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Details That Close Sales

by The Niche Man
13 replies
It's often said the difference between a professional and the amateur is seeing the details.

And I imagine no other detail is more important in business (or copywriting) than closing the sale.

I ran across this article the other day that focuses on powerful details (or actualities) many marketers and probably some pro copywriters overlook.

I read the bullets at the end of the article, used a few myself and sales increased. So, I thought I'd share it.

Hopefully it can help someone else.

Plus, any details (or actualities ) you can add from your own experience would be appreciated as well.

Thanks!

Details That Close Sales
#close #details #sales
  • Profile picture of the author Cam Connor
    Originally Posted by The Niche Man View Post

    It's often said the difference between a professional and the amateur is seeing the details.

    And I imagine no other detail is more important in business (or copywriting) than closing the sale.

    I ran across this article the other day that focuses on powerful details (or actualities) many marketers and probably some pro copywriters overlook.

    I read the bullets at the end of the article, used a few myself and sales increased. So, I thought I'd share it.

    Hopefully it can help someone else.

    Plus, any details (or actualities ) you can add from your own experience would be appreciated as well.

    Thanks!

    Details That Close Sales
    "Beware of a man who won't be bothered with details." - William Feather

    Good quote. It's good for Copywriting clients to avoid a Copywriter who doesn't want to get all the details on a project which they can get. Just something I thought of from reading that quote.
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  • Profile picture of the author MelanieandMiles
    Testing, testing, testing. For us, split testing squeeze pages, OTO pages and sales pages have identified some AMAZING insights that have really boosted our business.
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  • Profile picture of the author DJ Gelner
    Absolutely true--good stuff, Niche Man. I always try to engage all five senses in my sales letters, and at least a few of them in any kind of shorter copy. You want to make that scene so REAL in the prospect's mind that they're whisked away to the tropical beach that smells of hibisucs / cozy log cabin in the mountains with the crackling fire / wherever else you want to take them.

    Of course, this can be used to equally potent effect to show them what life will be WITHOUT the product in question: the cold, lonely road they're set on RIGHT NOW, wind creaking through the rotting oak trees, howls of hungry coyotes around every turn with no end in sight.

    Well...that might be overselling it a bit, but you get the idea. The important thing is you can feed the prospect's emotions in terms of positive results WITH the product, or the negative implications of continuing on WITHOUT the product. I've found using both together usually is (unsurprisingly) the most powerful option to get an emotional response from prospects.

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    • Profile picture of the author Memetics
      Originally Posted by DJ Gelner View Post

      Absolutely true--good stuff, Niche Man. I always try to engage all five senses in my sales letters, and at least a few of them in any kind of shorter copy. You want to make that scene so REAL in the prospect's mind that they're whisked away to the tropical beach that smells of hibisucs / cozy log cabin in the mountains with the crackling fire / wherever else you want to take them.
      Very true, the more senses you engage, the more real the experience becomes for the reader, and the more links created to your product in their mind. Nearly everyone has a dominant representation system and usually it's visual but a bit of research into your demographic can sometimes pull up some outliers which need to be treated differently - an example would be musicians who will be obviously auditory.

      The mention of the smell of Hibiscus in your quote is more powerful than you would expect. Smells and aromas connect directly to the limbic brain where your emotions are processed and can exert considerable leverage on a prospects buying behavior and I personally use olfactory cues like a rare spice seasoning on most of my copy.

      In fact a holiday company here in the UK plans to scent it's winter mailshots this year with coconut oil to use this method quite literally.

      It's little details like this which make all the difference and all it takes is a little research to find them. If I'm writing for an unfamiliar niche then the first thing I will do is identify the demographic's dominant sense mode - if I can't locate one then I use visual as standard - and draw a big circle on a piece of paper as my visual centre of a venn diagram and then layer another circle half way over as the olfactory one.

      Once this is done you can layer other circles around theses two akin to the petals of a daisy with each petal being another rep system. You did exactly that with the phrase "crackling fire" Auditory/Visual but the best type of transferred epithets are the unusual ones as they create novel connections in the brain.

      The reason for this is to create transferred epithets from one circle to another to maximise what's called the semantic net of your copy. The primary circles are visual and olfactory which are used 90% of the time and the other 10% being the petals adjoining the centre circles.

      Transferred epithets are a great way of making your copy more concise whilst still creating that "world" inside the readers mind. Remember to spring the call to action in the prospects dominant sense mode though.

      On a similar wavelength have a look at this related subject, lots of ideas to be had.


      eppi Magazine - Haptic advertising: A touch of science
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      • Profile picture of the author The Niche Man
        Originally Posted by Memetics View Post

        Interesting how much touch plays in our lives. Anyone who can manage to incorporate it, somehow, in online marketing would definitely be a step ahead of the crowd.
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      • Profile picture of the author TracyBelshee
        Originally Posted by Memetics View Post

        If I'm writing for an unfamiliar niche then the first thing I will do is identify the demographic's dominant sense mode - if I can't locate one then I use visual as standard - and draw a big circle on a piece of paper as my visual centre of a venn diagram and then layer another circle half way over as the olfactory one.

        Once this is done you can layer other circles around theses two akin to the petals of a daisy with each petal being another rep system. You did exactly that with the phrase "crackling fire" Auditory/Visual but the best type of transferred epithets are the unusual ones as they create novel connections in the brain.

        The reason for this is to create transferred epithets from one circle to another to maximise what's called the semantic net of your copy. The primary circles are visual and olfactory which are used 90% of the time and the other 10% being the petals adjoining the centre circles.

        Transferred epithets are a great way of making your copy more concise whilst still creating that "world" inside the readers mind. Remember to spring the call to action in the prospects dominant sense mode though.

        On a similar wavelength have a look at this related subject, lots of ideas to be had.


        eppi Magazine - Haptic advertising: A touch of science
        That was a great explanation. Thanks.
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  • Profile picture of the author big tymer
    I too have also used all those tips in some form. I believe you have to when you are selling a physical product online since the customer cannot actually hold the product in their hand.
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  • Profile picture of the author jemacb
    Originally Posted by The Niche Man View Post

    It's often said the difference between a professional and the amateur is seeing the details.

    And I imagine no other detail is more important in business (or copywriting) than closing the sale.

    I ran across this article the other day that focuses on powerful details (or actualities) many marketers and probably some pro copywriters overlook.

    I read the bullets at the end of the article, used a few myself and sales increased. So, I thought I'd share it.

    Hopefully it can help someone else.

    Plus, any details (or actualities ) you can add from your own experience would be appreciated as well.

    Thanks!

    Details That Close Sales

    Excellent article. I do not write copy for a living but understood everything the author wrote about. And it is all true. Thanks for posting.
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  • Profile picture of the author Romeo Corbes
    Hi Niche Man,

    Thank you for this very informative article.

    As a newbie, this will help me.

    Romy
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