Copywriting Persuasion Laws: Law of Confession

If it’s obvious that your product has a perceived drawback or a negative, it’s possible to lead with that negative in your advertising and actually turn that into a positive and secure more sales. I call this The Law of Confession.

Here’s a scan of a page from my Freelance Copywriting Fast Track Course which talks about this copywriting law in more detail.

 

 

 

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8 Copywriting Persuasion Laws and the Power of Infographics

Here’s a summary of 8 of my top persuasion laws inside my Freelance Copywriting Course.  I’ve quickly whipped them up into an infographic format so you can get a quick overview of what they are.

On a side note: infographics can be a great viral marketing tool for your business. I’ll write a post on the power of how to create cool infographics that sell very soon, but for now, here are some persuasion laws to help you boost your copywriting results.

And while you’re here, at the bottom of the page I’ve also included a scan of one of  one of the pages from my copywriting course which shows The Law of Confession, in greater detail.

 

To read the Law of Confession in more detail, just check out “Persuasion Laws: The Law of Confession” blog post here.

.Need some help with your marketing or advertising? Just click here for a complimentary initial consultation.

What “The Hoff” Has To Teach Small Business Owners

Love him or loathe him, there’s no denying that David Hasslehoff is a king when it comes to publicity and self-promotion. It’s little wonder he has been voted the most watched celebrity in the world.

On the first episode of Celebrity Apprentice, The Hoff lived up to his larger than life reputation but at the same time showcased why he is such a success on and off the screen.

The task was to raise as much money for charity by washing dogs and the Hoff was appointed project leader of the team.

The Hoff knew he was the greatest publicity machine in the team. He knew that that was the greatest gift he could bring to the project was to use his high profile and his incredible publicity generation ability to attract as much media hype as possible.

And wasn’t it a sight to see!

Of course, that meant being a show pony which the Hoff is famous for and making Bondi Beach centre stage for their promotional activities so he could ride off his Baywatch fame.

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The Hoff’s PR abilities left PR guru, Dicko, as well as his other celebrity team mates, in awe of his ability.

As project manager too, the Hoff knew that he couldn’t effectively manage the team AND focus time on beating the drum so he appointed a 2IC, Dicko to take over management of the team. Another great move.

Had he tried to control the management of the team AND go all out being “The Hoff” the wheels would probably have fallen off their fundraising efforts.

The lesson:

  1. Use everyone for their strengths. If by the nature of your personality, you’re a publicity king or queen, focus on that and delegate management duties to someone else.

Life Changing Marketing Lessons From “The Voice”

If you’re like me, you’ve had your eyes glued to the tube for the last few nights watching “The Voice”.

What an amazing show!

So many world-class performances from people with some very big stories of hardship.

So many elements of that show are great reminders of what’s important in life. And surprisingly too, there are a number of great marketing lessons in there as well.

I could write a few chapters of a book on what they are but here are some key ones …

1. Don’t judge a book by its cover.

If you’ve watched the show you’ll know that many of the contestants haven’t entered other talent shows because of the way they look. The blind auditions on “The Voice” enable these contestants to be judged purely on their talent and what’s in their heart – not on what they look like.

Marketing tip:

  • In sales situations, never make assumptions about a client’s need for a product or their ability to afford your product, based on their appearance.

Connect with your potential customer’s heart … what their hopes, dreams, fears and frustrations are. When you do that you’ll dramatically increase your sales AND make a big difference in that person’s life.

2. The power of being heard – of feeling important.

When those judges’ chairs turn around not only has the singer won a spot in the competition, they find up to four judges fighting with each other to have that singer on that team.

You can just imagine how special each contestant feels because of that. And you can imagine too, how much of an effect that will have on their future performances too.

Inside, there’s a part of each of us that also wants to be admired by people in authority.

There’s a small part of each of us that thinks, “If I can win the respect of ‘this person” I’ve made it”. And … “If that contestant can win the respect of those people they admire, perhaps I can too in my own field.”

Marketing tip:

  • How can you help your customers feel important and help them be heard? When you do that you make a difference in their lives and when you make a difference in their lives it will increase your sales, as well.

