Why Stories Are Great For Sales Copy

Why Stories Are Great For Sales Copy

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable, and both – as young college graduates are – were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion. They were still very much alike. Both were happily married. Both had three children.

And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

What you just read was the story used for a sales letter that is rumoured to have generated between $1 billion-$2 billion in revenues for the Wall Street Journal.

So what makes this letter so dramatic?

Well, it’s clear isn’t it? It’s a story. And a story helps dramatise an event in a way that mere “sales” words may not. A sales letter may just spit out benefits, problems and solutions. But a story can bring in emotion and sequence in a way that gets your attention. So the question does pop up quickly: Should you use stories for all your sales letters?

And the answer is, it depends

A story works very well to get the reader’s attention. But you need to be clear at the start what you’re trying to achieve as well. And you use a story to:

Create a point of difference

Get attention

Create emotional tugs

Make the product/service easier to explain/retain

Let’s start off with: create a point of difference

It’s often hard to know the difference between one product and another. For instance, let’s look at The Brain Audit. It’s a book about customer behaviour. This means that you, as a casual browser, can’t tell the difference between The Brain Audit and just about any book or product on or off the Internet.

This also means that if you were simply browsing for marketing-type books in the store, you couldn’t tell between one book or the other. This concept also applies to services, of course. You still have to stand out from your competition. This is where the story element helps tremendously. In a world of me-too, products and services, the story becomes the point of difference, because of the way it’s being told.

So when we look at the story above about the two men who graduated from college, we see that the story causes us to react differently. Now we aren’t looking at yet another financial newspaper. We’re looking at the Wall Street Journal vs. other newspapers. But that’s not the power of the story alone.

The story also gets and keeps your attention

The moment you have a story, you have a natural sense of a movie rolling out in a sort of sequence. Two men, did something, then they did something. Then they reached at some point in the road. That flow is part of almost every good story (yes, there are crappy stories too). And when you read the analogy of The Brain Audit, you realise that there’s a story in it.

The bags come out on the conveyor belt and all six red bags show up—but one, just one is missing. You may call it an analogy, but it’s a well-crafted story. You’ve been there at that airport. You know that there’s that possibility of your bag going missing. It’s not just a random analogy.

It’s a story that you’ve thought about, even if you haven’t experienced it personally. The flow of the story gets and keeps your attention. But there’s the third element: creating emotional tugs

So how does the story create emotional tugs?

You’ve already worked this out yourself, haven’t you? You can see how you feel aligned to the guy who’s the president of the company. You feel his success. You feel the sense of “failure” at the second guy who just managed to become the manager.

Most stories have a core emotion factor. And just by telling the story, you stop the customer’s brain from going down the logic route and right into the emotion and feeling. The emotion doesn’t have to be positive. It can be negative like in The Brain Audit.

Losing the bag is not something you want to experience, but experience it you do, if only through the words in the story. Those emotions are very powerful because they creep in below the layer of logic; they force you to pay attention.

This of course, takes us to the fourth point: Make the product easier to explain

When you’re selling something, you think you’re holding the other person’s attention with words like “service”, “better product” etc. If you watch closely the customer is trying to find some cafe to duck into while you’re not looking.

But you rattle on. If on the other hand you start with a story, that very same customer stops and starts paying attention. But right after you’re done with your story, that person is able to do something magical.

They’re able to repeat the story to someone else almost without any dropout. So you can, after a single reading, tell someone else the “two men who graduated from college” story. Or you can tell them the “seven red bags” story.

So yes, the story becomes not just a point of difference, or gets attention, but it also makes the product a lot easier to explain—and retain. And yes, let’s not forget that emotional tug.

But can you use stories in every product or service you sell?

Well, technically you can. Should you do it all the time, is a difficult question to answer. If your product is very me-too, it’s almost imperative that you use a story or analogy to differentiate it from the rest. So when Steve Jobs first introduced the MacBook Air, his method of using the Manila envelope was critical because it’s hard to wow people when one thin laptop looks just like another thin laptop.

