What Is The Most Critical Part Of Selling A Product? Get This Right And You Can Be A Millionaire

73 replies
I was just watching a Billy Mays commercial for that device that hooks onto
your steering wheel so that you can talk on your cell phone without getting
yourself killed.

The whole presentation, from start to finish, was brilliant.

You can watch it here.


Do yourself a favor and analyze the whole thing.

And then, answer the question put forth in the thread title.

I want to see how many people really get it.
#critical #part #product #selling
  • {{ DiscussionBoard.errors[1340633].message }}
  • Profile picture of the author John Romaine
    I cant watch the video either Steve .....

    Im stuck on dialup
    Signature

    BS free SEO services, training and advice - SEO Point

    {{ DiscussionBoard.errors[1340658].message }}
  • Profile picture of the author freudianslip27
    Video played fine for me.

    Hey, I need to get this! Personally the whole safety angle plays to me. Its dangerous talking on the phone and driving and that's a pretty powerful selling point for this device.

    Matt
    Signature

    WarriorForum Rules!

    {{ DiscussionBoard.errors[1340679].message }}
  • Profile picture of the author nicholasb
    I would have to say enthusiasm.

    the enthusiasm in his voice probably causes people to get more excited, I took a sales class one time and I think they called it a transfer of enthusiasm
    {{ DiscussionBoard.errors[1340689].message }}
    • Profile picture of the author Steven Wagenheim
      Originally Posted by nicholasb View Post

      I would have to say enthusiasm.

      the enthusiasm in his voice probably causes people to get more excited, I took a sales class one time and I think they called it a transfer of enthusiasm
      If I got enthused about a rock sitting on my kitchen table, would you buy it?
      {{ DiscussionBoard.errors[1340696].message }}
      • Profile picture of the author Talinn
        Originally Posted by Steven Wagenheim View Post

        If I got enthused about a rock sitting on my kitchen table, would you buy it?
        There are people who would. I vaguely remember Pet Rocks
        {{ DiscussionBoard.errors[1340745].message }}
      • Profile picture of the author Kevin Riley
        Originally Posted by Steven Wagenheim View Post

        If I got enthused about a rock sitting on my kitchen table, would you buy it?
        How much for the rock? And what kind of bonuses are you throwing in?

        Notice how he pitches the phone mount (which you'd need anyways and I'd expect to come with the Jupiter Jack) as a bonus.
        Signature
        Kevin Riley, long-time Warrior living in Osaka, Japan

        {{ DiscussionBoard.errors[1340801].message }}
      • Profile picture of the author nicholasb
        Originally Posted by Steven Wagenheim View Post

        If I got enthused about a rock sitting on my kitchen table, would you buy it?
        I just might
        {{ DiscussionBoard.errors[1341002].message }}
      • Profile picture of the author bobsstuff
        Originally Posted by Steven Wagenheim View Post

        If I got enthused about a rock sitting on my kitchen table, would you buy it?
        You should ask that question of the guy who tried selling rocks, what were they called? OH YEA! "Pet Rocks"
        Signature
        Bob Hale
        {{ DiscussionBoard.errors[1341419].message }}
  • Profile picture of the author winebuddy
    EASY...

    SIMPLE....

    All Inclusive and amazingly inexpensive....

    SOLUTION to a problem...

    Thats it.

    edited to add - it's also easier and less expensive than alternate products
    Signature
    "Knowledge is NOT power... ACTION on Knowledge is power"
    {{ DiscussionBoard.errors[1340700].message }}
    • Profile picture of the author Maria Gudelis
      Originally Posted by winebuddy View Post

      EASY...

      SIMPLE....

      All Inclusive and amazingly inexpensive....

      SOLUTION to a problem...

      Thats it.

      edited to add - it's also easier and less expensive than alternate products
      Ditto on that

      Solution to a Problem...

      And loved the tons and tons of repeat commands - "Call Now" all you have to do is.....

      hmmmmmm....

