Magic Technique #1 -- The Single Most Compelling Benefit

The strategy I’m about to reveal to you has to do with your headlines. First, let’s do a quick review of process of creating them.

Study your product. Write down all obvious benefits (from prospect’s point of view) on 3” X 5” cards. Write as many as you can. Often, you’ll have best headline you could ever find from this procedure. If so, prepare your ad with obvious benefit headline.

You’ll also want to try creating a hidden benefit headline to test against obvious benefit headline. You can find hidden benefit by answering this question: "If I had unlimited God- like power, what would be single most compelling benefit my prospects would like to gain from my product?"

The hidden benefit has nothing directly to do with product itself -- but answer to previous question can become your most powerful benefit -- and thus your headline, as well as main theme of your offer. Just make sure your product actually delivers on headline’s promise.

By using this special strategy, I’ve written some of most successful headlines in direct marketing history.

Magic Technique #2 -- Add power to headlines

Studies show that an ad headline draws 28% more attention if framed in quotation marks! The ad appears much more important because it gives impression that someone is being quoted. This makes it more riveting, and more likely to be read. And that is your first task – to get it read. If ad is not read, you have no chance of making a sale.

Magic Technique #3 -- Ask for order

Of course, there are some closing techniques that are more applicable to Web than others -- but I'll show you magical closing secrets that can dramatically increase your web sales, and rapidly increase your online income. This works best on direct response websites - i.e., those that focus on getting an immediate response in form of an order or lead.

Before we get started, I must emphasize that much of sale is made in presentation. The close is largely determined by how well you've presented product to prospect. Your objective, then, is to take prospect smoothly past point of closing, making it easy for him or her to come to a buying decision. You can accomplish this with strategic use of questions.

The All-Important Opening Question

When you're selling online, you don't have benefit of interacting with your prospect way you would in face-to-face selling. Therefore, first thing you say in your web copy has to be something that breaks preoccupation, grabs attention, and points to result or benefit of your product.

At any given moment, your prospect's mind is preoccupied with dozens of things. Therefore, a well-crafted question will cause prospect's thinking to be directed to what you have to say.

Your opening question must be aimed at something that is relevant and important, and at something that your prospect needs or wants. What do sales managers, for instance, sit around and think about all day long? Increasing sales! Therefore, if your target market consists of sales managers, here's an example of a question you can use as a headline or as first part of your copy: "How would you like to see a method that would enable you to increase your sales by 20% to 30% over next 12 months?"