“How To Leverage Your Prospect’s
Behavior... Into Cash In Your Pockets!”
(part 2)
by Craig Garber
Last week we started uncoverng the 5 keys to human behavior Dan Kennedy discussed in one of his monthly newsletters.
In case you missed them, here they are again:
Speed
-
Time and Convenience
New
Service Guarantees
- Celebrities
Since we already talked about the first 2, speed... and time and convenience, today we'll talk about the remaining 3 on this list.
3. New!
Americans especially like anything that's new. In fact, many a USP has been developed based on the product or service being new.
What kinds of things can be new?
Well, ingredients or components of your product can be new... some critical aspect of your service can be new... or, you can just have a new product.
For example,
- A new ingredient:
“Unusual Fat-Burning Spice Unearthed From Hidden Remote Chinese Town Lets You Burn As Much Fat As Running A Half-Marathon... Every Day!”
- You can have a brand new way of dealing with an old problem, like:
“New laser treatment lets you
avoid formerly painful eye surgery!”
- Or, if you flat-out just have a new product:
“Amazing New Book Reveals Everything You Must Know About How To Successfully Broker Commercial Real Estate Deals In The Hottest Markets In America!”
Why are people so fascinated with "new" -- I suspect it's because people are always looking to the future for things to get better for themselves, and also, new technology forces almost every aspect of our lives to re-invent itself so often.
And with each new re-invention, a few creature comforts and conveniences are usually added.
So, it's just presumed that "new" means "better" -- whether it actually is or not.
4. Service Guarantees!
I'll bet this is one of the most under-utilized areas of your marketing.
Coming up with a 100% risk-free way to give your prospects the downside protection they're looking for, is one of the most encouraging and accomodating things you can do to give them incentive to pay you money.
Listen, you can have the best marketing in the world, and the greatest sales copy on top of it, but the bottom line is, YOU are a total stranger to your prospect, so there's always going to be some element of "risk" or "uncertainty" in your prospect's mind.
Doing as much as you can to eliminate this risk (and eliminating it to "zero" works best here) goes a long way towards you getting those sales orders you're after.
One way you can figure out "what" you should guarantee, in case your service isn't so cut-and-dried, is to guarantee the thing that most disturbs the users of your product.
Here are 3 examples of what I'm talking about:
- If you own a restaurant:
“If you don’t think this is the best savory
Mexican food you’ve ever tasted, then your
meal’s 100% FREE -- no questions asked!”
- If you're a lawyer... or an accountant... or a doctor, or anyone else notorious for ignoring your clients or patients telephone calls:
“Here’s my personal pledge to you: If my office doesn’t return your phone call and answer your question within 24 hours from the time you call me, your next visit’s on the house! That's right -- if we don't get back to you within
24 hours, your next visit is 100% FREE!
If you're an attorney, you'd offer "1 full hour of my billing time credited towards your account!"
Now as a patient or a client, how much would this guarantee mean to you, especially if you hired this lawyer to bail you out of some kind of jam, or your doctor was curing you or your family from some kind of scary illness?
Quite a bit, right?
- Here's the very best guarantee I've ever seen:
“If you're not satisfied with it, I'll immediately give you a prompt and courteous 100% full refund -- no questions asked.
Plus...
I’ll Pay You An Additional
$50 Dollars For Your Time!
You heard me right, if you're not satisfied... I'll pay you an additional $50 Dollars for your time, just for ordering.
You see, maybe I'm "old school", but... when I was growing up, your handshake meant a lot more than any legal document any lawyer could draw up.
And call me silly, but I miss those days when your word was your bond.
So let's just say this guarantee is my "handshake", or... my personal promise to you.
O.K.?
And in any case, you get to keep all 3 FREE bonus reports and your FREE lesson, just for trying this service.”
That's an incredible guarantee, isn't it?
Makes you feel like that person really really cares about your success, doesn't it?
The truth is, he does. And here's where you can find this guarantee:
Click Here To See The Best Guarantee Ever Written!
And one more thing about guarantees: If you can't back up your service or product with some kind of guratantee, you really need to question whether or not you're truly selling something that's of any value in the first place.
5. Celebrities!
Using a celebrity endorsement is one way to turbo-charge an ad that's already working and make it work even better.
People love celebrities -- you feel you know them personally because you're seeing them over-and-over again on T.V. and in the news.
That's why a celebrity endorsement adds credibility to your product.
You get instant credibility
and trust, through “familiarity”.
Another way to use a celebrity is through an "implied" endorsement, but you've got to be careful here. If you use a celebrity's name to directly help market your product, you can be pretty confident you'll get a phone call or a "cease and desist" order from their "people".
Here's one way to use an implied endorsement: I wrote an ad for a book written by my friend and another excellent direct-marketer, Dan Schulz (www.danschulz.com), about Dan's experience with obesity surgery.
Here's the text I used to sell the book:
“Yes!”, these are the same surgeries famous celebrities like newsman Al Roker... singer Carnie Wilson... and “American Idol” judge Randy Jackson, have all had.
See, I'm not using their name to sell the book... but I am using their name to enhance the credibility of the entire project.
Understand the difference?
Just be careful here.
If you want to see the rest of the ad, of if you want to buy the book itself (it's a great book), go over to www.AllAboutGastricBypass.com and you can check it out.
Next week we'll talk about an explosive way you can make a quick burst of money. In fact, it's so explosive if you hit it right you may even change your life as you now know it.
And believe me, I KNOW you're probably not using this method to drum up any business right now, O.K.?
P.S. If you’re having trouble figuring out what psychological triggers to pull, so you can leverage your clients fears... hopes... and dreams, into winning sales promotions for yourself...
Stay Tuned!
In a few weeks I’m going to have just the solution you’ll need to help solve ALL your problems in this area.
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.” |