A direct response copywriter on great sales lines

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

December, 2008
Volume: 23 Number: 12

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Three great lines that made the sale
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Often, when it comes to closing the sale, one terrific argument, one master-stroke
of persuasion, can overcome the prospect’s resistance.

Here are three stories of how terrific salespeople turned ME from a prospect into a sale.

*** 1. Years ago I was considering buying a million-dollar life insurance policy
and got a quote from my independent agent.

It seemed quite expensive so I gave my attorney a call and asked his advice. He said
that I would do better by giving the insurance a pass and investing the premium money instead.

The insurance agent came to the house and asked if my wife and I had made a decision.
I told him what the lawyer had advised. The agent paused, looked me in the eye,
and then said, slowly and thoughtfully:

“Ivan, if you die tomorrow, and your wife calls your lawyer, will HE come to your
house with a check for a million dollars? I will.”

This powerful argument stopped me in my tracks. It seemed to clarify everything and
stripped away my resistance. I signed on the dotted line.

The insurance agent’s ability to defeat my objection and make a winning argument in
just two sentences was impressive indeed.

*** 2. I was shopping for a new car and wound up deciding that a spiffy sedan was
just the ride for me. The dealer and I went back and forth and finally came to terms.
The only hitch was that the car with the color I wanted was at another dealership
about sixty miles away.

That hung me up. The fact that I couldn’t see the actual car I’d be buying and just
drive it off the lot, bothered me. The dealer could see this and said:

“This isn’t a problem. We’ll have a professional driver bring it up and you’ll have
it in about an hour.”

Somehow the idea that the car would be delivered by a “professional driver” was
very comforting and the dealer made the sale.

Only later did it dawn on me that there was no “professional driver.” Some low-level
guy sitting around at the other dealership would obviously be pressed into service
to drive the car to my dealer.

My mental image of Jimmie Johnson, wearing sun glasses and driving gloves, tooling
up 280 in my new car was nothing but a fantasy . . . but it got the job done for the dealer.

*** 3. I went into a McDonald's recently and ordered a Quarter Pounder. The kid
behind the counter immediately asked:

"Fries with that?"

Sure, I answered reflexively. I really wasn’t planning on ordering fries, but what the hell?

You multiply that interchange literally millions of times and you’re looking at a fortune
in extra sales.

Managers of fast food restaurants who don't train their crews to cross sell and ask "Fries
with that?" and "What will you have to drink?" are literally leaving money on the table.

So what’s the point of the three anecdotes above? To demonstrate how thoughtful,
persuasive selling at key moments can make you a LOT of money.

Want my help writing thoughtful, persuasive lead-generation letters, emails, Web copy,
and ads for YOU? Give me a call at (415) 461-0672 and let me quote (reasonably!) on
your next project.

Let’s go to work!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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