Three Important Concepts for Building Enormous Perceived Value and Selling Your Products for Top Dollars

Three Important Concepts for Building Enormous Perceived Value and Selling Your Products for Top Dollar

Dear Internet Business Friends,

One of your core responsibilities as a copywriter is raising the perceived value of the product you’re selling so you can charge premium prices.

This is especially true when selling information products.

Concepts #1

Perceived value and actual value in this case are inseparable.

When selling information products, you’re actually doing your customers a disservice by not maximizing the price and perceived value of what you’re selling.

Consider this analogy ...

Suppose you’ve got one heck of a sore throat and you go to the doctor for help. Which of these two scenarios would be more likely to make you feel better ?

Scenario A :

Doc listens to you for a few minutes and then sticks his wooden thingy

on your tongue and peers down your throat.

Next thing you know he’s telling you to go to the corner store and pick up some throat lozenges for $5, take a couple of aspirin, and call him in the morning.

Scenario B :

Doc does his thing and then writes you a prescription for some extra strength medicinal grade throat lozenges for which you’ll have to pay a pharmacist $20.

So which is it ? Most certainly you’d have more confidence in Scenario B. And therefore you would indeed feel better as a result of following that course of treatment.

Now what if I told you they were the same lozenges ?

Thousands of double blind “placebo” studies prove that regardless of what’s in those lozenges, Scenario B is going to have you whistlin’ Dixie a whole lot faster than Scenario A. Doctors have even been known to write prescriptions for over-the-counter medications for this very reason.

By feeding the mind a high value expectation, you can expect a high value result.

We’re all far more likely to derive value from something when we pay a price for it. The higher that price, the better. I know this is weird science, but it is absolutely true.

Once you firmly grasp this concept, you will always feel proud of charging premium prices and building perceived value that supports them. You’ll be incredibly motivated to do so.

The more you charge for your product, the more your customers will value it. And the more they value it, the more they will do with it. And the more they do with it, the more they will benefit. Do you see the logic ?

Concept #2

The subconscious mind can’t tell the difference between a real and an imagined experience.

The key to unlocking an avalanche of sales and getting top dollar for your products is to create the illusion of ownership in your prospects’ minds. Before they will take actual ownership by giving you money in exchange for your product, they must take mental ownership by experiencing what ownership will be like.

You build that feeling to some extent with pictures and testimonials and by demonstrating benefits. But most of all, you do it by getting your prospects to daydream about their future life. A life that is the result of what they can do, have, and become with your product.

The key trigger words are “imagine ... ,” “picture ... ,” “what if ... ,” “can you see yourself ... ” and the like. These words tell your prospects to withdraw from the senses and go inward, into the theater of their minds, where mental movies are created. These mental movies are about the future, but they are based on memory, and therefore highly personal to your reader.

If I were to say to you, “imagine her kissing you like you’ve never been kissed before,” I can say with 100% certainty that your mind will conjure up an image from memory that is unique to you. And that image will be imminently more powerful and moving to you than anything I could possibly describe.

I can guide your visualization, but you will build it with vivid images pulled from memory that are entirely personal to you. That’s why it’s best to present several different possible scenarios to your prospects. Different peoples’ creative imaginations will be triggered differently. So play around with different suggestions and increase your odds of hitting the mark.

“Imagine turning back the clock on your health. What would it be like to have virtually unlimited energy to burn ... to bound through the day like a teenager again ... to never experience the aches and pains of middle age ?

“Picture yourself powering through the workday ... towering over others in intellect and concentration ... and then coming home refreshed and looking forward to a night on the town.

“Instead of crumpling like a sack of potatoes on the couch, you’re out partying with friends into the wee hours of the morning ... skinny dipping ... and topping the night off with a couple of hours of passionate sex by the pool.”

The body only goes where the mind has already traveled. Remember that.

Once you’ve ushered your reader into the theater of his mind, you can then plant further ownership suggestions. You can send powerful signals to his subconscious mind by presupposing he will take the necessary action required to bring the imagined experience into actual experience.

