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Article Title:
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Boost Your Advertising Results By Making Friends...
Article Description:
====================
As I first read in the book "How To Win Friends And Influence
People" by Dale Carnegie, one of the keys to making friends is
to really listen to others. To understand them. And to put
yourself in their shoes. So if you're selling to someone with
the printed word, do you think you'll have more chance of making
the sale if you became their friend?
Additional Article Information:
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516 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-27 10:12:00
Written By: Scott Bywater
Copyright: 2006
Contact Email: mailto:sbywater@copywritingthatsells.com.au
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Boost Your Advertising Results By Making Friends...
Copyright � 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au
Last Sunday I was with my wife and her family at a caf�. And
while we were sitting there, I noticed a sign which said:
"Uni Exams Are Over. Hooray!"
Now what does that sign actually achieve? Well, obviously it
resonates with the target market in the area - many of whom are
uni students.
It also talks in their language, and makes an attempt to actually
understand them.
As I first read in the book "How To Win Friends And Influence
People" by Dale Carnegie, one of the keys to making friends is
to really listen to others. To understand them. And to put
yourself in their shoes.
So if you're selling to someone with the printed word, do you
think you'll have more chance of making the sale if you became
their friend?
Of course you would.
And yet, the magic question is: How do you do it?
Let's run through a few scenarios.
Let's say you're writing about something your prospective
client may be frustrated with. For example, a sales letter for
somebody with back pain.
Start out with:
Are you frustrated by (problem)?
Then aggravate the problem, and ensure the reader becomes aware
of the pain and frustration the problem causes them.
Follow this up with 5 magic words:
"I Understand How You Feel"
Think about it. If you tell somebody your problem, wouldn't you
appreciate it if they empathized with you?
Ok, onto the next method of making your prospective customer your
friend...
How's this for an opening? It's from a 'control' (otherwise
known as a best selling sales letter) from the Conde Nest
Traveler Magazine:
We know you...
... You find a few extra dollars in your pocket - a crack in your
impossibly busy schedule - and what do you do?
Take off, that's what! For a Greek Island, a Carribbean beach, a
Colorado Ski Slope... (and it goes onto list all of the other
places)
The letter follows up with...
In many ways we are you...
Not satisfied only with (a list of things)
Endlessly curious about (a list of things)
Wanting to know (a list of things)
The reason I haven't listed everything in the list is because I
want you to understand the psychology. It starts with 'We know
you'. And then follows up with 'In many ways, we are you.'
What's more, it makes an effort to show the reader what they
both have in common.
Talk to anybody who's ever done a good sales course and ask them
what one of the best things is to do in order to build rapport?
And sooner or later, they'll mention you need to find a common
ground.
Now doesn't the letter above do this perfectly? It basically
says, 'heck, I am just like you.'
So think about how you can go about winning friends within your
sales letter. Because, one of the things I learnt from the
legendary sales trainer, Brian Tracy, when I was selling seminars
many years ago, is that trust (not closing) is the number one
most important aspect of making a sale.
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Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get access to his highly prized
complimentary copy of '7 Ways To Boost Your Turnover... No
Matter What The Economy' (valued at $29.95) and a free
subscription to his "Copywriting Selling Secrets" newsletter
where you'll discover the truth about why most ads and sales
letters don't work (And how to make yours different) scamper
over to his web site at http://www.copywritingthatsells.com.au
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