Last week, I revealed an embarrasing letter I used to send
out when I first got into copywriting, and how I tried to
pick up clients with it.
You can see that
here: http://www.kingofcopy.com/tips/do_not_make_this_same_mistake_081905.html
Anyway, here are the 5 things I did wrong in that letter
(there are actually a slew of things I did wrong, these are
just the 5 most "apparent" things:
1. Saying "Let's be honest here: That ad isn't working very well
for you, is it."
While most people are going to be totally appreciative of
your honesty, bluntly slamming someone, and doing it
literally in the second sentence of a letter you're sending
them...
Is as stupid as walking into a bar, going up to an
attractive woman you've never met before, and handing her
the keys to your hotel room!
Meaning...
There Was No Foreplay Involved!
Listen, sales is like seduction. And the better you are at
romancing your prospects and making them feel relaxed and
giving them a good experience, the more likely you're going
to make a sale.
No romance... equals no sale.
Period.
2. "If it didn't work the first time, why should it work
the 17th time?"
At this point, I've given the prospect absolutely no reason
at all why he should believe this.
He is NOT aware of direct-response principles... I've showed
him no examples... and I've given him no "reason why" sales
copy that would lead him to believe the statement I made is
true.
You've got to offer compelling "reasons why" for every
single statement you make. Otherwise your prospect will NOT
believe you.
And no belief... equals no trust... and that also... equals
no sale!
3. "And if you will give me a shot at fixing your ad, I'll
swear on all that is holy, it will pull MUCH better."
I have NOT defined what "fixing" means... and there is no
clear-cut offer here at all.
How much will I charge?
What's in this for me and what do I really want?
In other words, I'm not answering his unspoken objections or
concerns. And if you don't answer your prospect's concerns...
Again...
No Sale!
4. No Guarantee.
At this point in time, not only have I NOT made any kind of
compelling offer, but the prospect has no guarantees
against any downside risk on his end. He doesn't know
what's going to protect any time or money he may invest in
this process.
5. No testimonials.
Testimonials give people more comfort to take action, and
I've included none in this letter.
Overall, I just haven't answered he primary question every
one of your prospects has:
Why Should I Work With You?
Answer this question above all others in ANY kind of sales
copy you're writing. It'll go far towards making your
sale.
Tomorrow I'll tell you the one HUGE reason why even if I had
done ALL these things, it's very unlikely I would have
received ANY kind of response at all.
Now go sell something,
Craig Garber
http://www.kingofcopy.com
P.S. Wanna see more tips like this? Go check out the
archives
at: http://www.kingofcopy.com/tips/tiparchives.html
About The Author:
Craig Garber is America's top direct-response copywriter. Join the ranks of the swelling list of global VIP's who subscribe to his unconventional daily marketing moments, and discover how to seriously crank up your sales at http://www.kingofcopy.com
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If you're having difficulty selling to potential customers, one problem might be that they don't believe what you're telling them. Would you buy from someone you didn't believe? Probably not. So it's clear that your own credibility is critical to a succes......
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