How to wrap up the sale.
Why thank customers? The short answer, of course, is “why not?” Unless you were raised by wolverines, it’s a common courtesy you’re proud to offer… am I right? The longer answer is that it’s practically money in the bank for… Continue Reading
I shaved this morning thinking about “commodity hell.” That’s when a market for a product is so crowded, every product is virtually the same. Interchangeable with the competition. And the only way to get ahead is to slash prices until the pain of profit loss squeezes either you or those competitors out of the business. This is not a position, generally, you want to fall into. But it happens… Continue Reading
Have you ever seen a movie with a great director… an all-star cast… and a screenplay you wouldn’t use to line a litter box? No matter how good the direction and performances are, they can rarely save a miserable script. Something similar is true in sales copy… Continue Reading
In the another post, we figured out how to heap lots of “thanks” upon the plates of our best customers. Without further ado, here are seven more suggestions, numbered accordingly… 8 ) THANK-YOU “COUPONS” FOR THE NEXT PURCHASE – Okay, this… Continue Reading
Copywriters are hired guns. We usually don’t create the products we sell, just get hired to sell them. So how, pray tell, are you supposed to write copy that sells a product that… well… stinks? Continue Reading
“Other people paint beautifully on canvas or write wonderful poetry,” Donald Trump once said, “I like making deals. Preferably big ones.” And indeed, coming up with appealing deals and powerful offers can be an art form unto itself… Continue Reading
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… Continue Reading
Colleagues of mine call it the “Krishna Principle.” I’ve also heard it called the “Rule of Reciprocity.” The idea is that, by giving something or offering to give something, you open up the customer to give you something in return. Does it work? All the time. Take these examples from Robert Cialdini’s famous must-read marketing book… Continue Reading
An interviewer asked Woody Allen how to write a joke. Here’s what Allen said: “It depends on where I want it to take me. First, I figure out where I want to end up. Then I start asking questions so I can work backward to a beginning…” Continue Reading
I’m not unveiling any big secret by telling you that a lot of what you’ll do when selling is all about emotion. And it has to be that way. Why? Because we humans — the thinking animal — are perversely… Continue Reading