Some awesome advice here from the “King of Copy” Craig
Garber.
Tanya and I paid $7,000 just to speak to this guy for a day.
That’s how much we value what he says. If you aren’t already
signed up for Craig’s list it’s well worth while. He sends emails
like this about three times a week. Incredibly useful information.
Don’t buy anything from him, just get his tips, they are worth
a million bucks.
Here’s Craig’s tip … this one is about “transition marketing”
or “process marketing” (our term) which we cover from page 23
of Online Marketing 101 (download it here
http://cameronandtanya.squarespace.com/online-marketing-101/
Something you need to consider when you’re selling — especially
in print — is the number of things you’re trying to do at
once.
For the most part, you should ONLY be doing one thing a at
time.
Each sentence should only be dealing with one issue.
Each paragraph — one issue.
And each decision you ask your prospects to make, should only
revolve around one thing at a time.
There are a few reasons for this:
One, what you know about your product or service is usually
infinitely more than what your prospect knows. And while it’s
great to be enthusiastic, it’s equally important to make sure
your prospects are on the same page with you.
Plus, most topics aren’t as simple as you think they are. And
when it comes to spending money, people generally want to be
100% crystal clear on what they’re getting.
So while you might be tempted to say something like this:
“This racquet is made of carbon fiber manufactured under the
same controlled scientific environment NASA manufactures the
components of the space shuttle. This material was discovered
by accident while NASA scientists were trying to create a
special space-age polymer designed to last no less than 100
years and you’ve never seen anything like it!”
You’re far better off saying this, instead:
“This light-weight racquet is incredibly durable. In fact, it
is made from the exact same material NASA uses to build the
space shuttle. Because of this, we guarantee its durability,
for 100 years. If ANYTHING at all happens to it during this
time, we will replace it, 100% free.”
[Cameron ... the equivalent, in our case, might be "trying to sell"
the concept of WMI and the M1 M2 or M3 too early. Rather than
simply selling THE NEXT STEP (ie the landing page or the
application). eg: Come and join our business. It's called Carbon
Copy Pro and we work with a company called Wealth Masters
International and we sell their products and we do it on the
internet. So you'll have to learn that too, but don't worry we'll
teach you. And, by the way, did I mention it only costs $20,000
to come in at the top level.]
See, when you’re only trying to make ONE point at a time, you
are much more likely to make that point. But when you’re
trying to get people to do more than one thing at the same
time, or think about more than one thing at a time… it’s just
too confusing and things get lost in the mix. The importance
of any one thing is generally diluted, and your strong benefits
wind up going unnoticed.
[Cameron: Amen Craig, at the start of our Transition Marketing
process all Tanya and I "sell" is useful information (the Coffee
House Letter), then we try to sell an "Application to Find Out
More" about CCPro. It's subtle, seductive. You should never go
charging in to the sales process like a rhino.]
This is especially important in print, where you’re stripped of
all the non-verbal communication other media allows you to
use.
And you can take that… to the bank.
