To All The Ugly People...

Ha...I actually visited your site the other day...

I was impressed...I loved the qualifications you gave to someone wanting your services.

I'd recommend everyone check out your stuff...I can tell you know what you're doing.

"The Antagonistic Copywriter"

Yeah. My new nick name.

Thanks Mal.

Anyone that knows anything about the copywriting world, knows you're one of the "Super Stars".

You definitely know how to write the good stuff that makes your clients some serious cash.

My favorite example of this copy strategy is the Mark Stevens' book title: "Your Marketing Sucks".

- Rick Duris

Interesting. I didn't start out in car sales...but I worked as a salesman for a Volkswagen/Audi franchise for 3 months and was the top salesman every month.

My approach was to be completely honest. With Audi I'd say "Too expensive for what you get really. You're paying for the badge. Service and parts will cost you. Insurance is higher than other cars. But it is German - and you know how well they make cars - think of Mercedes-Benz, Porsche - and yes even Volkswagen.".

With the Volkswagen Golf I might say "Got "Car of the Year" but I don't know why really. It's just a box on wheels. Not a lot of room in the boot. The seats aren't the greatest. Blah blah blah".

People were so used to the car salesman telling blatant lies that I was a breath of fresh air.

I learnt I few little psychological tricks from the old-school salesmen. The cry would go up from the office "Heads on the lot!" - which meant there were potential buyers looking at the cars.

Probably nine times out of ten when you approached them they'd say "Just looking". Which meant "leave me alone I don't want to be pressured". So your first job was to qualify them. What are they looking for? Which led to a conversation about the old shitter they wanted to trade in. That's really why they're there - to see what their trade-in is worth.

So the trick I learnt was to say "Come in to the office and we'll see what your trade-in is worth". You'd spin on your heels...ignore their protests of "But I'm not ready to buy yet"..."I'm just looking"..."I don't have time at the moment" - whatever it is...and walk back to your office - without stopping - without looking back to see if they're following you.

Back in the office I'd count to myself - "One Mississippi...two Mississippi...three Mississippi..."

And sure enough 9 times out of 10 the "head" would indeed follow you into the office - where you had a much better chance of closing the deal.

Why would they follow you? People don't like to be rude. They'd follow...protesting that they were not ready to buy...and you'd close probably a good half of them.

There's a couple of marketers I can think of off the top of my head who are ex-car salesmen. Frank Kern and Mike Filsaime. Know any others?

Whats that saying? Something about "if you help people throw stones at their enemies...reaffirm their beliefs" etc

oh yeah (Thanks Google) - I used to have that pinned up on my wall to help me write copy. Must put it back up.