Here’s a little secret you should use in your copy. It’s a technique you should always strive to include in your sales letters.
This essential copy item maximizes your readership. And, importantly, keeps your reader glued to your copy. Down your ‘greased slide.’
By the way, if you’ve not heard the expression ‘greased slide’ before it’s where you stop your reader in their tracks with your headline, you get them to read the first sentence. The second sentence. The third sentence. And before they know it they’ve read your entire ad. And, whipped out their credit card to buy.
What is this secret which can rapidly boost your sales?
You need to (quickly) build rapport with your reader at the beginning of your ad. So they continue to read your ad.
You want to get your reader nodding their head and saying “YES” in their mind as they read your copy. And agree with what you’re saying.
Make sense?
Of course it does.
Let’s face it, nobody is going to read something if they don’t agree with the copy. You’ll turn the reader off quicker than a light switch if they disagree with what you’ve written.
This rapport building has really been brought home to me as we moved house six months ago to live in town. And, as a consequence we get more people knocking on the door trying to sell to us.
And I’m amazed at their sales techniques. Or rather lack of.
No attempt at rapport building. No getting me to agree with them in the few minutes of conversation. Just a full on sales blast. A “Me, Me, Me” message from them straight off.
The result?
My defence shield against being sold to immediately goes up.
Perhaps these guys have been told it’s only a numbers game. Knock on enough doors and you’ll get sales. Eventually.
However knock on enough doors, build rapport with your prospect and you’re far more likely to get even MORE sales. Pretty basic stuff you’d have thought.
So how can you quickly build rapport with your prospect? And build a YES momentum in your copy?
Thought you’d never ask….
One way is to use empathy in your opening paragraphs.
So your prospect sees you understand them. You’re showing them sympathy. You demonstrating you know what’s going on in their world.
How you understand their pain they’re feeling right at this moment in time. When you do this, you instantly build rapport with them. You become one of them. A soul mate. And they’re more likely to read your ad which is precisely what you’re trying to achieve.
After all, we all prefer to do business with people we like.
So there you go.
What do you think?
Comments welcome.
Until next time
Mark