One disadvantage to online sales is that you simply need to do all of your communicating with words and pictures. you are doing not get an equivalent immediate feedback about your prospect’s motivation directly from your prospect as would the face-to-face salesman. Since Step 1 and Step 2 of Harry Browne’s sales process are so critical to closing the sale, you want to get the answers you would like by different means.
You can use inexpensive clusters of PPC ads directed at different emotional triggers and motivations to ascertain which gets the very best response; you’ll place clusters of advertisements on USFreeads to ascertain which headlines and replica get the foremost views and click-throughs; you’ll place highly targeted articles on ezinearticles.com to ascertain which get the foremost views and click-throughs.
Whether online or offline, and regardless of how wonderful your product or service, and regardless of what percentage dozens or many benefits you’ll list for it, until you complete Step 1 and Step 2 you’ve got nothing to sell this prospect because you’ve got no real evidence about what he’s willing to shop for .
One thing all the Titans of Salesmanship will accept as true with is that each sale, whether face to face , or by mail, or on the web is formed to at least one person at a time.
For example, a corporation that installs radiant barriers and residential insulation could test for motivation with three different ads or articles:
- “A Radiant Barrier Can Cut 37% from Your Electricity Bill”
- “Home Insulation is Socially Responsible”
- “Inadequate Home Insulation causes you to Unconformable at Any Price”
Since each of those ads appeals to a special motivation you’ll use the gaps in response rates between them to work out which motivation could also be the foremost important for your product or service, and craft your marketing campaign and sales copy around that primary motivation.
Every effort you’ll make to accurately profile your presumably customer will yield greater returns than simply promising everything under the sun to everybody and hoping for the simplest . The tricky business is finding the simplest thanks to ask this prospect in words and pictures without wandering thus far astray that you simply stop lecture him and lose his attention.
Implementing Harry Browne’s sales process into written sales copy almost necessitates long copy. Because you are doing not have the advantage of direct feedback from your prospect to steer you thru your interview, you’ve got to anticipate every possible variation of his prime motivation, and each possible objection and associated proof element.
Long copy is sweet consistent with Drayton Byrd. He goes thus far on say that he has never seen a campaign where short copy pulled better results than long copy. meaning something coming from a person with 50 years experience who is universally considered at the highest of the sport .
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