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Secret #3: Once she can picture your promise for herself, she’s ready for logical proof.
You’ve got her where you want her. Your words have carried her away to some place in her imagination where your product makes her feel more powerful, sexier, smarter, more beautiful – whatever. She really wants to believe it – all of it. She’s letting her mind run a little wild. She’s got top down on car you want her to buy. She’s downshifting into third gear coming around a hairpin turn. Her hair is blowing in wind, sun is on her face and a blue ocean sparkles in background.
But around next corner is Ms. Skeptic, just waiting to throw cold water on this carefully crafted picture.
It’s your job to make sure she never even sees little Ms. Skeptic. You reassure her with testimonials. You tell her salt air won’t harm paint job. You let her know that this car has best safety record of anything in its class, and she’ll never have to worry about breaking down again. In other words, you give her logical reasons to justify her emotional decision.
Secret #4: Your copy should focus on a single primary benefit – your Unique Selling Proposition
Every product should have one special selling point that sets it apart from every other product in its class. It’s your job to find out what that Unique Selling Proposition is and never let your prospect forget it. It’s OK to mention other benefits, but you should drive home USP more than any other point.
Recognize these classic USP’s? They sold a lot of products…
“We’re number two – we try harder.” “Your pizza delivered in 30 minutes or less, or it’s free.”
Secret #5: Always include a specific offer and ask for action.
You’re almost there. You’ve made her a promise that hooked her emotionally. You helped her see herself living that promise. You gave her plenty of proof that she was making right decision, and you stressed your product’s USP throughout your copy.
There’s just one thing left to do. You look her in eyes and state your offer clearly. Then tell her what she must do to get it. In other words, you close sale.
To summarize: • Make a PROMISE • Let your prospect PICTURE benefits • Supply PROOF that you are telling truth • Stress UNIQUE SELLING PROPOSITION • CLOSE sale by making a specific OFFER.
Copywriter Vincent Czaplyski owns Hampshire Cove Marketing, Inc., which provides copywriting and marketing services and products. Contact him at firstname.lastname@example.org Subscribe to his free bimonthly newsletter full of powerful marketing tips at http://www.SolidNetGold.com/mh-signup.htm.