      Gotta love every facet of how he sells...right down to the 'authority color' of blue he is wearing!

      even his pace, the tone,

      geez- made me want one!
      Signature

      Brand NEW: How To Dominate Facebook SEO - LIVE Coaching - Closes SOON! Get In Now Click Here


      {{ DiscussionBoard.errors[1340905].message }}
  • Profile picture of the author John Romaine
    Over here in Australia, its illegal to drive whilst talking on your phone. I have a handsfree unit that attaches to the sunvisor.
    Signature

    BS free SEO services, training and advice - SEO Point

    {{ DiscussionBoard.errors[1340718].message }}
  • Profile picture of the author Ron Douglas
    A seemingly ideal (easy, convenient) solution to a problem - combined with social proof that it works, a great deal, and a risk free guarantee.
    {{ DiscussionBoard.errors[1340753].message }}
  • Profile picture of the author Silas Hart
    Simplicity
    The Aimed market is for ANYONE with a Car and a Mobile/Cell Phone, also very universal, no special makes or models needed, as well as no specific radio needed.
    Inexpensive total price, very inexpensive product to produce.
    Sells on Safety, with the mention of not having this is pretty much illegal in some states.
    {{ DiscussionBoard.errors[1340768].message }}
    • Profile picture of the author Wealthyclark
      It is first offered at one price and then he makes you believe that if you act now you get a deep discount and a few free bonuses.
      Signature
      Now Accepting All Countries! Earn $5.10 Per Free Referral, Totally Free To Participate!
      WealthyClark.com
      {{ DiscussionBoard.errors[1340799].message }}
  • Profile picture of the author joshril
    I haven't watched the video, but I'm sure the answer is that the video shows the actual benefits of the product to the prospect vs. just a bunch of features (WIIFM) and the perceived value to the prospective buyer is much higher than the price which equals a sale...
    {{ DiscussionBoard.errors[1340776].message }}
  • Profile picture of the author IMRookie1
    I'm new to this but I'll try to take a stab.

    I read somewhere here that Copy Sells. A superbly written Sales Copy will sell products. Let me see if I get this write - the copy should grab attention, answer a basic human need, drive up product's value and interest, make an irresistible offer and make a call to action.

    I think the reason this video works is it does all of the above. It grabs attention at the beginning (enthusiastic voice, woman dropping cellphone while driving, opening question), answers a basic human need (safety and following the law - a secondary promise), drive up value and interest by highlighting product features and benefits, made an irresistible offer (compared to $100 bluetooth devices, down to $19.99 with a fast-action bonus!) and a call to action.

    What would you call the video anyway? Is it still a copy?
    Signature
    Setup Your Philippine Internet Marketing Team quickly with call center seat lease or Find Your Own office space for rent in ortigas. Deal with a Licensed Real Estate Broker.

    Play the Cashflow 101 game with experienced Real Estate Investors.
    {{ DiscussionBoard.errors[1340777].message }}
  • Profile picture of the author rapidscc
    I'm no sales expert but after watching the video, here's what I noticed.

    1. He presented the product BENEFITS in a clear way, repeated it several times
    2. He stated how much the product is - $40
    3. He created a strong call to action by immediately cutting the price in half - $19.99
    4. He added an incentive to reinforce his call to action - he added a bonus..

    But I guess the ultimate secret here is something else..

    His video is indeed a well produced video copy but if you'll look at it, it's basically the same as some excellent sales copy roaming the Internet..

    Now the question is, is this the most critical part of selling a product..

    From what I can see here, the most critical part of selling the jupiter jack is uploading the excellently created video to youtube where it will be seen by millions of viewers and there'll be a possibility of it being seen by millions..Just think if millions of people saw this video ad and just 10% of them buy it...what will be the conversion of that?

    That is for me the most critical part of selling..

    All the best,

    Omar
    {{ DiscussionBoard.errors[1340821].message }}
    • Profile picture of the author Killer Joe
      Branding.

      Billy Mays built up a reputation of being able to produce sales for every product he sold. He made sure the products met the minimum expectations of his audience, and he added the believability.

      He brought a recognizable image to the set everytime he showed up. He presented with power and enthusiasm.

      Billy Mays + Product = Sales

      Product + Unknown Pitchman = Wild Guess

      Bottom line...most products pitched using infomercial marketing use the same tools and techniques, formulas and production values.

      What he had that nobody else had was branding. More specifically, Billy Mays as the brand.

      KJ
      Signature
      {{ DiscussionBoard.errors[1340881].message }}
  • Profile picture of the author Marcel Hartmann
    HI BILLY MAYS HERE = sales. Other than the man himself, the product's simplicity and price, as well as its mass audience count for a lot. It's not a small niche by any means.
    {{ DiscussionBoard.errors[1340884].message }}
  • Profile picture of the author ThomasW
    Problem-Reaction-Solution

    By the way, does your rock come with a rock mount for the car?
    {{ DiscussionBoard.errors[1340911].message }}
  • Profile picture of the author Fendi Salim
    Mass Market Appeal.

