Cash Copy: How To Offer Your Products And Services So Your Prospects Buy Them ... NOW! by Jeffrey Lant

Author:Jeffrey Lant
Language: eng
Format: mobi
Publisher: JLA Publications
Published: 2015-03-04T14:00:00+00:00

Chapter 11

Your Prospect In Pain? Then Sell Your Solution And You Both Must Gain!

You’ve probably heard the Nautilus exercise equipment motto “No pain, no gain.” Well, I’ve adapted it for marketing purposes to the title of this chapter.

To succeed in writing cash copy you’ve got to:

• identify your prospect’s pain

• make him really feel it

• let him know you can take it away, and

• remind him that if he doesn’t act to remove his pain he’ll continue to have it.

And so, “Your Prospect In Pain? Then Sell Your Solution And You Both Must Gain!”

What must you do to make this formula work for you?

First Step, Overcoming Your Aversion To Using Pain And Understanding Why You Need This Painful Information

As I go around the country talking to people about what they must do to improve their marketing, many of them feel distinctly squeamish when I get to this

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subject, when I talk about how they must conjure up their prospect’s pain to get him to take action. Somehow, they reckon, this is like hitting below the belt; it’s not right, not playing the game.

HOLD IT! Let’s reprise a few key points:

The only thing that matters in marketing is making the sale, because until there is a sale, your prospect stays in a state of relative discomfort (because he isn’t using your product or service), as do you with your unsold product or service.

The only way there can be any progress is for the marketing exchange to take place, for your prospect to get the benefits emanating from what you’re selling and for you to have the benefits that result from having made the sale.

Never forget this!

The only question wor th considering, then, is “What must I do to ensure that my prospect takes action to acquire what I’m offering?” All other questions are superfluous.

Thus, as you contemplate whether to use prospect pain as a motivator, you actually have only one thing to consider: will reminding prospects of their pain get them to take action faster to remove it than simply offering them some positive benefit which does not reference that pain?

What You Have To Consider In Order To Answer This Crucial Question

Now, as you probably can guess, I think motivating with pain is often the best way to get people to take action. I am only going through this exercise because you probably don’t feel that way ... right now. Indeed, you probably feel better using any other approach.

But as you consider which approach to use, you must remember that your prospects are besieged with offers. That they have limited time and money. That they are, in any event, prone to put off until tomorrow what they might do for their benefit today. In otherwords, they don’t make purely rational decisions about whether to act now or not. They need incentives.

And that’s exactly what I’m talking about. For pain is an incentive to action. Getting rid of pain is an incentive to action. Reminding people that they’ll still have pain if they don’t act is an incentive to action.

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