AIDA Model

What It Takes To Get The Sale

by Pete Godfrey · 15 comments

What It Takes To Get The Sale

NOTE: This lesson could easily make you a lotta money if you really get it. So please, if you’re skim reading here, just back up a bit and slow down and really take this one in. You can thank me later.

I stumbled on to a forum the other day and checked out a thread on selling. I could tell the main players on this thread had limited experienced, even though they were the “experts”. (Be careful who you listen to.)

You see, they kept talking about value and how you add value to what you are selling and this will get the sale. They mentioned the old: “Make the price seem insignificant to the value they get in return.” And in many ways, what they are saying is true. Yes, you must add value. Yes, when selling, you demonstrate not what the product is, but what it can do for the customer… and… how the customer will feel about it. And there are certain “clicks” we use for certain markets.

EXAMPLES: If selling to an entrepreneur you’ve gotta demonstrate “Return On Investment.”

If selling to the weight loss market; gotta show the food.

If selling mind-set stuff; got to use the word “abundance” as many times as you can. Use the words “attraction” and or “attracting” to add extra impact. Remember, message-to-market-match.

NOTE FOR COPYWRITERS: I’ve just given you 3 proven copywriting clicks; clicks I had to sweat over, clicks learnt from bloodied-nose real-world experience… and here they are for you served up on a silver platter in one easy location. Appreciate them for what they are; GOLD. My generosity surprises even me sometimes.

But there’s one BIG thing lacking from this thread and it’s this “thing” that separates the average marketer from the marketer that makes a lot of money. You see, what was said on this thread was right in a very logical way. And logic dictates that if you add enough value the customer will buy. And I’m sure in the pretend world of textbooks and on certain forums (and Facebook for that matter) this is all that’s needed to get the sale. But in the real world, it doesn’t work that way.

Get this: You can’t expect folks to stick around and buy your stuff just because it’s good for them. Folks are busy. Folks are easily distracted. You may get attention but the next step is interest… and interest is where the money is.

Let me explain…

Without interest your prospects will move away and get distracted by the next shiny object. Your prospects are easily bored, easily swayed away, easily distracted by the 101 things happening around them. That’s why the old AIDA copywriting formula looks like this…

Attention

Interest

Desire

Action

This is the first copywriting lesson I discovered a dozen years ago and it has always stuck. Judging by some of the letters I’ve seen from up-and-coming copywriters, they have not taken this lesson on board…and I wonder if they even know it.

ALL are important. ALL work in tandem to achieve the sale.

You just can’t have attention without any interest.

If that’s the case, you’ll only hold them a few seconds. And without interest you can’t build desire and push for action.

That’s why I’m always looking for the story… to build interest, to get the reader involved.

Years ago I wrote the Snorban promotion that sold hundreds of thousands of dollars worth of this anti-snoring device in a few months from tiny space ads. The reason it worked so damn well is it’s a story, written in the wife’s viewpoint, telling her story of what it’s like to live with a chronic snoring husband.

When I wrote the million dollar business opportunity letter selling a recovery business opportunity, I chose to write it in the voice of my female client.

Once again, one big story on why she didn’t want to go back to work (she had young children) and her search to find an income from home (the opportunity we were selling). Very emotional stuff and I tugged on every heart-string I could find. This letter is still working over 4 years later.

Time and time again, I’ve gone with the story angle in my promotions.

The best letters I’ve ever written are all stories.

Because stories create interest.

Stories cut through your prospect’s bullshit detector.

Stories fly on under the radar.

There’s nothing logical about this. It’s all emotional… the stories full of feelings that capture interest and arouse desire.

Question is; are you telling your story? And if you’re a copywriter, are you digging deep and finding the story? Or are you skimming the surface and handing back technically correct copy without an ounce of feelings?

POST SCRIPT: You’re business has to be about something of profound interest to your market. On a recent tele-seminar call with World Wide Salon Marketing CEO and founder Greg Milner, we were discussing Unique Selling Propositions (USPs) … when I pointed out your business must be interesting to your market. So think about this. Have you created interest with your customers… are they excited about your business and are they curious about what you are up to next? Have you created a captivated audience?