    A rock sitting on a table isn't.
    Signature
    >> Free Wordpress Themes << | WP Design Partner Wanted - PM Me
    {{ DiscussionBoard.errors[1340918].message }}
    • Profile picture of the author Dan C. Rinnert
      What's also noticeable is the information that is left out. $19.99 sounds like a good idea, but then there's shipping and handling. You get the "free bonus" if you just pay separate shipping & handling. Shipping and handling for the Jupiter Jack is $6.99 and another $6.99 for the bonus. So, that brings a $20 product up to about $34.

      So, they're pitching what is said to be a $40 value for just $19.99, which gets people thinking they're getting a good deal, but then they end up paying almost $40 anyway, once the shipping and handling is tossed in.

      And, if the Jupiter Jack is like other products, once you receive it, you'll also receive a bunch of other offers in the same package. What we see is just the front end; there'll be a number of backend sales from these other products--typically things that appeal to the same market.
      Signature

      Dan's content is irregularly read by handfuls of people. Join the elite few by reading his blog: dcrBlogs.com, following him on Twitter: dcrTweets.com or reading his fiction: dcrWrites.com but NOT by Clicking Here!

      Dan also writes content for hire, but you can't afford him anyway.
      {{ DiscussionBoard.errors[1340950].message }}
  • Profile picture of the author Gary Rambo
    He believed in the product and used it himself. Those things combined will sell a product better than anything else.

    Gary
    {{ DiscussionBoard.errors[1340945].message }}
    • Profile picture of the author Adam Carn
      Originally Posted by garovich View Post

      He believed in the product and used it himself. Those things combined will sell a product better than anything else.

      Gary
      I agree with that.

      Adam
      Signature
      Taking a break...
      {{ DiscussionBoard.errors[1340962].message }}
      • Profile picture of the author clint48
        The part about ordering today to get the bonus is critical.

        Clint
        {{ DiscussionBoard.errors[1340989].message }}
    • Profile picture of the author Frank Donovan
      At the risk of being accused of marketing heresy, I have to say that I found that video rather off-putting. I guess I don't appreciate being YELLED at.

      I realize that's his style and it obviously works, but it probably doesn't help that those in-car devices are common in the UK where holding a cell phone while driving is illegal, so seeing someone evidently having to shout while using the phone gives the impression that it's a low quality item.

      Nevertheless, it's a tightly scripted, well-structured advert and the personal demonstration of the product's benefits in situ, is certainly very effective.


      Frank
      Signature


      {{ DiscussionBoard.errors[1340987].message }}
  • Profile picture of the author Adam Carn
    All that shouting gave me a headache! But it also embedded Jupiter Jack into my brain. His voice was very forceful.

    Adam
    Signature
    Taking a break...
    {{ DiscussionBoard.errors[1340958].message }}
    • Profile picture of the author Lance K
      What Is The Most Critical Part Of Selling A Product?
      MARKETING

      "The aim of marketing is to make selling superfluous" ~ Peter Drucker


      ^^^^^
      That said...sometimes you still have to ask for the order.
      Signature
      "You can have everything in life you want if you will just help enough other people get what they want."
      ~ Zig Ziglar
      {{ DiscussionBoard.errors[1340993].message }}
  • Profile picture of the author ThomasW
    Hmmmm.....let's summarize all of the posts - if Steve believes in his rock, used it himself, wears a blue shirt, is enthusiastic, has some social proof (others like Steve's rock), and solves the problem of not having a rock just when you might need one - then sells it at a low price, Steve becomes a millionaire!

    " What is the most critical part of selling a product" is the title of this thread. Proof. Look, it does what I am telling you it does.
    {{ DiscussionBoard.errors[1340985].message }}
  • Profile picture of the author CDarklock
    Five minute wow.

    I've been bitching at Microsoft's mobile and entertainment division about this for years. We have the highest capabilities in mobile devices on the market. What are we missing?

    ONE THING that we can show the customer in FIVE MINUTES that makes them say "wow."

    Don't have it? You lose. That simple.
    Signature
    "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
    {{ DiscussionBoard.errors[1340988].message }}
  • Profile picture of the author Kurt
    Originally Posted by Craig Desorcy View Post

    "What Is The Most Critical Part Of Selling A Product? Get This Right And You Can Be A Millionaire"
    Don't believe there is one... It's a powerful combination of many listed above delivered in a specific order.