If you’ve put yourself in the right “mental set” before writing your copy — creating a positive expectation in your mind that your prospect will buy — you tend to do this naturally.

Your writing will assume the sale.

Instead of writing :
“You could increase your take home pay by up to 40% without an increase in salary if you were to take advantage of my new tax zapper investment plan.”

You’ll be more likely write :
“You’ll increase your take home pay by up to 40% without an increase in salary when you take advantage my new tax zapper investment plan.”

Or if you’re really in the zone :
“You are increasing your take home pay by up to 40% without an increase in salary with my new tax zapper investment plan.”

The conscious mind doesn’t see a lot of difference in these three sentences. They’re all pushing the same benefit. But to the subconscious — which can’t tell the difference between a real and an imagined experience — I can assure you, the difference is night and day.

Note the differences :
The first sentence creates a mental image of self as yet undecided. The second sentence creates a mental image of self already decided and looking forward to the intended benefit. The third sentence creates a mental image of self enjoying the benefits of ownership in the present moment.

Which one creates a stronger feeling of ownership when you stop and think about it ? Go back and compare them carefully.

Concept #3

The fear of loss is greater than the desire for gain.

Anyone who’s watched the stock market for any length of time knows that markets fall much faster than they rise. The reason for this is that people place a much higher perceived value on that which they already own. They can’t bear to imagine it being taken away from them.

Think of your pet for example. What kind of a premium over purchase price would you place on your pet’s head ? Is your pet any cuter because YOU are its owner ? It certainly seems that way, doesn’t it ?

And the more work you put into ownership the more ownership you begin to feel. Somehow the more involved you were with house training, feeding, exercising and otherwise caring for your pet, the more valuable little Rex or Patches becomes to you. As if your efforts in these areas somehow create more value than somebody else’s.

In the same way, you can increase the perceived value of your products with involvement devices and contests that mentally commit your prospect to the sales process ... hurdles to overcome such as applications that must be submitted before someone can buy ... and other “work” that similarly invests your prospect.

The more you can strengthen the feeling of ownership, the more effectively you can leverage the fear of loss. Scarcity is a powerful tool on its own, but its power is amplified many times over when a sense of ownership has previously been cultivated.

The allure of “FREE” also derives its power from this natural human inclination to overvalue that which we already have, relative to what we may hope to gain. Have you heard the expression, “a bird in the hand is worth two in the bush” ?

What the word “FREE” really means is “FREE from risk of loss.” Given the choice between a free $10 off coupon, and a coupon worth $20 that costs $7, the overwhelming majority of people will take the free coupon. Is that stupid ?

Perhaps, but it all goes back to our primal fear of loss. The second offer is clearly better, but the first one is free of risk of loss.

What this means is that you can enhance perceived value dramatically with free stuff piled on top of your basic offering. The perceived value of free stuff actually exceeds the dollar value you attach to it. And once a sense of ownership has been established for that free stuff, you can then create scarcity that threatens to take it away from people if they fail to act immediately. And they will be powerfully motivated to do so.

So let’s review :

Step 1 — Come to grips with your responsibility to charge premium prices, and create perceived value that justifies those premium prices. Realize that it is in your prospect’s best interest, and that perceived value and actual value are tied together at the hip.

Step 2 — Leverage the subconscious mind’s inability to separate fact from fiction. Stimulate “ownership” imagery in the theaters of your prospects’ minds. Presuppose the sale as well as the realization of its desired benefits.

Step 3 — Create a condition of scarcity or urgency that threatens to take away what your prospect has already become mentally attached to.

There you have it, a three-pronged plan of attack. Charge premium prices, build perceived value, and prosper.

To Your Success

Wingcent Ning
Success-Biz Marketing
wingcent@gmail.com
http://mysignaturebusiness.blogspot.com
Singapore

Who was the Real Marketing Gunies ?

Who was the Real Marketing Gunies ?

