Sunday, November 4, 2007
Get That Foot in the Door!
Once you have your foot in the door, you can start selling. No foot, no sale.
Those are the words of a great 20th century expert on communicating. And he was right.
When I was a child it was quite common for door-to-door salesmen (usually they were men) to arrive at the door. They could be selling encyclopedias, vacuum cleaners, cleaning products, burglar alarms usually something that needed demonstrating. Once the salesman had his foot in the door, it was virtually impossible to get rid of him.
How we hated it! But the salesman knew his commission depended on his getting in the house. He really didnt care whether we liked it or not! All he cared about was making a sale. And more often than not, the householder ended up buying, if only because it was the only way to get rid of him.
Victor Kiam the boss of Remington was known as a super salesman. He tells how as a youngster learning the trade he was told to present his product to an audience likely to be bored. He got hold of a live monkey and kept it hidden in a velvet cage which he took into the room with him. Once in, he let the monkey out and allowed it to run loose among the audience.
Of course, they all collapsed some with laughter, some in panic. Victor simply shouted his message Buy Pepsodent!, scooped up his monkey and left the room.
When youre writing your sales message as a copywriter, just remember ONE thing. The people reading DO NOT WANT to be sold anything. They MAY want the benefits of what you have to sell them, but they dont know this yet.
You have a split second to get their attention. If you dont get it, they will bin your sales letter, or surf away with the click of a mouse. Quick! Stop them! Get your foot in the door!
How?
I mentioned that the prospects have no desire to hear what you have to say. But they DO have desires and needs, which you are using your product to tap into. (If your product DOESNT tap into peoples needs and desires, why are you wasting your time trying to sell it?)
Top of the list of most peoples needs and desires are:
Financial freedom
Love
Self-improvement.
Health.
To get your foot in the door as a copywriter, you have to make it instantly clear in your headline that what you are offering satisfies one or more of these desires. I say in your headline, because thats what the headlines for. If it doesnt make this clear, people wont read any further. So youll never get to demonstrate your product.
The headline How to Fire your Boss was once very effective for this reason (its a bit overworked now).
A dating coach site had a headline that started off:
Ssshhh! My girlfriends would kill me if they knew I was about to reveal
This aroused great curiosity in people who were already looking for ways of attracting the opposite sex!
One famous salesletter for a financial institution had a new penny pasted to it. The headline read:
It is a Marvelous thing the power of money to make money.
This little penny saved since the beginning of the . Association would today be worth $75.
That is the way money grows.
This letter aroused an amazing amount of attention. That really was the foot in the door.
You get the picture. If your headline doesnt grab peoples attention in the first split second, the rest of your message is a waste of time.
Remember no foot, no sale.
Elaine Berry is the owner of Bizwrite. Bizwrite provides copywriting, ghostwriting, article writing, proofreading and editing services, and also provides help and tuition in all aspects of writing. Visit http://www.bizwrite.co.uk for a FREE e-course on copywriting.Gucci Dress Shoes
Badger Football Schedule Tv Wisconsin
Copyright Government Office Us
Family Dollar Store Jobs
Dog Training In Southern California
Hayward Motor Pool Pump
Adsense Make Money More
Footwear
Health Man Sexual Vitamin
Free Internet Connect
1 Adidas Mac Man Shoes T Team
Crm For Service Industry
Emc Mortgage Payment
Cat Health Product
Soccer Summer Camps
1 4 Scale Gas Engine
Banana Bread Recipe Allrecipes
Vegetarian Weightlifting
World Airfare
My Wireless
Cowon Mp3
100 30 Hike Mountain Waterfall Waterfall White
Broward County Public Records Search
William Mackenzie
Convention Center Minneapolis Events
High School Soccer Coach Association
American Home Loan Mortgage Pacific
Antique Glasses Opera
Sea World Busch Garden
Male Prostate Massage
