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The last thing you want to do is put your prospect on the
defensive, and if you're not careful about what you're
saying in your sales copy, you WILL do this -- especially if
you aren't aware of what to look out for!
Today we'll take a look at the third paragraph of our
mock display ad so you won't make this critical mistake.
You can check out that original ad out, and even print
out a copy of it, right here:
http://www.kingofcopy.com/tips/real_estate_ad_071505.htm
The third paragraph says, "You don't have to be a
slick salesperson. In fact, you could be brand new to real
estate sales. The key qualities that our most suc-cessful
team members have in common is an openess to new ways of
doing things and a burning desire to escalate their income."
Good things about this: Telling your prospect you don't
need to be a slick salesperson to become successful.
Most people really aren't slick salespeople, but they are
foolishly led to believe (regardless of what field you're
in) you can't be successful in sales unless you ARE slick --
and therefore deceptive as well. This is good, to disarm
your prospects potential fears about being successful.
It's bad though, that the writer then starts talking about
what "his most successful team members have in common".
See, this immediately tells you, this is a self-serving
sales pitch to train and recruit staff members to
ultimately put dollars into HIS pocket.
If you're a prospect reading this, do you really think
you'll
care one little bit about what traits HIS staff sales people
have in common?
What, so you can get excited about building that new wing
onto his house?
Puh-lease!
Here's how I'd handle this next one:
"It's true! Whether you're a rookie, who's
just passed your realtors licensing exam, or even if
you've been at it for years and you've got a
good "following", imagine how much
better your business would be (and therefore, how much
better your entire life would be), if... instead of having
to look for your next "meal ticket", you
had a turnkey system that automatically turned you into a
prospect-attracting magnet!"
Now there is a LOT of psychology going on here, like why you
use certain kinds of words or why you're positioning
yourself
this way and that, and where and how you use them to achieve
maximum selling effectiveness.
Listen, remember what hapened when you were a kid and your
socks
started getting old -- you used to use rubber bands to keep
them
from falling down?
Well, there are NO rubber bands in the marketing world -- if
your ad's not holding itself up on it's own, even if you're
as clever as MacGyver -- you're simply NOT going to be able
to use duct tape, an apple core, an old pair of underwear
and
a magnifying glass, to change your fortunes!
If you check out this tip online, you'll be able to see the
italics and emphasis I've placed on certain words for
pausing and sounding purposes.
You can see them here:
http://www.kingofcopy.com/tips/avoid_making_this_selling_mistake_072105.htm
Now go sell something,
Craig Garber http://www.KingOfCopy.com
P.S. Check out all the prior archives you've been
missing, right here at: http://www.kingofcopy.com/tips/tiparchives.html
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