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| How To Avoid Putting Your Prospects On The Defensive! |
The last thing you want to do is put your prospect on the
defensive, and if you're not careful about what you're saying in
your sales copy, you WILL do this -- especially if you aren't
aware of what to look out for!
Today we'll take a look at the third paragraph of our mock
display ad so you won't make this critical mistake.
You can check out that original ad out, and even print out a
copy of it, right here:
http://www.kingofcopy.com/tips/real_estate_ad_071505.htm
The third paragraph says, "You don't have to be a slick
salesperson. In fact, you could be brand new to real estate
sales. The key qualities that our most suc-cessful team members
have in common is an openess to new ways of doing things and a
burning desire to escalate their income."
Good things about this: Telling your prospect you don't need to
be a slick salesperson to become successful.
Most people really aren't slick salespeople, but |
they are
foolishly led to believe (regardless of what field you're in)
you can't be successful in sales unless you ARE slick -- and
therefore deceptive as well. This is good, to disarm your
prospects potential fears about being successful.
It's bad though, that the writer then starts talking about what
"his most successful team members have in common". See, this
immediately tells you, this is a self-serving sales pitch to
train and recruit staff members to ultimately put dollars into
HIS pocket.
If you're a prospect reading this, do you really think you'll
care one little bit about what traits HIS staff sales people
have in common?
What, so you can get excited about building that new wing onto
his house?
Puh-lease!
Here's how I'd handle this next one:
"It's true! Whether you're a rookie, who's just passed your
realtors licensing exam, or even if you've been at it for years
and you've got a good "following", imagine how much better your
business would be (and therefore, |
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how much better your entire
life would be), if... instead of having to look for your next
"meal ticket", you had a turnkey system that automatically
turned you into a prospect-attracting magnet!"
Now there is a LOT of psychology going on here, like why you use
certain kinds of words or why you're positioning yourself this
way and that, and where and how you use them to achieve maximum
selling effectiveness.
Listen, remember what hapened when you were a kid and your socks
started getting old -- you used to use rubber bands to keep them
from falling down?
Well, there are NO rubber bands in the marketing world -- if
your ad's not holding itself up on it's own, even if you're as
clever as MacGyver -- you're simply NOT going to be able to use
duct tape, an apple core, an old pair of underwear and a
magnifying glass, to change your fortunes!
If you check out this tip online, you'll be able to see the
italics and emphasis I've placed on certain words for pausing
and sounding purposes.
You |
can see them here:
http://www.kingofcopy.com/tips/avoid_making_this_selling_mistake_
072105.htm
Now go sell something,
Craig Garber http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been missing, right
here at: http://www.kingofcopy.com/tips/tiparchives.html
About the author:
If you want to know how to consistently attract a steady stream
of fresh new prospects, who are pre-qualified, eager, and
excited about buying from you, then Craig Garber -- recognized
by his peers as America's Top Direct-Response Copywriter -- can
show you exactly how to do this, step-by-step. Garber's written
winning promotions across a HUGE variety of industries and you
can see them all for yourself on his website at
http://www.kingofcopy.com
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