By Linwood Austin
First of all, you have to know that folks buy ONLY to get benefits. So, it would make sense that you need to make a list of all the benefits someone might receive.
Then you must remember that benefits, generally sound hollow, unless you have facts and features that support the benefits those folk will get. So, make a list of all the supporting features that make the benefits believable.
Now, you must weave your story together so that you present the benefits and the features together in such a way that they want to hear everything.
To help you weave that story, use "connectives" that move your prospect from one thought to the next. Connectives like "That means", "Plus", "And", "You might be wondering", etc.
Finally, you must bring in your "CTA" (call to action). If you get them excited about your product or service, tell them what to do to get it.
The reason you want to do all this is that a written sales message that works, works all day long. Not like a commissioned salesmen who get tired after making 20 phone calls. Your written sales message can sell at 2 o'clock in the morning and still do the selling.
Don't be afraid of a long-winded message. Why? Because prospects, not "people", are hungry for information. They need it to buy.
Use these ideas in your ads, blogs, web pages, direct mail, etc. You'll benefit from this.
THE DUDE ACTUALLY COUNTED MY PARAGRAPHS.
There are two ways of being a lazy marketer.
One way is to use short copy that says almost nothing and hope they put the pieces together and see a reason to buy whatever-it-is you be sellin'. This is a fast way to nowhere.
The other way to be a "lazy marketer" is to tell a complete SELLING STORY. Now, it takes some doing to craft such a letter, or sales message that does a complete SELLING JOB, but once it's done, you can "cut and paste" the thing with just 2 clicks.
Keep in mind, "people" are not gonna read that long-winded "selling story" of yours... but you're not marketing to "people", right?
Instead, you're marketing to "PROSPECTS"!!!!! And "prospects" are always hungry for information and will read ANY AMOUNT of advertising copy, as long as it's interesting and helpful. For example, you're still reading this message so I might assume you're a "prospect" for my writing services.
If they are not a real "prospect" they aren't going to read anything you say, so screw 'em. I have a 26 paragraph sales letter I sometimes send to new connections. (I'm lazy.) So, this new connection just bitched at me for pasting this message on a "congrats" message. "I'm not impressed" he said. But he did count the paragraphs, which proved he read it.
If you need help with your marketing, you can find me on LinkedIn here: