Take Your Marketing To Level Three And Leave All The Stone-Age Marketers In The Dust!
by Art Jonak
Every day I get pitched by self-proclaimed network marketing and direct sales experts. They read a few copy-writing books, attend a seminar, write a few semi-successful ads or pull-through websites and now they become "experts" and try to sell you on:
"Sales Made Easy!"
"Marketing Made Easy!"
"Copy-writing Made Easy!"
Well, don't fall for this trap!
Most amateur copywriters write about their product's features. You know, all that glowing brochure stuff that's company oriented. For example:
The Acme Health Food pill has 25 micrograms of xylanthin garlicia extract, 14 milligrams of sansiastica ultima something, and comes in an amber container over 1 c.m. thick!
Yeah, the above features are great and really impressive, but what about the customer? Isn't the customer interested in benefits, what the product can do for him?
So, we graduate to the next level of sales and marketing -- benefits. We are taught how to turn each feature into a benefit for our prospect. Why? So the prospect won't have to extrapolate the feature into a usable reason to buy. For example:
The Acme Health Food pill has 25 micrograms of xylanthin garlicia extract. That's over twice as much as our nearest competitor, which means you'll save 50% on your xylanthin garlicia extract bill.
And the Acme Health Food pill has 14 milligrams of sansiastica ultima something, which will give you a great night's sleep. No more tossing and turning in bed.
And finally, the 1-cm. thick amber container keeps our product fresh. You'll never have to worry about photo degeneration and potency loss. You'll get pure product that will make you feel great.
That's where most sales people, marketing people and copywriters stop. But why not go up to the next level?
Why stay on level 1: features, or level 2: benefits, when you can ultra-turbo charge your sales volume by going on to level 3: objections.
What do you do at the objection level?
First, you write down all the reasons why you wouldn't purchase the Acme Health Food pill. Even though you are thoroughly thrilled with your favorite product, there must be at least one or two objections you can think of. Price? Delivery? Unsure if it will work? There are lots of possible objections you might have.
Now, get out your pen and paper and write down these objections and why these objections can be overcome. For instance, you might write down "price." Then, you'll say:
"It's only $1 a day, about the price of a Diet Coke. Which item do you think will improve your health more? The Acme Health Food pill or the Diet Coke"
Or, maybe your next objection is "delivery." Then you'll say:
"Delivery is in ten days. The Acme Health Food pill is only manufactured after you place your order. That's your assurance it will be so fresh, you'll feel like a 16-year-old all over again, but with better judgment!"
When you are done listing your personal objections, start a new list with your prospects' possible objections. Use method acting. Pretend to be the prospect. Think like he does, talk like he does, distrust like he does. List your prospect's objections such as:
.Do I trust this company?
.Do I trust this salesman?
.Will the product help me sleep?
.Will the product make me sick?
.Why haven't I seen the product advertised on TV?
.Is that really a fair price?
Now go through the same exercise of writing down answers to these prospect's objections.
With all these objections and answer information, you can now start writing your ad copy. Instead of talking features and benefits, you'll be talking directly to the prospects' concerns, their objections, their questions about your product or opportunity.
You'll gain your prospects' trust, completely put your prospects at ease, and make your prospects appreciate your offer when you write at level three. That's where the big payoffs are.
Pity those stone-agers still writing at level one chanting their company features.
Until next issue, happy prospecting!
Art Jonak
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Art Jonak's "103 Ways and Places to Sponsor New Distributors" super-manual is now on CD! Get a copy and he'll include a ton of FREE Bonuses! Get it at:
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