Do you remember the stupid beer commercial a few years ago with the slogan "Why ask why?"
Well, completely unknown for advertising agency, which had nearly stumbled on a breakthrough marketing concept. Telling people why you are doing something is one of the most powerful influence of human behavior.
Robert Cialdini, Ph.D. , In his book Influence: The Psychology of Persuasion "talks about an experiment by psychologist Harvard social, Ellen Langer, that concluded people like to have a reason for what they do. Their experiment consisted of people
waiting in line to use a copy machine and then have the library experimenters ask to get ahead in line.
The first excuse used was "Excuse me, I have five pages. Can I use the Xerox machine because I'm in a hurry? "This application, along with a reason was successful 94% of the time. However, when the experimenter, a request only: "Excuse me, I have five pages. Can I use the Xerox machine?" this request was only granted 60% time. A significant drop!
Well now for the surprise.
It may seem that the difference between those two requests was the additional information "because I'm in trouble. "
That is not the case.
Because in a third experimenter, the experimenter asks "Excuse me, I have five pages. Can I use the Xerox machine because I have to make some copies? "There is no reason mentioned or new information presented, just the words" because ".
This time, a total of 93% of people said yes simply due to the word "because"! And not even matter that there was no reason given. Just the word, because it creates a magical answer.
More psychological 'triggers' that can massively increase their success in sales letter, if you're writing sales copy online
or a copy of direct mail.
Max Sackheim, famous for the long term ad "Do You Make these mistakes in English and author of the book-of-the-month concept, says:" Whenever you make a claim or special offer in advertising, reaching a honest reason why, and then the state truthfully. You sell many more products like this. "
Here are two examples:
- Instead of chanting "sale" as so many other stores, John E. Powers, one of the principal drafters wrote this announcement, offering prospects a legitimate reason why they should spend their money in a shop in Pittsburgh in serious financial trouble: "We are bankrupt. We owe $ 125,000 more than they can afford, and this announcement will bring our creditors down on the neck. But if you come to buy * tomorrow, we'll have the money to meet them. If not, go to the wall. "This
ad was responsible for saving the store. - Another ad written for a different power trader proclaimed: "We have a lot of rotten raincoats we want to remove." This dealer sold a complete inventory of raincoats in the morning.
And this powerful sales letter and ad copy strategy works equally well today.
Using this secret weapon, I helped a company medical equipment to produce a massive 1073% return on investment simply using
"The reason why" copy.
The premise was the way that you can sell a product for the incredible price of just $ 477. Regularly this product sells for about $ 695 - $ 895. Then the ad explained that the price was very low because the manufacturer wanted to gain market share and get more nurses and doctors accustomed to using their product. He is a winner and a huge source enormous profits for the customer.
Here's how can you apply emotional, psychological causes of the sales letter copy:
Let you have a slow time of year and wants to increase its business during this period. Write a simple sales letter to its customers make a special offer, only good for slow period.
Maybe you throw in extra free bonuses, extra services, or special discounts, simply because it is their "slow time" and should pay their staff anyway.
Let people in "Behind The Scenes" in your company ...
- Are you with excess merchandise Because for some reason customers only want the deluxe widget - but you
ordered tons of basic?
- Did you a flood and you need to liquidate your inventory?
- Is it necessary to raise money to pay for your nosejob?
Either the reason is, your prospects the truth.
For some reason everyone wants to be mysterious about their business. If you are lowering the price nobody thinks just because you're doing is "such a nice guy." So people know why.
I know this probably goes against every grain of business sense, but I promise that if people have a good credible reason why they will respond with an open mind and more importantly, an open wallet.
(c) Surefire Marketing, Inc.
About the Author:
Author about:
Leading Online Copywriting Expert, Yanik Silver has helped tens of thousands of companies just like yours create a surge of hot, new, qualified leads, sales appointments and customers with killer sales letter copy that actually sells. Now you can go towww.instantsalesletters.com & get 49 of Yanik’s hardest-hitting, profit-generating sales letter templates guaranteed to help you quickly and easily create a sales letter guaranteed to sell your product or services.
Article Source: ArticlesBase.com - Sales Letter Copy Secrets: How to Use Hidden Psychological Triggers & Sell More Products and Services Guaranteed
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