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.
