Whenever you write any sales material, the best ones are
those that make an offer. You make an offer to the reader
to give something in return for the reader's money (or
time, or attention or whatever you want from him or her.)
But really, how desperate are you to make the deal? Mind
you, I don't mean to make the ad or sales letter sound
desperate. That would definitely scare everyone away. I
mean desperate in a different way. Let me explain:
You're presenting something in front of the reader- your
product- that he or she is willing to spend money on. The
offer is the MOST important part of the ad.
Why? Because the offer is the most fundamental part of any
transaction. When you are creating the ad, the mindset has
to be that you won't leave until you have the money in his
pocket. You have to make an offer that the other person
CANNOT refuse, and use psychology to get the person to feel
good about buying whatever you offer. That's the element of
desperation that you have to work with.
Imagine the following scenario:
You are stuck in a life-and-death situation where you need
$30 in the next hour to pay off a terrorist. John, an
ordinary guy, is in the same room as you with $30 in his
pocket. He doesn't know what's going on, and you don't want
him to. You've got one sample of your product, and you're
trying to sell him your product so that you can get that
money. He's planning to leave the room any second. You're
that desperate. He doesn't care who you are or what you do.
Somehow you have to appeal to him, hold his attention right
now with the words that come out of your mouth, and sell
your product. What would you say in order to keep him in
the room and get him to give you his money for your product?
That's the kind of frame of mind that you have to have in
order to compose the sales pitch to sell your product. The
famous successful copywriter Gary Halbert said you have to
imagine that you're writing to some half-sleeping slothful
couch potato, and your words have to fill him with enough
fire to get up off that couch and do something about what
you've written!!
Most ads don't even bother to motivate the reader, which is
a key goal of the ad. What a pity since it means that your
money has been wasted on the advertising. Only when the
reader acts and does what you tell him to do, then your ad
proves its worth.
In a nutshell, your offer has to do a few things- to show
him that:
(1) You understand his desires or his pain that he wants to
solve.
(2) Your product is the best one for him.
(3) You know what you're talking about regarding the
product.
(4) You're the best person to buy from.
(5) He will get a better deal from you than anyone else
(6) What he's getting is so risk-free that he'd be silly
not to accept it.
These 6 steps above are just one variation of a few
processes that an ad can take a person through in order to
get him or her to buy. But in the end the main question you
have to be able to answer the question that is in his head
"What's in for me?" . You have to be able to answer the
question very clearly, and in a way that he believes
whatever you say so that he or she feels comfortable buying
from you.
----------------------------------------------------
Joseph Browns is a freelance copywriter who specializes in
both online and offline marketing strategies. If you wish
to learn more about how you can get more customers, please
check out his free report at
http://www.thesalescrafter.com/get-report.htm (note:
there's no "l" after the .htm)
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