    Nice thread title however seeing that many folks in IM are looking for
    the "Most Critical Part Of Selling/Magic Bullet".



    Craig
    I agree with Craig.

    This product was actually featured last year on the TV reality show "Pitchmen" and it showed the behind the scenes marketing of Jupiter Jack well before the commercials were made public. There were a number of steps it had to pass...

    First, it has to appeal to a wide TV audience.

    Second, as CD said, it needed some "wow factor" for Billy, his partner Anthony Sullivan, and/or their investors. If it didn't "wow" them, it would have been dead in the water. And they did use the exact phrase "wow factor".

    Third, it had to be sold for $19.95 or less.

    Fourth, If it met all these criteria, a commercial was written based on the formula we've all seen many times.

    Fifth, it was then test marketed in select TV areas, with an ad budget of about $50,000 (I think???).

    Sixth, if the results of the tests were positive, they'd launch a full-scale TV ad campaign.

    BTW, they wanted to call it "Juneau Jack", but that was already taken.
    Signature
    Discover the fastest and easiest ways to create your own valuable products.
    Tons of FREE Public Domain content you can use to make your own content, PLR, digital and POD products.
    {{ DiscussionBoard.errors[1341045].message }}
    • Profile picture of the author Killer Joe
      Originally Posted by Kurt View Post

      BTW, they wanted to call it "Juneau Jack", but that was already taken.
      Actually Kurt, the name the inventor chose was Black Jack if you recall. But that name wouldn't fly, either.

      KJ
      Signature
      {{ DiscussionBoard.errors[1341067].message }}
      • Profile picture of the author Kurt
        Originally Posted by Killer Joe View Post

        Actually Kurt, the name the inventor chose was Black Jack if you recall. But that name wouldn't fly, either.

        KJ
        Hey KJ...Yep, you're correct. Then Andrew wanted Juno Jack (I miss spelled it above). I remember them having a little trouble coming up with a name that wasn't already trademarked, almost causing a delay in the production.

        It was a great show for marketers...I'd like seeing Andrew Sullivan team up with Vince from Sham Wow and Slap Chop.
        Signature
        Discover the fastest and easiest ways to create your own valuable products.
        Tons of FREE Public Domain content you can use to make your own content, PLR, digital and POD products.
        {{ DiscussionBoard.errors[1341106].message }}
  • Profile picture of the author CurtisN
    He presented a few objections that people might have about this sort of thing and then crushed them. I think that's a very important part of selling.

    Yelling loudly, offering a bonus, and using the device during the commercial didn't hurt either

    Curtis
    Signature
    Curtis Ng (blog) - Product Launch Manager
    {{ DiscussionBoard.errors[1341063].message }}
  • Profile picture of the author fizzDIGG.com
    As well as all the things stated above, before you begin your sales pitch, you need to believe in the product and have plenty of passion to drive it.
    {{ DiscussionBoard.errors[1341083].message }}
  • Profile picture of the author yourreviewer
    *Only for Mature Audience*

    {{ DiscussionBoard.errors[1341084].message }}
    • Profile picture of the author dv8
      Originally Posted by yourreviewer View Post

      *Only for Mature Audience*
      You really think that's going to fly here?

      As for the OP's original question...

      Besides the obvious things already mentioned, mainly it being sold by Billy Mays, someone a lot of people like and trust. But, I think the main reason is believability. Billy demostrated how it works. You get to see how easy it is to use. He shows results....do this, do that, and you get this result. Simple and easy.

      So I'm going with believability. One thing that is needed for someone to part with their money. They need to believe the product is going to give them the results they are after.

      Other Points...
      Another big thing is the fact that it's a product that a lot of people want.

      Direct, CLEAR call to action. You are told EXACTLY what to do next.
      {{ DiscussionBoard.errors[1341192].message }}
    • Profile picture of the author scrofford
      Originally Posted by yourreviewer View Post

      *Only for Mature Audience*

      YouTube - Cock Shot
      ROFLMAO!!!!!!!!!! That was awesome!!!!!!!
      {{ DiscussionBoard.errors[1341195].message }}
  • Profile picture of the author Raja Kamil
    Here my try.

