A great sales copy technique I forgot

22 replies
I came across a great sales copy technique recently that I used years ago in face to face sales that I had completely forgotten.
I used to get people to agree me when I was talking to them.
Get them saying "yes" in other words.
When I sold mobile phones I would get them to agree that the tariff was right for them before moving on to sell the handset.
That sort of thing.
They would become like a nodding dog you see in the back of a car that would be ready to bark the final "yes" when it came to closing the sale.
Recently I started using this in my copy more often.
Asking an obvious question and getting the reader to agree.
When you read the page afterwards it seems to have more aliveness and more interaction than before.
More like a conversation more than a straight pitch
#copy #forgot #great #sales #technique
  • Profile picture of the author buddhabux
    yeah, this is called a "yes set" in nlp. excellent reminder.

    good old classic technique. to show just how classic, check out Ed McMahon (used to be co-host on Johnny Carson Tonight show) "Ed McMahon's Superselling: Performance Techniques for High-Volume Sales."

    you can get it on AMZ for 1 cent and it is jam packed with cool old school selling techniques including complete scripts, how to counter objections, it just goes on and on!

    cheers, david
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  • You can do the same thing with online copy.

    Aren't you tired of....?
    Wouldn't you rather?
    Isn't this what you want?

    But my all time favorite is...

    "As I'm SURE you are aware of.."

    ( I use this one constantly because it does four things...

    1. It assumes that because you have a brain you simply must already know what I'm about to say is true.. and..

    2. If you don't know it... then you should and...

    3. Since you probably do... then its equally likely that most others with a brain do so you better step up!

    4. If you don't accept what I am saying is true then you are an idiot!

    lol

    You can also reverse this and say...

    What you may NOT know is...

    (And what this does is...

    It challenges you to know something while also making you curious... hmm DO I know it?

    Or..

    What does someone else possibly know about this that I dont!!? and...

    How do you know If I know it? I bet I do! Ill show him.. Lets see what he thinks I dont know!

    And many other feelings that lead them to read your copy.

    The reason you say "may" not know is because you want alleviate any chance of insulting their intelligence

    If you can ad these things through out your copy... at just the right places... while at the same time giving them VALUE... you can keep them reading for a good while.
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    • Profile picture of the author rdavisconsulting
      You will definitely be seeing these phrases sprinkled through out my vocabulary starting now.

      Originally Posted by TheSalesTechnician View Post

      You can do the same thing with online copy.

      Aren't you tired of....?
      Wouldn't you rather?
      Isn't this what you want?

      But my all time favorite is...

      "As I'm SURE you are aware of.."

      ( I use this one constantly because it does four things...

      1. It assumes that because you have a brain you simply must already know what I'm about to say is true.. and..

      2. If you don't know it... then you should and...

      3. Since you probably do... then its equally likely that most others with a brain do so you better step up!

      4. If you don't accept what I am saying is true then you are an idiot!

      lol

      You can also reverse this and say...

      What you may NOT know is...

      (And what this does is...

      It challenges you to know something while also making you curious... hmm DO I know it?

      Or..

      What does someone else possibly know about this that I dont!!? and...

      How do you know If I know it? I bet I do! Ill show him.. Lets see what he thinks I dont know!

      And many other feelings that lead them to read your copy.

      The reason you say "may" not know is because you want alleviate any chance of insulting their intelligence

      If you can ad these things through out your copy... at just the right places... while at the same time giving them VALUE... you can keep them reading for a good while.
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  • Profile picture of the author equal
    "Asking an obvious question and getting the reader to agree." I've used that many too many times just to check what my prospect will do and... he agreed to everything and wasn't iritated at all.
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  • Profile picture of the author aussienet12
    Agreed - start a conversation, talk about solving their problem - then introduce your product or service. Noone like a crazy salesperson
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  • You might like Joe Sugarman's books. He's big on this.
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    • A bit like Sales Tech's post...

      A great way to get “Yes", "Yes" "Yes" is to use “tie downs”

      Promoted by the sales trainer Tom Hopkins (and many others).

      Isn’t it? - (Isn’t it true you want your Ads to produce a much higher response?)

      Doesn’t it? - (It makes sense to use a proven money making copywriter in your niche to write your ads doesn’t it?)

      Wouldn’t you? - (When you’re looking at bringing in new customers wouldn’t you be much happier using all the right sales techniques aimed directly at your precise audience?)

      Etc Etc…

      You can put them at the beginning, middle or end of your sentences.

      Phrase them well and 99% of the time your prospect can't help but nod in agreement.


      Steve
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  • Profile picture of the author MarketMyko
    I think I may have been using this technique before without considering how it affects the final "yes". It really pays to learn about these things, as now I'll be more conscious about it in my writing. Thanks for this, guys!
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  • Profile picture of the author TheSalesBooster
    Another great sales technique is never write in all bold!
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    • Profile picture of the author videolover7
      Originally Posted by TheSalesBooster View Post

      Another great sales technique is never write in all bold!
      How's that "Make The World Conform To My Image" thing going? Getting anywhere with it? LOL

      VL
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      • Profile picture of the author mindofkennedy
        The power in all of this is in it's subtlety. The "yes"s only need to be internal for the prospect, they need not be verbal or even nods, just a person agreeing.