It’s the story/analogy that made the difference.

However, if you have a strong point of difference, that alone may do the job. For instance we have the Article Writing Course which is the “toughest writing course in the world”. Well, that doesn’t need a story on the sales page. The difference is clear from the very start.

Start with the difference

If your product/service is very me-too, you’re going to need a point of difference.

If you don’t have a very clear point of difference, reach for the story.

It’s the key to getting your product/service to becoming “president” instead of just another “manager”. wink


How do you get meaningful testimonials, without needing to bribe anyone for it?

 Testimonial Secrets Bonus Video

“Utilizing the easy to understand, easy to implement information in this book should bring in far greater revenue. And even better, it solves a problem for me of how to get real, meaningful testimonials, doing it legitimately-and without making anything up, or needing to “bribe anyone”.

The best thing of all: I’ve learned how to get these testimonials long before anyone has bought the product!”

Allen Weber
Jacksonville, Florida, USA
Judge for yourself: Testimonial Secrets


NEW! The Brain Audit: Why Clients Buy And Why They Don’t (Available in Different Formats)


Top Selling Products Under $50


1) Testimonial Secrets: Powerful Techniques to Get Better Clients-And Sales
2) Story Telling Series: How to suck your audience right in, in a matter of seconds

3) Sales Pages: How To Write Benefits and Bullets That Speed Up Sales
4) Article Writing: How To Speed Up Article Writing With Simple Outlines

5) Visual Basics: How Visuals Help Increase Sales Conversion On Your Website
6) Design Clarity: How to put sanity into your design with some really simple tweaks
7) Chaos Planning: How ‘Irregular’ Folks Get Things Done


1) Black Belt Presentation Series: How to completely control the room—without turning anyone off?
2) Online Membership Sites: How To Build A Powerful, Community-Driven Membership Website


 

 


Announcing: The Brain Audit Kit-The Complete Brain Audit Workshop

If you’ve ever wondered what it must be like to attend The Brain Audit Workshop,
wonder no more.

 

Because finally (yes, finally) here’s The Brain Audit Kit–a compilation of goodies
that includes a complete workshop, ebook, epub (yes, you can read it on your smart
devices) and a bit more.

 

If you’ve never read The Brain Audit before, you’ll need to see what’s in this book that’s
caused thousands of businesses to “sell without selling”.  And you’ll also realise why this
book has over 800 testimonials from businesses like yours all over the world.

 

If you have read the book, the goodies + the workshop is a steal.

 

But don’t take my work for it. Check it out for yourself at:

 

Warm regards,
Sean
P.S. Get it right away, before Tuesday 13 August.

Free from Psychotactics: The $2500 Brain Alchemy Marketing Strategy Workshop

itunes_ba_masterclass-copy

In the year 2007, I had a discussion with a client. It was about giving most of our courses away—yes, almost every Psychotactics Course—by the year 2020.

Without charge.

It sounds unusual: Why would someone just give valuable information away?

You and I know that “normal” people don’t do this kind of stuff. No one just gives away thousands of dollars worth of stuff without some sneaky up-sell, cross-sell or some kind of catch. To give away valuable information just like that, sounds weird at the very least.

But we’re not normal (our logo should give you enough hints).

My long-term goal is to create a university in New Zealand (Casa LocoLoco: The Mad House)

This university will be in place to help folks like you run their businesses. It will be a non-profit university. In the spirit of Casa LocoLoco, I am slowly going to make most Psychotactics products and workshops free by the year 2020. So as you can see this process is thoughtful; it’s methodical. And it’s designed on the fact that generosity helps us all.

And the Brain Alchemy Masterclass is just the beginning.

The only ‘catch’ if you want to call it that, is that you have to opt-in. This is for several reasons, but the main reasons are:

1) I only care about people who’ll take the trouble to opt-in.

