“How To Leverage Your Prospect’s
Behavior... Into Cash In Your Pockets!”
(part 1)
by Craig Garber
Dan Kennedy recently identified 5 keys to consumer behavior, based on the results of current ad research. And here they are:
1. Speed
2. Time/Convenience
3. New
4. Service Guarantees
5. Celebrities
First, you need to realize that with the exception of #5, these are the same concerns consumers have always been preoccupied with.
Haven't you always wanted the newest things... delivered immediately... that make your life convenient, especially when there's no down-side risk in it for you?
Of course!
So let's take a look at each of these keys to consumer behavior, and let's see how you can use them in your sales copy, to make more sales and put more money in your pockets.
O.K.?
1. Speed!
Anytime you can say your product works right away... produces immediate results... or gives you instant relief... that's good.
And here are some other words or expressions you can use to show "speed":
lickety-split
in a New York minute
at the drop of a hat
in no time flat
faster than a speeding bullet
in a heartbeat
- as fast as lightning
Oh, one other thing: One of the best ways to identify the swiftness of your product is by being specific about how quickly your deal works, like this:
“Completely eliminates back pain in 7 minutes or less!”
“If you follow these step-by-step
instructions, you'll be up-and-running in less than 7 days!”
“Tests show, this new mystery guide,
reduces the amount of time it will take you to
finish reading any book by at least 21.4%.”
2. Time/Convenience
Saving time (and effort) are HUGE hot-buttons.
Your life is so busy nowadays and you're always hustling and bustling all the time -- any opportunity to "ease" that burden is truly welcome, isn't it?
And many times, saving time and convenience is especially good to market because that's what you're "really" selling.
Here's what I mean: There are many "How To Play" an instrument classes out there.
And while on the surface... it may seem like "teaching you how to play the guitar" is what you're selling...
This isn’t necessarily true.
"Teaching you how to play the guitar in the privacy of your own home... without forcing you to commit to weekly lessons... and in less than 3 weeks" is what you're really selling here.
The convenience and time-savings, of learning how to be little Jimi Hendrix, the easy way, is what you're really selling.
Make sense?
See, your prospects don't want to hear, you've got to practice several hours a day... at least 5 days a week... and sound like garbage for a few months, before you start getting anywhere.
They want to hear fast... easy... and convenient!
That's why weight-loss ads... fitness commercials... and information reports for business opportunities do so well.
Your prospects are all looking for a "magic weight-loss pill"... or a "push-button money machine"... or "a 5-minute razor-sharp ab program".
Now don't misunderstand me: I'm NOT telling you to say things in your marketing that aren't true.
Never EVER Do This!
You simply don't need to: Frankly, you can make plenty of money being honest as long as you're using the right direct-response marketing tools to "attract" pre-qualified prospects.
But... here's what I am saying: Any time you can emphasize a savings of time (specifically saying "how much time" is best), or greater creature comforts and convenience... your promotion is simply going to pull a higher response and get you a greater return on your investment.
Ask yourself if there any promotions you're working on right now, where you can go back and re-work your sales pitch and do a better job emphasizing speed, time savings or convenience?
If you're honest, I'll bet there are.
Next week in part 2, I'll tell you how to use "new"... "service guarantees" (possibly the very most important psychological trigger to pull)... and "celebrities" in your marketing, to boost your sales.
P.S. Last week, you were duped!
Apparently, part of the Michael Moore/Bill Timmins Aladdin Casino incident, was a fraud!
Here's what happened: Michael Moore's letter was fine, but Bill Timmins letter was an internet hoax!
You can read the truth about the hoax here:
Alladin Hotel And Casino Hoax Letter
Apparently, the Aladdin was having financial problems, and was recently sold to Planet Hollywood (I thought THEY were having problems too, but hey... this is America and anything's possible) shortly after the Linda Ronstadt incident.
The new owners of the Aladdin, Planet Hollywood... have invited Ms. Ronstadt back to the casino, along with Michael Moore to perform "America the Beautiful" together on stage.
Planet Hollywood issued this statement: "We respect artists' creativity and support their rights to express themselves. We were very sorry to hear about the unfortunate circumstances of this past Saturday night and want to make it clear that Planet Hollywood has never, in our 13-year history, restricted any artist's right to free speech, and we will continue with that policy once we take ownership."
And you can read all about this here:
Michael Moore and Linda Rondstadt perform together.
First, thanks to my subscriber Ken Forman for this information. I normally don't like attorneys but Ken's an exception. In fact, he's someone you can speak to if you have any immigration concerns.
You can reach him at his telephone number in Miami: 305-249-7734.
And if you haven 't already done so, go ahead and click here right now to sign up for my FREE Tip Of The Week -- it's the Number One Direct-Response Marketing And Copywriting Newsletter for independent business-owners.
Any comments?
Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!
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| “Craig Garber is America's top direct-response copywriter. Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber. All rights reserved.” |