Would You Like Fries With That?

[max5ty]

Some quick tips to get your copywriting into high gear.

Having been a sales trainer...and since copywriting is "sales in print", here's some sales tips.

I read a request for a critique the other day...the sales letter went into great detail on why you should buy their product.

Why That's Wrong: After you've prequalified them with your headline and sub-headline...they want what you have -- or they wouldn't keep reading. Instead of wasting time trying to convince them to buy what you're offering...use the time to offer the benefits. They don't need you to tell them why they should buy...they want to know what's in it for them.

You'll increase your sales by mega percentages if you always assume the sale.

Since you're already assuming the sale...

there's no reason to talk them into it.

Your mission is to build mental pictures in their mind...pictures that already have them using the product...and what the outcome of using it is.

So the lesson of point 1 is: Quit trying to sell...assume the sale.

People are pack animals...they secretly want to be part of a group. The group idea you're trying to build is that of a group that enjoys your product.

Ever notice one product that you think sucks...is selling like gang busters?

Another product you think is great...is listing hopelessly in the sea of products?

It's all in the marketing. You need to build the idea of popularity in your sales letter.

Testimonials can do this...but the most important way to do it is in your writing.

Lesson 2 is: Satisfy their desire for being part of a popular product.

A good salesperson never asks their customer if they want to buy.

After you've floored them with mental pictures...you've got them already using your product...they're realizing the benefits...they see the need for it.

Don't kill the sale by asking them if they want to buy...

You're giving them a time out to think and come up with objections.

You're only job now is to find out how they want to pay for their investment.

Simply give them at least 3 choices and let them do their thing.

Lesson 3: Since you've assumed the sale...simply ask how they want to pay...and then upsell them by offering some fries

I've gone up against people who've been in sales for decades...I've outsold all of them by hundreds of percents.

I say that to say...this stuff really works.

Try these tips and watch your sales explode.

Do you have any sales tips that carry over to copywriting?

[Calskinator]

Yep - get into their head, and show them - don't tell them - about your product. Use sensory experiences and tie it into their emotions. If you cannot connect with your potential customer through their emotions, you'll never sell them anything...

[MikeyDreamboat]

A bit off topic, but do any fast food places still use that phrase? "Would you like fries with that?" It seems you usually order a combo, and in the off chance you do order just a sandwich they will ask if you would like a drink as well.

[Lori Kelly]

I think it's more common, at least here in the US, to super size it and upsell desserts.

Very good post.

I am reading The Copywriter's Handbook by Robert Bly. He speaks of the same - list the benefits. It's a great book and I can thank this forum for the book recommendations.

[MikeyDreamboat]

Originally Posted by Lori Kelly

I am reading The Copywriter's Handbook by Robert Bly. He speaks of the same - list the benefits. It's a great book and I can thank this forum for the book recommendations.

My friend calls that book his copywriting bible. I definitely need to pick up a copy.

[Lori Kelly]

Hi Mikey. The book is great. I can see why your friend calls it his Bible. In just a few chapters, I have learned that article writing and copywriting and nothing alike.

Talking about features vs. benefits is a great point in the book. I have carried this over to my sales approach. Rather than telling a customer the features of what I am selling, I explain the benefits.

A notable quote from the book: "... Customers don't buy products or services ... they buy what these products and services are going to do for them."

That one tip can be used in your sales approach, regardless of what you are selling.

[YasirYar]

Very valid point Lori, "... Customers don't buy products or services ... they buy what these products and services are going to do for them." This is what internet marketing is all about. People don't buy what they are directly asked to buy. they want to remain in charge of their decisions. Writing should be so strong and offers so big that the reader is compelled to buy the product. The other way is to make him curious about it to an extent that he buys it. But then it should be so beneficial that he doesn't drop it and becomes your direct marketing tool by referring others to you.