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    Creative Ad Copy Series

August 6, 2019

Creative Ad Copy Secrets to Help Sell Your Services!


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Creative Ad Copy Secrets to Help Sell Your Services!

Part 24

Step Thirteen: The P.S.!
By Marlon Sanders

Remind your customers of the time deadline and the limited supply of bonuses. Urge them to pick up the phone and call immediately.

Your P.S. is often read first by customers. So entice them to read the letter by mentioning the free bonuses and the limited time offer.

Another trick you can use on your P.S. is to add an upsell. In other words, you give your prospects the opportunity to spend more money for an upgrade, extra features or add-on service.

I used this with my WSOTM (WebSite Order Taking Machine) product. Currently, I’m not selling this product as a stand alone item. But when I did, I had a deluxe edition you can buy for a little extra money. However, I put this option on the order form instead of the P.S. If your up sell takes more than one or two sentences, the P.S. is an ideal spot for it.

You can use multiple P.S. paragraphs if you want. But in checking my book of the greatest sales letters of all time, I don’t see many that use multiple P.S. statements. Using more than one or two likely decreases their effectiveness.

Are you working with your accounting outsourcing team in the best way possible? 

Other Possible Modules:

There are other elements or modules you can include in your letters. The above cover the major ones. Here are some others:

The reason why module: Tell why you’re offering the guarantee, price discount or multiple bonuses. The best reason for the guarantee is confidence. The best reason for multiple bonuses is the truth: It’s an incentive for them to order immediately. By giving the reason why, you establish credibility. Otherwise, people are suspicious.

The scarcity module: To get people to order immediately, you can use scarcity. For example, “I can only guarantee you’ll receive a bonus package if you’re one of the first 50 people to order.”

Or the time limit module, “I can only guarantee you’ll get the bonuses if you order in the next 72 hours.”

Notice how I didn’t say they wouldn’t receive the bonus. I said I could only guarantee they’d receive it if they acted immediately.

 

Accounting outsourcing saves you in-house time and money

The ftc and some states have laws governing limiting time offers. I suggest you study and abide by these laws.

THE LIFT: This is a technique used extensively in offline direct mail, but I have never seen it used online. I’m introducing the concept here, and I bet you’ll start seeing a lot of people using it online.

The lift is the lift letter. A lift letter is a separate letter or piece included in a mailing that says “Read this only if you’ve decided NOT to order.”

The lift letter is written by a third party that has credibility with the prospect. It is written on a separate letterhead and usually begins with “Frankly, I’m puzzled.”

Typical turnaround for jobs is 1 week! Accounting outsourcing…..

For example:

Dear Friend,

Frankly, I’m puzzled.

I’ve known Marlon Sanders for over 6 years. The letter he has written for our corporation have helped us make over 7 million dollars a year.

Marlon is selling his secrets so cheap that it surprises me. Would you do me a favor. Would you send me an email and explain why you aren’t BUYING NOW?

I just don’t understand what else Marlon can do to demonstrate the amazing power of his methods.

Send your email to: Jim@higherresponse.com Best wishes

Jim Client

XYZ Corporation

 

Covered in the following post:

How to Assemble The Elements Of The Formula In Different Sequences:….

Accounting outsourcing with BOSS gives you direct contact with your accountant….

If you’re interested in learning more about Marlon Sanders and his products, visit:

https://www.salesletters.com/sales-letters/how-too-differentiate-your-product-or-service-using-an-attribute/

With BOSS, your accounting outsourcing team can be scaled up or down within a week to help with workload peaks and troughs….

BOSS (Back Office Shared Services Pty Ltd) is Australia’s premium accounting outsourcing provider supplying well-trained high-quality accountants and bookkeepers. To discuss your needs and how we can help, Book a Consultation NOW!

Subscribe to BOSS - Receive monthly articles and special white papers

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  • Tips to Market Your Business
  • How to Increase Your Profit
  • And More!

BOSS, BACK OFFICE SHARED SERVICES PTY LTD.
Suite 2, 345 Pacific Highway,
LINDFIELD, NSW 2070
1800 889 232
www.boz.com.au
@2019 ALL RIGHTS RESERVED.
Liability Limited By a Scheme Approved

August 5, 2019

Creative Ad Copy Secrets to Help Sell Your Services!


