Avoid this HUGE mistake and make MORE
sales
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“A complete argument is a stronger argument.”
- Drayton Bird, UK Direct Marketing professional
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Imagine being at a business conference in a room full of
business professionals. Hundreds of business owners and executives are attending. The speaker asks a series of
question about what works in advertising. With one example he offers 2 prospective ads and asks which one performs
better. Nearly every hand is raised in agreement that saying less in an ad will sell more. People don't want to
read a lot anyway. And then...
You discover you were wrong... along with the other 95% of business owners and executives in the
room.
If you want more sales, say more about your stuff, not less. There's this idea that ads should
be short because people don't want to read ads. I don't know where it came from. Why should ads be short? Do you
think they'll sell more? What brick and mortar storefront salesman says "Let me be as brief as
possible..."
Sales results prove there is a general rule of “the longer the sales copy, the better the
sales.” Don't go nuts with this. There is always a limit to what people will read. The simple argument is you need
to answer every question your prospective client has and demolish every objection they have to buying your product
or service. And you can't do that if you aren't answering enough questions in your ad.
There are many insider tricks about how to write great sales copy. Amazingly each trick can
boost your sales by 50% to 100% or even more. (A recent article I read from a colleague described using 4 simple
tricks that resulted in a 300% return. Boy were his clients happy!) But those tricks won't help at all if you don't
answer your readers questions. If you act like a minimum wage salesman you won't make the sale. You need to answer
every objection – before they say them. You need to provide every benefit – before they think about them. The
reader needs to be deluged with your product or service being the perfect solution to their problem. It should be
an irresistible tidal wave that makes them beg for your product or service..
By answering objections you are bonding with your reader. If you can answer every objection they
have... and a few more... then your reader will realize that you really understand them. You understand their
needs. If you understand their needs they will be much more likely to buy from you.
Say more.
And make more sales.
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