Tagged: technique

Which Sells Best, Stories or Stats?

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“Simplicity is the peak of civilization.”
– Jessie Sampter

Do this: Write down the word “baby.”

Now, how does that word make you feel?

Try it with another baggage-friendly word like “family” or “war.” Or any other phrase that gets your inner emotional stew simmering.

Done? Good. No, dear reader, you haven’t stumbled into a 1970’s sensitivity training group.

There will be no hugs here. And no massaging your chakras (I mean, really… who does that in public?)

Rather, I’m just trying to warm you up for today’s issue. See, I’m still reading that book I mentioned, “Made to Stick.” (Okay — listening to it as an audio book, during the morning run. But in print or audio, I recommend you get a copy too.)
And this morning, the book gave me a shocker worth sharing.

So now that I’ve got you “primed” to receive (I’ll explain what I mean in just a second, let’s begin…

Which Works Best, Stats or Stories?

Carnegie-Mellon, says the book, did a study. They invited participants in to take a survey. The topic wasn’t important — something about tech products — but what mattered was the small payout. Each participant got paid with five $1 bills. They also got an unexpected letter and an empty envelope. The letter asked for donations for an international charity called “Save the Children.” But different groups got different letters.

One letter dripped with grim statistics. In one African country, it said, 3.2 million stand on the brink of starvation. In another, 2.4 million have no easy access to clean water. In a third, almost 4 million need emergency shelter. Each problem was gigantic and serious.

The second letter had only a story. “Rokia,” it said, “is a 7-year-old girl from Mali, Africa. She’s desperately poor and faces a threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia’s family and other members of the community to help feed her, provide her with education, as well as basic medical care and hygiene education.”

Which worked better?

Now, dear reader, I know your momma raised no dummies. You’re going to tell me that the Rokia letter cleaned up. And you’d be right.

On average, Rokia’s letter took in $2.38 in donations from the test group. The stat-soaked letter took in only an average of $1.14.
But that’s not the big surprise, is it? No, of course not. (What kind of storyteller do you think I am, after all?)

See, the study didn’t stop there…

How Less Really Can Mean a Lot More

The researchers then called in a third group. You’ll get paid for taking this survey, they said again.

Only this time, instead of giving the participants only one letter with their cash — everybody got both the story AND the stats together.

Great, you might say.

Heart AND head. A real one-two punch. Wouldn’t that net you both the bleeding hearts and the brainiacs, all in one sweep?

As it turns out, no.

Not only did combining both approaches fail to gas up the giving engines… it doused the pitch-power of the story-only approach with ice water.

The combo group, on average, gave almost a dollar LESS than the story-only group alone.

Just $1.43.

Isn’t that amazing?

I thought so.

But even more amazing was the last part of the experiment. This time, just to make sure of their conclusion, the researchers invited in a fourth group.

This time everybody would only get the stronger Rokia letter. But beforehand, they would complete an exercise.

Half the group would finish some simple math problems. The other half would answer a word challenge like the one I gave you at the start of this issue: Give word, write down feelings.

What happened?

Incredibly, the group that got “primed” with the emotional exercise gave an almost equal $2.34… but the analytically “primed” group AGAIN gave less, for an average of just $1.26.

These were unrelated calculations. But somehow just putting on a thinking cap was working like one of those tinfoil hats that crackpots wear to block out alien mind-reading waves (I’ve got to get me one of those).

Nearest the researchers could figure is that, while analytical thinking can shore up beliefs or activate a reader’s capacity for focus, it actually stymies action.

To get someone to act, they need to go beyond beliefs to the feelings they HOLD about those beliefs. Feelings inspire action.

And I don’t just mean that in the “touchy-feely let’s all hug a kitten and light a vanilla candle” kind of way. All persuasion works best when it focuses most on core emotions, not cerebral abstractions.
I know this charity, “Save the Children,” pretty well by the way. My wife and I have a Danish friend who works for them.

She’s a talented photographer.

Whenever there’s a crisis, her boss dips into the funds and puts our friend and her camera on a plane.
Burned out post-war zones, post-tsunami and typhoon disaster areas, dirt poor African villages — she’s been there, capturing a personal, eyewitness view.

Why?

Because in the charities well-tested experience, those individual on-the-scene images raise more money than a boatload of shocking statistics ever could.

I know that I’m going to try to work more of the “story of one” effect into my future promos. Maybe you should too.

