#1 make a promise, #2 prove it, and #3 ask for action.
I hadn’t learned the difference between want and need yet. I found out you can make a fortune selling people what they want, but you can go broke selling them what they need. I learned that the hard way when I took
Price belongs in the copy after you have built up their desire and reasons to buy. It goes after you have gotten rid of their reasons not to buy.
Instead of saying, “We’re the best” or “We’re the top of the heap,” you can use this, and it can be a bullet point. “People call us the best because” and then you come up with your reason. Suddenly, it’s not you saying you’re the best; it’s other people saying you’re the best. And, it’s not only that, but you’re giving them a reason, so it makes it a lot more believable.
The best I can tell you is there are three ways to find out if it does. One is if you have a lot of experience, you will know. The second way is if you read it out loud and you start to trip over some of the words, you know it is not flowing there. And, the third way is if you show it to someone else and note that they criticize the grammar or that they have a problem with the spelling. But if they really don’t understand or they just don’t get it, then you know it’s not flowing.
The first one, and I got this from a book called How to Write a Good Advertisement by Victor Schwab. This is an extremely valuable book. You can get it on Amazon.
- Start where your prospect is. What that means is start with their state of mind, not yours. Start with their problem, not with your product. And let them know you know how they feel.
Here is what advances the sale. Advancing the sale occurs when you provide information and stimulate feelings that lead the prospect to believe it is better to take the action you request than not to. You might wonder what diminishes the sale. What diminishes the sale is everything else, including listing your credentials that don’t directly apply to your product or service, entering information that leads the prospect’s mind in another direction, and long dull lists of features where the benefits of those features
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