Posted Tuesday, January 11, 2005
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.
Every time 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 every one 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.
About the Author
YOURS FREE! Get a free evaluation of your sales letters and direct mail. Find out where your copy is weak and what you need to immediately do to make it sell more. No obligation. Here's my website: (www.irresistiblecopywriting.com) Go ahead and find out where your copy 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. All rights reserved.