9 WAYS TO MAKE A LASTING IMPRESSION
AND MOTIVATE YOUR PROSPECTS TO ACT – PART 2
Here are the first four ways from my previous post.
5) BE EMOTIONAL
Ask anybody what makes them buy – logic or emotion. Most will tell you they’re thinking, reasoning, rational buyers. They weigh all the options. They make checklists and read brochures or web pages.
And only then, resting head on chin with furrowed brow and carefully considered figures splayed on the scrap paper before them, do they make a decision to buy.
Not the case?
Emotion is what stirs the buyer’s reflex. Every time. It’s also the easiest pathway into a prospect’s memory bank. In short, if you want a product to be remembered, first you have to stir the heart.
Still don’t agree?
Okay, let’s get ironic and try looking at the rational explanation. Emotion raises adrenaline. Adrenaline kick starts your brain’s amygdala. The amygdala wakes up your hippocampus. Your hippocampus pours the foundations for building a memory. And when you recall that memory vividly, well, you get all emotional about what you’re remembering all over again.
6) BE VIVID
Too much sales copy is so insipid, it’s like wallpaper that you never even notice. But if you walk into a room and are struck with strong colours on the walls or vivid pictures or beautiful patterns, you can’t help but notice and be moved.
Anyone who’s spent a fair amount of time on this earth has learned that it’s passion that makes the world go round. In copy, that means strong verbs. Gutsy promises. Bold opinions.
Shrinking violets get trampled.
7) BE REPETITIVE
If you want people to internalise your key message long before they get to the order form, repeat it. Often.
Sad to say, many people just aren’t as observant as we want them to be. They’re not dumb, just busy. Therefore, to get a good message remembered, flaunt it.
Especially if it’s well connected to your offer.
I’ve seen 16-page sales letters re-state the offer 6 and 7 times over. So don’t be shy about saying the same thing twice … or more than twice.
8) TELL THE STORY NOBODY ELSE IS TELLING
Here’s another lesson from the brewing trade. If you’ve read any decent marketing books, you probably know about Claude Hopkins.
Hopkins is the genius who wrote the short but powerful “Scientific Advertising” tome back in the 1920s. David Ogilvy reputedly made all the new hires to his famous ad agency read it seven times.
Hopkins was also the brilliant copywriter who helped Schlitz Beer, then the number five brand in the U.S., rocket into first place. How? After a visit to the Schlitz Brewery, Hopkins had seen what rigorous steps the company took to keep the beer pure and clean during the brewing process.
Why, he asked, don’t you tell your customers you’re doing this? Because every other beer company does it too, came the answer. Yes, but they don’t tell this story either, said Hopkins. He pounded out an ad that laid down all the rich details, and Schlitz sales took off.
9) CLOSE HARD
You’ve heard it once, you’ve heard it a thousand times. Every good sale closes with a crystal-clear call to action. In yours, you want to tell them — in no uncertain terms — HOW to buy …
“Pick up your phone. Dial this number. Claire will answer. Tell her this …”
You want to remind them directly WHY to buy …
“Remember, in 9 out 10 tests, only ‘Blink Ocular Itching Cream’ stopped uncontrollable eyelid twitches without causing irritation.”
And of course, you want to do all this with enough urgency to get the buyer to act now. Because if they don’t do it now, you know what happens. It goes into the in-tray or inbox … which then eventually gets dumped into the waste-basket. You don’t want that to happen. So you urge them to buy now, before time runs out …
“I’m not sure how long supplies will last. We didn’t expect this much demand. So I hope I’ll hear from you today … if not sooner.”
And don’t be squeamish about it. I read somewhere recently that you’ve got about 14 days at MOST before even the most memorable sales message slips into the ether of information overload. Personally, those stats seem generous.
So there you have it.
Make your message memorable or be forgotten in an instant.
P.S. If you’d like some help to stand out from the crowd, or just an opportunity to chat through your marketing options, simply BOOK YOUR BREAKTHROUGH STRATEGY SESSION HERE. I’ll ask you some important questions, then respond with my best suggestions, without obligation.