How To Make Your Sales Letters Bullet Proof
By Mike Jezek Copyright 2007 Mike Jezek. All rights reserved.
Before you sit down to write your website landing pages or direct mail take out a sheet of paper and think of every possible objection your prospect could come up with to avoid buying your product or service. This may take a while and it may seem a pain at first but I assure you that this is incredibly important.
After you have come up with every possible reason why your prospects may say no to your offer stop and consider any possible objections that may come up related to your specific industry or specific tastes of your target market. In other words, would your market be more inclined to buy only brand name products or services ... would your market be more inclined to buy only a more attractive product over a less attractive one irregardless of quality?
Ok, now let's say you've done all of the above. Here's what you do next. Think very carefully about how you'd overcome those objections to persuade Mr. Prospect to buy or respond.
Most companies with a winning sales force have a team come in and create answers to every possible objection a prospect may raise. And they create what's called a Script Book. In fact companies with top-notch sales teams keep their Script Books secret. Some even place their Script Books in safes. Why? The scripted answers to every objective Mr. Prospect may raise are key to that companies success. After all, sales is the lifeblood of any company.
In direct sales, you must become a master of knowing every objection your prospects have and be able to articulately overcome everyone of those objections.
And so it is the same with copywriting. Copywriting is nothing more than salesmanship in print. When you craft copy that overcomes objections you're going to be light years ahead of your competition. Yet, most copywriters won't even take the time to do this!
Your homework today is to find out the objections your market has to buying your product or service. Then you need to craft irresistible answers to overcome those objections. Obviously if everyone of Mr. Prospect's objections are overcome during the sales pitch, logic would tell him he should invest in your product or service. Get to work.