Dear Internet Business Friends,

When it comes to marketing strategy blunders, pretty much everybody remembers the nosedive failure of New Coke, right ?

But what most people don’t know is the fascinating story behind the story, and the valuable lesson it reveals ...

Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist, on May 8, 1886.

Pemberton brewed the mixture in his backyard in a three-legged brass kettle. The original ingredients were lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub.

The concoction was originally intended as a nerve and brain tonic. People seemed to get a buzz off it, and it quickly became popular. Coca-Cola was soon served at pharmacy soda fountains far and wide.

The company thrived, dominating the cola market with virtually zero serious competition for decades while its nearest competitor, Pepsi, repeatedly flirted with bankruptcy.

In the thirties, Coke had a chance to buy Pepsi’s assets at a ridiculous fire sale price. Management sneered. Pepsi survived, and by the mid-forties began to prosper.

So much so, that by the early eighties, Coke was about to lose a marketing trump card to Pepsi.

Coke had been losing market share since the end of the Second World War, declining from 60% at that time, to just 24% in 1983.

Pepsi was winning the cola marketing wars with ads that showed blindfolded people taste-testing Coke and Pepsi, and then testifying their preference for Pepsi.

These ads were very effective because many of the people who said Pepsi tasted better were died-in-the-wool Coke drinkers. Seeing their fellow Coke drinker’s shock and dismay in discovering they actually preferred the taste of Pepsi was very persuasive.

Coke drinkers found themselves running down to the corner store to buy Pepsi so they could take the challenge too. Some became converts who then turned their friends on to the Pepsi challenge, and the campaign spread virally.

Pepsi was about to claim that not only did it taste better than Coke ( as proven in blind taste tests ), but that it was actually more popular. This would have added even more fuel to Pepsi’s already serious challenge to Coke’s market dominance.

Coke was also losing market share to new market entrants who catered to the rising consumer preference for diet, citrus, and caffeine-free beverages, while Pepsi’s marketing strategy was continuing to win new customers.

Better taste was the main thrust of their advertising. Why else would anybody drink such an otherwise worthless mixture of ingredients ? It seemed true. People really did prefer the taste of Pepsi.

This fact was further borne out by the runaway success of Diet Coke. Coke actually developed it from the ground up to taste more like Pepsi, rather than simply replacing the sugar content of the original recipe with artificial sweeteners.

All of the evidence pointed to Coke having a taste problem with the original recipe. Coke had, in fact, been working in secret for years on a new one.

Drawing on the success of Diet Coke, Coke’s marketing strategy called for the modification of that recipe to a sugar-based drink. They felt they could finally turn the tide by introducing “NEW Coke,” based on that formula.

In pre-launch blind taste tests, people thought the New Coke tasted sweeter and smoother than the original. Extensive research revealed that people preferred the New Coke to both the original Coca-Cola recipe and Pepsi.

New Coke was the solution, but what to do with the original ?

If they kept both on the market, it was a sure bet Pepsi would be able to claim it was more popular than both! And a marketing strategy that promoted both a new and an old Coke would only confuse the public and dilute the brand.

So the original recipe was dropped.

What happened when New Coke was introduced ?

It bombed completely, and utterly ! Here’s the brilliant tag line they used to introduce it. “The Best Just Got Better, Coke Is It !” Gee, that looks like a winner.

People hated the New Coke, many without even having to taste it. And they were incensed that the original had been “stolen” from them.

Within a week, thousands of stunned and outraged Coke drinkers flooded the company’s toll-free number, threatening to switch to Pepsi. In one bizarre communiqué, a retired Air Force officer explained how he had wished to be cremated and interned in a Coke can, but was now reconsidering.

One hundred years and countless millions of dollars in advertising had made Coca-Cola a part of people’s very identity. Drinking Coca-Cola wasn’t about taste at all.

It was about mental association.

Emotional Opium !

