The 3-letter word that explodes sales…
I walked out of his house, smiling, with a signed contract in my hands. I’d just closed my third sale for the day and hit my target.
12 years ago I got into direct selling - we sold door to door. And lemme tell ya, you learn more about psychology, marketing, and business spending a year selling than you ever will in Uni.
Facts.
But anyway, at the time we were working with a Home Improvement company.
We sold cavity wall and loft insulation.
This is why you’d probably be amazed to find out that we hardly mentioned the actual product we were selling in our pitch.
We didn’t come out and say: “Hey, our insulation is the best.”
We made absolutely ZERO promises or claims about the quality of the product. Funny that isn’t it?
Our entire “pitch” was about the reason WHY we were there for that day.
We spoke about the government incentive to reduce carbon emissions…
We spoke about the fact that these customers were entitled to claim a grant…
We spoke about the fact that our only job was to see if they “qualify” to claim the grant…
And, if they do, we’ll install some insulation (this was the final, like, 3% of the pitch)
It was all about the reason WHY.
Our job, was to sell customers on our reason why.
And once we did, we could have sold pretty much ANY company’s insulation… at that point in the conversion, the product didn’t matter.
Why am I bringing up some old sales tales?
Because selling online is the same.
Most e-com stores at some point have a sale, right?
20% off
BOGO
Free shipping
Whatever.
But what most e-com stores fail to do is give the customer a solid story.
A solid reason WHY this promotion is happening.
A reason why the customer should care.
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If more stores did this then I’m pretty sure they would see their conversions go through the roof.
Like my client right now…
They’ve adopted this “reason WHY” strategy for this month’s promotion and some emails are getting as much as three times the conversions as past emails.
All because of a reason why.
To get help with your email marketing and copywriting go here:
Jameel Paul
PS
I was gonna geek out and talk about the Robert Collier letter book in this email but I changed my mind.
It’s a tough read.
But, he mentions that letters that use a proven sales “appeal” will sell more.
For example: The Damaged Goods Letter.
“Hi we are offering you a huge discount today because our [product] has the wrong zip on it. It’s hardly noticeable, but if you want it you can have it for $XXX less than what it would usually sell for.”
U catch my drift?
He’s giving a reason.
He ain’t jus sayin’ “save $100 on our coats collection!”
Ya get me?!
Great book - The Robert Collier Letter book.
Alright! Enough about Robert, back to me…
learn more about having me handle your email marketing here:
PPS
I’m not revealing the super secret, yet highly effective, grand slam, profit-boosting reasons why my client’s products are on offer.
They’d kill me.
But you can become a client here: