Did you know Alzheimer’s victims (even ones in the later stages of the disease)have a remarkable ability to remember songs… even when they can’t remember the names of their kids.

It’s true.

And, the reason why can help glue people to your sales message and help you sell like free money.

A mistake everyone makes in their elevator pitch!

Listen:  Has someone ever asked you what you do and you go on to say:

“I am a lawyer”

“I am a real estate agent who helps people buy their dream home”

“I am copywriter”

“I am a recently graduated engineer….”

Have you?

Well…you are a certified hypnotherapist because the moment you say that people zone out and say too themselves “I don’t need it” and move on.

Test this yourself.  Next time you’re talking with someone you give that answer to…if they start saying a lot of “Uh huh…uh huh…yep”.

That’s code for I’m dreaming of a beer and my couch, and your words aren’t even going in my ear.  (You should shut up at this point and get them talking).

So how do you make your message stick?

How do you give your message the impact of a Mike Tyson uppercut?

Here’s the truth.

You see.   The reason Alzheimers patients can remember songs, is because the songs stir up emotion.

And your elevator speech, marketing communications and sales pitches (in fact all good writing) has to stir the emotions.

First tip:   Never say “I am”.   It’s flaccid, weak and should be reserved for soul less government bureaucrats.

Second: Use hard numbers wherever you can.   We’re trained by the media to look for specifics.

Let me give you some examples:

“I am a divorce lawyer” can become “I negotiate for battered women and on average hand them $86,000 a year income for life and full custody of their kids”

“I am a wedding DJ” can become “I lead 500 people on to a dance floor and keep them there for 4 hours.”

“I am a business coach” can become “I speed up retirement for business owners on average 8 years and help them sell their businesses for 567% of their annual revenue.”

“I am a real estate agent” can become “I take people who are renting, and turn their monthly rent payments into a mortgage payment for a home 10 times the size of their apartment.”

Think of that opening sentence as a knife wound.   You want people squirming and uncomfortable.   That discomfort will glue them to you.  And make them want to BUY from you.

Anyhow that’s it for now.   One more before you go.

Here’s one of my pitches for my Vancouver Copywriting business:  I create an extra $50,000 a month in sales for small business by making Google their best salesman.

Peace.

In 1850, a suspension bridge in France collapsed because of a “glitch” that can make your marketing messages 10 times as effective.

Listen: Back on this hellish day, 478 soldiers marched across the Angers bridge.  This bridge was scientifically designed to withstand the weight of thousands of men.

What caused the bridge to collapse?

Timing.

The men were marching in step.   And it just so happened to be the mechanical resonance frequency of the bridge.   Because of timing, the force of their steps were multiplied 100 times.   The bridge started to sway, buckle and then smash into the water below, crushing and drowning 226 soldiers.

Just like the timing of footsteps can bring down a bridge, the timing of claims and promises can bring down sales resistance.

Here’s an example:

Let’s say you have a winning lottery ticket.  It’s worth $50,000.

Let’s also say for some reason, you can’t cash it in (Maybe you are a convict on the run and you don’t want to draw attention to yourself).

Try to sell it now.

Winning lottery ticket for sale will probably trigger “Bullshit…Con Artist…Scam” in people’s heads.

So you’re going to have to time that claim.

How about this.

If you didn’t win yesterdays lottery, here is a chance to get some cash out of it.

Yesterdays lottery numbers were 61 13 15 16 and 17.

Take a look at yesterday’s newspaper right here.

This is my ticket.   Would you agree I’m a winner?

Good.   I’d like to split the winnings with you…blah blah blah.

A little better timing can produce belief!  And when people believe your promise – sales occur.

Good timing can mean 1 + 1 = 10

If you’re looking for a copywriter in the Vancouver area who understands timing, then find out how to get a hold of me at my copywriting contact page.

Peace.

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.

1. 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…..
2. 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…..
3. 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.

When you’re trying to get the attention of a customer, most business people make a mistake of jumping to the marriage proposal without getting a first date.

Even in a short letter there are stages you have to go through.

First stage:

Your prospect is on the highway driving at 90 mph.

If you want to have a hope in hell of getting a message to him (without using a phone), you drive up beside him and match his speed, and then start talking.

In an email, (or any written communication) you have to pace someone before you can speak to them.

Persuasion does not exist without this trust factor or understanding.

How do you do this in lets say an email?

Well let’s go back to my restaurant examples.

I’m going to jump inside my brain and imagine myself as someone reading the emails and…and…and…here’s my “pace”.

Dear Customer,

Around 4 p.m. everday, some of my customers are feeling hungry, tired and ready to sit back and do nothing.

There we go.  That wasn’t hard was it?

Of course this email gets sent around dinner time, to drive people into the restaurant.

It could go on.

A fresh AAA grade prime rib was put in my oven right now.  In 2 hours it will be rare, and the veins of white marbling will have dissolved into the juicy, tender meat.

Fresh yorkshire puddings come with this portion of meat, plus a choice of season vegetables.  (And your choice of our low calorie, high flavor desserts)

I have a special wine coming out of my cellar today.  I only have 6 bottles of it, and I’d like to buy you a glass.  Simply come in with your special someone, and I’ll pour you both a complimentary glass.

Of course, I hope you try the prime rib special (There is a wonderful roast chicken or Ahi Tuna salad for the person who doesn’t like red meat).

Stroll down or take the car (we have complimentary valet for the members of our preferred clientelle list).   Don’t worry about downtown parking.  Just swing in, toss the keys to Jimmy or Ryan.   And relax.

We ask you call ahead first though.   xxxxxxxxx.

Warmly,

Chef Ian

Remember:  If business is like war, then the message you send out is like a bomb.   Would you rather be sending out 1000 cherry bombs, or 1000 cluster bombs?    Take the time to craft the message with persuasion, and your sales will climb.

If you’d like to me to consider working with you to double your sales by helping you build a customer list and farm it, read about my initial consultation here:  Vancouver copywriter

There is a hidden bank in your business filled with your money.

If you’re a restaurant owner, it could earn you $3,000 a day extra.

Chances are you can double your sales, by learning where it is, and how to make withdrawals.

A story for you.

A few days ago, I walked by a restaurant with a customer line up out the door.   There wasn’t anything fancy about it.   No flashy signs, no servers wearing dental floss for a shirt and no free beer signs.

Being the kind of guy who’s always on the hunt for good marketing ideas, I went back in the morning when it wasn’t busy.

I had an average meal, with good service and when I was done, I discovered this businesses bank.

The server asked if I’d like a free dessert.  I said I would.

She said all I had to do was sign up for a free membership into a preferred clients list.

She brought my dessert and I filled out my name and email address.

Fast forward two days.

I’m hungry, typing away at my computer.   I open my email and there is a message from the restaurant owner.

It’s written in a friendly way, and its asking if I’d like a free sample of some delicious chicken that just came out of the oven.

The painted a mouth watering description of this appetizer and I wanted it.

They said it was free with dinner, and they had a nice beer on special too.

I went there for dinner.

This restaurant has an email list of 3,456 people.

They only have to send out 500 emails and they can fill their restaurant (40 tables), whenever they want.

And get this.

If they were super smart about taking care of this list, here’s how they could print money on demand.

Let’s say the ovens break down and they need a replacement.

They need $25,000.

Well, let’s simply print money from our customer bank.

A letter like this would do the trick:

Dear Ian,

A small disaster has happened at my restaurant, and you can benefit from it greatly.

Here’s the story:

Manny (the sous chef), left a pan of hot oil too long and under too high a heat in my expensive oven.   A fire erupted.

No one was hurt thank god, but my oven is ruined.

This is where I need your help.   I’m just a small businessman and a new oven costs $25,000!  (I only use the best).   Instead of going to the bank and paying a high interest rate on a loan, I’ve decided to offer something to my best customers.

I’ll give you $500 worth of restaurant credit for $250.

I’m going to sell pre-paid gift cards to my restaurant worth $500 for only $250 to 100 of my best customers.

This will give me the cash I need for a new oven, and at the same time offer you a huge deal and a way to help me out at the same time.

If you’d like to get in on this, please come to the restaurant and tell the hostess you would like to purchase an “Oven Gift Card”.   She’ll know exactly what you mean.   We take cash, check or credit card, but you have to come in right away.   I am only offering this to the first 100 people because that’s all I need to cover my oven expenses.  I expect this to sell out quickly.

Have a great day.

Sincerely,

Ryan DiGinio

P.S.  I also have a special vintage wine I’ve held in my wine cellar for 10 years.   I have 120 bottles of it, and I’ll give one to you, if you’ll help me out, today.

Woooheee!

Don’t balk at this because its so simple.   Build your list and communicate with them intelligently, and you’ll recession proof your business, double your take home income and start living life with a lot less worries.

If you want some ideas and strategies to get going then you take me up on a free consultation to outline a strategy for you.  I’m a rare Vancouver copywriter who knows the strategy and has the knowledge to execute it.

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• Business Email Wealth
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• October 2009
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