Suppose someone types "yeast infection" or "urinary tract infection" into a search engine. Do you think those people woke up one day with an insatiable desire to satisfy their curiosity about those subjects? No, of course not. They typed in "yeast infection" most likely because they had one and wanted to get rid of it.
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By the way, if you do type in "yeast infection" the top sponsored site is headlined "Stop Your Yeast Infection Now!"
Bullseye!
That's exactly what the person who typed in the phrase "yeast infection" wants to know: How to stop that damn yeast infection!
Same with "urinary tract infection". By far, the most profitable thing to sell via the Internet is...
Solutions!
And, the more desperate he is for the solution, the more he will pay for it. Take a person with a truly painful toothache. Show that person a painting of the Mona Lisa or take him to the Grand Canyon. Do you…
He Wants His Damn Tooth
To Stop Hurting!
Put him in a roomful of sexy, naked, turned-on women. He won't even notice them. At least until that tooth stops hurting.
Start talking to him about how he can triple his income by making a five minute change to his advertising. Think he cares?
But, if you offer him, immediate relief from tooth pain... then...
Aha! You've Got Him!
Here's a very valuable tip: When you're just starting out in marketing, don't even start selling people stuff they want. Start by selling them... what they have to have. Sell them solutions to problems they've got to solve...
Before They Can Even Think
About Anything Else!
Don't have a product? Good! That leaves you free to sell the best product of all which is... information!
If your tooth is killing you, wouldn't you like to spend $10.00 for an e-book of only two pages which can be delivered to you immediately... that tells you…
Look, in marketing (except for the LMS* finer details) there are only three things you have to worry about:
1.
Your product!
2.
Your sales pitch!
3.
Your "delivery system" for your sales pitch!
I've already covered #1 (your product) in detail. Mainly, if you're not already married to some other product, sell a paper and ink solution…
Next comes...
The Sales Pitch!
People are very confused (almost imbeciles) about how to create a sales pitch. As a general rule, the more you tell, the more you sell. Your website sales pitches should be nothing but a long, easy-to-read SALES LETTER. Do not clutter it up with graphics. Do not use animation. Do not try to…
Nobody but you cares about that garbage. Tell them about your solution. Use black ink against a yellow background. Use the letters on my website as your guide to how they should look. And, put EVERYTHING into your sales (oops, I meant website) letters.
Look at it this way: Suppose God came down from heaven and he was feeling playful. He picked out 110 women (or men)... and... one of those people was the person with whom you were going to spend the rest of your life. God refused to let you see any of them. Not even a video, a photo or a…
Nope. What He made all of them do is write a letter telling you about themselves. How much detail would you want in that letter? Would you want it to say...
"Hi. I'm Bunny. I'm a Gemini
and I like cats and walking
on the beach. Hope you choose me."
Get real! That's NOT what you would want to know about the person you are going to spend the rest of your life with. No. What you would want to know is...
Everything!
And, so it is when people are spending their money. If it's any kind of significant expenditure at all... or... if it's something they know very little about... you can't tell them too much!
And listen: Try to make your product the best on the market. The secret is research. If you are selling info on yeast…
Three common foods that (if eaten twice weekly) will 100% guarantee you will NEVER have another yeast infection!
Why you canNOT ever use an air purifier in your home if you want to avoid yeast infections!
A popular household pet that is responsible for 53.7% of all yeast infections!
OK, I just made those up... but... if I spent a few hours doing serious research, I am dead certain I could come up with little-known facts just as appealing.
Finally, do NOT let your prospect order online. Only accept TELEPHONE orders. And, only let them call your regular area code number. Never ask them to call an 800 or an 888 toll-free number. It has now been proven that twice as many people will call a POTS number (Plain Old Telephone Service) as will call a toll-free…
Why? Your guess is as good as mine. Maybe it has something to do with the idea that calling a toll-free number will get you connected to a high-pressure telephone salesman... whereas... (at least in the prospect's mind) that is less likely to happen if they call a POTS number.
Also, calling a POTS number tends to give people the feeling they could get someone on they phone if they ever needed help... whereas... calling a toll-free number is more likely to connect you to "Voicemail Hell".
Phone orders only? Are you kidding? Isn't the Internet set up for anonymous, ease-of-ordering? Don't people prefer to use "shopping carts" and place an order right over the 'Net?
No! No! No! No! No!
And, I can prove it to you. Here's something everyone who is reading this has done dozens (if not hundreds) of…
Look, here's a Swiss Army knife that is also a cell phone and a compass! Damn, you've been waiting for something like this for years. You rip out the page, stuff it in your briefcase and decide to buy it as soon as you get home or to your hotel.