2) Because it’s a three-day workshop, the digital file download will have to be managed, or if everyone downloads the material at once, it will crash our servers. So I have to send out notifications on different days/time of day.

Of course giving this free is not going to be an easy task, because the whole thing needs project management to see that we don’t crash our server or do crazy things.

Anyway…that’s the the gist of things.

More details will follow next week— so look out for the email (or blog post as the case may be). In next week’s email, you’ll get a direct link (after you fill in a form).

This is just the announcement of what’s to come (yes, like a trailer to a movie :) )

Important Note

This workshop was given away in 2009, 2011, 2013  and we are giving it away again. If you’ve already heard/read it, it’s a good idea to experience it again. The questions remain the same but the answers change and you will experience the same information in a totally different light.

Warm regards,
Sean
P.S. If you already have The Brain Alchemy MasterClass and prefer not to receive follow up emails, go to this link and enter your details.
http://www.psychotactics.com/general/brain-alchemy-opt-out

 


Why We Struggle To Get Awesome Testimonials (And How To Overcome It)

Why We Struggle To Get Awesome Testimonials (And How To Overcome It)

It’s not like you haven’t tried getting testimonials before. You sure have.

You have at least some testimonials, but  somehow they don’t have that snap, crackle and pop!

There’s a reason why testimonials fall short of the mark

Mostly it has to do with the length. And yes, yes, the detail. Instead of a testimonial that’s between 1000-1800 words (no, I’m not kidding) you get a measly 20-50 word testimonial. Which is better than nothing, but the testimonial is so anorexic that you may as well not have asked for it in the first place.

There’s no richness, no details, no experience of what transpired, and how your product or service changed the client’s lives.

And this lack of detail is simply because you didn’t give the client an example

If you were to give the client an example of a testimonial that was 200 words long, you’re more than likely to get a testimonial that’s about 200 words long. If you don’t give an example at all, you could end up with a testimonial that’s just 40 words long or 800 words.

The only way to control this madness is to give an example. But how do you get that example in the first place?

You pick up the phone…

You then call some of your best clients. The ones who drool over your work. And ask them the six questions from The Brain Audit (see questions below) and record the conversation (yes, let them know you’re recording it). Then transcribe the conversation.

Now let’s assume you speak to the client for just 10 minutes, you’ll have a testimonial that’s about 1000-1800 words long. And that’s because we speak at about 3 words a second. So that’s about 180 words in a minute. And potentially about 1800 words in 10 minutes.

When you have two or three of those phone-testimonials transcribed, you can just create a PDF or put the testimonials online as an example. Your to-be testimonial clients will see the examples, and then try to emulate the same length. And yup, they may fail miserably, but even if they give you a testimonial that’s just 350 words long, that’s a heck of a testimonial.

Being lazy is not an option

You need to pick up the phone, do the transcription (yes, yes outsource the transcription. About three testimonials shouldn’t cost you more than about $40). Because the examples are the key to getting great testimonials in future. And yes, there’s still the odd chance that a client may—despite the example—potentially give you a short, anorexic testimonial.

So here’s what I do…

I make sure that I mention this sentence when asking for the testimonial. I say: “Please give as much detail as you can in the testimonial. Without adequate detail, the testimonial becomes too flimsy, and hence unusable.” In effect, I’m saying that I won’t use the testimonial, if it sounds half-hearted. I know this may sound a bit heavy-handed, but it works wonders.

A client who may have given skinny testimonials in the past, manages to whip out a massively detailed (and useful) testimonial. And it makes them happy to support you and of course you get better clients in future.

So if you want to get great testimonials, here’s what you do:

1) Make sure you use the six questions.

2) Call your best clients first, so you can get good examples of long, detailed testimonials.

3) Post these testimonials in a PDF or online, so that future clients can see it as well.

4) Make sure you nudge your clients into adding detail. You don’t want yucky, skinny testimonials.

