I'm going to show you in the next few
moments how to make your sales letters and direct mail
several times more powerful. In
fact, what I'm about to emphasize to you may enable you to
eat more of your competitors market
share.
Everytime before you sit down to write
your sales letters or direct mail take out a sheet of paper
and think of every possible objection
your prospect could come up with to avoid buying your
product or service. This may take
a while and it may seem a pain at first but I assure you that
this is incredibly important.
After you have come up with every
possible reason why your prospects may say no to your offer
stop and consider any possible objections that may come up related
to your specific industry or
specific tastes of your target market.
In other words, would your market be more inclined to buy
only brand name products or services,
would your market be more inclined to buy only a more
attractive product over a less
attractive one irregardless of quality?
Ok, now let's say you've done all of the
above. Here's what you do next. Think very carefully
about how you'd overcome those
objections to persuade Mr. Prospect to buy or respond.
Most companies with a winning sales
force have a team come in and create answers to every
possible objection a prospect may raise.
And they create what's called a Script Book. In fact
companies with top-notch sales teams
keep their Script Books secret. Some even place their
Script Books in safes. Why?
The scripted answers to every objective Mr. Prospect may raise
are worth their weight in gold if their
answers to a prospect's objection works.
In direct sales, you must become a
master of knowing every objection your prospects
have and be able to articulately
overcome everyone of those objections.
And so it is the same with copywriting.
Copywriting is nothing more than salesmanship in print.
When you craft copy that overcomes
objections you're going to be light years ahead of your
competition. Most people won't
even take the time to do this! Your homework is to know
the objections your market has, like you
know the back of your hand and craft irresistible
answers to overcome those objections.
After all, if everyone of Mr. Prospect's objections
are overcome, logic would tell him he
should invest in your product or service. Get to work.
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is weak and whether it's going to work.
After all - it's free! -Psychological Sales Letter
Specialist (TM) Mike Jezek.
Copyright 2002 Mike Jezek. Al rights reserved.