There are five powerful techniques that will add compelling strength to your sales copy. I'm even going to tell you a hidden benefit technique. But first, a word of caution: When these techniques are properly applied, they are most powerful marketing strategies in world bar none. You stand a good chance of increasing sales so much that you may experience order fulfillment challenges. Be sure you can promptly fulfill extra orders you are bound to generate!
Magic Technique #1 -- The Single Most Compelling Benefit
The strategy Iím about to reveal to you has to do with your headlines. First, letís do a quick review of process of creating them.
Study your product. Write down all obvious benefits (from prospectís point of view) on 3Ē X 5Ē cards. Write as many as you can. Often, youíll have best headline you could ever find from this procedure. If so, prepare your ad with obvious benefit headline.
Youíll 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 headlineís promise.
By using this special strategy, Iíve 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 Ė to get it read. If ad is not read, you have no chance of making a sale.
Magic Technique #3 -- Ask for order
Unsuccessful marketers are reluctant to ask for order. For any offer to be successful, you must be clear and explicit as to how you ask for order. Include every detail, even if it seems obvious to you. Make it easy for prospect to buy. Itís also important that when you ask for order, prospect should have been primed for close. The sequence of presenting copy elements (and hot buttons) is crucially important.