What's In It... For Your Prospects?
by: Craig GarberListen, most advertisements and marketing pieces are nothing more than big business cards lacking the ONE central ingredient needed to make a sale -- showing benefits to your prospects.
See, regardless of what you're selling and who you're
selling it to, ALL your prospects want to know, "What's in
it for them?"
Today we'll take a look at the fourth paragraph of our
mock display ad and I'll show you exactly what I'm talking
about.
You can check out that original ad, and even print
out a copy of it, right here: http://www.kingofcopy.com/tips/real_estate_ad_071505.htm
The fourth paragraph says, "My team does absolutely no
cold-calling or traditional prospecting, but instead are
given dozens of motivated, ready-to-act leads every single
week. All of our customers pick up the phone to call us
first."
Good things about this: The "intent" of this paragraph is
good, but it is so poorly delivered, the meaning and
benefits of it are diluted and not very compelling at all.
Listen, if I've said it once, I've said it a thousand times:
Your prospect could care less about "you" and "your
team". They care about themselves, and what's in it for
them.
The way this ad is written, it is becoming more evident,
this is more of an employment ad than anything else.
This guy is a broker, and he's looking to build up his team
of agents.
That's fine, but when you're reading the ad, and you're
thinking about responding to it, all you're concerned with,
is... "what's in it for me", not what's in it for him and
his team.
Right?
Here's what I might've said instead:
"Using this amazing new system, called "The Real
Estate Buyers And Sellers Automatic Attraction
System", you will never ever have to make even
one single cold call, ever again... you can give up
"hoping"... "praying"
.. and yes, let's face it -- even "
begging" for business... and every single prospect
who calls you will not only be pre-disposed to working
with you, but they will already be pre-qualified based on
the kinds of clients you want to deal with, or the kinds of
properties you specialize in working with. Oh, and... all
these new customers of yours -- will work with you
exclusively."
Now there is a LOT of psychology going on here, and these
are typically the kinds of things I show you when you order
a Sales Copy Review --
www.kingofcopy.com/salescopyreview.
Why you use certain kinds of words in a certain place, or
why you're positioning yourself this way and that, and
where you use your words to achieve maximum effectiveness
using minimum sales copy.
So, let's check out how our ad reads so far and you can see
we're just breezing on through here.
"If you are a highly motivated real estate agent with a
burning desire to increase your commissions by AT LEAST
$100,000 dollars in the next six months -- regardless of
what level you're at now -- and if you're sick and tired of
dealing with buyers and sellers who really aren't as
sincere as you felt they were up-front... and you've had it
"up to here" with people trying to whittle your commissions
down to practically nothing... then this is the most
exciting and important message you will ever read!
You see, an amazing new prospecting system has recently been
developed that totally turns the tables on your sellers
and buyers. Instead of worrying about where you're
going to find your next seller, using this system... your
sellers end up being the one's hoping they can find
you!
It's true! Whether you're a rookie, and you've just passed
your realtors licensing exam, or even if you've been at
it for years, and you've already got a good "following",
imagine how much better your business would be (and
therefore, how much better your entire life would be), if...
instead of having to look for your next "meal
ticket", you had a turnkey system that
automatically turned you into a prospect-attracting magnet!
Using this amazing new system, called "The Real
Estate Buyers And Sellers Automatic Attraction
System", you will never ever have to make even
one single cold call, ever again... you can give up
"hoping"... "praying" ... and yes, let's face it -- even
"begging" for business... and every single prospect
who calls you will not only be pre-disposed to working
with you, but they will already be pre-qualified based on
the kinds of clients you want to deal with, or the kinds of
properties you specialize in working with. Plus, all
you new customers will work with you exclusively."
Have a great weekend -- we'll wrap this ad up next week.
Hasta la vista, baby.
Now go sell something,
Craig Garber
http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been
missing, right here at:
http://www.kingofcopy.com/tips/tiparchives.html
About The Author
Craig Garber is America's Top Direct-Response Copywriter. Uncover hundreds of FREE controversial direct-response copywriting and marketing tips that dramatically boost your sales and your response rates, right here: http://www.kingofcopy.com. |
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