by Len Dozois
Hopefully we are all adults I don't care if you're a You walk in the door and I don't know how things work So, if you wouldn't expect You know what I'm talking "Wow, I just discovered The so-called marketer blows You think I'm exaggerating? Anyway, whenever someone "I've been a member of Out of curiosity, I checked "You are paying too much Ok, let's take a look at "Send an email to (deleted) and see HOW Sheesh, at least he could have What he did was the equivalent of "Honey, I'm home and I'm Take off your clothes and jump into bed because I Sure, that's a home run In fact, he really didn't give them any option at all when he "Send an email to No one in their right mind Hmmm, does all of this sound I see so many people fail in 1. Eliminate any high Give the 2. Go slowly and get your 3. Build a rapport with your 4. Create a level of What works in the bedroom size=3>Bedroom Marketing
Tips
here, so let's talk about sex for just a minute. No, I'm not talking about porn
sites, I'm talking about taking a look at what I call 'Bedroom Marketing' and
applying the same principles to Internet marketing.
female or a male. Play this scenario out in your head:
yell "Honey, I'm home. Take off your clothes and jump into bed because I
really want you and I know that you want me too."
around your house, but over in my neck of the woods it's going to be "No Sale".
And why would you expect anything different? Let's take a look at what was done
wrong.
attempt to "make the sale" without any regard for the other party feelings, or
state of mind.
other party was in mood to "buy" and the pitch did not give them any other
option but to say "Yes" or "No" when a "maybe later" would have given the
desired results.
rapport building (OK, Dr. Ruth doesn't call it "rapport building", but you know
what I mean).
build the other person's interest and excitement level over the offered "product
or service".
that kind of approach to work with someone who hopefully loves and trusts you,
why in the world would you think it would work with complete
strangers?
about. We've all received an email that says something like:
the most amazing program. My sponsor has only been in for 14 days and he's
already made $144,000!!!!!!!!! This is so good, trust me I know a good thing
when I see one. THIS IS NOT A SCAM!!!!!!!!! Just click here and pay a one-time
$19.99 NO SPONSORING!!!!!!!! I'll help you make money. This CAN'T
FAIL!!!!!!!!!!! Just sit back and let the money roll in!!!!!!! I joined Monday
and already I've made over $200!!!!!!!!!!"
this ad out to 155,000 Safelists, FFA and Classified sites, and maybe SPAMs a
few news groups along the way. Two days go by and no sales. The Marketer quits
in disgust and tells everyone that Internet Marketing is a scam and no one is
making any money. "Trust me.", He says "I know, I tried."
One of the sites that I own is a target=_blank>Safelist Autoposter. We sell membership for $4.99 per month
and our members can automatically post their ads to hundreds of safelists, with
hundreds of thousands of members who have agreed to receive them.
cancels their subscription we automatically send them an email containing an
Exit Poll form. We offer them the chance to win $50 in return for telling us why
they quit (we also recommend one of our target=_blank>other sites that may be better suited for them, but that's
another article). We learn a lot about how to make our program better, but we
also get to scratch our heads in wonder over responses like this one:
your site for 10 days now and I haven't sold a thing. The Internet is full of
thieves and liars and you're just one more of them."
the sales letter he's been sending. Here's what he wrote:
for your long distense service. Send an email to (address deleted) and see HOW
MUCH IT WILL COST YOU with mine."
what he did wrong besides failing to run his spell checker.
attempt to "make the sale" without any regard for the other party feelings, or
state of mind. Not only was it high pressure, but it held his offer out in a
negative fashion when he said
MUCH IT WILL COST YOU with mine."
said "how LITTLE it will cost you."
saying:
dirty and sweaty and I had a garlic and onion sandwich which I'm still burping
up every five minutes.
really want you and I know that you want me too."
proposition waiting to be hit out of the park.
prospect was in the mood to "buy" and did not give them any other option but to
say "Yes" or "No" when a "maybe later" would have given you the results he was
seeking.
said
(deleted) "
is going to respond to an offer from a total stranger and give that stranger
their email address. It's no wonder he didn't make any sales.
build a rapport. He tried (and failed) to pull off a slam-bam-thank you-m'am (or
whiz-whirr-thank you sir) and fell flat on his face. Try walking up to someone
in a bar and saying "Hi, are you hungry or horny" and see how well you
do.
excitement level over his product or service. He didn't even build a mild
curiosity level. In fact, his letter doesn't even rate a twitch of the right
eyebrow.
familiar? I wonder what would happen if he tried that on his spouse when he
arrived home from work? No nookie there I'd bet, and no sale from his ad
either.
their attempts to advertise their product or services. A lot of them tell the
same story as Mr. No Nookie in the example above. Keep this in mind -- Even
though the Internet offers an instant medium for reaching people all around the
world, the basic laws of sales have not changed. In order to close the deal you
must:
pressure attempts to make the sale. Stop using hype and, for Pete's sake, use
the exclamation point sparingly! Not only is an educated prospect more likely to
buy, but they are also more likely to refer others to your site, and they are
more likely to respond to future offers that you make to them.
customer an option of saying "No". Some truly interested prospects just won't be
able to buy right now for a variety of legitimate reasons. Make sure that you
offer them the opportunity to join your e-zine or newsletter, or sign up for an
autoresponder series. Do something that gives you the opportunity to stay in
front of that customer until they are ready to say "Yes".
prospect into the mood to buy. Don't rush in there and yell "Give me your
money". Take the time to determine what the reasons are that someone will buy
your product and weave those reasons into a word picture that elevates the
prospect's curiosity and enhances their buying mood.
prospect. People want to be talked to, not at. Show them that you are a friend
and a expert in your field by EDUCATING them and not SELLING them. Combine this
step with step #2, and you can write as long of a sales letter as you need (but
not ONE WORD LONGER) without fear of losing the truly interested
prospect.
excitement over your product or service by explaining how it's going to change
their life, or save them money, or make them look more attractive, or whatever
your USP (Unique Selling Proposition) is..
works in the market place. Try it!
About the Author
Len is a professional copywriter and Internet marketing consultant. Visit his site at www.CopySurgery.com