**make the sale
but i also focus on another goal, that's secondary... but almost as important
in my eyes.
** Leave my reader better off and a little bit happier than they were BEFORE reading my stuff.
in other words... I want my reader to get something of value in return for
taking the time to read my sales letter, article, email, etc...
i do this by offering up incredibly useful and valuable information the reader can use, right away, to see a result they want.
in other words... instead of relying on hype or fluff to sell... i simply give them
what they're looking for.
but not all of it. just a nice sample.
I call it the Costco method of selling
you've seen those sample stations set up throughout the store... where the store employees are giving away free samples of food?
they do this to prove that what they're selling is pretty good.
and i try to do the same thing with my writing: leave the person a bit happier
and better off when they're done reading it.
and this includes giving away a very useful and valuable tip/technique
they can use right away.
this does a few things in your favor.
one, it proves you know what you're talking about, and sets you up as the expert.
and it also leaves the reader wanting to know more and more
and if they think to themselves "wow, if they're giving this away, i can only imagine what's in their paid stuff"
and like what Robert Cialdini mentions in his book "Influence"... the law of reciprosity is a major motivator.
if someone gives you something, you feel almost compelled to do something for them.
so, all of these things add up to why i like putting a very valuable tip/technique in my copy/articles/emails that the reader can use right away.
for example, if you sell a fitness program... give the reader a tip they can use to lift heavier weights or lose a few pounds right away.
if you're selling an acne product, show the reader one tip they can use to get clearer skin.
don't give away the farm, but just give something of value.
this will help your sales, trust me.
How many times have you read an email, sales letter, or article and afterwards you thought "this taught me nothing... it was just hype and hot air"
and did you rush out to buy what they were promoting?
but what if you read a sales letter/article/email that had a really incredible and useful tip they just give you... and you go out and try it, and it works.
Aren't you more likely to return and buy other stuff?
doing this, over time, if how you create raving fans/a following... and what Seth Godin calls "your tribe"
That's exactly why one of my big mottos is...
"leave someone a bit happier and better off when they're done reading your stuff than they were before they started"