More Marketing Lessons

You have a product or service that helps people. Your potential customers want the results that your product or service delivers but perhaps for some reason or another they haven’t yet achieved those results.

One of the reasons for that is lack of self confidence. They believe they are too fat, too skinny, too dumb, too poor, too time-starved or something else to get the results they want to achieve.

If you can relate to where they are at now, and show how someone in their situation can get results using the product, you’ve gone along way to giving your reader the confidence to know that it’s possible for them too.

Here are some creative angles that address this:

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It’s not your fault:

In your copy, relate to where your potential customer is at now eg. broke, not enough money to make ends meet, frustrated that all the courses they have done in the past don’t work … or something else. But then … show compassion.

Help shift some of the self-blame by showing them that it isn’t their fault their life is like that. It’s because of some external influence eg. the way they were brought up, the Banks, brainwashing of television commercials or whatever is relevant.

Then – show them how your product helps solve their problem and show that you have confidence they can achieve results no matter what situation they are in right now.

Small town boy makes good:

Use an angle that features a success story from someone who had the deck stacked against them…

How a 15 year old street kid and ex-drug addict built a multi-million dollar fortune in 3 years flat.

But the most important tip of all …

Remember, the more people you serve and the more lives you touch, the more your life will be enriched for the experience.

And remember too … marketing and selling is about being a catalyst for transformation in the lives of others.

 

Understand this Customer Equation and Open The Door To A New Sea of Profit

One of the greatest mistakes I see small business owners make is in not recognising the REAL value of one customer. They see a customer’s value to their business as being the profit that they secure on the initial sale.

The truth is it’s so much more than that. Understanding the power and the value of each customer that walks into your business, can literally double your profits in as little as three months.

It gives you a new perspective on …

a. how much you can really afford to spend to attract a new customer.

b. how valuable it is spending time nurturing your relationship with your existing customers.

But before we look at the profit opportunities, let’s first consider how much a customer is worth to you.

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5 Consultative Selling Tips For Beginners

If you are a service professional and you are new to the sales process, it can be difficult knowing where to start.You can end up wasting the time of both you and your potential clients, leading them to look elsewhere for better services.

To avoid this, use the following tips and hints and get the best out of what you do, earning you more profit and reeling in more custom.

1. Questions

Determine exactly what your client needs for change to occur, be that pain, fear or pleasure. Discover exactly what your client needs from you and what makes them tick, whilst discovering what makes them run a mile.

Put everything into a doctor’s perspective and work consistently with this in mind. Ignore the fact that, deep down, you are a sales person and that is what you are doing on the bottom line.

Doctors ask many questions and look for different symptoms before giving out a prescription, which is essentially what you need to do to be successful.

2. Listen

Always be sure not to be solely focused on securing the deal, be considerate and a good listening with your potential clients. If you are too obvious in needing the commission from the sale then the client will notice this and become less likely to cooperate with you due to a lack of mutual understanding.

3. Help first

Always remember that you are there to help them firstly, and then secure the deal if as a result of speaking with them, your services can help them get the results they are looking for.

When your client is providing their information, be sure to encourage them to completely disclose all information to you, so you can make the best decisions for them.

Be wary of people who do not wish to cooperate or agree with what you are suggesting to them, as these people may just want to compare what you have to offer to a company they have already decided upon. This means the meeting will be a waste of time for you that could be better spent securing a deal with someone that is actually interested in what you are offering.

Additionally, some company policies insist that you receive different quotes from 3 vendors.

4. Speak their language

Always remember NOT to treat others as you would like to be treated, the key is to determine the type of personality you are dealing with each client and adapt your stance on that basis.

Not every person is the same and, therefore,  let this be incorporated into your work style. Some people are more interested in the social aspect of selling, preferring people who are approachable and chatty. However, others are more focused on results and information in sales. Make sure you know who’s who.

5. Implement

Finally, just use these approaches in your work as a consultative salesperson and you will see dramatic results in no time. From spotting those who aren’t genuinely looking for your services to listening to them properly, there are so many little things you can do to attract new clients and create better consultation services for you and your clients.