“How To "Connect"
With Your Prospects!”

by Craig Garber

Many people think there's a difference between writing sales copy when you're pitching to a business, and writing sales copy when you're selling directly to an individual.

Frankly,

Nothing Could Be
Further From The Truth!

Think about it:  Who are you talking to when you're pitching to a business -- some legal entity, or a person?

And who are you sending it from -- a legal entity or a person?

You don't need to be a "genius" to figure this one out, now do you?

The bottom line is, you have relationships with people... NOT with "corporations".

Keep that in mind, because one of the biggest problems people have in relationships in general, is communication.

And this is true whether you're talking about a business relationship... a marriage... or even a relationship between two friends.

But the last thing you can EVER
afford, is to have a communication
problem in your sales copy.

If you do, you're dead in the water.

True?

Listen, you're only getting one shot at "connecting" with your prospect, so you'd better make it a good one.

To help you do this, today I'm going to share some recent examples of a common error I'm consistently seeing, when I'm doing sales copy critiques.  (Click here to see what I'm talking about.)

And it's important you get your arms around this issue because it's the kind of problem that'll make your prospect experience a "dis-connect" from you, and force them into being guarded about what you're saying, instead of open-minded about what you're saying.

One of the most common flaws I see, is writing sales copy like you're either sending it off to your 11th grade teacher to be graded, or writing as if you're trying to get your letter included in some kind of continuing education package for lawyers who modify IRS tax codes or something.

Meaning...

It's Just Too Freakin' Complicated!

The thing is, sales copy doesn't have any "rules" -- at least not in the conventional sense you've been taught -- so to be effective at it, you've got to "re-program" yourself by clearing your mind of any writing "rules" you may have had drummed into your head when you were a kid.

Here, let me show you just a small handful of the "dis-connecting" words and phrases I've seen recently, along with what you should be saying instead:

Ineffective Sales Copy Actually Used	What It Should've Said
... which one is appropriate?	... which one's best for you?
employment	work
Order Form	Application Form, Trial Form
documents	forms
a cabal of	a secret group of
a strange anomaly	a fluke
until the behavior the trainer desires	until the behavior you want
The pure essential oils were selected for their known benefits.	These 100% pure and essential oils locked inside "X" have the unique ability to make your life dramatically better: yadda yadda yadda
We provide reliable health information from medical doctors.	Inside "X", you'll find no-nonsense hard-hitting medical information written only by professionals recognized as the top medical experts in their field.      You'll hear from doctors working out there in the trenches, healing hundreds of patients each-and-every week, who are no different from you, and medical reachers on the cutting edge of the newest cures, treatments, technologies and healing techniques. For example, yadda, yadda, yadda...
You will find descriptions and recommendations for control over the more common...	Here are some of the most common situations you might run across.  Check off which ones apply to you:
To date, you've achieved much.	Listen, obviously you wouldn't be in this situation if it wasn't for all the success you've already had in your life.
It's difficult to comprehend.	It's hard to understand.

See what I mean?

Remember...

You'll never ever get in trouble
communicating too clearly -- in ANY relationship.

So how can you make sure you avoid saying things that might turn on your prospects "Selling Alarm" Detection System, and alienate them from you?

Simple.

There are actually 3 ways to do this:

First, you must read your copy out loud, and actively listen to what you're reading.

If you've written something you'd never actually say in person, if you were sitting across the table from your prospect trying to pitch them your goods or services, then don't put it into your sales letter. 

For example, if you were talking to your prospect, you wouldn't ever say "To date, you've achieved much.", but... you would say "Listen, obviously you wouldn't be in this situation if it wasn't for all the success you've already had in your life."

And that's it!

It really is as straight-forward as that.

Second, unless there's a specific reason you're using a word, use the shorter, and more direct version of it.

See, the biggest mistake people make when they're writing sales copy is, they mistake their "reading" intelligence level for the quality of their sales copy.

Meaning, this:  Just because you've got a genius I.Q. or whatever, or just because you can understand a certain "level" of words, you're not necessarily using those words in your everyday ordinary conversations, now are you? 

You probably speak plain old conversational English just like the rest of us, right?

And see, that's exactly how you want your sales copy to sound.

You want your sales copy to say the same things you'd say if you were sitting across the other side of the desk from your prospect, pitching your goods or services in person.

Or even better yet, you want it to sound the way you'd probably  talk to an old friend of yours, telling them about your product, over a cup of coffee or a Coke.

In other words...

In your "ordinary"... and easy...
"no-pressure" conversational speaking voice!

And lastly, follow this simple rule:  When it comes to words, the simpler... the better. 

Period.

One more thing:  If you truly do say things like "heretofore"... "hereinafter"... or "as per our telephone conversation yesterday," as a regular part of your daily conversation... then please immediately unsubscribe from this newsletter.

Because if this is how you speak, then you really... may be...

Beyond... Help!

P.S.  Starting April 15th (that's just 10 days from now) you will pay $150 Dollars more for me to review your sales copy, than you will right now.

On April 15th, I will be raising the price of my 7-Step Sales Copy Overhaul, from a (more than a bargain) $597 dollars, to $747 Dollars.

These 7-Step Sales Copy Overhauls are 100% risk-FREE and come with an unconditional money-back GUARANTEE, plus I'll pay you $50 Dollars if you think your time was wasted.

(Just Click Over Here To Check It Out)

Why am I raising my prices (again)?

The answer is simple:  Like any good capitalist, I'm just following the laws of supply and demand.

So if you've been on the edge of the fence waiting for the right time to have me personally go over your sales copy with you, I'd suggest that now's the right time, not 11 days from now.

P.P.S.  Again, if you live in the U.K. and you're interested in publishing your own information, check out this curious workshop my friend Neil Stafford will be putting on in only 18 days:

Click Here To Check Out Neil's Workshop

P.P.S.S.  Next week, I'll be in Dallas seeing a client, so I probably won't get the chance to put out a tip.

Later!

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!

You can reprint, or link to this article, or to any article on this web site, as long as you include the following text-box:

“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.”

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