Last thing I'm going to share with you this evening. Responseink is probably the most successful copy writing firm ever in the history of financial information. They have been responsible for over $1billion worth of sales for various financial newsletters, seminars and expos (including MoneyShow, who owns the Traders Expo). Anyway they have a newsletter they put out for those of us geeks who are interested in the process of creating salesletters and whatnot, and I am nothing if not a geek. Now, this is all some common sense stuff, but you would be shocked at just how rare common sense is.
Appeal to Your Prospectsâ Core Beliefs,
Values and Traditions
Every human being you meet is a bundle of beliefs â and everything youâll ever say to him or her will be filtered through those beliefs before being accepted as fact.
Contradict any one of those beliefs, and your sales argument grows weaker. Contradict enough of them, and your credibility is shot.
Conversely, acknowledging and using prospectsâ pre-existing beliefs to reason with them can be one of the most powerful persuasion strategies youâll ever use.
Here in the U.S., for example, the older prospects I appeal to in promotions for investment, finance and health products, tend to hold many common beliefs, values and traditions.
Beginning in elementary school, nearly all of us were taught the principles America was founded upon: Belief in a Moral Authority that is greater than ourselves; greater, even, than our government ⦠the belief that all people should be considered equal in terms of their rights and responsibilities under law ⦠that we have an inherent right to life, liberty and the pursuit of happiness ⦠that we have the right to benefit from our own labor and to own property ⦠and that have the right to say any damn thing that comes to mind, any damn time we damn well feel like it.
In addition, the vast majority of Americans over 50 were raised in the Judeo-Christian tradition. Most attended church or synagogue at some point in their lives (often when they were most impressionable, as children) â and many of the beliefs and values they hold today are rooted in that experience.
Itâs hard to go wrong appealing to their shared sense of right and wrong ⦠their belief that they should treat others as they want to be treated ⦠that honesty is always the best policy ⦠in owning up for their mistakes and making things right ⦠in their responsibility to provide for loved ones ⦠in their obligation to forgive others, to care for the needy, defend the defenseless and more.
And of course, they tend to believe that anyone who doesnât believe in all of these things as fervently as they do is a scoundrel and therefore completely unworthy of their trust.
Connecting your sales appeal to any of these shared beliefs may well be the single most powerful way to persuade prospects to read your message, to agree with your propositions and to perform the action you ask of them.
Itâs kind of like marketing jujitsu, when you think about it: Your prospectâs beliefs already have him headed in the direction you want him to go. Your sales message just helps him get there faster.
Take a promotion for a financial product, for example â¦
Iâve found that headlines using Biblical phrases are a powerful way to communicate volumes in just a few words: A headline I used, âThe Four Horsemen of The Stock Market Apocalypseâ was an obvious play on a passage from the Book of Revelation and had enormous visceral appeal for prospects.
The copy â a somewhat shocking exercise in free speech â was pregnant with indictments of powerful politicians and bureaucrats who routinely violate my prospectsâ sense of right and wrong and patriotism by setting America up for an economic Armageddon.
Results: Millions mailed. Millions in sales. Hundreds of thousands in royalties. Happy copywriter. Deliriously happy client.
Think: In what ways does your product connect with your prospectâs core beliefs, values and traditions? Make those connections in your sales messages and watch your response soar!
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Clayton is really one of the smartest copywriters out there. Pick this apart, the best thing to do is to actually try to use it right away. Now, like I've said earlier I'm not a very good long copy writter (over 10 pages). I think you guys have all seen my ADD can know why that is. However, I am a very good email copywriter and short form copy writer, I've actually had clients pay me a lot of money before to write them sales letters and simple email autoresponders, that is to say upfront fee plus a percent of sales....so I do have a little bit of authority on this subject...though not much..but seriously..if you want to learn that skill for yourself and avoid having to spend tens of thousands of dollars to have a professional write your sales letters (and when your starting out not many people have that kind of money laying around) then do that. Read this and just create a product in your mind..anything..it could be a financial product since all of you have experience with that. Then just use this topic and write a short sales letter, it doesnt have to be more then 1 or 2 pages. I'll even make a deal with ya, anyone who takes the time to write a two page sales letter using this above idea and rewrites it at least once so that its something they are at least not totally embarressed by can send it to me and I'll critique it for you and help you improve it.
Brandon
Ps...think about your audiance in this one though (I have a post way back at the start of this thread on building that avatar) before you write this. You have to realize who you want to connect most powerfully too, and then cast the rest aside. So, if your appealing to the over 50 crowd, the above is what your going to do. However, let's say you are appealing to a younger crowd of traders, say 30 years old or younger. My guess is that while using it with the 50 + crowd could make you very wealthy very quickly, trying the same thing on the 30 - crowd would make you very poor very quickly. So...always think things through a bit, plan it out, consider your goal and your target, then just start writting....it's actually a lot of fun once you get into it. And, a good sales letter will make you a shit load of money. I once wrote a letter that converted 44% of a list of 1100 traders at an average of $860 each. How happy do you think that made the client? (thats my best result ever btw...my best result ever for myself was 39% on a list I had a good sized list I had a relationship with, and 6.4% on cold sales)