What does a mafia boss know about marketing?
Lots. Read on to find out...
Do you remember in the movie "The Godfather" when Don
Corleone says, "I’m gonna make him an offer he can’t
refuse"?
And it’s this simple concept that’s the backbone of any
successful sales proposition you make. (However if I were
you, I’d probably leave out the threats of violence in your
sales piece.)
From now on, your job is to create such powerful offers
that anyone reading it would say to themselves, "My
goodness, I’d have to be a complete idiot not to take them
up on this deal!"
And creating a powerful offer like this is easier than you
think.
Let me share with you one of the most compelling offers
I’ve seen. It took a dying hotel on the wrong side of the
Vegas 'strip', where you had to watch your wallet at every
turn, and transformed it into a super moneymaker.
This is from a very successful ad that used to run for Bob
Stupak's Vegas World hotel. Listen to this deal and see if
you wouldn't act on this even if you were just an
occasional gambler:
"Act now, to receive a virtually free Las Vegas vacation.
For $198 per person or $396 per couple I will:
1) Put you up in a luxurious mini suite in an exciting Las
Vegas hotel right on the famous strip.
2) I will give you free tickets to a show with name
entertainers.
3) I will put a chilled bottle of champagne in your room
for free.
4) I'll let you drink as much as want for free, whether
you're at the gaming tables, playing slots or in one of the
lounges.
5) I'll hand you $1,000 of my money to gamble with for
free.
6) I'll let you keep all your winnings.
7) I'll guarantee you'll win a color TV, VCR or a faux
diamond ring.
Obviously I'm not going to give this incredible deal to
everybody in the whole world. There can only be (small
number) of these vacation packages available. First come,
first served."
If that's not an irresistible offer, I don't know what is.
The closer you can get to something like this, the more
customers you’ll have falling all over themselves to give
you their money.
Does this give you a few ideas?
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Using The Bonus Pile On
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Vegas World’s offer uses a concept I call "Bonus Pile On".
And the way it works is to keep piling on bonus after bonus
until finally you have to say "no mas" and whip out your
charge card.
It was the same thing with the famous Ginsu knife
commercials a few years back. They used this technique
perfectly to sell millions of dollars of cutlery. The
announcer would say "And if you act now you’ll also
get..." and then about 15 different knives and kitchen
gadgets would pop up on the screen.
It made you think about how much value you were getting for
such a little price. That’s the power of the "bonus pile
on".
So what’s the best way to start using this in your
business? Well, one of the best ways I know is using paper
and ink. You can give away a series of valuable reports
with any purchase. What’s more, you could even make this
information available as a download from your website so
you’d have zero distribution cost.
Or you could make deals with other businesses where they’d
let you give away a product or service from them to your
customers. If you really use your imagination here you’ll
come up with lots of ways to create a "bonus pile on".
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Make Prospects Take Action Now!
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There’s no doubt about it - deep down, everyone of us is a
lazy procrastinator. That’s why you need some kind of
deadline or scarcity factor to make prospects take action
now. If your prospects believe an offer is going to be
around forever, there’s no reason to take action.
That’s the reason deadlines work so well. In one of my
businesses, I’ll stamp a red deadline on the order form for
the last day prospects get over $2,000.00 in free bonuses.
And believe me, it’s not unusual to get people ordering
right on the very last day of the deadline just because of
this stamp.
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100% No-Risk Guarantee
=======================
Finally, the last component of a powerful offer is to make
your deal as risk-free as possible. Nobody wants to make a
mistake and be stuck with something that doesn’t deliver as
promised. That’s why you should make every effort to lift
the risk from the prospect and place it squarely on your
shoulders. Make a bold guarantee and make it for as long as
possible. If you have a quality product, you shouldn’t
worry because most often return rates will drop the longer
you extend guarantees for.
Another strategy to try is offering a 30-day "hold-your-
check or charge slip" trial. That means people will send
you checks postdated 30 days out or you won’t charge their
credit cards for 30 days. Joe Karbo used this to sell tens
of thousands of copies of his book "The Lazy Man’s Ways to
Riches".
Now you have all the keys to creating your own irresistible
offer and watching your sales soar. Just keep adding value
and more bonuses until you come up with an offer than makes
your prospect feel guilty for not ordering.
(c) Surefire Marketing, Inc.
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Yanik Silver is recognized as the leading expert
on
creating automatic, moneymaking websites...and he still
doesn't know how to put up a website.
He is the author, co-author or creator of several best-
selling online marketing books and tools, including his
newest resource for online copywriting -
http://www.UltimateCopywritingWorkshop.com
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