    1. Billy May has his own reputation, by that, what he talk is something worth to listen
    2. He came up with problems that bother us. ie, safety driving, no wire, no hassle, affordable etc
    3. He demonstrated how easily it can be used
    4. Testimoni, that really bother some people to buy a thing
    5. Price cut (50% discount) and limited time
    6. The last one is options to buy. He gave us 3 options to buy the jack, website, address and phone number.

    what do you think ?
    {{ DiscussionBoard.errors[1341164].message }}
  • Profile picture of the author McManigal
    If only I had the money to develop such a product.
    {{ DiscussionBoard.errors[1341175].message }}
  • Profile picture of the author prashie91
    it's all in the way you market a product. you can probably sell just about anything in the world if you know how to sell.
    {{ DiscussionBoard.errors[1341193].message }}
  • Profile picture of the author actionplanbiz
    The Most Critical Part Of Selling A Product is Presenting a simple easy Solution to a BIG Problem.

    Find a Problem, provide a solution = $$$

    (Sorry i cant unbold for some weird reason)

    {{ DiscussionBoard.errors[1341224].message }}
  • Profile picture of the author lakshaybehl
    Have you ever tried to focus on something important when some unimportant garbage is sitting right besides your desk screaming for attention? Were you able to focus?

    We all crave... literally CRAVE things that engage our mind. Things that capture our attention. Someone yelling like a madman with so much enthusiasm might not do them much good apart from the fact that they've grabbed attention.

    Hitler once had an ad campaign built by a lady who knew not much about Nazi's. The reason that ad worked like blockbusters was that all it did was capture attnetion, and retain it. At one point of time, that blatant, useless, low on informational value ad was being shown in theatres across the country.

    Then, we all need the feeling of security. Its a basic one.

    When something/someone has our attention captured, we are VERY susceptible to their influence.

    Then, this ad also gives them hope. That they can talk while they drive AND be secure at the same time. Though its a bunch of baloney of course... Mental engagement is what causes accidents more often than phones falling off our hands. People crave hope all the time. We all do.

    Then, there's the "It's not your fault" mentality people have. I have it too. I never want to be blamed for anything that goes wrong.

    Then there's justification. We all tend to follow people that justify our failures and actions. Deep down we all know talking while driving isn't the best thing to do. So anyone that justifies that we're doing it becomes a leader.

    Then there's a mass market- anyone that drives a car and uses a cell phone has to have 20 bucks. And crave security. And hope that they can talk while they drive and still be safe. Then there's justification for something that deep down they all feel guilty about. Notice carefully how the words to the tune of "Do you feel guilty..." are carved within the first few seconds. And who can forget the attnetion grabbing power of all-time yelling Bill?

    Lots of things.

    Those that are looking for a holy grail... well... all the best.

    There isn't one aspect of marketing that you can't screw up and still be successful as long as you have their attention.

    This ad certainly isn't a timeless masterpiece... just one of those successful ads out of many. Probably Makes millions? Hell yeah. But millions are chump change at that level. remember relativity?

    Get their attention, and influence them through some mechanisms. Not all are required... You aren't asking someone to forsake their lives... just 20 odd bucks here.

    And since its just 20, he doesn't build value... he jumps right into the "Buy Me" mode. He certainly drives home the point that this is something I'd need. But does that mean I'd insist to buy only his product if I can find something similar at a local store? Nah...

    Subtle persuasion... mass following is just not there. Just goes on to prove you can screw up marketing and still be successful

    -Lakshay

    P.S. Most ciritical? Attention. that has to be it. Screw this up and you aren't getting anywhere. For sure.
    {{ DiscussionBoard.errors[1341535].message }}
    • Profile picture of the author Steven Wagenheim
      Wow...took me a long time to go through all the responses.

      Some of you got it.

      Yes, it's not just one thing. You have to have all your ducks lined up. Screw
      one thing up and it can cost you lots of sales.

      I'm not saying you have to have all these things in place to make A sale,
      but to make the kind of sales that I am sure this thing made, you need the
      whole package.

      I have no doubt that those who understood what I was trying to get across
      are all very successful marketers.

      As for my rock, it's not for sale.
      {{ DiscussionBoard.errors[1343187].message }}
      • Profile picture of the author Dan C. Rinnert
        Originally Posted by Steven Wagenheim View Post

        As for my rock, it's not for sale.
        Neither is mine, but I wonder if I should glue eyes on it?
        Signature

        Dan's content is irregularly read by handfuls of people. Join the elite few by reading his blog: dcrBlogs.com, following him on Twitter: dcrTweets.com or reading his fiction: dcrWrites.com but NOT by Clicking Here!

