When was the last time you bought a car? Did you really NEED a car? I mean REALLY need a
car? Chances are the one you were driving was still running when you bought the car you
have now. Yep, people rarely buy because they need… they buy because they want to
experience the feeling that comes with buying

We enjoy new purchases. Sure, we can convince ourselves that we really needed a new one,
but if we’re totally honest we’ll have to admit that we could’ve got by without it. What does
this mean to your advertising campaign?

  1. State The Benefits of Your Product or Service

Capitalize on the ways a customer will improve his lifestyle by making the purchase. Will he
increase his own business profits by 50%? Say so in the opening statement of your sales letter, or at the top of your webpage

Don’t obsess with the features of the product itself or your credibility. Frankly, customers
could care less. Let’s face it… they’re a bit selfish when it comes to dishing out their hard earned money. All they want to know is what’s in it for them.

2. Paint Word Picture That Let Them Experience the Bene

“Wake up tomorrow, with no boss! You can spend the day with your family or on the golf
course… there’s nobody to tell you what to do.”

A Multi Level Marketer may want his audience to feel the freedom of having no one to answer
to if they become successful in the business. He’ll dramatize that desire, and put the listener
in the seat to inspire it to take hold until the listener is ready to sign up and get started.

3. Inspire Immediate Action

Hey, let’s face it… the longer a customer lolly gags, the greater the chances he’ll never take the
plunge. Don’t let him off the hook that easily!

Set a deadline. Put on the pressure to buy now, or miss out on the deal. Chances are pretty
good that the procrastinator will get with it just to save a few bucks.

What about your sales materials? Have you taken a good look at the things you are
advertising? Make sure you are focused on the bene

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