Chapter 12. Urge
You’ve done all kinds of smart things to get the prospect this far. It’s time to urge him to respond.
Urging is vital, because it’s not enough to drop the facts in front of him. You don’t want him leaving your ad saying, “Hm, that’s interesting. Maybe I’ll do that sometime.” No, now is the time! Get him off the stick.
Pre-note: Why is this the last section?
This book should end with a crescendo – and the urge is that. While the post– urging activities are necessary, they’re either dull (“finalize the ad”) or obvious (“count the results and act accordingly”).
Aspects of urging
Here is stuff about it.
How interested and qualified?
The type of respondent you want affects what you’ll do to get him. Following are two scenarios:
Scenario 1: The sales manager says, “Bring us any person with any level of interest. We’ll close ’em.” In this case, you’ll offer as many incentives as the organization will let you use.
Scenario 2: The sales manager says, “Getting a bunch of tire kickers with no money only wastes our time. We need highly qualified sales leads.” In this case, you’ll put some “If” qualifiers into your ad. For example: “If your company has more than 500 employees...contact us.”
Short notes:
Until? he is ready, the prospect is unlikely to reply.
Nine? times out of 10, you want to make it easy for the prospect to express his interest.
How? effective are incentives? That depends on your type of product. Improve upon what…
? Competitors are doing
Your? company did in the past
What are you asking the prospect to do?
If it’s a small ticket item, you want him to buy it. The more your item sells for, the more important trialing becomes. You want him to try the product out.
Let’s talk about trialing
It includes the following:
“Take a? free sample.”
“Use it? for 30 days.”
“Try? our free demo version.”
Why is trialing necessary?
It would be wonderful if you could write 200 magical words that cause thousands to order an expensive product. However, that’s miiiiighty tough. This is because the prospect will...
Want to? get a feel for the product
Expect? you to take the risk, not him (and the “30 day money back guarantee” isn’t enough)
Want to? compare...though he probably won’t after trialing yours (you have a big head start)
Worry? about getting stuck with the wrong solution
Take? advantage of trials from competitors
Sell the trial
You don’t need to convince the prospect to love the product right now.
You need to convince him to get the trial. Pepper your ad with statements like...
“...now? you can see for yourself – free.”
“...and? once you trial the product...”
“...try? it risk-free...”
Two things:
1. Trialing keeps you from being someone who’s trying to shove product onto people, and turns you into a benevolent beneficial benefactor. You say, “We’re giving you something wonderful.”
2. Trialing puts your product ahead of ones the prospect isn’t trialing.
The prospect may never have time to compare you against the competitors. He got your product, liked it, and made the purchase.
Make it effortless
To get him interested, state that it’s effortless to get the product. Say, “Just call or e-mail, and the rest is practically done.” Without any trouble, he gets everything.
Appendix 1: Line collection
Random intro notes
You’re about to see a bunch of lines put into different categories.
This line collection doesn’t have all the types (and far from it). Two examples: It’s weak with “it’s on sale” and “you need to get this now.”
There are many different types of products placed into the lines. For instance, there will be, “The smart hairbrush.” The intent is to give you a real example, because it’s better than saying, “The smart [product].” Please insert your own product type, and don’t feel you need to sell hairbrushes.
Important legal note: If one of these lines is trademarked by a particular entity, that line belongs to that entity and should not be used by you or any other. Within 10 days of seeing the slogan, the entity needs to write gf_brown@yahoo.com and report this. The author of Advertising for Results will post a prominent announcement about this trademark at the following site: http://www.geocities.com/ad4results. The author would not have learned about this line through any association with the entity that claims the trademark. It would be a coincidence.
Following are the main types of lines and the aspects of them (indented). Click one and you’ll fast-forward to the lines for it. Unless you’re reading a paper copy.
The following page has the lists of lines. The “Category” section has three parts in three colors (unless you’re reading a B&W printout): company, product, prospect.
