Examples at the end of this document.
- People don't like being sold
- People buy things for emotional, not rational, reasons
- Once sold, people need to satisfy their emotional decisions with logic
- Who's your prospect ---engage directly
- Make a promise ---what X is going to do for the mark
- Make a picture ---make him 'see' himself reaping the benefits of the promise
- Show proof ---details, specs, benefits--- while engaging promises at each opportunity
- Establish credibility ---through believable sources and testimonials
- Unique Selling Proposition ---why product is best & unique
- Close the sale ---it's now or never, ensure action
Identify and engage directly.
"Dear Dieter" (person who diets)
Identify fear or desire ... a daydream.
- Product-to-buyer consequence
- Benefit of the product (good quality)
- Show a way to achieve benefits
Dear Dieter, I’ve got some exciting news for you. You can eat all the peanuts you want and you’re going to lose 50 pounds in a month. In a little while, you’ll weigh less than you have since you were 12 years old.
You won’t have to count calories and you won’t have to deprive yourself of your favorite food. It’s easier than paddling downstream. Your life is about to get better beyond anything you’ve ever imagined.
But, wait — I have to tell you something honestly … there is a downside. You’re going to have to buy all new clothes to fit your skinny new body. But, I don’t think you’ll mind one bit …
- Good news - direct positive consequence (measured to client's innermost desire)
- New way of life, general consequence
- Downside: change, even if good, is hard
Make the prospect 'see' himself reaping the benefeits of the promise.
You’re going to have more energy than you’ve ever had in your life. You’re going to be slim, attractive, and you’ll have the best sex you’ve ever had in your life.
And, the most sex you’ve ever had in your life. Just picture yourself out on the town for a night — to celebrate your new image. There’s a new spring in your step and a lively gleam in your eye. People stop to stare as you saunter by … admiring your powerful, lean body … you exude the essence of animal magnetism …
In fact, you’re going to feel so good even your work will prosper. Don’t be surprised to see your income double or triple in the next few months! (Imagine buying that Rolls Royce you always dreamed about.) Can you see yourself driving down the road with the top down, munching on your peanuts …
- Self-image + feeling of ecstasis
- Outer image + out-to-in image (image the outside makes of you, as opposed to self-image, made by you of you)
- In-to-out consequences (your world improves as consequence) + self-image in new world
Explain details on how the product will deliver each part of the promise. Explain all the characteristic-to-good traits. Promise must be reminded-of at each opportunity. List-format is good.
Here are a few amazing facts that you may not know …
- A peanut has only 0.10 calories. That’s right … just onetenth of a calorie! That means you can eat 12,000 peanuts a day and still be getting only 1,200 calories a day … few enough to let you lose eight pounds a week!
- Peanuts contain micronutrients A, B, and C. A little-known study from Harvard Medical School has recently proven that these are the three most important nutrients for human beings.
- Peanuts also contain glandular extracts that stimulate testosterone production, which has been proven to boost sexual performance in both men and women.
- And, according to the American Dermatologist Association, peanut oil is the single best source of moisture for the skin. In fact, when my Aunt Rosie went on this diet, it made her crow’s feet disappear and she looked 25 years younger.
Now, when I first saw how quickly I was losing weight, I became concerned. Could this be good for me?
So, I asked my doctor, Dr. Goodbones, who’s been a successful medical practitioner for over 50 years …
“Doc,” I said, “this peanut diet seems too good to be true. Look at me. I’ve lost forty pounds since I was last here, and I feel great!”
He smiled at me.
“Do you realize,” he said, “that the peanut diet is really one of the oldest diets known? Why, they discovered it in ancient Egypt, but they kept it secret just for the nobility.
“In fact, no less than a hundred societies have used it and it worked so well, they all kept it secret for the elite ruling classes. It was only recently rediscovered in an ancient buried manuscript, and Harvard Medical School has been doing a study on it.”
That was good to know, but I wanted to be sure. So, I contacted Harvard Medical School for myself. Here’s a copy of what they wrote back to me:
Harvard Medical School From the desk of: Dean Plato, MD, Ph.D., DDS
Dear Mr. Smith, You’re absolutely right about the peanut diet. It’s probably the single greatest weight loss and overall health diet ever known to man. In fact, we were just getting ready to publish the results of a special new research project we recently completed on the benefits of peanuts on productivity and brain power. According to a 7-year study, people who eat at least a pound of peanuts a day experience a 42% increase in energy.
"From real people"
- “It’s a miracle! I thought my sex drive was gone, but I feel like a bull in a herd of cows!” — Freddy Jones, construction worker, Camden, New Jersey
- “This is your Aunt Rosie. Honey, your peanut diet is fabulous! I’ve lost 38 pounds and I look younger than ever. Yesterday, my banker asked for my phone number! That hasn’t happened to me in 15 years.” — Rosie O’Grady, Boulder, Colorado
- “Last January, I weighed 420 pounds and have weighed at least 300 pounds since I was 12. I tried the peanut diet and lost 50 pounds in seven weeks. Unbelievable!” — Joe Blow, baker, Santa Monica, California
- “Thanks so much. I feel better than I have in years … my waist is 8 inches smaller and I can work straight through the day without tiring. And my wife says I’ve never been ‘better.’ All that just from eating peanuts!” — Edward Pearson, bank teller, Fort Wayne, Indiana
The product has to be introduced as the best and only answer to someone's needs. It's unique.
This is truly the most revolutionary diet ever to bless 50 million overweight Americans. It works better than any diet that’s ever been found. There are no powders to mix, no schedules to remember, no portions to weigh or measure, no calories to count, and no combinations to keep track of.
It’s simple, healthy, and works like a charm. And, everything you need to know about the peanut diet has now been put together in one place. In fact, my “Health Through Peanuts” book is the only place in the world you can find this information.
Unmentionedly, they do the "direct sale" approach. Do now or you will have a harder time later. No tomorrow, now is best time to click this link, to make this purchase.
Right now, for a limited time, I’m making a special promotional offer. I want to get this book out to the public, so people can see for themselves the remarkable results of the peanut diet.
Specialized books of this nature, produced in limited quantities, usually sell for $50 to $75. But, you’re not going to pay $75 for “Health Through Peanuts.” In fact, you won’t even pay $50 for this rare and powerful information.
If you act today, you can take advantage of my limited time, introductory offer and get my revolutionary book, “Health Through Peanuts” for only $19.95.
But please, you’ll have to take me up on it immediately. I cannot promise to hold this price for long. When the first printing has run out, this offer will be over and the next one will be at the full price of $49.99. So, if you act today, you can save an amazing 60% off the regular price.
Subject Line: The Easiest Product to Sell Online
Dear Reader,
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See how he did it below … and how easily you could do the same.
To your success,
Katie Yeakle
Executive Director, AWAI
Dear Friend,
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Why are e-books the perfect information product to sell on the Internet?
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My very first e-book has generated $20,727 in sales (so far).
My total investment in producing it: just $175.
Now, I want to show you how to make huge profits creating and selling simple e-books — in my new program, Bob Bly’s Ultimate Guide to E-Book Writing Success.
Normally this program sells for $249.
However, to make it affordable for you to get started in e-book publishing, I'm letting you have Bob Bly’s Ultimate Guide to E-Book Writing Success for only $124.50 today — a savings of 50% off the list price!
For more information … or to order on a risk-free trial basis … just click here now.
Sincerely,
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P.S. But, I urge you to hurry. This special 50% discount is for a limited time only. And once it expires, it may never be repeated again.