An Internet Marketing Secret: Using Tie-Downs to Increase Sales

Written by Mike Adams


Copyright 2005 Mike Adams

If you could get your prospective customers nodding their heads in agreement with every major point in your sales copy, that would be likely to increase your sales, wouldn't it?

If you could get people saying "yes" to almost any marketing statement of your choosing - long before they even get torepparttar close - that would be valuable to you, right?

Did you find yourself agreeing withrepparttar 146652 last two questions? You've just experienced a sales technique called "tie-downs." One very old direct sales principle is to get people to say yes to multiple little questions. This gets them agreeing with you and also gets them used to saying yes. Psychologically, they will then be more likely to say yes when you ask forrepparttar 146653 sale. One sales technique for achieving that isrepparttar 146654 tie-down.

Why use a technique from direct sales in direct marketing? In a famous advertising and marketing story, Albert Lasker was a junior partner atrepparttar 146655 Lord and Thomas advertising agency in 1905 when he read a note from John E. Kennedy declaring that Kennedy knewrepparttar 146656 secret of what advertising is. Kennedy, a former Canadian mounted policeman, was new to copywriting and not yet known in advertising circles. But by an interesting quirk of fate, this wasrepparttar 146657 question Lasker had been trying to figure out. Lasker met Kennedy, and Kennedy declared thatrepparttar 146658 secret is, "Advertising is salesmanship in print." Lasker and Kennedy went on to revolutionize advertising and marketing forever with those words, and Lord and Thomas became one ofrepparttar 146659 most famous advertising agencies ofrepparttar 146660 day.

No matter how many people are visiting your website and reading your marketing material, you are still talking to only one person at a time. You are still selling one person. This sounds like a simple concept, but many advertising and marketing people still don't get this secret. That means that if you understand this, you have an advantage in Internet marketing. You understand that advertising is salesmanship in print. And you know that you just need to talk with this one person and get their agreement to purchase your product. And withrepparttar 146661 power ofrepparttar 146662 Internet, you can do this with dozens, hundreds, even thousands per day.

Tie-downs are one ofrepparttar 146663 first tools to add to your new salesmanship toolbox. A tie-down is a short phrase that can be added to a statement to turn it into a question. You use a tie-down to turn a point that you want to make into a question that your prospect will agree with. It's one way of getting your prospective customer to start saying yes long before you go forrepparttar 146664 close.

A few examples of common tie-downs include:

Prompt Delivery Rules Internet Product Sales

Written by Richard A. Chapo


The Internet isrepparttar fastest growing source of mail order sales. The explosive growth inrepparttar 146588 goods and services sold online has inrepparttar 146589 past taken many online sellers by surprise: demand has outpaced supply, depleting inventories and disappointing customers. This can lead to serious problems withrepparttar 146590 FTC.

The FTC has issues directives spelling outrepparttar 146591 ground rules for making promises about shipments, notifying consumers about unexpected delays, and refunding consumers' money. Enforced byrepparttar 146592 FTC,repparttar 146593 Mail or Telephone Order Rule applies to orders placed by phone, fax orrepparttar 146594 Internet.

Complying With The Rule

By law, you must have a reasonable basis for stating that a product can be shipped within a certain time. If your advertising doesn't clearly and prominently staterepparttar 146595 shipment period, you must have a reasonable basis for believing that you can ship within 30 days.

If you can't ship withinrepparttar 146596 promised time (or within 30 days if you made no promise), you must notifyrepparttar 146597 customer ofrepparttar 146598 delay, provide a revised shipment date and explain their right to cancel and get a full and prompt refund.

For definite delays of up to 30 days, you may treatrepparttar 146599 customer's silence as agreeing torepparttar 146600 delay. But for longer or indefinite delays - and second and subsequent delays - you must getrepparttar 146601 customer's written, electronic or verbal consent torepparttar 146602 delay. Ifrepparttar 146603 customer doesn't give you approval, you must promptly refund allrepparttar 146604 moneyrepparttar 146605 customer paid without being asked byrepparttar 146606 customer.

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