Dear Friend,You #1 weapon in advertising will always be...
Superior Salesmanship. I am not a born salesman.
If you know my story, I didn’t even have a word of
English language on my lips when I first moved to North America. (Even now, my spoken English is not all that great and it comes with an accent that would put Arnold Schwarzenegger or Jackie Chan to shame.)
No, I wasn't born to sell. I had to learn selling... HARD way: making embarrassing mistakes, blowing deals right and left, losing clients... and going to outrageous extremes trying to identify world-class salesmen who would teach me way to do things right.
Well, it's taken a few years... quite a few years, I'll admit, but now I've identified "tricks of trade" of selling.
What Took Me Years Will Be Yours In 3 ½ Minutes Flat!
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Tricks of Trade #1 - People don’t like to be sold
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That's right! Although every year, trillions of dollars worth of goods and services are bought and sold -- billions through mail alone -- people actually don’t like IDEA of being sold.
What they DO like is idea of OWNING product, or taking advantage of service that is being sold.
Look at people in your own life -- friends, family, or business colleagues. Many of them, no doubt, love to buy things. (My girlfriend has a “black belt” in shopping) But I'll bet that none of them like to be sold.
In fact, with most people, if you try to sell them something, they'll become resistant. It's a natural response to perceived pressure.
In fact, selling may turn-off a prospect who was ready to buy. So if you can't SELL, what you can do is TELL. In order to tell you about my product or service:
* I get your attention...
* I build rapport with you...
* I explain what’s in it for you...
* I tempt you by appealing to your emotions...
* I create a verbal picture that teases your desires...
* I demonstrate how my stuff can easily solve your problems...
* I can prove to you that there’re a lot people just like you who have bought and are very happy with my stuff...
* I make you an absolutely irresistible offer...
* I describe a deal where you risk nothing, and yet stand to gain a great deal...
* I handle every single one of your objections...
This is exactly what you've gotta do when you’re writing a sales letter. Don’t apply pressure and don’t bully your prospect with force. Use a little finesse instead. Don't force it -- romance hell out of it.
If you TELL you, I don't have to SELL you... you'll sell yourself!
(And that’s killer salesmanship, my friend!)
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Tricks of Trade #2 - Hit ‘Em Where It Hurts:
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