Reduce Costs and Eliminate Staffing Headaches

Call 1800 889 232

Creative Ad Copy Secrets to Help Sell Your Services!

Part 17

Step Three: Turn Your Features Into Benefits
By Marlon Sanders

Go to BOSS for how to get fixed-fee accounting outsourcing services on every single job!

Focus on giving people what they want and solving their problems.

Visit BOSS for fixed-fee accounting outsourcing

People do not buy products and services. They buy an end result….what a product or service does for them. They buy solutions to problems. They buy to avoid pain and gain pleasure.

People don’t buy drills, they buy holes. They don’t buy hammers. They buy the doghouse the hammer will help them build. They don’t buy homes. They buy a feeling of security for their family. They don’t buy novels. They buy escape from reality. They don’t buy advertising. They buy increased sales at a lower cost.

Most companies advertising on the web spend all their time talking about the features of their products and services and not how those features will produce a desirable result or benefit for their customers. They focus on how great their newest widget is instead of how their newest widget solves annoying problems for their customers.

Here are several ways you can make sure you talk in terms of benefits to your customers instead of features.

Ask your customers why they purchased from you instead of your competition. Do not assume you understand why your customers buy from you. Instead, ask a lot of questions and listen for hot buttons. Look for key advantages you have compared to your competition.

Don’t assume your readers understand the benefits of your product or service. Picture all the ways your prospects will benefit when they buy from you. Spell out the benefits so they are crystal clear. Leave nothing to the imagination.

YOU MUST ANSWER THE QUESTION “SO WHAT” FOR YOUR CUSTOMER.

If your widget has xyz feature and does so-and-so things, the question is SO WHAT? Who cares? How is this going to help your customer and make their life better, simpler or easier? 

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Benefit chain

Benefits have layers like onions. Your job is to peel through the layers to reach the deepest, most meaningful advantages of your product or service. In order to do that, take each of your benefits and ask, why do I care about that? Or ask, what will that do for me that’s even more important? Keep asking questions until the answer is self-evident. The process looks something like this:

Benefit——> what’s important about that? ——> which means that ——> which means that________

When you write your sales letter, be sure to point out all the benefits that surface from your benefit chains because any one of them could be the hot button that causes a prospect to order from you.

If you need additional help writing benefits for your product or service, check out the book Cash Copy by Dr. Jeffrey Lant. Order through your bookstore.

Accounting outsourcing saves you in-house time and money

If you’re interested in learning more about Marlon Sanders and his products, visit:

https://www.salesletters.com/sales-letters/how-too-differentiate-your-product-or-service-using-an-attribute/

BOSS (Back Office Shared Services Pty Ltd) is Australia’s premium accounting outsourcing provider supplying well-trained high-quality accountants and bookkeepers. To discuss your needs and how we can help, Book a Consultation NOW!

Subscribe to BOSS - Receive monthly articles and special white papers

Sign up to receive monthly articles and special white papers and learn:

  • Tips to Market Your Business
  • How to Increase Your Profit
  • And More!

BOSS, BACK OFFICE SHARED SERVICES PTY LTD.
Suite 2, 345 Pacific Highway,
LINDFIELD, NSW 2070
1800 889 232
www.boz.com.au
@2019 ALL RIGHTS RESERVED.
Liability Limited By a Scheme Approved

August 1, 2019

Creative Ad Copy Secrets to Help Sell Your Services!


Reduce Costs and Eliminate Staffing Headaches

Call 1800 889 232

Creative Ad Copy Secrets to Help Sell Your Services!

Part 19

Step Five: Prove Your Benefits
By Marlon Sanders

Have you heard of the accounting outsourcing offer that saves…..

Show people why they should believe you will deliver the benefits you offer.

The online market tends to be a sophisticated, educated and highly skeptical audience. That means you have to prove your claims. Instead of just stating a claim or promise, you need to present evidence that it’s true.

The most powerful way to create credibility is by using testimonials. You can’t have too many strong testimonials in your sales letter or sales presentation. I send out a survey two weeks after people buy my product requesting an evaluation. At the end of the survey, I asked permission to use the comments in my advertising. This is how I get testimonials. Here are a few tips on what you want to have (ideally) for the content of your testimonials.

Discover BOSS’ accounting outsourcing work tailored to your needs…..

