When was the last
time you bought a car? Did you really NEED a car? I mean REALLY need
a car? Chances are the one you were driving was still running when
you bought the car you have now. Yep, Americans rarely buy because
they need... they buy because they want to experience the feeling that
comes with buying.
We enjoy new
purchases. Sure, we can convince ourselves that we really needed a
new one, but if we're totally honest we'll have to admit that would
could've got by without it. What does this mean to your advertising
campaign?
1. State The
Benefits Of Your Product or Service
Capitalize on the
ways a customer will improve his lifestyle by making the purchase.
Will he increase his own business profits by 50 percent? Say so in
the opening statement of your sales letter, or at the top of your Web
page.
Don't obsess with
the features of the product itself or your credibility. Frankly,
customers could care less. Let's face it... they're a bit selfish
when it comes to dishing out their hard earned money. All they want
to know is what's in it for them.
2. Paint Word
Picture That Let Them Experience the Benefits
Wake up tomorrow,
with no boss! You can spend the day with your family or on the golf
course... there's nobody to tell you what to do.
A Multi Level
Marketer may want his audience to feel the freedom of having no one to
answer to if they become successful in the business. He'll dramatize
that desire, and put the listener in the seat to inspire it to take
hold until the listener is ready to sign up and get started.
3. Inspire
Immediate Action
Hey, let's face
it... the longer a customer lolly gags, the greater the chances he'll
never take the plunge. Don't let him off the hook that easily!
Set a deadline. Put
on the pressure to buy now, or miss out on the deal. Chances are
pretty good that the procrastinator will get with it just to save a
few bucks.
What about your
sales materials? Have you taken a good look at the things you are
advertising? Make sure you are focused on the benefits the consumer
will experience from the purchase, and not on the features of the
product or service.
Who is Allyn
Cutts, and why should you care?
Allyn has spent over
24 years helping businesses like yours find new customers and increase
sales to current customers. Allyn is a marketing and sales fanatic,
providing measurable marketing solutions that drive huge results for
small-to mid-size business clients. Allyn works personally with
clients to design and deliver off-line and on-line direct marketing
strategies that focus on metrics and measurable results. You can learn
more about Allyn Cutts at
www.AllynCutts.com and you can call 610.437.4106 between 10 AM and
4 PM Eastern Time Tuesdays and Thursdays.
