Published in copy notes. Tags: copywriting.
Overall Takeaway: As tempting as it was to put down all thirty of the triggers (that’s how informative and packed-to-the-gills with good stuff the book is), I exercised some restraint. Still, this book will remind you of some basics you already know, and put some names to faint ideas you’ve had, in a way that’s filled with stories and wit. Highly recommended.
Books I bought because of this: The Adweek Copywriting Handbook.
Notes from ‘Triggers: 30 Sales Tools You Can Use to Control the Mind of Your Prospect to Motivate, Influence, and Persuade’:
On converting prospects into customers:
The most important thing you can do to turn a prospect into a customer is to make it incredibly easy for that prospect to commit to a purchase, regardless of how small that purchase may be.
On the importance of simple first sales:
Always make that first sale simple. Once the prospect makes the commitment to purchase from you, you can then easily offer more to increase your sales.
On bringing up the negative first:
Whenever I sold a product that contained some obvious blemish or fault, I brought the blemish or fault up first in my copy. In short, I shared my dirty laundry openly and honestly right upfront.
By presenting a negative feature upfront, you melt that initial resistance and come across as honest rather than deceptive.
You are wasting your time resolving any objection unless you raise it first. And if you don’t raise the real objections that your prospects have in their minds, then you’re totally wasting your time.
The objections should be the serious concerns that your prospect
It could be about competition, pricing, delivery—whatever the objection, raise it early in the sales presentation and then resolve it with a creative and proactive solution.
On walking your talk:
If you say you are going to do something, do it. If you make a promise, deliver. If you agree to provide quality service, deliver quality service. In short, walk your talk.
On the importance of establishing your authority:
Establishing your authority is something that should be done in each sales presentation, regardless of how big or how little you are.
On when your customer will think about prices:
There will always be a question in the mind of the consumer, “Am I buying the product at the best price?” Once again, you must first bring up the question and then resolve it with your price comparison or price information, or you are not communicating effectively with your prospect.
On emotion and logic in the sales process:
Every word has an emotion associated with it and tells a story. 2. Every good sales presentation is an emotional outpouring of words, feelings, and impressions. 3. You sell on emotion, but you justify a purchase with logic.
View logic as the answer to the unspoken objection, “Why should I buy this thing?”
On letting greed to its natural thing:
At a very low price, you don’t have to say much about the product. Just present the product. If people understand what the product is and the perceived value is far greater, there will be people who will buy it whether they need it or not. No need for long copy, no need to explain much of anything. Just let greed do its natural thing.
On selling to the customers you already have:
You might find that your best prospects are the ones who are already your customers and own an almost identical product. They often represent a powerful and overlooked market.
On pre-selecting the choice for your customer:
Often you must make the choice for the buyer, by selecting the best model or style and making it the one you feature. In fact, your prospect likes that and appreciates it when you do it.
On being specific in your copy:
When you talk about feet, instead of saying, “There are a lot of nerve endings in the bottoms of your feet,” you can say instead, “There are 72,000 nerve endings at the bottoms of your feet.” You are stating a fact and being specific as opposed to making a general or vague statement.
On harmonizing your product with your prospect:
It is important that your product harmonize or fill the needs of your prospect. If it doesn’t, it is up to you to figure out how to change it so it does. It might mean showing a different color, removing or adding an accessory—the point is that the customer is the king. Your goal is to harmonize not only with the marketplace but in particular with your customer.
On letting curiosity drive your customer:
The more the mind must work to reach a conclusion that it eventually successfully reaches, the more positive, enjoyable, or stimulating the experience.