From the desk of Roy Furr, February 27th, 2009
Almost everyone who tries to teach you the sales process will make it too complex.
The reality is… Sales is simple.
And once you understand the basics you become a sales superman (or superwoman) who can sell anything worth buying.
Here’s the secret…
It’s all about finding out whether you have a good prospect. And once you have a good prospect whether they’re going to buy from you.
So how do you do that?
Here are the three questions that will take you from the initial conversation… to having a qualified prospect you know will buy from you as long as you make purchasing easy:
- What are you looking for in … ?
- How will you know when you have that?
- If I could show you how to get that, could we move forward and get you the solution you’re looking for?
From here you walk them through how your solution gives them exactly what they’re asking for (and admit while minimizing where your solution doesn’t meet their needs). Then simply ask them for the order.
Presto, you’re super! (Now get off your duff and use these questions to make more sales!)
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From the desk of Roy Furr, February 17th, 2009
I devour advertising classics.
Y’know… Those books in the annals of advertising that most rookies won’t touch with a ten foot pole because they suspect dusty knowledge…
Well, truth is not much has changed in advertising in even the last 100 years. Sure, Claude Hopkins, Vic Schwab, and Robert Collier would need some getting up to speed on what Pay Per Click, Landing Pages, Infomercials, and YouTube are…
But the fundamentals haven’t changed.
Any of these old ad geniuses could still pick up a pen today and put together an ad for any medium to make prospects get off their duff and place an order… In yesterday’s mediums, in today’s… And even in tomorrow’s.
Because good advertising is couched so deep in unchanging human psychology — our fears and our dreams, our drives and our motivations — that if you learn what good advertising was 75 years ago you’ll have a pretty good shot at what good advertising will be today.
If you’re looking at a way to get up to speed quick on what works in advertising, here’s a recommendation for you.
Tested Advertising Methods by John Caples.
Simple, straightforward, to the point. It tells you how to write effective advertising based on years and years of research. Hundreds — even thousands — of split run tests were performed to come to the conclusions found in that book.
And for a mere pittance you can have access to that incredible store of information.
It’s the fundamentals, Jack.
It’s what you gotta know to write effective headlines, body copy, and calls to action. It gives you building blocks you can use to construct an appeal that will have your reader leaping for their wallet to send you money.
You’re plain toast if you come onto the playing field not knowing this information — and if you drink it up, assimilating it so deep you forget where the wisdom came from…
You can build such an incredible advantage your competitors may think you’re doing something illegal.
Whether you’re advertising your own products, or writing advertising for others…
Get this book!
In a moment I’m going to take a list from page 73 of his book — his effective appeals on which to base your advertising — and lay it out for you here.
But before I do that I thought it’d be nice to show you that I’m no isolated fool — that others have gotten as much from this book as I have. (And maybe give you a little extra motivation to pick up a copy for yourself.)
So, selected from the Amazon.com reviews:
“The book is very informative and also very interesting because Caples will show you two examples of ads he ran as a split-run and says “one sold three times more than the other; can you guess which one?” Then he’ll tell you, and tell you WHY.” – from ‘A Customer’
“There’s a reason why David Ogilvy calls this the most useful advertising book he’s ever read! I hold a Ph.D in Sales/Marketing and they simply DO NOT teach this money producing stuff enough at our colleges and universities! Instead, most of them opt for creative mush that’s clever and makes for good awards and 5 minute speeches….but doesn’t sell anything! If you want simple, brass tacks, powerful advertising advice, this book will be the most dilapidated marketing resource in your library!” – from Dr. Michael Temple
“I have 47 books, at least as many audiobooks, and I read 23 newsletters and 12 bogs to learn about sales, marketing, and copywriting. After my computer, this book is the most useful tool I own.” – from Jacob Bear
That’s just a start. Everyone from Gary Halbert to John Carlton to Dan Kennedy to Jay Abraham… and all the way down the list of today’s marketing gurus… has devoured Caples. This book is still on their bookshelf, guaranteed.
So how about I share a little wisdom from this book, until you pick it up right now or order it from Amazon.com?
When you’re writing your advertising, it should be based on one core appeal — the fundamental benefit your prospect will experience from doing business with you. Based on Caples extensive research across nearly every type of consumer, here are the 18 effective appeals on which to base your advertising (in no particular order):
- Make more money
- Save money
- Retirement security
- Better health now
- Health care security
- Security in old age
- Advance in profession or trade
- Prestige
- Enjoyment
- Easier chores
- Gain more leisure
- Comfort
- Reduce fat
- Freedom from worry
- Be in the “in” group
- Desire for bargain
- Popularity/attention
- Beat the Joneses
Now that you have the list… If you’d really like to make it pay, try this.
When you’re working on your advertisement, take this list and brainstorm which appeals fit your product. Check them off on the list.
This is your short list.
Next take your short list and cut it in half — compare which appeals fit your product better than the others, and circle those.
This is your very short list.
Now from your very short list select the appeal that has the best link to your product… What fits best? Where will your customer benefit most (or where will they perceive to benefit most)?
This is your core appeal.
Finally come up with a story for your advertisement based on the top appeal you’ve selected. As you write your advertisement be sure to focus on that one core appeal above all others.
And if your appeal is “security in old age” don’t just say “You’ll feel security in old age.”
Instead, say…
“Imagine a retirement without thinking twice about whether bills can be paid. No relying on government checks. Your home is in order. Plenty in the bank to live nicely. Plus you can treat your self more than once in a while, without guilt. You can even set aside a little extra for your children (plus the church or whatever good cause you’d like to assist with a generous donation). We already have thousands of people living this kind of stress free, financially secure retirement — why not you?”
And finally — sure, you can bring in additional appeals from your very short list later on in your advertisement. They may be what pushes fence-sitters over the top.
But be careful not to dilute the core message of your advertisement.
One big idea — one core appeal — will typically be the strongest motivator for customers. And you wouldn’t want to get in the way of that!
Here’s to higher response…
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