Been a long time since we had a Codex—posts specifically for you write-to-persuade-and-sell copywriters out there.
And it just so happens my cousin Jason (who drives and unloads trucks at schools when they order food) gave me the perfect opportunity for me to write about this—like I said I would.
It started with a couch. We knew before we went to look at it that Jason needed help to move some things to his new house. Either way, the couch (and love seat) had to go to make room.
This advance knowledge was step one in the process. We knew he wanted something—this was his “product pitch” if you want to think of it that way—getting us to help him move. We kinda already agreed gently, but still, he let us know upfront before we got to his house.
Some folks will say letting someone know there’s something to buy right away won’t work, but I’m here to say that depends on something we’ll get to a little later. And prospects and buyers are different types altogether.
Anyway, back to the couch. When we came to look it over, did my cousin remind us about helping him move right away? No. He invited us in, just like always. We sat down and talked about a few things. He told us about how he got the couch and love seat.
Then he had us sit on ’em. People would call that something like “the power of demonstration,” but I called it “taking a load off my feet.” It wasn’t bad—the handle to flip out the foot rest was a lot shorter than I’m used to, but other than that, things were fine. What did seem weird was that the foot rest didn’t click when I pushed it back in place to stand up.
The point here is only after all that did he remind us about coming to help him move his stuff (the actual moving of which you can read about here). We got the starting time and day nailed down, and that was that.
This story about my super-tall cousin and his couch is all good, so what’s the point? Here’s the deal…
A lot of marketers don’t do things this way at all. They pitch right away. There’s a distinction to be made about how your prospects (or those of your clients) think of YOU. Sometimes pitching all the time flops. But I know of other marketers whose lists I’m on that pitch every day, and people don’t mind.
That’s what it’s about. Jason could’ve reminded us about helping him move right after we got in. I’ve known him all my life, and we helped clean up a bit a couple weeks ago. So that’s not far-fetched at all.
But he let us settle in first, and talk a little.
So next time you’re writing a marketing piece—email, sales letter, what-have-ya, whether for yourself or a client—ask how you can nurture a stronger relationship with your prospects, customers, and clients.
Here’s an easy start—show them you care about them and their problems. Really care. And then convey that in your emails, sales letters, and what-have-ya.
Provide value—information your prospects can put to use—and get your prospects to trust you. Your messages will have more punch that way, and you’ll sleep better at night too.
Because if you’re not trusted, almost anything you do will flop—and it won’t matter if you sell anything or not.
Until next time,