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The Dark Side of Testimonial-Driven Sales Copy

cheesyman.png In my experience, testimonials almost always enhance a promo package… except… when they don’t. What might make for a
bad time to use a testimonial?

Most often, when the testimonial itself just plain stinks.

For instance…

When it’s emotionally unsatisfying and vague:
“I found your book very useful.”

When it’s too gushy:
“I love your book! It’s the best one I’ve ever read! The exclamation point on my keyboard is stuck!!!”

When it’s too polished or pretentious:
“We delight in your intrepid and yet profitable handling of territory so treacherous as options investing.”

When you’ve used stock photos instead of real ones:
(Rule of thumb: Most of your customers probably do NOT have bleached teeth or airbrushed faces. And most of them do not wear t-shirts that have been pressed and dry-cleaned before the photo shoot either.)

When they’re a legal risk or just plain fake:
“I’ve secretly used this investment newsletter to pick stocks for years. I’d be working at McDonald’s without it.” – Warren Buffet, Omaha.

Or when the customer seems too embarrassed to sign it:
“I like your stuff, really I do. – Anonymous”

We could go on finding many ways testimonials won’t do what you want them to do. But how about how to make sure you get good testimonials and use the properly?

Here’s a truism based on experience:

Good products, first and foremost, are the better your chances of getting good testimonials. But even then, you need to identify the person on the team that’s got enough passion for the product to cull and archive a strong testimonial file. This could be the product manager, but more likely, they’re getting their best stuff from the front lines. That is, from the people who deal most directly with the customers.

Don’t be afraid to ask customer service if you can look at their letters or if they’ve seen something good. Often the good stuff is buried in letters asking support questions.

If the company is going to do surveys, make sure they leave room for open-ended questions at the end. And if they’ve done surveys already, look for ones where you can follow up to get enthusiastic customers to elaborate. A day of phone calls to buyers can pay off with testimonials you’ll use for years.

If the company corresponds via emails or an online customer forum (and who doesn’t these days?), ask if it’s okay to follow up with buyers electronically. Or better, ask the product manager to follow up, since replies to their requests might sound more natural (customers have a tendency to fancy-up their praise when they find out it’s going to go in a sales letter.)

Bottom line: There’s no way to get good testimonials without applying a little elbow-grease and a little creative harvesting.

That said, copywriting legend John Caples had a tip. Try running a testimonial-gathering contest. Caples liked to give customers a chance to fill in the following line:

“Finish this sentence in 25 words or less: I like (name of product) because…”

And in return, he would offer every participant a small prize.

Here’s another great idea, based on an insight from friend Michael Masterson, over at www.earltytorise.com: “Ask them what their life was like before they got your product… what their life is like now… and, specifically, how your product helped them make that change.”

Good ideas, don’t you think?

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How Sid Sold So Many Suits

monkey in a suit.png Sid and Harry run a tailor shop in New York City.

If you can picture it, Sid is the salesman working the floor, while Harry works over the inventory in the back.

A customer comes in.

“Excuse me sir,” he says to Sid, “how much for this suit?

“Let me ask Harry,” says Sid. “Hey Harry, how much for the black three-button suit?”

“For that beautiful suit?” shouts Harry from the back, “$42.”

Sid, hand cupped to his ear, looks confused for just a second. Then he turns to the customer and say, “Harry says this one is $22.”

The customer, eager to capitalize on the ‘mistake,’ plunks down his money and make a quick exit with his new purchase.

Now, I don’t know if Sid can really hear well or not. There’s even a good chance — let’s say “high likelihood” — that Sid and Harry meant to sell the suit for $22 all along.

But you get the idea.

The story comes our way from master copywriter and multi-millionaire businessman, Michael Masterson, who credits it in turn to persuasion expert Robert Cialdini.

Simply put, Sid’s story demonstrates the “law of contrasts” at work. The law of contrasts is where you underscore the greatness of a product, and offer, something… by comparing it to something else.

In Sid’s case, the $22 price of the suit sure seemed like a deal when compared to the $42 it seemed SUPPOSED to cost.

Suddenly, without really offering a discount or changing any of the details of the original offer… the contrast with a higher price alone makes $22 seem like a great bargain.

Now, of course, Sid and Harry’s story is an old one (who would wear a $22 suit today?). But consider, in the next offer you write, is there a way you could make the simple power of contrasts work for you?

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