05 Mustang Gt
0190 Dialer
Explained Revised Rule Soccer Updated
Cartoon Cow Picture
Sayulita Real Estate
Cartersville Georgia Real Estate
Read3
Sell Off Vacation
Bag Boy Golf Pull Cart
Great Western Motel
Bobby Pin
Laguna Hot Spring Resort In Philippine
Man Earring
Kitchen
Business Card Free Making Printable
By By By Cart Ceiling Google Goooooogle Lamp Links Search Site View Yahoo
100 Tea Tree Oil
Country Detroit Radio Station
Bed And Breakfast Battle Creek Michigan
Fidelity Retirement Planning
Ice Tea Brewer
Dance Studio Jazz Ballet
Black And Decker Small Appliances
State Contractors License
Charleston Child Family Entertainment
1 800 Water Damage
Romantic Canopy Bed
10 Fact On Global Warming
American Association Guide Medical
Kitchen Aid Major Appliance
Real7
Psychic London Ontario
Indian Vegetarian Recipes
Globalwarming
06 Beach Break South Spring
Florida Sell Share Time
Canada Hockey Olympic Team
Sauna Detox
Daily Detox Ii
Democratic Candidate 2008 Presidential Election
Authentic Duke Basketball Shorts
1 Week Detox Diet Plan
Cox Hobbies Inc
2008
1 Engine Mobil Oil
In2
Hand Painted
Consumer Global Market Money Transfer
Franchise Gas Station
Massage Guide And Directory
100 Portable Radio Satellite Sirius Stiletto
10 Best Place Retire
Government E Procurement
12 B Food High In Vitamin
Breathtaking Image Satellite
How To Open A Coffee House
Ccm Gloves Hockey
Villas To Rent Paphos
32792 Florida Park Winter
Afternoon Tea Los Angeles
06 Pro Tennis
20 Park Regal Village Winter
005 Cell Number Phone Search
Live1
Deck Furniture Teak Wood
2 Brokeback Fur Mountain Trader
Transpiration Aisselles
100 Free Ebooks
1 Cream Ice Skate Team Video Vol
007 Bond Gift James Set
Wongs Chinese Restaurant
1 800 Adopt Pet
Skincare
Gardening
Foot In Mouth
Shirt
College Courses Offered Online
Grand Hotel In Las Mgm Nevada Vegas
10 Mg Oxycontin
05 Calendar And Us Holidays
038 Shut Sing Up
¶ 1:50 PM
Those are the words of a great 20th century expert on communicating. And he was right.
When I was a child it was quite common for door-to-door salesmen (usually they were men) to arrive at the door. They could be selling encyclopedias, vacuum cleaners, cleaning products, burglar alarms usually something that needed demonstrating. Once the salesman had his foot in the door, it was virtually impossible to get rid of him.
How we hated it! But the salesman knew his commission depended on his getting in the house. He really didnt care whether we liked it or not! All he cared about was making a sale. And more often than not, the householder ended up buying, if only because it was the only way to get rid of him.
Victor Kiam the boss of Remington was known as a super salesman. He tells how as a youngster learning the trade he was told to present his product to an audience likely to be bored. He got hold of a live monkey and kept it hidden in a velvet cage which he took into the room with him. Once in, he let the monkey out and allowed it to run loose among the audience.
Of course, they all collapsed some with laughter, some in panic. Victor simply shouted his message Buy Pepsodent!, scooped up his monkey and left the room.
When youre writing your sales message as a copywriter, just remember ONE thing. The people reading DO NOT WANT to be sold anything. They MAY want the benefits of what you have to sell them, but they dont know this yet.
You have a split second to get their attention. If you dont get it, they will bin your sales letter, or surf away with the click of a mouse. Quick! Stop them! Get your foot in the door!
How?
I mentioned that the prospects have no desire to hear what you have to say. But they DO have desires and needs, which you are using your product to tap into. (If your product DOESNT tap into peoples needs and desires, why are you wasting your time trying to sell it?)
Top of the list of most peoples needs and desires are:
Financial freedom
Love
Self-improvement.
Health.
To get your foot in the door as a copywriter, you have to make it instantly clear in your headline that what you are offering satisfies one or more of these desires. I say in your headline, because thats what the headlines for. If it doesnt make this clear, people wont read any further. So youll never get to demonstrate your product.
The headline How to Fire your Boss was once very effective for this reason (its a bit overworked now).