        An example is:

        "We are here today, to improve on our skills of (whatever)..." right there, we have 2 "yes" statements that can not be questioned. More advanced folks can then follow this with a leading statement, such as "and you think I am the expert to help you do this".

        Just wanted to point out the subtlety of the yes' being internal responses, not necessarily physical or verbal.
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      • Profile picture of the author Jim Hughes
        Originally Posted by videolover7 View Post

        How's that "Make The World Conform To My Image" thing going? Getting anywhere with it? LOL

        VL
        VL, I think he or she was kidding. Look at their signature.
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  • Profile picture of the author justinkemp99
    Beginning to ask the customer with questions that have a reply "Yes" would get them in your control and ultimately help you generate sales. Selling is actually a science and logical concepts work behind it. This is the science of influence. I must suggest that you must try to read a book written by Kevin Hogan. The title says" The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less! "
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    • Profile picture of the author Keyword Candy
      Always a great rule to remember. I always start of the reader, by answering three questions, all with the word yes. Thanks for the post.
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      • Profile picture of the author JohnRozario
        Originally Posted by 10110 View Post

        Always a great rule to remember. I always start of the reader, by answering three questions, all with the word yes. Thanks for the post.
        My suggestion is don't open your salesletter with questions. I prefer to open the salesletter by supporting the headline.
        Basic idea is, Headline should force the reader to read the copy. First line should force the reader to read the second line and so on...
        In some cases, reader's mind will not stay in your copy if you ask questions in starting.
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  • Profile picture of the author zapseo
    From JustinKemp99:
    Selling is actually a science and logical concepts work behind it. This is the science of influence. I must suggest that you must try to read a book written by Kevin Hogan.
    From Jarradvarsis:
    Selling is actually a science and logical concepts work behind it. This is the science of influence. I must suggest that you must try to read a book written by Kevin Hogan
    I think Kevin Hogan has some VAs working for him or something ... ?

    Anyway ...

    "As I'm SURE you are aware of.."

    That will NOT work with me, I have a very strong polarity response to that. You want to start telling me what I'm aware of, my BS detectors go off BIG time.

    A much gentler approach would be ... "As you may be aware..."

    Then, you are not acting impositionally, and you are actually inviting them into an awareness...

    If they already know it ... then they can think they are smart...
    If they don't, then you've engaged their curiosity.

    As for asking questions (the tiedowns and the like)...
    mindofkennedy shows how to do this artfully...


    re: John Rozario's comment:
    Not sure I agree with not asking questions in copy. I DO agree that asking questions can be a minefield for newbie copywriters, because you have to know WHY you are asking the questions and what you hope to achieve.

    For instance ... if you ask a yes/no question, then you risk them saying "no" -- and that's the end of your sales conversation.

    However, you can INTENTIONALLY want people for whom something doesn't apply NOT to read further...that is, you can yes/no as qualifier questions.

    Live JoyFully!

    Judy
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  • Profile picture of the author George Lee
    Here is a slight twist to the discussion that will get them every time. It combines getting the subject to agree with you and riling their curiosity all at the same time. Goes something like this (or a variation thereof)

    Did you know that there are things that you didn't know about...........?
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  • Profile picture of the author seobro
    Look dad, Spot wants to jump
    jump Spot jump
    jump jump jump

    Wish this technique did work and we would all own race cars.

    What I have found is that the less you talk, the more you sell.
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  • Profile picture of the author sethczerepak
    Saw this ad come up on my mobile the other day:

    "Traveling to Canada?"

    Perfect. Targeted, simple, and it enters the conversation already going on in their head. If I'd been planning a trip to Canada, that's all you'd need to get my attention.
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  • Profile picture of the author Paul Hancox
    Originally Posted by Quality Copywriter View Post

    [COLOR=black][FONT=Verdana][B]I came across a great sales copy technique recently that I used years ago in face to face sales that I had completely forgotten.
    I used to get people to agree me when I was talking to them.
    Get them saying "yes" in other words.
    When I sold mobile phones I would get them to agree that the tariff was right for them before moving on to sell the handset.
    What you're mainly doing here is CLOSING. Closing them on the tariff. Closing them on the handset, etc.

    "Closing" in face-to-face sales isn't a one-time thing. Salespeople have a phrase: "Always be closing".

    It's about getting their agreement on each individual aspect of the sale, so they are more likely to agree to the final sale, and less likely to raise an objection at the end, based on tariff, handset etc.

    I use the same technique in sales letters. Get their agreement to a specific point, before moving on to the next point.

    Otherwise that point will come back and bite you in the end.
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  • Profile picture of the author eugenedm
    Fantastic tip. I ought to take note of this the next time I do copywriting. It's like mindsetting your readers to agree with you. Finally they'll realize that they need whatever it is that you're offering - product/service.
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  • Profile picture of the author kaaregarnes
    I agre that this is a great way to start of your sales copy, I use to have a rule of thumb of getting 3 yes-es at the start, but I think you have to break that rythm up a bit or else it might get boring.

    Some great advise in the comments here!
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