OK, your prospect is really excited about this fantastic product of yours. She's all fired up by it's range of features and benefits. The 50 year guarantee is unbeatable. Your credibility is firmly established. And she can afford it.
So she rushes to your Order Page and punches in her credit card details, right? Well after you've woken up from that wonderful dream, you have to face up to the reality.
You have to ask for the order first!
And to get the order you must tell her exactly what to do. Don't assume she will scour your Website for ordering details.
Don't 'suggest' she should 'please order here'.
Tell her EXACTLY how to order it and tell her to do it NOW.
Take her by the hand and make it as easy as humanly possible for her to own your wondrous product, and begin enjoying the great benefits right away! She has to be told which store to buy it from, how to fill in the order form, and which free telephone number to ring.
___________"Don't Let Her Think About It!"
Every salesman hears these 6 words every working day of his life.
"I want to think about it."
Ever said it yourself? Of course you have. It's our defense mechanism against making an instant decision. However much we tell ourselves we would really like that new car, a little safety valve in the deep recesses of our subconscious opens, and a tiny voice says "Hold on, what's the rush? Don't decide now,you may find a cheaper one down the road." The salesman of course has the skill and experience to overcome this, and adjusts his presentation to overcome the objection. Because a 'stall' is a disguised objection - however small.
But you're not face to face with your reader!
So you have to overcome the objection in other ways. It's a fact of life that your prospects need a little 'push' now and again before they make a buying decision.
They need reassurance. They need to justify in their minds that they are making a logical decision, and not simply being carried away with emotion.
And it's your job as a copywriter to plant that 'push button' into the prospect's mind.
There are many ways you can achieve this. So let's look at one of them. I'm sure you will recognize this type of example;
".....the revolutionary Digi Player is covered by our 12 Months 'No Quibble' Money Back Guarantee and can be yours for the remarkably low price of only 9.95.
But here's some even better news. Order within the next 7 days and we will slash the already low price down to an amazing 9.50. That's a HUGE SAVING to you of over 0.00 while present stocks last.
But we MUST receive your order by 23rd Sept to qualify for this incredible offer. So go to our Secure Order Page and place your Credit Card Order NOW and your Hi Tech Digi Player will be shipped to you overnight.
Alternatively phone TOLL FREE 1 800 1234567 24 hours or FAX FREE 1 800 3456789 right away. Don't you deserve it?
Just in case you didn't spot it, the guarantee is the reassurance, the push button is the 7 day time limit. And the 0 saving is the incentive.
So whatever you do, don't leave her to 'get round to it'.
If you don't TELL her to order, and explain EXACTLY how to do it, it's more than likely she won't!
Joe Robson is co-author of 'Make Your Words SELL' with Ken Evoy. Joe and Tom Glander own The Newbie Club which is bulging with unique NET and PC Newbie tutorials and eBooks.
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