My wife and I were sitting in the car dealer's office.
The moment of truth was arriving fast. We had taken a test drive, made our offer, and were ready to begin the final, desperate hand-to-hand battle.
Man, he came on like gangbusters. He pushed and pushed and pushed some more but we bravely stood our ground.
Finally, when it looked like we were literally ready to walk, he leaned towards us and said, "Let me tell you something, guys. My daughter recently died of leukemia and I really need to make this sale. Can't we do business?"
I kid you not. This guy was so low that he would either: 1. Lie in the most despicable way imaginable. Or 2. Use the death of his daughter as a sympathy-getter to close the sale. Nice.
So why am I telling you this?
Because if the car salesman I mentioned was a "10" on the hard-sell scale, many marketers these days are namby-pamby "1s."
It's true. So many marketers go the expense of copywriting an email, web page, sales letter, or ad, and then fail to close the sale at the end. Simply signing off with an 800-number or a URL doesn't cut it.
Let me give you a typical example of how an email I recently received, ends. (Company name changed.)
Finally, Anonotech is easier to use than ever. A totally redesigned interface gives you one-click access to all of its powerful features. Download a free trial version now.
Yeah. That's where the email ends! Not very motivating copywriting is it?
What's the right way to get prospects to act?
There are many ways to get them moving.
Here are just three . . .
In each example, we'll pick up the copy where Anonotech leaves things.
1. Tell them what they can expect to learn. Let readers know exactly why it's worth spending their precious time to find out what you're offering.
EXAMPLE:
Why should you spend your valuable time finding out what Anonotech has to offer? Here are just five great reasons for putting Anonotech to the test right now . . . ETC.
2. Tell them what they'll risk or miss if they don't act. This can be a very powerful motivator!
EXAMPLE:
I want you to know that if you don't take a look at what we've got waiting for you, you could be in big trouble. You see, very soon the version of the software you're running right now simply won't be able to solve the problems you deal with every day. Why? Because . . . ETC.
3. Tell them that you want to PROVE to them that everything you say is true. This can add some spunk and energy to your copywriting.
EXAMPLE:
But don't take my word for how terrific Anonotech really is. All I ask is the chance to prove that we can solve some of the toughest problems you face every day. In just five minutes, we can show you how you can. . . ETC.
The take-away message this month?
It's vitally important for your copywriter to do more than simply lay out the "features" and "benefits," write down your URL or 800 number, and expect the world to beat a path to your door. As I say so often in The Levison Letter, copywriters have to get out there, grab the reader's attention, and sell.
