Web site Marketing - sifu? Interesting article.
How To Use The Most Powerful Force In Selling To
Magnetize Customers To Your Product Or Service!
Copyright © 2006 Quick Turn Marketing International,
Ltd.
Dear Friend,
What is the most powerful, irresistible, GUARANTEED
way to get customers interested in your product or
service?
Did you guess “low price”? Wrong. Do you think it’s
“free?” Try again. “Guaranteed”? Sorry — wrong again.
The answer is simple, but some of the most brilliant
copywriters in the world aren’t “keyed in” to this #1
consumer magnet, so don’t feel bad if you don’t know
what I’m talking about… yet. You will. The fact is…
Not one in a thousand marketers is familiar with the
powerful copywriting appeal that YOU are about to
master.
So what is it that makes a consumer go wild with
interest and beat a quick path to your door? Before I
give you the answer, I want to give you some examples
from other media sources that know how to use this
amazing appeal very, very well.
As you read these headlines, ask yourself what they
have in common?
Television ad:
“Tonight at 11PM, we’ll take you behind-the-scenes at
the Britney Spears concert.”
Magazine cover:
“Secrets to Landing and KEEPING your man.”
Tabloid headline:
“Baby Alien Photos the Government Doesn’t Want You To
See.”
Have you figured out the key concept that’s at work
here? Is your finger on the button ready to “buzz in”
with your answer?
Congratulations, you right — the headlines above are
TEASERS, guaranteed to speak to every Nosy Rosy out
there.
================================
The Science Behind the Art of the Tease
================================
Publishing and broadcasting professionals know that
teasers tap into a deep, primal emotion that exists
deep inside all of us. A teaser bypasses the brain and
speaks directly to your…
Curiosity!
Yup, whether you want to admit it or not, we’re all
“cats” at heart when it comes to curiosity. Our
whiskers start twitching and we have to start
investigating whatever it is that has caught our
interest. We want to know… we HAVE TO KNOW… more.
And where curiosity goes… sales are soon to follow!
===================
Teasing is Pleasing
===================
Think about why news and publishing media use these
teasers. Is it because they feel they are
“professional” statements of the corporate identity?
No, I don’t think so.
The reason the media loves teasers and uses them over
and over and over is that they…
Get Response Like Crazy!
Broadcasters and publishers are hot on the trail of a
technique that most marketers have no clue about.
Media smarties know that if someone is curious, the
person will be compelled to take some action in an
attempt to satisfy their lust for nosiness.
=======================
Reader’s Digest Gets It Right
=======================
Let me tell you what Reader’s Digest does for every
single issue they publish, to build up the most
curiosity possible. They pick their stories months in
advance and assign titles to them… titles for the
Table of Contents.
The titles are for the table of contents, but the
Digest team brings in focus groups to pick from more
than a dozen “special” titles to put on the paper
cover that consumers will see on the magazine standing
in line at the supermarket. And you can bet the farm
that the titles they choose have been created to
generate MAXIMUM curiosity.
For example, if a story is called, “Exercises you can
do to lose weight.” They will probably end up with a
cover title like, “How to Burn Off Fat Fast!” or “Eat
the Foods You Love, Lose the Weight You Want!” or “The
Amazing Secret to Rapid Weight Loss.”
The people at Reader’s Digest know they have to tease
you to get you to pick the magazine at the check out
counter. Does this strategy work? You decide:
Reader’s Digest is one of the most successful
publications in the world.
============================
The Itch They’ll Want to Scratch
============================
Everybody’s nosy, and everybody wants to be “let in”
on something they think other people know. Even more,
we love to know what we think other people DON’T know.
When we Quick-Turn Marketers have sufficiently
stimulated a consumer’s curiosity, he/she is suddenly
driven by a primal urge and ready to follow our every
instruction. A consumer will do anything to avoid
feeling like “the last to know.”
And when a consumer is willing to follow your
instructions, there’s no better time than that to
start selling!
Your marketing sifu*,
Dan Lok
P.S. If you re-read this letter, you’ll see that I
used curiosity at the very beginning to whet your
appetite. (Sneaky!)
* A “sifu” is a teacher (See, you learn something new
every day!)
= = = = = = = = = = = = = = = = = = = = = =
A former college dropout, Dan Lok transformed himself
from a grocery bagger in a local supermarket to a
multi-millionaire. Today, Dan is one of the most
sought-after business mentors on the Web, as well as
a best-selling author. His reputation includes his title
as the World’s #1 Website Conversion Expert.
To find out what Dan is up to now, visit him at:
WebsiteConversionExpert