The act of raising that funny looking spiral bottle to your lips ... the cane sugary fragrance that followed ... the sharp carbonated bite that set your throat ablaze with each vigorous swig. For many people, the whole experience was anchored deeply to fond, albeit sometimes even imaginary memories — memories that had been reinforced repeatedly by Coke’s marketing.

Coke had no choice but to bring back the original recipe, amid a huge fanfare of publicity, as though it were the second coming.

Immediately Coke’s switchboards lit up like Christmas trees. Over the next several days, over eighteen thousand calls of gratitude came pouring in. One caller said she felt as if a lost friend had returned home.

The comeback of the original recipe drove Coke’s stock price into the ozone — to the highest level in twelve years ! Coke drinkers everywhere wept syrupy tears of joy and gratefulness at the miraculous redemption of their beloved caustic black glop.

What a hullabaloo about nothing. Sugar water.

For heaven’s sake !

Incredibly, from that point forward the tide turned. Pepsi’s clever ads lost their effectiveness. And Coke maintained the pole position. But the story doesn’t end there ...

Years later, a few enterprising neuroscientists decided to conduct their own taste tests — but with an interesting twist. They put the tasters in MRI machines so they could monitor the blood flow inside of their skulls while they drank.

They sent either Pepsi or Coke gushing down a long tube into the taster’s pie holes. Sometimes they were told which glop was coming. Sometimes they weren’t. When they knew what was coming, a particular part of the brain that deals with working memory and associations lit up. And it lit up more brightly with Coke than with Pepsi — proof positive that branding works !

The real attraction of Coke was not in the taste — not at all. It was in the symbolism. Coke symbolized the energy of youth. Drinking Coke identified you as hard driving, someone who worked and played for keeps, living life to the fullest.

So what can we learn from this story ?

Well for me, the most interesting aspect is the sway that drama and spectacle have over people. There’s a reality TV flavor to all this, isn’t there ?

Pepsi could have easily quoted some stat about how 3 out of 4 people or whatever it was prefer the taste of Pepsi in blind taste tests. But they dramatized it. They tickled our primal competitive nature and made an entertaining game of it. They showed real Coke drinkers experiencing the shocking realization that they did indeed prefer the taste of Pepsi.

And then there was the amazing drama of betrayal and redemption that followed when Coke pulled the plug on the original recipe. This was priceless theater and perhaps the biggest take-away selling gambit in marketing history. Overnight, the perceived value of the original recipe went through the roof !

At the end of the day, who was the real marketing genius ?

The common lesson in all this is the power of spectacle to draw attention to your offering and create sustained interest in your sales message.

How will you use it ?

To Your Success

Wingcent Ning
Success-Biz Marketing
wingcent@gmail.com
http://mysignaturebusiness.blogspot.com
Singapore

The Big Question on Targeting the Market

The Big Question on Targeting the Market

Dear Internet Business Friends,

People often asking :

“Is there a method for getting inside the heads of a target market ? You talk about the importance of understanding a target market’s desires, fears, frustrations, beliefs, and so forth ... but how do I do that ?”

This is a great question ...

EVERYONE marketing online should be asking it. So I’ll give you the answer today ...

Some marketers seem to be psychic. They just seem know what people want. I’m not one of them. And in my experience, most entrepreneurs are not.

Most of the business people I’ve worked with, even IF they’ve been working with a particular market for years, generally DO NOT have a good handle on what’s going on inside people’s heads when those people are online trying to solve their problems.

One of the biggest mistakes a freelance copywriter can possibly make is to take what a client says about their target market at face value.

Your clients are either too close to their own businesses to be objective, or they just don’t understand the online dynamic.

There is a lot of guess marketing going on. And guessing probably isn’t going to give you the stellar results you’re looking for.

See here’s the deal. To sell effectively online, it’s essential you demonstrate extraordinary empathy for the people you’re selling to. He who demonstrates the most empathy wins.

And having an accurate read on your target market’s desires, fears, frustrations, and beliefs is the foundation on which that empathy is built.

