Sep
21
How to turn a commodity into a rarity (and charge more money)
Filed Under Copywriting Secrets | Leave a Comment
The perfect position to be in, is to be the only guy selling a product people want.
Here’s how to set this up:
When people come to buy something from you they have a deep motivation inside them for wanting your product or service.
This could be revenge, looking more attractive, make more money, save time, look good among friends and on and on.
When you know this, you then pitch around how your product helps them get that goal.
This is where you position yourself in such a way that no one can compete with you.
How?
With an education. You teach them everything they need to know, to meet their goals.
Let’s say you are selling a diamond ring.
After some questioning you determine the reason they want this ring is to make their wife beam with pride everytime she looks at it.
Here comes the pitch:
“There are three main things to look for to make sure your wife is proud of her ring and the man she married.
- Is the stone a fake is the first thing you should ask. How do you tell? Well the first give away is the stone is 100% perfect. Nature does not produce flawless stones, factory stones have the following characteristics to look for…..
- Sparkle. The way the gem is cut has more effect on the look of the gem than anything. Your wife wants people to be attracted to the ring and marvel at its beauty. Then she can really beam with pride. The cut needs to be mathematically optimized to maximize how much light gets reflected. If you hold a diamond to this special light measuring tool you can see on a scale of 1 to 10 the quality of the cut…..
- Is it a blood diamond? The last thing you want is someone giving your wife a hard time for wearing a symbol you helped pay for a dictator to murder and kill his people. You should make sure your ring comes from the following places and has the following qualities to make sure its not a blood diamond…
If the diamond salesman was a sharp cookie, he would make sure he had a diamond that perfectly suits the criteria he just taught.
Comprendez?
In summary:
People want things, but they aren’t sure exactly how to get them. Buy teaching people how to buy, you can set yourself up so only you are the one who can deliver the goods. There is always a way to do it.
If you’d like some help preparing sales material, lead generation material or an internet marketing campaign teaching people how to buy your product or service. Then read about my Vancouver Copywriting Service here.
Peace.
