She also had a hundred printed versions ready to mailShe placed ads in the newspaper, with her website address and phone number Only 2 people logged onAnd only one person calledDr Gizmo's receptionist offered to mail them "more information" They declined (they don't want "no sales letter") and inquire about fees"Thanks," they say and hang up"I don't understand," says Dr Gizmo Her face looks flustered She offers exceptional service She has a great sales letter It's nothing "hypey" or hard-selling In fact, it's rather entertaining and informative So why don't people want to read it?My suggestion to Dr Gizmo:
Look at things from the customers' perspectiveWhat motivation do they have to call or visit her site for "more information?""Alright," Dr Gizmo says, "I've got it" She sits at her desk, pulls out a ball-point pen and begins an article:How To Increase Your HealthIt's packed with information she knows about natural health methods Useful information But it reads like a medical journalSo she places her report in her fax machine with a cover letter addressed to her copywriter: "Make this appealing to my future clients"Two days later, the fax machine beeps Out comes the rewrite:10 Drug-Free Ways to Feel Better Each Morning
And Enjoy More Energy Throughout the Day
Without Any Costly Trips
To The Health Food StoreIt's not short Fits nicely on a double sided 8 x 11 Long enough to seem valuable, short enough to be readThis is something people will be interested in reading People who aren't feeling that good in the morning People who are paying for expensive drugs to keep them going each dayIn other words, Dr Gizmo's ideal clientsNow Dr Gizmo's Really Lost It!
She's Buying Newspaper Ad Space
So She Can Give Things Away For Free?Dr Gizmo has a new ad written for the newspaper It looks just like an editorial It talks about this special FREE report she's written that can dramatically improve people's energy levelAll that people have to do is visit her website or call her receptionistWhen they log on the site, they type in their email address The site's auto-responder automatically sends the report to them And then re-directs them to Dr Gizmo's sales letterIf Dr Gizmo is smart, her website will ask visitors' permission to send them future free reports Of course, each free report will have her website linkWhen people call--and they will--the receptionist doesn't just mail them the free report she also sends them Dr Gizmo's sales copyPeople now willingly receive the free report If its ideas resonate for them, they'll gladly read Dr Gizmo's sales letter that the receptionist was kind enough to encloseNow if Dr Gizmo had written the letter herself, probably no one would have read past the first pageNot because Dr Gizmo isn't a brilliant doctorbut that's the point She's a doctor Not a copywriter (Similarly, I advise all my copywriting colleagues not to attempt brain surgery)Fortunately, Dr Gizmo did have captivating and compelling copy written for her naturopathic services Copy that brings out the unique and innovative points about her approach Copy that is read from headline to PS, leading the reader naturally to call and book an appointmentThe Secret to Generating Leads:
Offer Reports of Meaningful Value To Your ProspectGenerating leads not only helps you determine who to send your sales letter to--it also makes the prospect more receptive to reading itYou see, Dr Gizmo realized that people don't want to be sold to Instead, build a helpful relationship first Then they'll be willing to hear what you have to offer
FREE Ezine Reveals "Natural-Persuasion" Methods That Increase Sales 200-500%John A Manley's publishes The Natural-Persuasion Ezine, a free weekly ezine that shows you the secrets to generating rising sales through “natural-persuasion” marketing methods Methods that indirectly persuade your prospects to purchase without beating them down with sales-hype or budget-draining brandingTo subscribe visit: [http://wwwnatural-persuasionEzinecom]Resonate With Your Ideal Prospects’ Deepest Needs, Concerns And Desires, Gracefully Transforming Them Into Loyal CustomersAfter Three Years In A Mountain Ashram Canadian Writer Reveals Natural Methods of Persuasion Guaranteed to Raise Sales 200-500% Without Leaving Your Customers Feeling "Sold"Read more at…[http://wwwnatural-persuasionCopycom]
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