Why most offers fall very short
Next to your headline, the greatest determinant of your success is the offer you’re making.
Just think about something you like buying — if the vendor’s offering you more of it, or if your perception of it is greater — aren’t you going to be that much more inclined to order?
You want to make your offer as sweet as possible, but here’s something most people forget. They forget to make their offer as specifically as possible, as well.
Here’s what I mean by that.
Let’s say you’re selling a kit that shows people how to create textured walls in your home. (Not my cup of tea, but I know some people like this kind of stuff.)
Most people will just say something like, “This kit gives you everything you need to turn your boring and mundane walls and hallways into works of art that’ll make your neighbors green with envy.”
Right? (Well, let’s be candid here — most people probably wouldn’t say that, but they’d like to be saying something like that.)
Anyway, instead of using that pitch as a standalone, tell your prospects how long it takes to create something out of nothing. Tell them how much money they’re going to save as well. And be specific about these benefits.
So you’re going to want to say something like, “In less than 3 days, the walls in your home will look like you’ve spent thousands of dollars and hired a crew of professional interior decorators to come in and remodel your home. (and then…) This kit gives you everything you need to turn your boring and mundane walls and hallways into works of art that’ll make your neighbors green with envy.”
See the difference here? One offer gives them something… but the other offer gives them something specific.
Of course, you’d better know what it is your prospects specifically want, or else you’re kind of screwed, but that’s another lesson for another day.
If you’re going to help someone make money, tell ’em how much money… if you’re going to save them money, tell them how much… if you’re going to lower their golf score, tell ’em by how much. (I know nothing about golf, by the way.)
Writing sales copy isn’t something you can do casually, any more than running your business is something you can do casually. If you want great results, you’ve simply got to go to great lengths to get them.
In this month’s Seductive Selling Newsletter, you’ll get 24 different headline templates to use, along with an explanation of how to use them. Test-drive it free, and get 15 bonus gifts along with it, right here: http://www.kingofcopy.com/ssnl
O.K., I’m taking off early now. My dogs are out back, running in and out of the lake, and around my hammock, and I’ve got a few cigars calling my name. Have a great weekend.
Now go sell something, Craig Garber
P.S. 15 Free Gifts — watch ’em on the goofy video. This month, 12 live copywriting and marketing examples, including the unusually evasive “lift letter” – yours free when you try Seductive Selling at http://www.kingofcopy.com/ssnl
Check out all the King’s products at http://www.kingofcopy.com/products
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