At Psychotactics, no matter whether you look at the cartooning course, or the headlines course or any of the products, you’ll find amazingly detailed testimonials. Sure we do a great job teaching skills, but that’s not enough. You still need to get awesome testimonials. Once you get testimonials of an extremely high calibre, you in turn attract clients that are similar in nature.

Testimonials are the key to your future success. You know that, I know that. And now you have the key to amazing testimonials. So go out there and get a truckload of them right away.

Oh, and about the six questions:

The six questions you need to ask to get a powerful testimonial are:

What was the obstacle that would have prevented you from buying this product?
What did you find as a result of buying this product?
What specific feature did you like most about this product?
What would be three other benefits about this product?
Would you recommend this product? If so, why?
Is there anything you’d like to add?

P.S. Do you have a question or comment? Write it here and I will respond.

Why You Need The Brain Audit


“I wasn’t sure the Brain Audit would be worth the money, but it has completely changed how we approach our advertising and web content.”

brainaudit_book1

I found a link to Sean’s website on a site I trust (Before & After Magazine), and I signed up for the free document “Why Headlines Fail”.  I began to look forward to the weekly emails because they were short, interesting and helpful.

I wasn’t sure the Brain Audit would be worth the money, but it has completely changed how we approach our advertising and web content.

The Brain Audit is deceptively simple — it’s easy to read, and easy to comprehend — the cartoons help get across the ideas, and each chapter logically builds on the other.

And each time I pick it up, I’m struck by something I missed the last time.

Susan Nayak,
 Marketing Communications, Austin, TX USA

Judge for yourself—How The Brain Audit can help your marketing
http://www.psychotactics.com/brainaudit


Top Selling Products Under $50


1) Don’t Miss! You already know that 80% of a sales letter depends on your headline.
So what’s the remaining 20% that causes customers to buy? Find out more

2) Do You Often Hit A Wall Called ‘Writers Block’?
Learn how the core elements of outlining can save you from the misery of writing your next article.

3) Do you know that visuals immediately improve your sales conversion?
Learn how to create drama and curiosity and help improve your web page conversion with visuals.

4) Do your websites, brochures, presentations, etc… confuse your clients?
Put some sanity into your design, even though you are not a designer?

5) Chaos Planning
Year after year you sit down and create a list of things you want to achieve. Then suddenly it’s September, and you’ve not really moved ahead as you’d expected.
Learn Why Most Planning Fails: And The Critical Importance of Chaos in Planning.


NEW PRODUCT! Black Belt Presentations: How do you create presentations that enthrall, hold and move an audience to action?



Next Step: To get more Psychological Tactics
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How to get FREE: Two Brain Audit Audio Files

Brain Audit Audio Download

Last week you got a chunky 30-page excerpt of The Brain Audit. This week you can get two short five-minute audio files. These short audios will teach you two very important lessons which you can implement straight away.

What you will learn:
1) What is the difference between ‘The Solution’ and ‘Your Solution’ ?

2)  How to write a tag-line.

Deadline?
There is a deadline though. You have to get it before May 26th, 2012. Then it’s gone. So get it right away. :)

Either download it, or listen online.


Here are the links: (It may take a few minutes to play)

Solution Vs Your Solution

How to Create A Tagline

So what’s the reason behind this generosity?
Well I sure want you to see how The Brain Audit can help you in your business. That’s the one good reason :)

Sean D'Souza Author The Brain Audit

Sean
P.S. Don’t forget to download the audio before May 26th, 2012.


Special Christmas Day Offer Worth $158

Brain Audit Santa Offer: Psychotactics

You must be a bit of an email-aholic to check email on
Christmas day. :) (Yes, yes, I know everyone doesn’t celebrate
Christmas). Anyway, there’s no reason why you can’t have some
ho, ho, ho cheer!

It’s a special Christmas day offer for the Brain Audit
If you buy the Brain Audit Premium on the 25th, 26th or 27th
December, 2011 you’ll get the Brain Audit Version 3.2 and you’ll
also get a bonus set of Goodies on ‘How To Create Headlines: Part
1 + Part 2 (worth $158) absolutely free.

