I’ve talked long and hard about this point over the years in my newsletter… that you’ve got to sell the end result of your product… you’ve gotta sell how your clients will feel once they’ve achieved the benefits of your product.
Don’t sell a diet book, sell sexiness and self-confidence.
Don’t sell Life Insurance, sell peace of mind.
By now, hopefully, you get this. But there’s more to this that I rarely mention.
If you’ve studied history, in particular the people of influence, and if you’ve read and studied “The 48 Laws of Power” by Robert Greene, then you know, people have an insatiable almost child-like appetite for Magic and Magic Powers.
In advertising, we call this the Magic Pill; and the closer your pitch is to the Magic Pill generally the more sales you make.
If you’ve ever seen the Giant Tomato ad displayed in many catalogues you’ve seen the Magic Pill in action. If you’ve ever seen the ad on TV for an underlay you put on your bed full of magnets and you wake up without pain, then you’ve seen the Magic Pill demonstrated right before your eyes.
Point is, folks don’t want to know the mechanics of what your “thing” does.
They want the intangible magic benefits your “thing” gives them.
If you’re in the advice giving business, and this applies to anyone from a Business Coach to a Naturopath, they don’t want to know how you do your “thing”, they’d prefer to believe you are their magic rabbit’s foot, that you possess secrets and powers only you can provide.
You can fight me on this, shake your head and tell me your clients are smarter and more sophisticated than this. But you’d be wrong. People are people and we haven’t changed that much over the years.
To ignore the power of magic and secrets and secret powers is to ignore the way people have been managed and controlled and influenced since the beginnings of time.
Folks are looking for certainty in uncertain times.
Give it to them with a magical twist.
POST SCRIPT: Never underestimate the power of curiosity.
- I’ve Got A Secret
- Persuasion Power … The Two-Sided Coin
- How to Position Your Product For Maximum Success
- Copywriting’s Magic Pill Syndrome
- It’s Not My Fault
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