“How To Push Your Customer's "Buy Buttons"... Without Them Even Knowing!”
Dear Friend,
What's the best way someone can get you interested and attracted to them, when you first meet?
And I don't mean sexually interested, or physically attracted, I mean "mentally" intrigued... motivated... and captivated?
Think about it -- how can someone get you to like them -- when you've just met?
Give up?
Well of course, there's charisma... charm... and "energy" levels you can "sense", right?
But if you think about it, aren't you most attracted to those people who "engage" your brains... draw you into them... and get you "involved" with something you care about, or something that's already on your mind?
The thing is, you want your sales copy and your marketing to be doing the exact same thing -- getting your prospects involved and interested in you.
See, when your prospects feel closer to you... they're a lot more likely...
To Give You Money!
Along those lines, today I'm going to show you a few clever ways you can get your prospects "involved" with you, by using some "unconventional" marketing tricks.
When you're writing sales copy, you call these little tricks to get your prospects involved with you, "involvement devices".
One of the most prolific involvement devices you've probably seen, is the clip-off "postage-like" stamps that come inside those magazine and CD offers you get in the mail.
What's most surprising, is... the involvement devices we're going to be talking about, are being used by mainstream companies.
“Wake Me In The Morning Honey!”
Oddly enough, a very mainstream retailer, Target Stores, came up with a great promotion, used effectively over the Thanksgiving Day shopping weekend.
Here in America, the Friday after Thanksgiving is one of the biggest shopping days of the year. You're out hustling and bustling back-and-forth getting ready for your year-end holiday season, buying gifts for your loved ones... toys for your kids... and, decorations for your home.
It's often called, "Black Friday."
Target had a telephone number you could call: You'd tell them what time you wanted to be waken up on Black Friday, so you could get out there and beat the crowds early Friday morning... get in all your shopping... and finish up your day nice and early.
They even had several celebrity voices you could choose from, to wake you up.
What was the benefit to Target?
Simple: Under the "reciprocity" concept ("I'll scratch your back if you scratch mine."), loads of people felt "obligated" to go out and shop at Target, or order from Target online... because they felt "obligated" to Target for getting them up and out of bed that morning.
Surely, you could offer your customers a similar service, couldn't you.
For example, even if your prospects don't need a wake-up call, couldn't you regularly notify your customers about new products... updates to old products... new versions of existing or related products... and important product information that's been in the news or on TV lately?
Your customers would be thrilled to get this information, especially because you know how often most business-owners communicate with their customers?
Never!
Here's a perfect example of what typically happens: Last Christmas, I bought my wife and kids, some TastyKakes. We had been watching the Food Network and they were doing a profile on them -- and all their mouths began watering -- so I went online and ordered some right after that.
And... I never... heard... a thing from TastyKakes, ever... again!
Then, lo and behold, last week... what do I get in my inbox?
An e-mail from TastyKake, pitching their "Holiday Collection Giftbox." Now don't you think, I might have ordered TastyKakes again, sometime in the past 11 and a half months before this -- had I been...
Contacted With Some Kinds
Of Special Offers And Information?
So don't be like TastyKake -- communicate with your customers... get them involved with you... and do it regularly.
And one more thing -- don't sit there thinking "But ALL my customers or clients aren't going to enjoy this."
You're right -- they're not.
But you know what?
You don't care about those people who aren't going to enjoy hearing from you -- you only care about the one's who do. And, if you're giving out good information... most will.
“What's Coming To The Movies This Week?”
Amazon.com, the leading online retailer, is running a very slick marketing campaign right now.
If you go to their home page, you'll see they're showing a series of short (5 to 10 minutes) movies, starring mainsream Hollywood actors and actresses... 1 a week, for the next 5 weeks.
That sure is getting your customer involved, isn't it?
Keeping someone on your web site for 10 minutes straight and captivating their attention the whole time?
Darn right it is.
But Amazon's pretty sharp -- they don't just stop there -- they go one step further: Right beside the movie screen, they've got links showing merchandise from the movie for sale... related merchandise for sale... and... they've even got links to the favorite items of the stars of these movies.
So let's see what's going on here: By using this movie as an "involvement device", Amazon's captivated your attention and got you glued to their site, for 10 minutes at least, and next you're clicking around like crazy checking out item after item.
And don't you think...
They’re Going To Be Selling
A LOT More Merchandise Because Of This?
No doubt!
So why can't you come up with something similar to do on your site?
If you're selling goods and services to the hospitality industry, for instance... don't you think your customers would be interested in seeing the kinds of quality control inspections you perform, to make sure what you're distributing is only top-shelf and 100% germ-free stuff?
If you're a realtor, don't you think you could offer a video showing the "Top 3 Ways To Boost The Selling Price Of Your House?"... or, a video clip showing the "Top 3 Mistakes Sellers Make When Trying To Unload Their Homes Quickly!"
And see, then... since you've already loaded your prospects up with great information, they're that much more inclined to listen to more of what you have to say.
And please... puh-lease... don't tell me, "Well, what about the people who don't like movies?"
Because like I said before...
You Don’t Care About Them Right Now!
You'll run some other kind of promotion or use some different kind of involvement device to attract those folks, later on down the line, right?
I'll even give you some more ways you can get your prospects involved, next week.
And listen, be realistic here: you simply can't make every single one of your customers happy ALL the time -- that's just not possible.
Gosh, you can't even make all your kids happy ALL the time, so why would you expect this to be even a remote possibility, with total strangers?
But figure out what your customers or prospects want to know most from you, then give them a little taste of that information... and deliver it using audio... video... or some other kind of appropriate media that catches their eyes... ears... and most important, engages their brains... and you'll be in a great position to boost your sales from it.
Now go sell something,
Craig Garber
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.” |