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Interview Part 2
Q
I always thought it takes an enticing free
offer to get people to respond.
Isn't everyone just looking for a good deal?
A
As a marketer who has created numerous sweeps
packages, irresistible soft offers and premium
driven packages, I would say never underestimate
their pulling power.
In fact, I'll tell you more about how to
create powerful offers in a minute.
But I must emphasize that there's no
substitute for the hard work it takes to create a
finely crafted copy platform.
Strong persuasive and emotional copy should
be the cornerstone of every promotion...even a
sweepstakes.
When properly done, a promotion that sells
desirable end results will give you the greatest
opportunity to bring in qualified customers that
will buy from you again and again.
Q What do you
mean by selling desirable end results?
A Selling end
results is a simple, yet an extremely powerful way
to create an irresistible desire for your product.
It means selling what the customer wants to
achieve with your product, service, cause or group,
i.e., a youthful appearance, a luxurious lifestyle,
the envy of friends or co-workers, the satisfaction
of altruism, the comfort from belonging.
Sure, you can show the end results of winning
a sweepstakes by showing the cars, houses and trips
you can win.
But will a sweepstakes respondent become a
loyal buyer of your products or services?
Maybe, but only IF you've done an equally
effective job of selling the end results.
I'll give you
an example of selling end results ... Let's say
you're selling grass seed.
Instead of focusing on all the attributes of
the seed itself, like it germinates quickly or it
grows great even in the shade, show the end results.
In this instance talk about the lush green
soft carpet you can walk barefoot on and enjoy
playing with the kids and having picnics on.
Do you see the difference?
This
concept of selling end results seems simple, yet I
see promotions everyday that miss the boat.
Marketers often get so wrapped up in listing
the multitude of product features they forget that
the decision to respond is more often fueled by
EMOTION rather than logic.
In Million Dollar
Strategies for the Savvy Direct Marketer,
I give readers more 'real world' examples of how to sell desirable
end-results -- so applying this technique to your
specific situation will be very straight forward.
Continue to Part
3 >>>> |
