You already know that 80% of a sales letter depends on your headline And therefore it’s not uncommon to see writers spend many hours testing and re-testing their headline. But what happens once your customer goes past the headline into the rest of the copy? Which are the elements that cause customers to feel an [...]
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Imagine you put a photo of a client on your sales page Just the photo. No name of the client. No designation. No clue as to what industry that client is in, or where they come from. Heck, would anyone even know that person was a client? And yet the moment you put in the [...]
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Doodles. Gosh you hate doodles. And as you’re speaking to a client, they’re doodling away. Random, scribbly drawings on a sheet of paper are causing you to get more hassled by the second. Because somehow, it seems your client really isn’t paying attention. And this lack of attention might cost you the sale. Aaaaaaaaarghhhh! So [...]
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Choice is a good thing Yes, but too much choice is a bad thing. It confuses customers and causes them to abandon whatever it is you’re selling. So what if you have many products or services to sell to your customers? What should you do? You should use the Two-Options Sale Strategy in your email [...]
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I remember going to a workshop in the year 2003 The price of the workshop was $8000. Plus there was overseas travel involved. And yes the usual accommodation and food expenses. In all it was going to cost me almost $12,000 to get to this one workshop. And I made the decision on the basis [...]
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You’d think it would make sense, wouldn’t you? I mean here you are surfing the Internet. And this website is giving you $86 off compared with another site. That’s a whole 30% difference. Yet you end up buying the product from the site with the higher price. Now why on earth would you do something [...]
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There’s a legendary story about a French Bank. Apparently their elderly customers took up too much time dealing with the banking clerks, and did little business of value. So the bank decided they wanted to give the elderly customers the ol’ heave ho. But how do you get rid of elderly customers without igniting a [...]
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Imagine you’re a roadroller. And there’s a bit of a bump in the road. In fact, lots of bumps in the roads. As you rumble across the bumps, you’ve got this smug look on your face. Because you’re pretty darned sure that the bumps have been smoothened, as you went over them. Now if you’re [...]
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I’ve never actually seen ‘The Godfather’. Or read the book. I know, I know, I haven’t lived. But I’ve lived long enough to understand the concept of a Godfather-offer. Namely: To make a offer that simply cannot be refused. Cannot be refused? Does such an offer exist? Yes, it does, but only once you become [...]
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It’s September 2004. And the mountain, St. Helens is at it again. She’s burping, gassing, and throwing hissy fits. But doing nothing more than that. And then in October, with little or no warning, the mountainside explodes. The mountain top lost 1,300 feet of height, the valley of the North Toutle River filled with 3 [...]
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