A dating coach site had a headline that started off:
Ssshhh! My girlfriends would kill me if they knew I was about to reveal
This aroused great curiosity in people who were already looking for ways of attracting the opposite sex!
One famous salesletter for a financial institution had a new penny pasted to it. The headline read:
It is a Marvelous thing the power of money to make money.
This little penny saved since the beginning of the . Association would today be worth $75.
That is the way money grows.
This letter aroused an amazing amount of attention. That really was the foot in the door.
You get the picture. If your headline doesnt grab peoples attention in the first split second, the rest of your message is a waste of time.
Remember no foot, no sale.
Elaine Berry is the owner of Bizwrite. Bizwrite provides copywriting, ghostwriting, article writing, proofreading and editing services, and also provides help and tuition in all aspects of writing. Visit http://www.bizwrite.co.uk for a FREE e-course on copywriting.Gucci Dress Shoes
Badger Football Schedule Tv Wisconsin
Copyright Government Office Us
Family Dollar Store Jobs
Dog Training In Southern California
Hayward Motor Pool Pump
Adsense Make Money More
Footwear
Health Man Sexual Vitamin
Free Internet Connect
1 Adidas Mac Man Shoes T Team
Crm For Service Industry
Emc Mortgage Payment
Cat Health Product
Soccer Summer Camps
1 4 Scale Gas Engine
Banana Bread Recipe Allrecipes
Vegetarian Weightlifting
World Airfare
My Wireless
Cowon Mp3
100 30 Hike Mountain Waterfall Waterfall White
Broward County Public Records Search
William Mackenzie
Convention Center Minneapolis Events
High School Soccer Coach Association
American Home Loan Mortgage Pacific
Antique Glasses Opera
Sea World Busch Garden
Male Prostate Massage
05 Mustang Gt
0190 Dialer
Explained Revised Rule Soccer Updated
Cartoon Cow Picture
Sayulita Real Estate
Cartersville Georgia Real Estate
Read3
Sell Off Vacation
Bag Boy Golf Pull Cart
Great Western Motel
Bobby Pin
Laguna Hot Spring Resort In Philippine
Man Earring
Kitchen
Business Card Free Making Printable
By By By Cart Ceiling Google Goooooogle Lamp Links Search Site View Yahoo
100 Tea Tree Oil
Country Detroit Radio Station
Bed And Breakfast Battle Creek Michigan
Fidelity Retirement Planning
Ice Tea Brewer
Dance Studio Jazz Ballet
Black And Decker Small Appliances
State Contractors License
Charleston Child Family Entertainment
1 800 Water Damage
Romantic Canopy Bed
10 Fact On Global Warming
American Association Guide Medical
Kitchen Aid Major Appliance
Real7
Psychic London Ontario
Indian Vegetarian Recipes
Globalwarming
06 Beach Break South Spring
Florida Sell Share Time
Canada Hockey Olympic Team
Sauna Detox
Daily Detox Ii
Democratic Candidate 2008 Presidential Election
Authentic Duke Basketball Shorts
1 Week Detox Diet Plan
Cox Hobbies Inc
2008
1 Engine Mobil Oil
In2
Hand Painted
Consumer Global Market Money Transfer
Franchise Gas Station
Massage Guide And Directory
100 Portable Radio Satellite Sirius Stiletto
10 Best Place Retire
Government E Procurement
12 B Food High In Vitamin
Breathtaking Image Satellite
How To Open A Coffee House
Ccm Gloves Hockey
Villas To Rent Paphos
32792 Florida Park Winter
Afternoon Tea Los Angeles
06 Pro Tennis
20 Park Regal Village Winter
005 Cell Number Phone Search
Live1
Deck Furniture Teak Wood
2 Brokeback Fur Mountain Trader
Transpiration Aisselles
100 Free Ebooks
1 Cream Ice Skate Team Video Vol
007 Bond Gift James Set
Wongs Chinese Restaurant
1 800 Adopt Pet
Skincare
Gardening
Foot In Mouth
Shirt
College Courses Offered Online
Grand Hotel In Las Mgm Nevada Vegas
10 Mg Oxycontin
05 Calendar And Us Holidays
038 Shut Sing Up
¶ 1:50 PM
