I love the emails I get that have a subject line like “You have been chosen to gain access to $2407 per day software.” Most people are wise to these deals and skip over them, but a few will open them; me being one of them. Why? Because i like to examine and analyze the simplicity, almost genius, of the systematic selling process they propose. We should all be as good as these “digital marketers” in getting people to convert to “SALES.”
First, they have a catchy headline that gets a certain percentage of the people into it, at least to click to open it.
Second, they start with a story about how HE, the pitchman, grew up eating used snicker candy bar wrappers for breakfast, sleeping in a shopping cart under the bridge and finally magically and mysteriously meets someone, “the angel” who helped turn his life around. Now I’m all for angels and miracles and that sort of thing, but where does a homeless guy living under the bridge meet a multi millionaire software Internet marketing guru? OK, I’ll let that pass.
Third, the angel teaches him his Internet marketing tricks and gives him his secret software, “the recipe” which helps make the homeless guy rich; cut and fade away to pictures of his mansion, swimming pool, Maserati and vacation homes with a happy smiling family.
Now don’t you want that, you know the picture he methodically and painstakingly painted?
Of course you do and HE wants to give it to you for the ridiculously low price of $97!!
Fourth, so you click on the offer and you buy it, wishing and hoping that this $97 purchase will turn you into a millionaire.
Fifth, when you buy the software, HE comes back on and says, ya know this software is good, but if you buy my upgrade for just $125, you’ll make money faster. Click you’re in.
Sixth, now for the next upgrade, HE then offers you a turbo boost, rocket propelled, jet fueled way to make it happen almost instantly. Click, you do it again.
And finally you look at your bill, you just dropped over $490 on this yet to be seen, and proven software.
All this with 100% money back guarantee. Sold. Closed. You’re all in.
Moments later the software arrives and you dig in. From here its any body’s guess. Will this work? Won’t it work? Who knows? No doubt the 7 people who gave you testimonials swore that it changed their life forever. and you want to be number 8.
But all this is irrelevant because you bought it. You bought the story. You bought the dream; the eternal promise of happiness.
Now maybe bowling can’t deliver a “total lifetime” dream of happiness and massive wealth so you’ll never worry about money again, but it can deliverwholesome family fun, entertainment, escape, achievement, teamwork and many other good things – we all speak about, but rarely communicate to our prospects and customers- all at a relatively affordable price.
Where is your promise to customers and prospects? All I see are price specials? What “dream” are you trying to get them to believe in that you can actually deliver?
Because if you don’t have a story and a passionate promise; you don’t have even a tiny share of today’s customers’ hearts and minds.