The link
http://www.psychotactics.com/dec25

Christmas Special Psychotactics

Sean
P.S. This offer is valid only till 27th Dec, 2011 so make sure you
don’t miss it!


Announcing Brain Audit 3.2 + Special Goodies Offer worth $158 (Valid until 14th Oct 2011)

Brain Audit: Why Customers Buy And Why They Dont

I know you’ve been strongly considering whether or not you should invest in the Brain Audit, and well, here’s the perfect moment.

And it’s perfect because you get the Brain Audit Ver 3.2.

And you not only get the e-book, but also the complete audio book in a format that will really excite you (even if you’re not a big fan of audio–You’ll see why when you get to the page itself).

When you buy the Premium Brain Audit on the 11th, 12th, 13th or 14th October 2011, you’ll also get a bonus set of Goodies on ‘How To Create Headlines: Part 1 + Part 2 (worth $158) absolutely free.

The Headline Report isn’t some hastily put together document.

Instead it gives you an instant understanding of how to put together headlines. It explains WHY headlines work, and shows you various applications which you may never have considered…

And unlike all the waffly reports you see out there, these  reports aren’t padded. They’re detailed. They’re comprehensive.

In fact, I’ll guarantee you’ll be able to write not one, but dozens of headlines just after reading this report. Knowing why one headline works and why it fails, is more important than just  telling you to copy headlines (as most reports do).

Oh, and we almost forgot the Brain Audit in all that excitement, didn’t we?

Get the Brain Audit Ver 3.2 (Audio + Text + Goodies worth $158)
*If you’ve wondered why customers back away at the last minute, both online and offline, you’ll find the specific answers on the page below.

*If you have a website or intend to sell something off your website, you’ll avoid all of these mistakes, that if not fixed, will drive away customers.

The link http://www.psychotactics.com/brain-audit-offer
Judge for yourself. I think you’ll be really pleased with what you see.

sean1

Warm regards,
Sean
P.S.Make sure you don’t miss this offer. And make a decision, based on what you read.
http://www.psychotactics.com/brain-audit-offer


Last Day For Special Offer Worth $158 With The Brain Audit

Brain Audit: Why Customers Buy And Why They Dont

If you didn’t get/or read this post three days ago, here’s an important reminder.

When you buy the Premium Brain Audit on the 12th, 13th, 14th or 15th July 2011, you’ll also get a bonus set of Goodies on ‘How To Create Headlines: Part 1 + Part 2 (worth $158) absolutely free.

*If you’ve wondered why customers back away at the last minute, both online and offline, you’ll find the specific answers on the page below.

*If you have a website or intend to sell something off your website, you’ll avoid all of these mistakes, that if not fixed, will drive away customers.

Judge for yourself. Read it and make up your mind.
The Brain Audit Offer

Go for it now or you’ll forget. Today is the last day. The Brain Audit Ver 3.2 has gotten rave reviews. And if you simply look at the page, you’ll know why.

Sean D'Souza

Warm regards,
Sean

P.S. So make sure you don’t miss it! And make a decision, based on what you read.
The Brain Audit Offer


The Brain Audit Workshop (In Vancouver + Washington DC) at 85% Off

dcvan

Every four years at Psychotactics, we do something really interesting. We have a party. And we roll it up in a workshop. And we do it at a price so low, that it’s almost too hard to believe.

And this year, we’re headed to Vancouver and Washington DC in September.

The last time we had this party/workshop in 2006, we went on trips. We drank wine. We ate great meals. We had a blast. And everyone totally enjoyed themselves.

So judge for yourself.

You’re going to be part of a superb workshop. You’re going to learn, network and make some awesome friends. And the only reason we’re charging 15% is to cover the costs of rooms, equipment etc. There’s no catch. You’re not going to be sold anything. We’re just going to learn and have loads of fun.

However the moment we’re filled up, we’ll have to close.

