Category: Persuasion
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Writing Sales Letters: Major changes starting now, and how to sell old and unusual stuff
First some administrative stuff. Next year I’m making a number of changes in my business. One of the things that will be changing is I will be doing a lot fewer copywriting critiques. So if you’ve been considering getting one of those powerful 7-Step Detailed Sales Copy Overhauls, book it now, because after Friday, December…
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Lead Generation Marketing: On Black Friday, Cyber Monday and other opportunities to spend like a wild hyena
So it’s “that” time of the year already. And yes, of course, time’s gone by too quickly… everything feels overwhelming… and it’s hard to imagine things are starting all over again in less than 6 weeks. But one thing you’ll find this time of the year, is that everyone seems to be having a sale…
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Writing Sales Letters – VIDEO: 9 Emotional buying triggers most people COMPLETELY miss
Recently, I’ve been playing around trying to learn how to use Keynote. It’s Apple’s version of PowerPoint and frankly, I like it a lot. It’s got a number of really cool features — most of which I’ll never use, but… it’s fairly user friendly and extremely flexible, and that’s what’s important. *** 42, 5-star book…
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Writing Sales Letters – 2 Questions NOT to ask in a sales letter:
If you own my Keepin’ It Real Copywriting Workshop, then you already know the value of questions, when you’re selling in print. But just like there are GOOD questions to ask… there are also really BAD questions to ask, as well. *** 42, 5-star book ratings on the amazon.com direct response best-seller list *** For…
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Writing Sales Letters – Case study: Great takeaway selling last weekend in Orlando
So last week my wife and I went to the Food and Wine Festival, up at Epcot in Orlando. Here are some photos: We had a GREAT time as we always do, and we experienced one particular buying situation that reminded me, just how important “scarcity” is. *** Now 42, 5-star book ratings on…
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Writing Sales Letters: Outrageous claims like he invented the question mark… and that chestnuts are lazy
If you’ve watched the original first, Austin Powers movie, then you’re probably familiar with today’s subject line. But the truth is, while it’s important to make strong claims — it’s also important to make believable claims. And all too often — especially online — it seems like common sense is tossed out the window, when…
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Writing sales letters: 5 Reasons why some people sell effectively… and others fall flat on their faces
Wow, another busy week here at chez Garber… The older I get (48 next month), the less effort I put into selling and the more effort I put into the trimmings surrounding the sale. And oddly enough, when you do this… it becomes much easier to make your sales. What I mean is, much of…
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Emotional Direct-Response Marketing: The Thirsty Salesman Story
An optimistic young salesman was found walking around the office one day, with his shoulders slumped and his normal smile missing. Apparently, he’d just lost an important sale and was feeling disappointed. Sometime shortly after the young salesman’s disappointment, an older (and much wiser) veteran salesman comes strolling through the office. The old salesman often…
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Small Business Marketing: The Law of Importance and how to Profit from it
My first foray into sales involved selling on the phone and face to face. I was a “headhunter” — a recruiter placing financial executives (controllers, CFO’s, CPA’s) into jobs, mostly in private industry. Most of the job involved telephone sales, and perhaps 15-20% of the job involved in-person sales. Then I got into commercial insurance.…
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Writing sales letters: Why does love got to be so sad?
If you’re a baby boomer, you probably recognize this subject line. It’s the title of an old Eric Clapton song. I was listening to a lesser-known version of this song, earlier today, from Clapton’s “Live at the Fillmore” set, from 1970 when Clapton was playing as Derek & The Dominos. This was right around the…
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Writing sales letters: the objection before ALL other objections – here's why you MUST address it
Your son wants to play ball with you right now, and your knee-jerk reaction is… what? Your wife needs you to run to the mall with her to help her with some returns. Your first thought is…? Your tooth is simply killing you and you HAVE to make an appointment to see your dentist and…
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Small Business Marketing: Point of arousal
Most people don’t know how to sell. They come close… but they miss a few key components that would otherwise make the sale work like gangbusters. For example, if someone’s selling an expensive pair of jeans, they’ll talk about things like the kind of materials used to make the jeans, and where they come from.…
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e-mail marketing tips: A simple way to reduce risk that has nothing to do with guaranteeing ANYthing
Unless you’ve been living under a rock, then you know one of the most important things you can do to eliminate any risk associated with your purchase, is to offer very solid, very believable, completely unconditional guarantees. After all, if someone’s unsure of you, or your ability to deliver and make good on your promises…