Generating Leads Using Our Compelling s & Sales Letters Workbook

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1 Generating Leads Using Our Compelling s & Sales Letters Workbook

2 Persuasion Strategies Persuasion strategies are used by the world s top copywriters when they write persuasive copy such as s, direct mail, brochures, flyers and reports Used to convince prospects to overcome their fear and complete the sales process Your target customer needs additional persuading before they will make that final commitment to buy Persuasion Strategies Information is NOT persuasive Persuasion is about recognizing that your prospect s fears are valid, and then finding ways to overcome those fears Create your marketing program by asking yourself why your prospects are afraid Your prospects specific fears, problems, frustrations and concerns must be addressed in your message to them if you ever hope to persuade them to complete the sale

3 Persuasion Strategies Prospects are looking for very specific instructions This is the core message in almost every piece of persuasive copy you ve ever read It s your job to help your prospects move beyond their purchase paralysis Getting them out of the mess they find themselves in is the simple underlying message you re trying to convey Acknowledge and empathize with the prospect s fear Demonstrate that you re trustworthy Use social proof Pre-sell with exceptional content Convey your authority Persuasion Fundamentals Show them the benefits of your solution Give clear and specific instructions for what to do next

4 Persuasion Fundamentals People confuse persuasion with manipulation and miss the value of applying persuasion techniques in their marketing Persuasion marketing doesn t employ trickery or deceit to override your prospect s will or reason It requires you to listen and uncover your buyer's needs, wants and preferences and then supply them with the information that will help them to reach a logical conclusion Persuasion Tips Customers want solutions Don't leave them to their instincts Tell them a story Let them tell you a story Make the experience vivid

5 Persuasion Tips Mastering the art of persuasion can propel your business forward as you learn how to move your customers through the sales process by selling to their true wants and needs Properly used, persuasion will make your customers feel that you understand them better than anyone else and that you will serve them better than anyone else Persuasion Elements One of the most basic concepts of persuasion is want vs. need By learning your clients specific wants and needs, you can learn how to better market your product or service that speaks to your target customer and convinces them to buy from you A want is something you would like to have A need is something you have to have, something you can t do without Wants are much more powerful than needs

6 Persuasion Elements When marketing your product or service, stay away from focusing on promoting the need for it Hot buttons are the problems, frustrations, fears and concerns that most clients consider when they do business with you Most clients are more than willing to pay a higher price if you offer enough value to warrant the higher price Persuasion Elements Most marketing and advertising looks exactly the same and ignores the hot buttons Everyone uses the same old phrases and platitudes Your customers become desensitized and don t believe any of it Your clients can t determine the true value you provide, so they default to lowest price as a differentiator

7 Persuasion Elements All you need to do is provide more value than your competition and promote it Your marketing messages should highlight the parts of your business that meet the wants of your target customer by addressing their hot buttons Persuasion Surveys Several large surveys show that most people believe a logical discussion, with good data and the right logical supporting facts, is the best way to persuade They break the persuasion process down to three main steps: first, present your proposition clearly and with conviction second, present your supporting data with the right facts, logic and information third, structure your "deals" and move on to closure

8 Persuasion Surveys Neuroscientists have recently discovered that our brains require 300 percent more effort measured in calories burned for heavy thinking, compared with "mental cruising Most people hate a logical, reasoned approach Triggers, instincts or gut reactions are decision-making shortcuts we easily and naturally employ all day long They re automatic self-guidance systems The Consistency Trigger We have a database in our brains that records past thoughts and actions When faced with a decision, our brain does an instantaneous search, and we re oriented to act in a way that s consistent with our past actions In short, we do what we ve done before Logic comes after the decision-maker has responded to their internal triggers

9 What This Means! Knowledgeable persuaders don t force persuasion partners Skilled people help their partners make good decisions by learning what they want doing the heavy thinking for them determining how to best position the discussion What This Means! Skilled persuaders evaluate which triggers apply to another person Then they carefully frame and deliver a presentation based on those triggers They use facts and figures only when needed to support a triggers-based decision

10 What This Means! The formula is fundamental Employ triggers they act as the client s navigation system for making correct decisions Use facts, figures, and logic only when needed to reinforce a triggers-based decision It s a surefire way to win at persuasion Foolproof 8 Step Format Now that we have laid a basic foundation for persuasive marketing, let s provide you with a foolproof eight step format that will give you the ability to write copy more persuasively than 95% of all the copywriters working today

11 Foolproof 8 Step Format Step one - ALWAYS open with an attention-grabbing, interrupting headline or opening paragraph focused on a problem, fear, frustration or concern Step two - Engage them by promising a solution to the problem you stated in your opener Step three - give them a reason to purchase inform them specifically of the additional value you provide Foolproof 8 Step Format Step four - tell them what you will do to help them gain the benefits they will experience from your product or service Step five - be very specific about the actions they will take Step six - offer them a compelling bonus or some form of additional incentive whenever practical Step seven - reverse their potential risk using powerful guarantees Step eight - end with a PS

