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Writing sales copy can be challenging even when times are good. But when the economy hits the skids, writing copy that actually sells can be downright hard.
No worries. Barry Densa has some advice about this to make things a little easier.
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There are, as you may have heard, 13 human motivators, or “hot buttons” that inevitably drive sales.
Employ any one, or two of them, in your marketing campaigns, with a deft and artistic touch, and you’ll easily deliver your customers to the precipice – the point at which he or she is presented with an all-important and consequential decision:
To buy … or not to buy.
Yet, use more than one, or at the most two hot button motivators in a single marketing campaign … and more than likely, you’ll lose the sale.
Just as a sentence should contain only one thought, lest in confuse and distract the reader, a sales promotion should appeal to one dominant motivator at a time.
So which one, or two motivators will work best in a recession?
4 practical ways to sell without writing a sales pitch
It was a busy Thursday morning. I had just finished answering about 50 emails when one more message landed in my inbox.
It was a from Donnie Bryant, who said he has just finished reading The Art of Zen Copywirting and offered me another take on the subject.
I liked it. And I think you will too.
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Supercharged salespeople and marketers love to make reference to the movie Boiler Room.
You may have heard them use this quote from the film: “A sale is made on every call you make. Either you sell the client some stock or he sells you a reason he can’t. Either way a sale is made, the only question is who is gonna close?”
It sounds good. It’s motivational. And it’s false.
A customer doesn’t have to “close” a salesperson. He doesn’t have to “sell you a reason he can’t” or won’t buy from you. All he has to do is hang up the phone. Leave the store. Click away from the website (even while the autoplay video is still running).
The truth is, you can’t sell anything without selling. But that doesn’t change the fact that people hate to be sold. Copywriters have to be able to take a different approach. How can we sell without appearing to sell? Here are 4 practical ideas.