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About The Author

Copywriter, Sales Strategist - Pete GodfreyPete 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

{ 15 comments… read them below or add one }

Konrad September 22, 2010 at 12:27 pm

Hi Pete, you have described emotional direct response copy down to the nuts and bolts. I am a student of the craft,and want to thank you and all your fellow copywriting legends! for all the nuggets you leave lying around for those who are willing to dig down, sift and find. I have found and seen a lot of Fools Gold out there, but you and your fellow copywriters have taught me what gold really is.
Thanks Mate!
Konrad

Reply

Pete Godfrey September 22, 2010 at 1:40 pm

Thanks Konrad…enjoy the search… and yeah, sometimes you find the coal, sometimes you find the gold… the great thing is, you can tell the difference.

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Rich September 22, 2010 at 12:28 pm

Hey Pete,

Great post and have just finished writing out the biz op sales letter you mentioned and the story was so dam good I was nearly reaching for the phone to buy the course!

So definitely agree with the stories flying under the radar, so much so that it nearly cost it nearly cost me thousands.

Rich

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Pete Godfrey September 22, 2010 at 1:42 pm

Hey Rich, that letter is still working four years after I wrote it.

Anyway, as for writing out letters by hand, that’s what I was told all those years ago and that’s what I pass on to others. Not one in one hundred will do this. I did. It works! Well done for doing the hard yards…the pay-off is just around the corner.

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John Anderson September 22, 2010 at 2:05 pm

Thanks Pete – that’s the Gold!

*Gotta show the food – for weight loss (think Rodale and Mens Health -they make losing weight in 10 minutes a day seem like a feasting binge!)

*Gotta use the word abundance and attracting for mindset market -so true, that’s how they talk

*And R.O.I for entrepeneurs – that’s what they’re looking for!

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Pete Godfrey September 22, 2010 at 3:35 pm

Thanks John…

And congrats on the new addition to the family mate… exciting times!

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Gary the Adelaide online marketing guy September 22, 2010 at 4:50 pm

You continue to inspire Pete!
Pick up the local paper and scan the ads, about as exciting as a rainy day in Adelaide. Yet they persist with the same old stuff week in week out and blame the economy for a lack of sales. My biggest challenge is trying to get business owners to break ranks and try something “new”. “Fortune favours the brave ” , keep leading us with your great blogs!

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Pete Godfrey September 23, 2010 at 5:56 am

Hey Gary, no worries mate I’ll keep them coming

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Janet Beckers September 22, 2010 at 7:31 pm

Excellent post Pete. Loved you start…back up and slow down. Were you looking over my shoulder?
Such a great reminder re stories. It what always gets my attention and I know when I change my copy to be all about the story and less about the details of the product it always sells. I’ve lost count of the number of times when I’ve presented or been interviewed on tele-classes and people come up to me after and say “I don’t really care what you’re selling I just loved your story so much I just have to work with you”. Now I just need to transfer that into writing 🙂

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Pete Godfrey September 23, 2010 at 6:00 am

Hey Janet, yeah we’ve got to slow down sometimes and chill and take it in. As for stories, spot on…that’s why I did a whole 2-day workshop on the subject called Cash Characters Academy… I’ll be launching the home study pack soon…

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physiotherapist jobs September 23, 2010 at 2:51 am

I’m gonna bookmark this one for sure, thanks!

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Pete Godfrey September 23, 2010 at 6:00 am

cool

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robert nomura September 23, 2010 at 3:28 am

Hi Pete,

Great post and I agree 100%.

Could you comment on using an “interesting story” approach in B2B marketing. And I mean B2B (not B2B business opportunity), such as selling technology, medical equipment, telecommunications, fork lifts, chemical solvents, accounting and tax services, legal consulting, raw land, etc?

Thanks

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Pete Godfrey September 23, 2010 at 6:02 am

In B2B, the stories are no different. Could be a story of how the product is made, the angst went through to bring it to market, a story based on a real life case study of how the product solved a problem and on it goes.

It all comes down to matching your message with your market. But also, matching the way your material is presented to your market.

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Louella Theisen June 12, 2011 at 6:17 am

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