12 Health Supplement Example You re a chiropractor offering premium vitamins to your database of prospects and current patients Step one says to always begin with an attention-grabbing, interrupting headline Dear Mary: As your doctor, your health and well being are always my top concerns, and I m constantly bombarded with drug companies asking me to recommend their vitamin supplements to my valued patients. I have never been the least bit tempted to recommend any type of supplement to any of you until NOW! Health Supplement Example Step two says to engage them by promising them a solution and to focus on the benefits of these supplements and the outcome they should expect if they use them Most of you know that I specialize in relieving chronic pain, and the latest scientific research has uncovered that a nutritional supplement called Relief X can almost instantly relieve chronic pain where other treatments have been colossal failures. After recommending them to several select patients of mine with chronic pain, and seeing their almost miraculous improvement overnight, I felt I would be committing a felony if I didn t at least notify you of my discovery

13 Health Supplement Example Step two says to engage them by promising them a solution and to focus on the benefits of these supplements and the outcome they should expect if they use them In my humble opinion, these supplements represent a major scientific breakthrough in chronic pain relief. They contain a special wax coating that survives stomach acid and slowly dissolves in the intestines where it can be immediately absorbed at full strength. Most supplements dissolve in the stomach and less than 15% of the medication enters your bloodstream Health Supplement Example Step three - give them the reason they should purchase these supplements Because of their high potency, these supplements are not available at any store. The manufacturer will only allow these to be offered through specially trained chiropractors. They are asking us to monitor our patient s results so they can use it next year in their nationwide marketing campaign

14 Health Supplement Example Step three - give them the reason they should purchase these supplements Since they re looking for dramatic results and testimonials, I was able to convince them that the more of my patients that participated in this clinical study, the more results and testimonials they would receive. They agreed and offered me a 35% discount for recommending these to my entire patient roster. I want to pass that savings on to all of you and make sure everyone can easily afford to try these remarkable supplements for yourself Health Supplement Example Step four - tell them the specific action you will take to help them gain the benefits My past experience indicates that the vast majority of you with chronic pain will experience immediate relief. However, no supplement is 100% effective for everyone. That s why I also negotiated a 100% unconditional guarantee with the manufacturer. If any of you don t experience immediate relief from your chronic pain, you can notify me and I ll personally refund 100% of your money

15 Health Supplement Example Step five - be specific about the actions they will take Please call my receptionist Mary Monday through Friday between 8am and 5pm and let her know how many you would like to order. She will call in your order direct to the manufacturer so we can insure you receive the 35% discount. You should have your supplements within 3 days and no more chronic pain after that Health Supplement Example Step six - offer them a compelling bonus Once you rid yourself of your chronic pain for good, let s make sure it never returns again. I m going to offer everyone who places an order a complimentary wellness assessment and diet plan with Judy, our on-staff nutritionist. This is normally a $450 service we provide, but for those of you who take advantage of this offer, I ll provide it to you free of charge. Consider it my gift to you to get you started on finally living a pain free life

16 Health Supplement Example Step seven - reverse any perceived risk As I mentioned earlier, although I have tremendous faith in the results all of you will experience with these supplements, nothing is 100% effective. For those few of you who don t feel immediate relief within 24 hours of taking your first supplement, notify Mary and we ll issue you an immediate refund and you go ahead and keep the remaining supplements and see if they eventually provide you with the same dramatic results as my trial patients experienced Health Supplement Example Step seven - reverse any perceived risk Please allow me to thank all of you for your past patronage to my practice. I hope my discovery turns out to be the key for most of you to return to a totally pain free life and a revitalized lifestyle. All of you deserve it. To your health, Dr. Mark Smith

17 Health Supplement Example Step eight - always end with a formal P.S. that highlights the benefits you offer P.S. Don t forget these supplements are effective because of the revolutionary new coating that actually survives stomach acid and becomes fully digested in the intestines so you receive 100% of the pain relieving formula that s safe, effective and just plain works Pretty powerful and compelling isn t it? Health Supplement Example For any interested prospect or patient, this letter makes it all but impossible to resist placing an order This type of compelling message can easily increase response and conversion rates by 300% to 500% The revenue results can often be staggering And now you know exactly how to do this yourself

18 Compelling Message Template Use this letter as a template when you create your own compelling marketing message This template will work for s, letters, flyers, brochures, face-to-face meetings, radio and TV and so on For face-to-face encounters, radio and TV, you will need to shorten this message dramatically, but include as many of the steps as time and appropriateness allows One Final Note... The more you practice, the more your copywriting skills will improve Using this program as your guide will get you started in the right direction Practice will take you to the next level and beyond

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