If you want to entice people to act on your suggestions you
must give them some kind of incentive that's clearly spelled
out in language they can understand.
That incentive can be:
1) A way out of a problem they're dealing with.
2) The acquisition of something they want.
It's said that in Direct Marketing, the following formula
applies to the success of any marketing endeavor.
1) Quality of your sales copy accounts for 33.33% of your success.
2) Quality of your list/prospects accounts for 33.33% of your success.
3) Quality of your offer accounts for 33.33% of your success.
This is where many marketers miss it. Even if you
have outstanding sales copy, and targeted prospects, if
your offer isn't tantalizing enough to make them act alone
on the power of the offer, they'll just shop somewhere else.
What exactly is an offer?
It's simply this:
"I'll do this for you, and in exchange, you do this for me."
With this in mind, you want to clearly show Mr. Prospect
that he's going to get more value than he perceives his
money to be worth.
Reread that sentence again. It's powerful.
You want to articulate to your prospects and customers
"This service is ten times more valuable to you than your
investment in it."
"Your investment will pay for itself at least five times over."
"Mr. Jones, 95% of my clients report a sales increase of
30% to 400% or more, what would a sales increase of that
magnitude do for your business? Obviously your investment
will pay for itself in no time."
Let's move on shall we?
So how do you ensure you have enough incentive built into
your marketing and sales copy for people to act on your
Just apply the following tactics:
1) Appeal to people's desire to get a valuable freee bonus.
2) Appeal to people's desire to get a better deal.
3) Appeal to people's desire to get the finest product even
if it's the most expensive of its kind available.
4) Appeal to people's desire to belong to an esteemed
group or organization.
5) Appeal to people's desire to collect things.
Never assume that by lowering your prices that you're
going to get an influx of business.
Consider this ... there will always be a market for super
expensive products and services.
Why not be one of the providers of high priced products
and services and capitalize on the staggering sums of money you
can make? (If indeed you can deliver on quality.)
Here's an exercise for you.
Spend an hour today, thinking about what you could do
to add more value to your product or service. What bonuses
could you add? What groups or perceived social groups
can you make your prospects believe they'll be a part of
when they purchase your product or service?
What other benefits can you add to your sales offers that'll
increase the value of being your customer?
Would an extended warranty work? How about a special
customer service program? Or, what about a consultation
follow-up program? The ideas are only limited by your