“Creative genius in advertisingis the result of taking pains” ...

I believe that’s where genuine empathy comes from as well.

While your competitors are busily aping one another and guessing about what to test next, you’re quietly zeroing in on the real hidden hot buttons that will allow you to quietly eat their lunch.

When you’re pushing them, it’ll set you apart, because as your target market reads your copy, they’ll have the feeling you know them, that you understand them, and that you’ve walked in their shoes.

I’ll give you a high level overview here ...

The first thing I try to do is clear my mind of any pre-existing theories, opinions, and conjecture about what makes the market tick. I want to approach my research with a mind that’s as open as possible. And just let the market tell me what it’s thinking.

It’s not enough to talk to a few qualified prospects. You need an aggregate snapshot.

Lurk and Learn ...

A lot of my research takes place on blogs and forums. These are great sources of insight, particularly if they are highly trafficked, and contain ads for competing products.

If the site owner is displaying ads, it means you can test your copy in the same place where you research. And if other marketers are advertising repeatedly, you can be reasonably sure you’re researching fertile buyers.

I look for relevant threads and posts with lots of comments, and I read everything.

I’m looking for three things :

1 ) Pain points
Someone expressing a frustration about the kind of product I’ve been called upon to sell or a problem that product solves.

2 ) Aspirational statements
When someone says, in effect, “damn, if only I had this or that capability then I could do, be, or have, _________.”

3 ) And questions
Somebody simply asking a question that’s relevant to the product or service category I’m dealing with.

I record these comments in a spreadsheet with three tabs entitled goals, problems, and questions. I actually copy and paste the comments into the appropriate sheet so I can capture the language and phraseology of the target market.

I enter the comments horizontally across each sheet. And as I’m entering, I’m categorizing. This person said this. That person said that. But they’re both kind of saying the same thing. So I’m putting headings at the top, and copying similar comments vertically down the sheet under the headings. This allows me to quantify how prevalent a particular problem, aspiration, or question really is. Is it representative ?

If there are numerous entries under a particular heading, then that tells me that more than a few people share the same view. What I’m trying to do is develop a composite profile of my target buyer. But I’m not done yet ...

When I’ve got a significant number of entries, I then go back over each sheet and highlight what I call “quality sentiment.” What’s quality sentiment ?

That’s where an entry contains passion. It’s where somebody is using emotionally charged language to express themselves. Or somebody is demonstrating an obviously intense interest in the subject matter.

By the time I’m done “taking pains,” listing, categorizing, and quantifying, I literally begin to feel the emotions of the people I’ve been studying, because I’ve immersed myself in their thoughts so deeply.

Not only that, I can begin building a complete profile on my composite buyer. I can begin to imagine what this kind of person would think in other situations that I may wish to explore in my copy.

Apply this same discipline when analyzing or building a list ...

Often, when you come to one of my squeeze pages, you’ll see a single question survey that says something to the effect of “what’s your biggest question, goal, or problem about x ?” When the data comes in, I run it through the same process I just described.

It’s almost magical. This simple act of immersion begins to give you an exceptional level of empathy for the market — a level that so few of your competitors are going to possess. And the really cool thing about this approach is that you’re actually getting into the heads of the people you’re going to be communicating with and trying to persuade.

You’re actually pulling data from the same sets of eyeballs that will be consuming your copy.

I mean think about this. If you’re doing your research on blogs and forums, many times you can advertise directly to the very people you’re researching. If you’re pulling the data off your opt-in forms, you’re doing it in real time. People are giving you information at the exact moment they’re interacting with your webpage. This is powerful stuff !

What I find is that if you can figure out what people’s biggest goals, problems and questions are, you’re also going to have a pretty good idea about lots of other things.

You’re going to know what objections they’re likely to have. You’re going to know what alternatives they’re considering to solve the problem you’re hoping to help them with.
You’re going to have a picture of their lifestyle and how your particular solution will impact that lifestyle. You’re going to know who they trust, who they’re suspicious of, and who they despise.