So have a look at:
http://www.psychotactics.com/brain-audit-workshops-2010
And see you soon :)

Warm regards from New Zealand,
Sean
P.S. We almost never discount anything. And this workshop is being offered at 85% off, because it’s what we do every 4 years. So make the most of it. Because the next time we offer a crazy discount like this it will be somewhere in 2014 :)


Why Bad Testimonials Attract Bad Clients

testimonial_secrets

Nothing bugs you more than a painful client.
A client who hassles you at every step of the way.
A client who won’t pay on time.
A client who takes up so much of your energy that you get drained.

I used to have clients like that
And then at some point I stopped getting bad clients.
Every single one of our clients were helpful, kind and extremely co-operative.
Work became a joy instead of a painful exercise.

And after a lot of digging, I found out the reason for the change
Amazingly it was the testimonials. My Web site was like a mirror.
When I had the “right” testimonials and the right “tone” to the testimonials, and of course the right “structure”, I started getting amazing clients.

So what’s the right tone and right structure?
Can something as basic as a testimonial make such a massive difference to your sanity and your cash flow? And is it possible that instead of just getting another testimonial, you’ll actually get an insight into how the customer buys, and their rationale for choosing you?

If you’ve ever struggled to get consistently good clients (or detailed testimonials for that matter) then you’ll find that this knowledge is more than just common sense. It’s a bit of strategy you can’t do without.

Judge for yourself at:
http://www.psychotactics.com/testimonialsecrets


Announcing Brain Audit 3.2 + Special Goodies Offer worth $158 (Valid till 19th March 2010)

brainaudit1

If you’ve been wondering whether or not to purchase the Brain Audit then here’s the perfect moment.

And it’s perfect because you get the Brain Audit Version 3.2 just launched in June 2009.

Two years in the making…
This book has been two years in the making, and now it’s finally out!

And you not only get the e-book, but also the complete audio book in a format that will really excite you (even if you’re not a big fan of audio–You’ll see why when you get to the page itself).

When you buy the Premium Brain Audit on the 16th, 17th, 18th or 19th March 2010, you’ll also get a bonus set of Goodies on ‘How To Create Headlines: Part 1 + Part 2 (worth $158) absolutely
fr’ee.

The Headline Report isn’t some hastily put together document.

Instead it gives you an instant understanding of how to put together headlines. It explains WHY headlines work, and shows you various applications which you may never have considered…

Get the Brain Audit Ver 3.2 (Audio + Text + Goodies worth $158)
*If you’ve wondered why customers back away at the last minute, both online and offline, you’ll find the specific answers on the page below.

*If you have a website or intend to sell something off your website, you’ll avoid all of these mistakes, that if not fixed, will drive away customers.

The link http://www.psychotactics.com/brain-audit-offer
Judge for yourself. I think you’ll be really pleased with what you see.

sean1

Warm regards,
Sean
P.S.Make sure you don’t miss this offer. And make a decision, based on what you read.
http://www.psychotactics.com/brain-audit-offer


The Biggest Reason Why Your Website Content Drives Customers Away

Too_Much_Food

Let’s imagine you and I are meeting in Donostia-San Sebastián in the north of Spain for dinner.

And we’re going to have dinner in the old town. What are we going to have for dinner? I know. We’ll have some beer, los pintxos, some icecream, and a cafe cortado. And guess what? We’ll get the entire meal on one plate. The beers, six pinxtos, ice-cream and the coffee. All served to us on one plate—at the same time.

Hmmm…that would be a mess wouldn’t it?
Now logically speaking, that’s not too much food. We could easily run through six pinxtos, two or three beers, some icecream and wash it down with a cafe cortado or two. But we couldn’t, or wouldn’t want to do it all at once would we?

This is precisely what you’re asking your customer to do.
Let’s say you’re a professional and you have several services. It’s easy to think that all the services need to have reasonably equal weight on your web page. If you’re selling a product, and the product has several features, then it’s again easy to believe that you need to somehow stuff your headline with all the possible features.

