In my workshops and seminars I talk a lot about the greased slide. One piece of advice I give is…
Don’t Gamble On a Single Word!
Good advice. And I go to great lengths to explain this concept. In this post, I want to really ram home the importance of “The Greased Slide.” PLUS, next week, I’m going to give you 6 ways to write copy that focuses directly on the prospect, not the product. 6 ways to capture the right winning tone and voice that resonates and captures the attention of your readers.
But first, “The Greased Slide.” What do I mean? Simply this. Your sales message has to be like a greased slide. The prospect gets on up top and slides breathlessly to the close… to the sale.
There must be NO interruption. No pause in the urgency of your message. Because get this…
Your prospects don’t want to read your letter!
And I know… you’ve sweated over that letter, agonised over the headline and offer. Spent days trying to come up with the right message, the right theme that’ll cause a buying frenzy. Sure I know that! Trouble is, it doesn’t matter how much you worked on that letter, how much you love it, your prospects don’t give a damn. And they definitely don’t want to waste their precious time reading your letter.
They want the benefits your letter promises. Big difference right?
At my recent workshops in Brisbane, Perth, Sydney and Melbourne, I spent time emphasising the importance of not boring your reader for even one second. I explained the concept of “The Greased Slide” and I revealed 8 ways to keep your prospects reading.
But there is one critical thing I want to share with you now that you MUST accomplish in your copy to have any hope of keeping your prospects’ interest.
You have to find the winning voice that instantly bonds with your particular market. I’m up to my ears in a large job at the moment and finding this winning voice has been a bit of a struggle (it’s a new market for me). I’ve spent many hours honing this voice, ironing out the bugs, until now I’m certain it rings true. That it rings of authenticity. One false word or phrase could blow all of my good work.
Here’s the secret: You have to show empathy, that you know what your prospect’s day is actually like. That you genuinely and sincerely care what happens to him. And one way to do this is by writing “YOU” copy.
- Your copy is focused solely on prospect, not product.
- Your copy rings true with your market. (Not one word is out of place.)
- Your copy radiates warmth and sincerity.
And in my next post, I’ll give you 6 ways, count ‘em, 6 ways to achieve this!
POST SCRIPT: By the way, at the upcoming Inner Sanctum Conference, I’m revealing a secret on copywriting I’ve kept close to my chest all these years. A secret that almost guarantees connection with your audience. And this time, we’ve opened the doors to non-members. http://www.crocodilemarketing.com/event
- 7 Tips For Writing YOU Focused Copy
- The Illustrated Sales Letter
- Watch Your Language!
- How To Turn Boring Facts Into Exciting Benefits
- What It Takes To Get The Sale
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook