What YOU do during lunch?

Dear Friend,

So I'm talking to my younger son Casey last night before his swim-meet, and he says something that reminds about writing sales copy, and really -- about communication in general.

I'm asking him what he likes about school this year, and he says "working out" (he works out at the Y with his brother after school) and... the primary favorite subject of adolescent males: No, not PE -- but "lunch". 

I say, "What do you do during lunch?" figuring he'd tell me who he's hanging out with or what they're talking about, or maybe if they're playing some games or checking out girls or whatever.

His response: "Eat."

I asked, he answered.

Now there's a HUGE difference between making an "assumptive close", which is something you want to do if you're in sales, (you know, not "if" you order... but "when" you order), and... assuming your prospects know what you're talking about.

The first kind of assumption is good -- it will make your cash register ring.  The second one leaves you with a barren field of un-harvested crops.

For the most part -- and this is probably DOUBLY true online -- when your prospects are reading through your sales copy, they have a MILLION other things on their mind... in front of them on their desk... phones ringing... and life just hitting them at a fast and furious pace.  And if you aren't being CRYSTAL clear about what you're offering, and what you want THEM to do, then you'll be about as effective as I was in eliciting the answer I wanted to hear, from Casey.

Here are  three things you can do to "beef up" your fortress of communication in your sales copy.

To begin with, start being aware of what's coming out of your mouth.  I bet if you pay close attention to what you're saying during the day -- either in person or on the phone -- you can probably tighten up your verbal skills quite a bit. 

Look, communication is the key to ANY relationship, and if you can't genuinely nail it down in your home life, then you're going to struggle with it in your sales copy a HELL of a lot more.  I guess what I'm saying here, is "practice what you preach."  If you want people to follow your lead, then lead with certainty, not hyperbole (gosh that's a goofy word).

The second thing you MUST do, is have a pre-set plan.  You can't take your prospects on a journey, unless you know where they're going.  And rest assured, "spur of the moment" is a BAD way to go when it comes to writing a sales letter.  That's like getting on a subway train deep in The Bronx, and getting "spur of the moment" directions to Brooklyn.  There are safer ways of getting there.  Trust me on this one.

And lastly, one luxury you have in your sales copy you do NOT have in person, is the ability to "double-check" what you've said.  Now imagine if you had that luxury in person.  Think about how many STUPID comments you'd have retracted over your life and the consequences you'd have avoided.  I know there are AT LEAST 1,000 things I wouldn't have said to my ex-wife, at least not in front of that judge, anyway.

When I'm reviewing sales copy from the guys in my Maverick Marketer's Coaching Club, I can ALWAYS tell when they've "rushed" things and when they didn't re-read their copy.  This is the greatest gift you have!  Why misuse it?

Right?

Anyway, look Bubba -- you've got 8 days left (count 'em) to get your hands on the Double Summer Issue of The Seductive Selling Newsletter.  And if you behave, I'll even give you $1,391 ducats worth of gifts just for checking it out.  Heck, even the test-drive is free -- I must be smoking something to do all that!  On page 10 of this issue, I show you a very RARE instance of when and how you can use humor as an involvement device, so if you like to tickle the funny bone every now-and-again, you need to check it out.  Do it NOW... and do it right here:  http://www.kingofcopy.com/ssnl

Now go sell something,

Craig Garber

P.S. Kick your FEAR of success, straight on it's ASS, right here:  http://www.kingofcopy.com/science

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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