Here’s how to really push your prospects into a passionate purchasing frenzy
In lesson #13 and #15 we discussed portions of the B.I.C.T. formula for writing strong copy.
In this lesson we are going to reveal what the “B” stands for and how to profit from it.
B is for benefits. Benefits are not just important for creating strong copy, but critical. Moving someone to action without a benefit for them is difficult. The only way I know to move someone without using benefits in your copy is to use blind curiosity or trickery. (I don’t suggest either)
For example, a copywriter named Harry Pickens released a program titled, “How To Think Like A Marketing Genius”. In the program he spoke of an insurance salesman who sent letters that got a 100% response rate. The odd thing is, the letter contained zero benefits. How’s that possible?
Well… first off, the letters were sent to the agent’s house list. Those are existing clients of the insurance agent. Second, the letter said one thing and one thing only: ‘call me immediately about your insurance policy’.
What do you think happened? Customers freaked out thinking their policy was being canceled. So they called. 100% response rate. That’s using curiosity.
For most products and services, such an approach would not work very well.
Can you imagine if a complete stranger from a car dealership sent a letter saying, ‘please call me about your car’? What would happen?
A lot of people would toss the letter into the trash without a second thought. Those who did call would probably be pretty pissed off. Too pissed off to buy anything now or in the future from that dealership. Blind curiosity might work well on existing clients, but not others. Buyers don’t like being manipulated.
Don’t put yourself through such headaches. A better choice is to communicate the exact benefits that appeal to your ideal clients and prospects.
But isn’t that a Catch-22? How can you communicate the benefits complete strangers want, if you have not yet communicated with those strangers? Easy.
1) Use the SRDS and similar directories to find associations, magazines, and other publications that reach to the same prospects as you are going after. Look for the common interests, goals, problems and desires being addressed.
2) Run surveys and Ask-campaigns to determine interests. I’ve done this with much success. Maybe offer a free report, ebook, or product in exchange for feedback. As mentioned in a previous lesson, this works very well. It’s a great way to identify common concerns among members of your target market.
3) Recall the clients you’ve worked with in the past and ask yourself questions similar to these:
- what do your clients get by doing business with you
- what is the biggest problem facing your prospects
- what will happen if they don’t solve this problem
- what will happen when they do solve it
Knowing the answers to these questions, and others, will help you create client-centered benefits. Then what do you do with those benefits? Create a list of bullets points. Preferably two to three pages of bullets explaining the benefits you offer. The benefits of working with you. And the benefits of your products and services.
Andre strives to help marketers discover the near-immediate impact of honest ethical marketing practices. He has advised hundreds of business owners on how to keep their dignity as they implement direct response marketing methods that work. Andre is one of only a handful of remaining professionals who can boast having become an online marketer a decade before the World Wide Web came into existence. And as a serial entrepreneur Andre launched his first direct mail business around the age of 12-years old. He has been building and advising ever since.