, talking about the product, writing about the
product/service. Push that thought it at least 437 miles out of your brain. Done it?
Good.
Now think about your customer or prospect only. Nothing
else. Most of you know who they are. Most of you know about your product.
Most of you DON'T focus enough on your solutions or... triggers words.
You have to become a problem
solver... this is where your triggers lie.
Get a bunch of people in the company together.
(personally I would ask customers not staff). Write down at least five
solutions that your product or service solves for you prospect. Put them
all together and really think about them. Focus in on your prospect and
ask... will this really be a mammoth problem solver for my customer. Strip
them out until you have a few left.
It should be a bit like this.
You sell facial cream for over 45's.
Problem: They hate wrinkles.
Solution: Your cream reduces wrinkles.
Triggers words/phrases: Gets rid of wrinkles in hours,
smoothes out wrinkles, reverses aging in minutes, look tens years younger
in less than an hour etc
When you put your copy together litter your copy with
your trigger words and build them into the copy headlines... you
will see some impressive results.
See the point? Most copy NEVER gets read initially. Its
the triggers in the copy that will turn on your prospects. The previously taken in information has
already made the sale for you. Don't you think the 45 year old would have liked to
get rid of wrinkles? Sure she or he would, that's reality. Use the right
trigger words and your prospect is motivated to action fast.
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