And somewhere in your research, a set of dominant beliefs and emotions about the problem they’re trying to solve will begin to emerge.

Do you think that kind of insight might be helpful to you when you sit down to write your copy ?

You can outsource the research, but you won’t have the same kind of gritty, organic handle on your buyer. I can tell you there’s nothing like it when it comes to organizing your promotion.

You can create a skeletal outline that addresses the market’s concerns by order of importance, and you can put meat on those bones far more easily than you otherwise could.

And because you’ve taken the time to quantify and qualify the data, chances are you’re going to be much more in tune with the market’s dominant desires, beliefs and emotions than even the most intuitive copywriter who takes a less rigorous approach to research.

In my experience, one of the fastest ways to increase the response of any webpage or promotion is to harmonize the lead benefits as closely as possible with what the market is telling you.

If your composite buyer is telling you she believes losing 15 to 20 pounds a month is believable ... then put that specific claim in your headline, even if you can do better.

If your composite buyer is saying she’s fed up with diets that leave her hungry and unfulfilled, tell her that other women are slimming without cravings or suffering, assuming that’s true. Put it right in the headline.

There are literally dozens of combinations of claims and promises you could make, but only one right one that will maximize your sales.

What you or your client thinkdoesn’t amount to a row of beans ...

Listen to the market. Let it guide you. And then test what it tells you.

From the goals, problems, and questions you’ve listed, categorized and prioritized ... from the dominant emotions and beliefs you’ve been able to infer from that data ... you are in a position to assemble several test panels. Pit them against each other and validate your research.

Yes, it is work !

Is it worth it ?

If basking in the glow of bigger online winners, more often, is appealing to you ... then the answer is YES !

To Your Success

Wingcent Ning
Success-Biz Marketing
wingcent@gmail.com
http://mysignaturebusiness.blogspot.com
Singapore

Could this be your biggest Copywriting challenge ?

Could this be your biggest Copywriting challenge ?

Dear Internet Business Friends,

Being human, every thought we have manifests itself in our behavior in some way. The more pervasive and persistent a thought is, the more significant the manifestation.

If this weren’t true, there’s no way you could persuade anyone to do anything. When someone reads your copy, you are guiding them to have certain thoughts.

And those thoughts impact their behavior in some way. You want that impact to move your prospect closer to a purchase.

Therefore, the secret to creating the thoughts that will motivate your reader to opt in to your list and buy your products begins with your own thoughts.

There’s an old saying. “People tend to do pretty much what we expect them to do.”

If you approach your writing tasks with a positive expectation that people will buy, you are in effect programming your own behavior.

You are giving your subconscious mind the fuel it needs to find the creative hooks and language patterns that will create the desired cognitive outcomes in your reader’s mind.

The law of sympathetic vibration ...

In many ways, the end goal of persuasion is a transfer of enthusiasm for a particular course of action. Your prospect’s pulse has to be quickened.

On the way to that end goal, there are a series of intermediary thoughts and feelings that must take place as well.

And these thoughts and feelings are colored by the pre-existing beliefs, prejudices, interests, fears, frustrations and desires of the target market. At any one time, there are a number of “issues” playing themselves out just under conscious awareness.

Your primary goal is to enter one of those internal dialogs.

In essence, you are echoing your prospect’s existing thoughts and emotions back to him. You are validating and affirming them. And at the same time promising him something he desperately wants.

Having entered his world, you can then begin directing the conversation. You can begin leading him to new thoughts, new feelings, and new realizations that will have a positive impact on his life.

This job becomes infinitely easier — and your copy becomes infinitely more effective — when you can actually experience those same thoughts and feelings.

When you can enter your prospect’s world and experience his pain, hopes, and dreams for the future ... communicating on his wavelength becomes easy.

The same is true of the states you must then lead him through on the way to the sale.

You want him to believe. To be convincing, you must first become convinced. You must have total and utter faith in the efficacy of the product or service you’re selling.