State specific results. “I used X product and I solved these problems or I got these results.”

Target common objections. Let someone else answer common objections for you through a testimonial.

Avoid “pat-on-back” verbiage. People care about results and benefits, not how great the creator of the product is.

Provide full name, city, state, occupation, and photo, if possible. To obtain good testimonials, you can interview your customers, record the conversation, transcribe it, boil it down to a testimonial, then obtain written permission to use it.

Visit BOSS for fixed-fee accounting outsourcing on every single job!

Other important techniques for building credibility include:

Tell why prospects should believe you are a credible source. Support statements with logic and proof. If you need additional help in this area, read the book My Life in Advertising and Scientific Advertising by Claude Hopkins. It is inexpensive and will give you numerous examples.

Another book I highly recommend is How to Write a Good Advertisement by Victor O. Schwab. This book is a classic on how to put together outstanding direct response advertising. In chapter 3 Schwab goes into detail on how to prove your claims and promises. He points out that there are 4 basic types of evidence. I’m going to give you a quick and dirty distillation of that information using my own examples. Of course, for an in-depth discussion, I highly recommend you buy and read the book.

Are you working with your accounting outsourcing team the wrong way?  Find out more…..

First, I want to talk about the 4 types of evidence in general.

One, you have construction evidence. That is, how is your product or service constructed? What goes into it?

Two, you have performance evidence. That is, how can you support your case by citing actual performance results of your product?

Three, social proof. What do others say about your product?

Four, test evidence. How much confidence do you have in your own product?

Accounting outsourcing saves you in-house time and money

Let’s look at each of these in further detail. 

  1. Construction Evidence.

What facts about your product support your claims and promises?

These facts could include:

  • The reputation of a business and years in existence
  • The management, production and customer service personnel
  • The quality of materials and design
  • Patents, machinery, and special processes
  • Speed of delivery
  • Design of the container or packaging that supports claims
  • Performance Evidence

How does the product perform? You can show this in a variety of ways:

  • Achievements of product, including dramatic results obtained in unusually harsh or difficult circumstances. I call this the “Timex” principle. Remember how you used to see the Timex watches take a licking but keep on ticking?
  • Expert or well-known users. For example, if you’re selling a program that makes 3D headlines for websites and you have a survey that proves 79% of all webmasters use the product, then you have proof from expert users.
  • Popularity. If more and more people are using your product, this is social proof of its effectiveness.
  • Demonstration. If you have some demonstration that proves your product works, this is a form of proof. Thus, you have all the shareware programs online you can download and try out. Just be sure to explain thoroughly all the key features and benefits of your product before you offer the demonstration. Here’s another example: Our company can get you listed at the top of the search engines. As proof, check out these URL’s.
  • Social Proof: Research shows 70% of people can’t make a decision on their own. They look to the opinions of others when making decisions or purchases.
  • If you have letters from satisfied users, these constitute social proof.
  • Endorsements from experts is another form of social proof
  • Stating awards and contests won are another way to validate claims.
  • Discriminating dealers, websites or outlets that sell your product
  • Test Evidence: How much confidence in the product does the company itself have?
  • Your guarantee shows your conviction about the product’s ability to perform
  • Free samples: If you’re willing to provide a free sample or trial, this shows you’re confident in your product.

If you haven’t checked our new accounting outsourcing offer…..

“Here are other points to help you build credibility” continued in the next blog post…

If you’re interested in learning more about Marlon Sanders and his products, visit:
https://www.salesletters.com/sales-letters/how-too-differentiate-your-product-or-service-using-an-attribute/

BOSS (Back Office Shared Services Pty Ltd) is Australia’s premium accounting outsourcing provider supplying well-trained high-quality accountants and bookkeepers. To discuss your needs and how we can help, Book a Consultation NOW!

Subscribe to BOSS - Receive monthly articles and special white papers

Sign up to receive monthly articles and special white papers and learn:

  • Tips to Market Your Business
  • How to Increase Your Profit
  • And More!

BOSS, BACK OFFICE SHARED SERVICES PTY LTD.
Suite 2, 345 Pacific Highway,
LINDFIELD, NSW 2070
1800 889 232
www.boz.com.au
@2019 ALL RIGHTS RESERVED.
Liability Limited By a Scheme Approved