How to close… without closing
While most people will tell you they’re open-minded, they really aren’t.
Because in reality, we’re all open-minded only to those things we’re open-minded to. Which means we’re not “really” open-minded, right?
An that’s why one of the toughest things you will ever do is try and sell someone something in print. That’s because people don’t like to be sold or persuaded. They like to be informed and then come to their own conclusions.
Lots of copy critiques that come across my desk show me the writer’s forgotten this. They instead, tell the prospect everything and then simply expect them to say “Yes,” one time.
But that’s not how people usually make buying decisions.
Instead you want to get gradual agreement and mutually beneficial intermittent points of contact.
And one of the most effective ways of doing this is to meet your prospect in the middle throughout you ad. So for instance, if you’re selling jewelry, you might say a few statements like…
“Let’s face it, it’s hard to know who to trust when it comes to buying good quality platinum jewelry, right?”
“I couldn’t believe how expensive it was! That’s ridiculous – don’t you agree?”
“But no matter what your budget is, the bottom line is, you want the best value you can get for your hard-earned money, don’t you?”
See, when you can agree on the little things, you’re already on the same page. This way there’s no need for some big-time close where you’re “hoping” they say yes.
Because like I always say, “hope” is NOT a good business strategy.
Now go sell something, Craig Garber
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