You want him to get excited about buying. Then you must have genuine enthusiasm for the blessings you are bringing into his life.

And you must have these things in such abundance that the very idea that a qualified prospect could walk away from your offer is virtually incomprehensible to you.

As you approach your writing tasks with this kind of positive expectancy, you are setting yourself up to automatically transfer those thoughts and feelings to your prospects.

In other words :

Your mindset is more important than anything else ...

You may be divorced from your prospect in time and space, but there is a very real psychic connection between you.

Which begs the question, “how do I optimize my mental states as I work through the various phases of persuasion ?” Great question, grasshopper !

If you’ve taken my advice and done diligent online research, and you’re still not brimming with empathy for your target market, here’s the solution : Get out there and mingle. Talk to your target market in the flesh. Make some new friends.

Even better, become one of them for a day, a week. Share in their experiences, in their laughter, and in their tears. Walk in their shoes.

Not excited about the product ? How much do you really know about it ? Odds are your answer is, “not much.” Dig into it deeper.

I must confess, for years I had absolutely no interest in baseball. To me, it was just a bunch of clowns fussing over a leather ball with stitches in it — until a friend of mine who knows and loves the game took the time to explain it to me. Now that I’ve dug into it, I find it fascinating.

Chances are you’re not so enthusiastic about billy goats. But if you study billy goats ... find out how they manage to climb the sides of near vertical cliffs ... how they survive on scrub grass ... how they adapt to the seasons — if you find out all you can about billy goats — pretty soon you’ll find yourself really interested in billy goats.

My point being : To get enthusiastic, learn more about the thing you’re not enthusiastic about.

The difference between enthusiasm and hype ...

When you have that kind of genuine fervor for your offering and your market, it doesn’t come across as hype.

The authentic confidence, belief, and enthusiasm that come through in your writing are contagious, infecting your prospect, filling him with desire, and compelling him to act.

Most of all, these positive states fill your mind with positive expectancy. And when you have that positive expectancy, your writing just naturally propels your prospect in the direction you want him to go.

Have you ever had a personal interaction with someone who had a foregone conclusion that you were going to do something you had no intention of doing — perhaps even something you weren’t terribly keen on doing ?

What happened? If this person had any rapport with you at all, chances are, one of two things ...

Either you went along with the request, changing your plans without giving it a second thought.

Or, you felt internal conflict. You wanted to object, but you found it exceedingly difficult. You felt a great deal of pressure to comply. And you probably did.

Now ... what if that same person had come to you and asked you the same favor with no expectancy in their demeanor ? Chances are you would easily find a way to wriggle out of whatever it was they wanted you to do.

Well when you create a bond with your prospects, giving them genuine value before pitching them on your product, you can create that same kind of internal compulsion.

Your positive expectancy naturally causes you to use certain language patterns ...

You are much more likely to be future focused. And you will naturally tend to articulate outcomes, rather than the physical attributes of what you’re selling.

Let’s say you’re a real estate agent ...

You’re much less likely to try and sell a man a house than you are to sell him vivid mental images of himself playing with his family in the garden ... sitting in the front room cuddled up with his wife watching their favorite film ... entertaining envious extended family members on the terrace ... and so on.

You’re so darn personally sold on the benefits of the item you’re selling that you fully expect your prospect to say “YES.” Anything less seems sheer lunacy.

Of course, you do everything in your power to neutralize every possible objection on the way to that conclusion.

In fact, you’re incredibly motivated to do so, because you’re in love with your prospect and your product, and you take it personally that they should be together.

None of the required creativity, ideas, and phraseology will find their way into your mind without the conscious creation of positive expectancy, honest enthusiasm for the transaction, and deep conviction in your product.

Even if you do manage to fake some of this, your copy will lack the necessary congruency from beginning to end to be truly persuasive. Your mindset has to come first !

You should be proud to be a copywriter. Very proud — because one of the greatest services one man can render to another is to help him come to an intelligent decision.