        Dan also writes content for hire, but you can't afford him anyway.
        {{ DiscussionBoard.errors[1343263].message }}
      • Profile picture of the author Adam Carn
        Originally Posted by Steven Wagenheim View Post

        Yes, it's not just one thing. You have to have all your ducks lined up.
        Thanks Steven,

        And here I was trying to figure out just which "one," "most critical part" of selling a product you were thinking of.

        Thanks,
        Adam
        Signature
        Taking a break...
        {{ DiscussionBoard.errors[1343280].message }}
  • Profile picture of the author Fun to Write
    Emotion = GUILT about breaking the law

    Emotion = FEAR of getting caught breaking the law and ticketed or arrested

    Solution = buy this easy to use product

    I think tapping into emotions makes copywriters and marketers rich. Oh, yeah, and picking the right products to promote.
    Signature

    Focus+Smart Work+Persistence=Success

    {{ DiscussionBoard.errors[1343322].message }}
  • Profile picture of the author RobFighter
    Steve,

    In answering the question as you asked it...what is THE most critical part of a selling a product... there is indeed 1 simple answer: ATTENTION.

    Without it you can have the best copy, offer, call to action, guarantee, etc. in the world and they won't mean squat because nobody will ever see, hear or view them.

    Rob
    {{ DiscussionBoard.errors[1343521].message }}
    • Profile picture of the author Steven Wagenheim
      Originally Posted by RobFighter View Post

      Steve,

      In answering the question as you asked it...what is THE most critical part of a selling a product... there is indeed 1 simple answer: ATTENTION.

      Without it you can have the best copy, offer, call to action, guarantee, etc. in the world and they won't mean squat because nobody will ever see, hear or view them.

      Rob
      I know...it was a trick question because there is no one thing. I was looking
      to see how many people would get that.
      {{ DiscussionBoard.errors[1343532].message }}
  • Profile picture of the author JohnMcCabe
    Steve, I'm posting this before I read all the other answers, so that this post has MY answer.

    The ad made a compelling offer to a specific audience - people who talk on their cell phones while driving. Everything about the offer is laser targeted to that single market.
    {{ DiscussionBoard.errors[1343667].message }}
    • Profile picture of the author Kevin Barnes
      Yes. great video and marketing. Now rinse and repeat!
      {{ DiscussionBoard.errors[1343707].message }}
    • Profile picture of the author JohnMcCabe
      Originally Posted by yourreviewer View Post

      *Only for Mature Audience*

      YouTube - Cock Shot
      Funny...

      Reminds me of the movie "Idiocracy", where the premise is that the world is getting collectively dumber as the the generations unwind. Smart people are reproducing less, while the lowest IQs reproduce with abandon.

      In that future, the top rated show on TV is this one...

      {{ DiscussionBoard.errors[1343713].message }}
      • Profile picture of the author KenJ
        I watched to the end because the problem was explained very clearly at the start. And I have that problem.

        I now want to buy it and you probably can't buy it in the UK

        So I need it
        AND I am frustrated I can't buy it.

        That's what is called a desperate market
        {{ DiscussionBoard.errors[1343836].message }}
  • Profile picture of the author mikemcmillan
    People don't like to do their own thinking. It's true. That is exactly why guys like Limbaugh and O'Reilly have followings. They do the thinking for their listeners. The last thing marketers want potential clients to do is to think and analyze. Your dead in the water when that happens. Billy relates to you. He makes you believe he has the same problems you do and he shows you exactly how he solved the problem.

    Billy and other TV pitchmen don't use a lot of "I"s. They use a lot of "we"s so that the viewer accepts the seller as being like them. This brings down barriers and makes the viewer feel like they are investing in something, not being sold something.

    And the big thing--Billy sells the benefits, not the product. Sort of like "Sell The Sizzle, Not The Steak".

    I stand behind this post with my reputation, my life, my elite coterie of exotic dancing girls, my kingdom and my riches--but then again, hmmmm... I could very well be wrong. It happens all the time .
    Signature

    I'll help you create a reputation-building evergreen product in any niche and launch it successfully!
    Check it out here.

    {{ DiscussionBoard.errors[1343706].message }}
  • [DELETED]
    {{ DiscussionBoard.errors[1343867].message }}
    • Profile picture of the author Steven Wagenheim
      Originally Posted by MarkAndrews IMCopywriting View Post

      As well as all of the other useful
      pointers above, I'm surprised that
      no-one mentioned - make it damn
      easy to order with more than one
      option. And make the phone number
      a free number too. Make these options
      as bloody obvious as possible, get
      those ordering options right in the
      viewers face.

