From: yanik@surefiremarketing.com Sent: Sunday, July 29, 2001 12:11 PM To: Jim Carey Subject: Jim - Part II of your confidential report you requested Hi again Jim, Welcome back to Part II of the special confidiential report..."7 Hidden Psychological Triggers to Maximum Sales" I hope you were able to see the applications from the first 2 triggers and now let's get started with Part II.. =========================================================== Special Confidential Report Part II: "7 Hidden Psychological Triggers to Maximum Sales" By Yanik Silver www.instantsalesletters.com (c) 2001 Surefire Marketing, Inc All rights reserved ========================================================== --------------------------------------------------------- If you've received a forwarded copy of this report - you can get the complete series by sending a blank email: mailto:milliondollaremails@getresponse.com --------------------------------------------------------- ========================== Psychological Trigger #3 Specificity ========================== 99 44/100% pure. Who is that? That's right - Ivory soap. What if they said 100% pure - doesn't sound as specific and believable, does it? As you know people are downright skeptical of any advertising or promotion they see. By including specifics you greatly increase your believability. Specifics hold much more weight with your prospect. Many times, I'll use specifics like this headline and subhead from www.instantinternetprofits.com: * * * "27 Year-Old Maryland Man Reveals His Proven System For Creating Instant Internet Profits From a Simple 2 Page Web Site...Even If You Hate Computers" The Amazing Story of How a Completely Different Approach to Internet Marketing Took Me From Zero to Making $51,351.94 in Just 6 1/2 Short Months, Working From Home - And Why I'm Convinced Nearly Anyone Can Copy What I'm Doing * * * Let's look at the specifics here: 1. I'm 27 years old 2. Maryland man 3. 2-page web site 4. Zero to $51.351.94 (not $50,000) 5. 6 1/2 months Wow! 5 specifics in the headline and subhead. When making a statement or stating a fact - make it specific. It takes a little more digging or research but it's well worth it. ========================== Psychological Trigger #4 The Truth (and nothing but the truth) ========================== That often quoted passage, "the truth shall set you free" should be revised to "the truth shall set you financially free"! Your mother always told you tell the truth and you didn't know that she meant in your advertising also. Here's an example: John E. Powers, one of the top copywriters in the 1900's, wrote this ad for a Pittsburgh department store in severe financial trouble: * * * "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and *buy* tomorrow, we shall have the money to meet them. If not, we shall go to the wall." * * * Instead of yelling 'SALE' like so many other stores would, he's telling the truth about why people should spend their money at this store. And this ad was said to be responsible for saving the store. Another ad written by Powers, for a different merchant, proclaimed "We have a lot of rotten raincoats we want to get rid of." This sold out the entire inventory of raincoats by the next morning. Hey, it was the truth and it worked! Here's something else, you should try to include a "damaging admission". This will dramatically boost your credibility and truthfulness in the eyes of your prospects. Here's what I mean: Joe Karbo, famous for his book "The Lazy Man's Way to Riches" wrote this in his often copied ad: * * * "I used to work hard. The 18-hour days. The 7-day weeks. But I didn't start making big money until I did less - a lot less. For example, this ad took me about 2 hours to write. With a little luck it should earn me 50, maybe a hundred thousand dollars. What's more, I'm going to ask you to send me 10 dollars for something that'll cost me no more than 50 cents. And I'll try to make it so irresistible that you'd be a darned fool not to do it." * * * Wow - if that isn't honest I don't know what is. Another good example is Joe Sugarman's ad for a product called "Magic Stat" was headlined "Magic Baloney" and here's how the copy starts: * * * "You're probably expecting our typical sales pitch, but get ready for a shock. For instead of trying to tell you what a great product the Magic Stat thermostat is, we're going to tear it apart. Unmercifully. When we first saw the Magic Stat, we took one look at the name and went "Yuck." We took one look at the plastic case and said, "How cheap looking." And when we looked for the digital readout, it had none. So before the salesman even showed us how it worked, we were totally turned off." * * * By pointing out all the bad parts of this product (the damaging admission) Sugarman gains all kinds of credibility with the prospect. Remember, prospects have a built-in B.S. detector so if something doesn't sound like the truth - they won't believe you and won't buy from you. This trigger also goes hand in hand with "reason why". ========================== Psychological Trigger #5 Answering Objections Before They Surface ========================== A lot of people think if they don't bring up an objection in their copy, a prospect won't be thinking it. WRONG!! As you're making your case for your product or service - if there is a common objective about it - you'd better bring it up and resolve it because they're thinking it anyway. A nice way to handle this is by putting questions and answers inside the copy like this: * * * "Before we go on, I'm sure you probably have some unanswered questions and concerns. So here are some of the most common: Q. "My practice is driven by word-of-mouth, all this "marketing" stuff isn't for me" A. Yes, a great deal of your practice comes from word-of-mouth and it will continue to. One major focus of the system is to generate and help control word-of-mouth and referrals. There are many strategies and techniques in the system that you've never considered before that will accelerate your current referral sources. Unless you shape word-of-mouth you have no control over what patients are saying. They could be talking about the great restaurant down the block from you or anything else. With this system you will get a true system for referrals and generating word-of-mouth. Q. "Will all of this work for me in my part of the country? My patients are different." A. People are people and they all respond to emotionally charged marketing, it just doesn't matter if you're practicing in a major city or out in the country. These marketing systems will work anywhere -- guaranteed. The key factor is, you'll be using proven methods that work no matter what." * * * You should write down all the possible objections a prospect would have and try to resolve them inside the copy. Once you get really good at copywriting, you'll be able to place the answers in right spot as people would be thinking about it. Something like this from http://www.instantsalesletters.com: * * * Okay, Now I Hear You Grumbling: "But I Can't Write" or "I'm Not Creative" Actually, that's the whole point of these sales letter templates. Even if you can't write a grocery list and if you don't think you have a creative bone in your body -- you can still create powerful, profit-producing sales letters just by filling in a few simple blanks. (c) 2001 Surefire Marketing, Inc. All rights reserved =-=-=-=- Okay, that does it for part II. I hope you're enjoying this and really starting to see how to apply these triggers for maximum sales! In the next installment of this special report we'll go over what every kitty loves and why I'm driving the care I have. You don't want to miss it! You'll get it on Tuesday. So keep your eyes peeled! All the best, Yanik Silver http://www.instantinternetprofits.com P.S. - Want to know how to create killer sales letters in 3 minutes or less... without writing? Check out "Instant Sales Letters" at http://www.instantsalesletters.com P.P.S. Please feel free to forward this report to your friends (but definitely not your competitors). If you have received a forwarded copy - you can get the complete report by sending a blank email to: mailto:milliondollaremails@getresponse.com --- To remove yourself from further mailings, visit this webpage: http://GetResponse.com/r.cgi?a=milliondollaremails&e=jimcarey_Xyengineer.com&i=2