Four words that launched a $30 million business
Four words that changed the approach direct response marketers and copywriters used to sell more products …
But wait there’s more!
Those words were spoken Barry Becher, marketing expert and star of late night infomercials. You know him as the Ginsu knife guy. Barry was the narrator for the 2-minute infomercial which first aired in the 1980’s.
He starts out talking about how in Japan in the hand can be as dangerous as a knife. Then says, “But that method won’t work on a tomato and that’s why we use the Ginsu knife.”
Yet it was Barry’s partner, Ed Valenti who gets credit for coining that now famous phrase. The two founded Dial Media, Inc. in Warwick, RI in 1975. Their company changed the way products were sold on television.
But wait there’s more reshaped how copywriters wrote offers in sales letters. It became part of what we now call the false close, a critical part of the offer for selling online or in print.
In fact having a strong offer is one of the fastest ways to get a big boost in sales. In fact statistics show the offer can contribute 30% to 50% of the success of a campaign.
Here’s a mini checklist to help ensure make your offer irresistible”
1. Is a discount/savings being used and is it immediately visible to the reader? Even something as simple “one-time special offer, was $158 now only $67” could make all the difference in the world.
2. Incentives included that get prospects excited. This could be a free report, bonus, guide, checklist, or tutorial. Whatever it is, make sure it has value, is timely information, and something that isn’t available anywhere else.
3. Are the payment terms clearly outlined? Does the prospect have to pay the full amount right way, or is it broken down over months – pay in full or pay over 12 months.
4. Is the offer written out clearly and concisely? Does the reader know exactly what they will get when they place the order. And how long will it take to receive the product … immediately, days, or a few weeks.
5. Does the offer make the reader feel as if their purchase is protected? Is a guarantee used and is it specific … they will get all of their money returned, or a portion of it? Is their satisfaction guaranteed? And what does the prospect have to do to get their money back?
6. Is urgency used? Are the reasons why the customer must act now … limited amount of the product or service is available, or a deadline to respond mentioned?
7. Is the call to action (CTA) written out clearly and easily visible to prospects?
8. Does the value proposition make the reader feel that whatever the product or service cost is a mere drop in the bucket to the benefits they’ll receive in return?