And as if that’s not enough you go ballistic on the rest of the page
You try to stuff all your services/product features in the body copy in order to tell your client that it’s all important—and that it’s all important right now. And customers aren’t so kind on websites (Or restaurants) for that matter. If someone overloads your plate, you simply get confused and dislike the experience. Then you walk away.

And that’s the danger.
The danger is the overload.

Ok, so you understand the concept of overload right? But how do you go about creating a page that gives all the information needed, without overloading. And yes, without leaving anything out?

You do it exactly the way the restaurant does.
Choose one service to begin with. Let’s say you’re a lawyer, for example. And let’s say you’re really good at ‘home conveyance for expatriates’. Well talk about the home conveyance. Tell me what problem you solve for me. Tell me how your services may well be more expensive but why I must consider you. Tell me enough without jumping me across from service to service to service all at once.

And if you’re selling a product, the very same concept applies.
Tell me the biggest problem that you solve. Drive home that problem for a bit. Two paragraphs, three paragraphs. Let me enjoy what I’m reading. Let me chomp a bit into the subject matter. When I’ve had enough, I’ll be ready for the next feature. And the next. And the next. One by one.

Let’s take an example: We sell an Article Writing Course. Now what would you use article writing for? Ooh, let me count the ways. It could be to write articles for your newsletter; write content for your website; create outstanding presentations; develop superbly built video content for YouTube; write press releases that make you look like a pro…(You want me to stop any time soon?)

Every product or service has dozens of features
Every product solves dozens of problems and brings dozens of solutions. But if you go to the page on the Article Writing Course, we don’t deal with all the problems all at once. All we talk about is one problem. And we drive home that problem. Two, three, four paragraphs. Same problem. Then we move to the next and the next.

Just like our meal at the Pintxo bar
It’s easy for us to drink the beers (hic), then eat the pintxos and then wash it all down later with ice-cream and coffee. And if you do it in sequence, or, at least separately, then I’m interested. And I’ll stay for the “meal”. And enjoy the meal.

Isolate the services. Explain them.
Isolate the product features. Explain them one by one.
Isolate. Isolate. Isolate.

Do you want to drive your customers away? Or make them stay? The choice is yours.

———————–
Next Step: “The Brain Audit-It’s like the first comic book in marketing!

As an infojunkie, I buy ALL the stuff about smallbiz marketing, and here’s what makes Sean’s book stand out: while others mostly just dump info on you, Sean’s passion is that you understand and absorb the material for easier implementation.

Earlier versions of The Brain Audit had easy to understand structures and graphs, but this new one, with the new secret ingredient – cartoons – helped me absorb the knowledge faster and with more fun.

I would’ve liked to cite specific results, but I’ve been using the Brain Audit for so long I can’t keep score any more. I used it in my sales copy for selling manuals, trainings, seminars,
memberships, or to help my customers sell maps, wine, even electricity.

I’d recommend the Brain Audit to any business owner or marketer who wants to understand the mind of his customer and be able to use this structure, this checklist to write copy more confidently.”

gabor
Gabor Wolf, Marketing consultant, Budapest, Hungary
Judge for yourself The Brain Audit: Why Customers Buy And Why They Don’t

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“5000bc had been recommended by a Caver, and I took a look at it. The cost of joining was small relative to a recent terrible purchase, but I was in no spending mood at the time…understandably.”

Within a couple days of joining, I soon realized that Sean walks the walk and talks the talk. Not only was Sean contributing to the forum, but the calibre and quality of the feedback from other members was invaluable and definitely free flowing.

What I found instantly on 5000bc were answers to my most pressing questions related to my business. That made the cost of joining 5000bc, even after only a week or so of being a member, insignificant relative to the value received.

Peter J. Draper, EquityTransitions Inc., Mississauga, Ontario.
Judge for yourself http://www.psychotactics.com/5000bc
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