Foo Marketing

Dear Friend,

A few weeks ago I went to see the Foo Fighters in concert at the St. Petersberg Times Forum with both of my sons.

The show was good, but to be honest, it could have been better. 

I think Dave Grohl (the Foo's lead singer and guitarist) seemed to be a little wiped out, although the band really managed to rip it with an ass-kicking version of Stacked Actors from their 1999 album, There Is Nothing Left To Lose.

However, reviews of the show -- and especially of Dave Grohl's performance -- were actually very positive.

Here's why:  Dave Grohl (who was actually the drummer of the legendary band Nirvana, before Kurt Cobain blew his head off and ended it) knows how to market himself.  He knows, if he get's the crowd involved, they're going to have a great EXPERIENCE.

And if your prospects and customers have a great experience, then guess what?

They feel good about how they spent their money and you as the seller, go home fat and happy, with a fistful of change in your pockets.

Grohl was talking to the audience all night long, telling us stories and jokes, and basically being a really good guy.  You felt like you "knew" him your whole life, and that you could hang out with the him after the show and the two of you would be life-long best friends.

Can you think of other situations where you as a buyer, have gotten involved in your seller's selling process?

Let me give you an example I think you can relate to:

Samples -- Why do you think supermarkets and wholesale stores like Costco and Sam's Club are always feeding you?  Do you think it's because they care about making sure you don't go hungry while you're taking that long stroll down the frozen foods aisle?

Not a chance, and not on your life.

They feed you because by getting you involved in the process of eating, they sell more food.

Claude Hopkins tells a story in one of his books (I think it was "My Life In Advertising") about door-to-door coffee salesmen (and you think YOUR job is hard), who were struggling, until they started asking one thing:

"Would you like a complimentary pound of coffee?"

What coffee drinker will say "No" to this -- especially back in the early 1900's when you didn't have to worry that every stranger knocking on your door might be some kind of weirdo?

Anyhow, if you can give away samples of your product, you're going to sell more of it -- on the front end, and on the back-end.

Afraid of "giving" your stuff away?

Don't be -- just calculate how MUCH you can afford to give away, let it represent the cost you incur to get a new client, and then do your math.

But how about in your sales copy?

Getting your prospects involved in your sales copy isn't always easy.  Creating "involvement devices" can be tricky, depending on what you're selling and who you're selling it to. 

So tomorrow I'll show you an easy way you can do this, even if you can't write sales copy any better than I can speak Mandarin Chinese.

Now go sell something,

Craig Garber

P.S. If you want to know exactly HOW to get your prospects involved in YOUR sales copy, then go here: http://www.kingofcopy.com/consulting

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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