      That along with non-stop key
      benefits that appeal to our inate
      desire for security and protection.

      Play on the pain of being without
      this product through fear, what it
      could cost you by not using this
      product and sell them on commonsense
      (in this case, rammed straight into
      the viewers mind) to give them their
      pleasure.

      Mark, correct me if I'm wrong, but that video is a copywriting course
      in itself.

      You can learn a ton about how to sell something just from watching that.
      {{ DiscussionBoard.errors[1343904].message }}
  • Profile picture of the author Jag82
    Brilliant, Steven. Reminds me of the old infomercials I used to watch a decade back.

    All the major ingredients of a great sales presentation (e.g. benefits, bonus, call-to-action, testimonial etc) is there. Excellent.

    It does help that his voice quality, projection and intonation are superb as well. It holds you attention. Something I can learn from.

    Thanks for sharing, Steven.

    Jag





    Originally Posted by Steven Wagenheim View Post

    I was just watching a Billy Mays commercial for that device that hooks onto
    your steering wheel so that you can talk on your cell phone without getting
    yourself killed.

    The whole presentation, from start to finish, was brilliant.

    You can watch it here.

    YouTube - Billy Mays - Jupiter Jack

    Do yourself a favor and analyze the whole thing.

    And then, answer the question put forth in the thread title.

    I want to see how many people really get it.
    {{ DiscussionBoard.errors[1344425].message }}
    • Profile picture of the author bgmacaw
      That you should be like Kevin Harrington and hire someone like Billy Mays, Anthony Sullivan or Tony Little to help you sell your products.

      Harrington's infomercials generated millions in sales for hand-hammered Chinese woks, kitchen mixers and car-washing systems, the latter of which gave Mays his first TV exposure. In the early 1990s, he was the first to take infomercials to international markets. He says he's launched more than 500 products, accounting for $4 billion in sales.

      "He moves faster and thinks bigger than the average entrepreneur," says Verne Harnish, an author and business-growth consultant who once commissioned a case study of Harrington for an executive education program at Massachusetts Institute of Technology.
      {{ DiscussionBoard.errors[1344486].message }}
  • Profile picture of the author Quentin
    Its all about the marketing!

    There are lots of products out there that are inferior however have done well simply because of the marketing.

    Windows is a good example, The battle between beta cam and vhs etc.

    Que
    {{ DiscussionBoard.errors[1344533].message }}
  • Profile picture of the author Mike Hill
    IT'S ALL ABOUT THE DEMONSTRATION!!!

    Mike Hill
    {{ DiscussionBoard.errors[1344694].message }}
  • Profile picture of the author Gnarx
    Doesn't the person on the phone hear themselves BLARING through your car speakers and echoing back? or am I missing something.
    {{ DiscussionBoard.errors[1344714].message }}
  • Profile picture of the author Matt Bard
    ABC

    Always Be Closing

    When you present the right offer to the right market...Close the deal with the Call To Action.

    Matt
    {{ DiscussionBoard.errors[1345063].message }}
  • Profile picture of the author zombofi
    Adding to all that has been said, there's also the subtle hypnotic effect of his screaming 'JUPITER JACK' every 10 secs. He really drums it into your head and just gets you to feel 'Must Buy Jupiter Jack NOW!' or maybe it's just me.....
    {{ DiscussionBoard.errors[1345278].message }}
  • Profile picture of the author ForeignProfessor
    I agree it's a decent video etc, but I was left with one question:

    Is the reason he's speaking so loud because if you don't your cellphone won't pick up your voice when mounted on the dashboard like that?

    I've never tried talking on my cellphone at that distance so I don't know..
    {{ DiscussionBoard.errors[1345296].message }}
  • 1) Mass public problem
    2) Convenient, effective and cheap solution
    3) Product's benefits orderly presented in a lively and attention-pulling fashion by a celebrity (social proof).
    4) Strong call to action (US$19.99 offer)

    PS: I disliked being yelled at. He should tone it down a notch or two. One thing is being enthusiastic in your presentations (aka Tony Robins or Russel Brunson), and a whole different thing is to yell like a red neck.
    {{ DiscussionBoard.errors[1345327].message }}

Trending Topics