Copywriting Secrets: why buyers read / why people listen – something no one considers but should
Today I want to talk about something very important, and something that’s very subtle. So pay attention, because it’s typically the subtle things that take you from being merely “good” to being incredibly successful.
What I want to talk about is why your buyers are going to listen to you.
This is something most people don’t give a lot of thought to. It’s one of those things that are sort of put on “automatic.” Most people sit down and write a sales letter and they think their buyers are going to listen just because they got the letter.
That’s like saying people are going to see your commercial on television simply because it’s being aired, which everyone knows is incorrect.
In today’s day and age where people are busy as all get out, and where getting someone to slow down even at the stop sign on the corner, is virtually impossible… you need to give a ton of consideration to how you’re going to get people to listen.
Otherwise, it simply isn’t going to happen on it’s own.
Now lots of people just assume, “All I need to do is offer someone a benefit, and they’ll listen.”
And for many buyers, depending on their level of “want,” and depending on whether you’re selling something that eliminates a problem or brings pleasure, this is true.
You need to offer your buyers benefits and they need to know what’s in it for them.
But how can you do this?
How can you make an impact like this, almost immediately… so that you have 100% of your buyers attention and interest?
The answer is simple. You make a promise. The bigger and bolder and more self-serving your claim is, the more attention you will get. (self-serving to your buyer, that is)
And so, the trick is, how do you make these big claims in a creative way, without lying or overstating what it is, you have to offer.
You do it like this. Here are a couple of examples:
“If you have high blood pressure and would love to stop taking medication to control it, today I am going to let you in on a little secret, the big drug companies don’t want you to know.”
See, something like this provokes curiosity and it offers up a big promise, right away. It’s going to be hard for someone in this marketplace, not to keep reading this, isn’t it?
Or maybe this one:
“I recently stumbled across a recipe for the most incredible Barbecue sauce I’ve ever tasted. Which was incredible, because this recipe contains the most unusual ingredient I have ever seen in any Barbecue recipe, anywhere.”
That would be a great way to open up a letter where you’re selling BBQ sauce, wouldn’t it?
So whenever you’re writing, don’t forget that you need to give your buyers a reason why they should listen to you. And one of the best ways you can do this is by offering them a big promise, right up front — one that has nothing to do with “selling” anything.
And remember, you can never say too much, but being too boring will crush you, immediately.
Now go sell something, Craig Garber
P.S. Uncover how to open up a sales letter along with the other 11 CRITICAL components of any sales message you will ever put together — both online and offline — in the bonus Chapter (over 50 pages long) in “How To Make Maximum Money With Minimum Customers.” Ships immediately via US First Class Priority Mail and comes with a LIFETIME guarantee!
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