Dear Inquisitive:
GGGBefore
you can understand how to create messages that sell, you have to have
a basic understanding of the psychology of selling. Here's a quick
overview of what you should consider. Use it as a springboard to discover
more about communicating effectively.
GGG
Know Your Product or Service. Before you can sell something,
you have to know about it. The better you know it, the easier it will
be for you to inform, explain and persuade. Once you know all about
what you're selling, make a chart. On one side of your chart, list
all the selling points of your product or service. On the other side,
list all the benefits which can be derived from those selling points.
GGG
Know Your Customer. Who will use your product or service? What
are they like? Where do they live? How old are they? Where do they
shop? What are their interests? Answers to these and other questions
will help you understand your prospects. They will help you understand
what might motivate them.
GGG
Write Living Copy. Long complicated sentences are hard to follow.
They fall on deaf ears and eyes that won't see. They lose your prospects
interest instead of piquing it. Make sure you use language that speaks
to real people. Write in a conversational way.
GGGStress
Benefits. Refer to the list of selling points and benefits you have
made. Let your prospects know how you can benefit them. It is not
enough to talk about selling points. Clearly point out what prospects
have to gain by using your product or service.
GGGCut
to the Chafe. Everybody is busy. We all have so little time. You are
likely to be most successful if you get to the point. Don’t dillydally.
Don't beat around the bush. Don't save the best for last. You don't
want to lose your prospect's attention before you've finished delivering
your message.
GGGDifferentiate
Yourself from the Competition. Make sure your message is not generic.
Sell your product or service, not those of others who have similar
things to sell. Discover or create a perceived benefit that makes
your product or service different and better.
GGG
Do Surgery. Proof what you’ve written. Use your pen like a scalpel.
Remove any extra, unnecessary language. Remove any extra, unnecessary
ideas. Stay focused. This will stimulate interest.
GGG
Hype or Hip. Your prospects will know if you're using fluff, exaggerating
or being insincere. If you’re genuinely excited about what you're
selling, make sure that comes across. Enthusiasm and excitement are
contagious.
GGGA
Spoonful of Sugar... Your prospects like fun, helpful, entertaining,
interesting communications. Be creative. Make it easy to spend time
with your promotional messages.
GGG
A Star is Born. Your product or service is the star of any campaign
you wage. Don't let the medium overshadow what you're selling. When
you follow these suggestions, you’ll be doing just what the pros do.
Good luck converting all those great ideas into marketable messages.