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The All Important Opening
A lot of times we get wrapped up in our products. And why not? Weve worked for months putting our business together and our products are what people want to buy. When it comes to putting together a sales letter we want to explain every little detail so our prospect can see exactly what theyre getting when they make their purchase.
Isnt this the way it should be?
NO! The customer doesnt care about the late nights you spent meticulously researching your product. The customer wants to know just ONE thing: Whats In It For Me? (WIIFM) If you cant answer that one simple question, youll never be able to consistently sell your product or service.
In a sales letter or ad, you have less than two seconds to gain your prospects attention. The first major mistake most people make is to start out with a weak headline.
If your headline doesnt grab attention, then whatever you say in the body copy is meaningless.
The next biggest mistake is starting any piece of copy with a me message. A me message is all about you and your company. To your prospect me messages are boring! To get your prospects attention you must talk about THEM, not you. You must talk to their pleasure, their wealth, their challenges, their fears, their problems, and their joys. Every prospect is tuned into the same radio station WIIFM (as in Whats In It For Me).
One way of avoiding this after you have written your ad or sales copy is to reread it and circle all the me words. Words such as I, me, we, and our are me words. Rewrite the copy using you and your words, making it more interesting and exciting to your prospect.
Imagine how much fun it would be to see your profits go through the roof. To do this, you must clearly make your business stand out and apart from all your competition. You must convey your uniqueness without spending a fortune, and the secret is all in the sales copy.
You must create a Unique Selling Proposition (U.S.P.) What do you offer your prospects that your competitor doesnt or cant? Maybe its a better guarantee, better service, availability (reachable after 9 to 5), better location, or better customer treatment. Whatever you can do to set your business/services apart from your competition gives you the edge.
Something many business owners dont realize or are mistaken about is the length of guarantee they offer. Giving your prospect a 2-Year, No Questions Asked Guarantee is much better than a 90-day,
Money Back Guarantee.
The longer the guarantee, the more credible you and your business are perceived by your prospect. Typically the majority of your customers will never make use of the 2-Year Guarantee. Lets face it, by that time they like using your product, and/or theyve long ago lost the sales slip. BUT, when a prospect reads about the longer guarantee youre offering, it raises their comfort level and makes them choose you over your competition.
Always remember that when youre a small fish in a big pond you must be different to stand out. Making use of good advertising copy filled with words that make prospects eager to satisfy their WIIFM is the answer.
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