It isn't good enough to just make a promise. You need to further involve your prospect by helping her picture herself experiencing your promise. She has to be able to see it, taste it, and feel it. Otherwise the skeptic in her will step right back in and start giving her reasons to disbelieve your promise.
You need to tell her something like this:
'Imagine a hundred of your business peers jumping to their feet in wild applause as you accept your industry's top marketing award. Then the room grows still, the audience hanging on your every word as you begin to tell the story of how five powerful copywriting secrets changed your life''
Think of the last car commercial you watched. Probably
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strong on breathtaking mountain roads, beaches at sunset and sexy models ' emotional appeals all. Do they have anything to do with cars' No. Do they help sell a lot of cars ' you bet they do.
Secret #3: Once she can picture your promise for herself, she's ready for logical proof.
You've got her where you want her. Your words have carried her away to some place in her imagination where your product makes her feel more powerful, sexier, smarter, more beautiful ' whatever. She really wants to believe it ' all of it. She's letting her mind run a little wild. She's got the top down on the car you want her to buy. She's downshifting into third gear coming around a hairpin turn. Her hair is blowing in the wind, the sun is on her face and a blue ocean sparkles in the background.
But around the next corner is Ms. Skeptic, just waiting to throw cold water on this carefully crafted picture.
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It's your job to make sure she never even sees little Ms. Skeptic. You reassure her with testimonials. You tell her salt air won't harm the paint job. You let her know that this car has the best safety record of anything in its class, and she'll never have to worry about breaking down
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again. In other words, you give her logical reasons to justify her emotional decision.
Secret #4: Your copy should focus on a single primary benefit ' your Unique Selling Proposition
Every product should have one special selling point that sets it apart from every other product in its class. It's
your job to find out what that Unique Selling Proposition is and never let your prospect forget it. It's OK to mention other benefits, but you should drive home the USP more than any other point.
Recognize these classic USP's' They sold a lot of products'
'We're number two ' we try harder.' 'Your pizza delivered in 30 minutes or less, or it's free.'
Secret #5: Always include a specific offer and ask for action.
You're almost there. You've made her a promise that hooked her emotionally. You helped her see herself living that promise. You gave her plenty of proof that she was making the right decision, and you stressed your product's USP throughout your copy.
There's just one thing left to do. You look her in the eyes and state your offer clearly. Then tell her what she must do to get it. In other words, you close the sale.
To summarize: ' Make a PROMISE ' Let your prospect PICTURE the benefits ' Supply the PROOF that you are telling the truth ' Stress the UNIQUE SELLING PROPOSITION ' CLOSE the sale by making a specific OFFER.
About the Author
Copywriter Vincent Czaplyski owns Hampshire Cove Marketing, Inc., which provides copywriting and marketing services and products. Contact him at info@solidnetgold.com Subscribe to his free bimonthly newsletter full of powerful marketing tips at http://www.SolidNetGold.com/mh-signup.htm.