To Know More on Copywriting and Create as many Sale Copy of your own without getting a pro copywriter , You May Check It Out Here.

To Your Success

Wingcent Ning
Success-Biz Marketing
wingcent@gmail.com
http://mysignaturebusiness.blogspot.com
Singapore

10 Power-Packed Ways To Spark Your Sales

10 Power-Packed Ways To Spark Your Sales

Latest feature article is : 10 Power-Packed Ways To Spark Your Sales
Read it now ...

1 ) Money on Advertising
Spend money on targeted advertising instead of mass media advertising. You don't want to waste your ad dollars on people who aren't interested.

2 ) Increase Profits
Increase your profits by concentrating on small details. Improving small things like text size, color, or graphics can really make a positive difference.

3 ) Keep Offers Flexible
Keep your offers flexible. If you offer a set price for your product, you could offer the people that can't afford it an optional payment plan.

4 ) Offer Bonus Product
Offer your knowledge or consulting as a bonus product. You could offer a free 15 or 30 minute consultation. This will add value to your product.

5 ) Personalize e-Mail Messages
Personalize all your e-mail messages so they get read. Include the recipient's name in the subject line. This will grab peoples attention quickly.

6 ) Keep Wet Site Consistent
Keep your web site consistent. You don't want to keep things on your web site that are unrelated to the theme of your web site.

7 ) Free Bonuses
Attract more subscribers to your free e-zine by giving them free bonuses like e-books, software, online services and other incentives.

8 ) Sell Advertising Space
Sell advertising space in your e-zine and on your web site. This will create an extra income stream for your business.

9 ) Ready your Web Site
Make your web site ready for the public. Have an "About Us" page and clear descriptions of what actions you want your visitors to take.

10 ) Plan your Marketing
Don't just start advertising everywhere, plan out your marketing. Locate places and publications that your target audience would congregate around.

Quote of the Day :
"The greatest virtues are those which are most useful to other persons."
... Aristotle

To Your Success

Wingcent Ning
Success-Biz Marketing
wingcent@gmail.com
http://mysignaturebusiness.blogspot.com
Singapore

10 Awesome Ways To Attract More Orders

10 Awesome Ways To Attract More Orders

Today's feature article, "10 Awesome Ways To Attract More Orders"
Read it below ...

1 ) Create Free eBook
Create a free ebook directory on a specific topic at your web site. People will visit your web site to read the free ebooks and may see your product ad.

2 ) Turn Web Site for Members
Turn part of your web site into a members only web site. Instead of charging for access, use it as a free bonus for one of your products.

3 ) Add Free Classified Ad Section
Add a free classified ad section to your web site. You could then trade banner ads with other web sites that have free classified ad sections.

4 ) Create your E-Zine
Create two versions of your e-zine so people can choose if they want ads included with it or not. This'll attract the people who hate ads to subscribe.

5 ) Publish your E-Zine
Publish your e-zine only on your web site. Have people subscribe to a "new issue" e-mail reminder. This could really increase your traffic and sales.

6 ) Sell Advertising Space
Sell advertising space in your product package. You could sell inserts, flyers, brochures, booklets, and digital ads for electronic products.

7 ) Offer Bonuses
Offer daily or weekly visitor bonuses. This will increase your repeat traffic and sales because your visitors will visit regularly to get the visitor bonuses.

8 ) Download Software or e-Books
Allow people to download software or e-books from your web site at no cost. Just ask your visitors in return if they'll refer their friends to your web site.

9 ) Build up People
Build up the number of people that join your free affiliate program quickly by temporally offering your product for free to the people that sign up.

10 ) Negotiate e-Zine Publishers
Negotiate with e-zine publishers to get free or discounted ads by letting them join your affiliate program and earn commissions on the ad you run.

Quote of the Day :
"Adversity reveals genius, prosperity conceals it." -- Horace

To Your Success

Wingcent Ning
Success-Biz Marketing
wingcent@gmail.com
http://mysignaturebusiness.blogspot.com
Singapore