Why Some People *Sell Like Crazy* And Others Don't
by Joshua Rose
He was a desperate man in severe financial trouble. All his
hopes and dreams had been dashed. Every effort he made failed
and put him further into debt.
He prayed to God every night to allow him to win the lottery.
Weeks passed. Finally, his troubles got the best of him. He
thought about swimming out to sea, never to return.
He went to the beach and sat high up on a dune and took in the
power and majesty of the roaring ocean before him. He prayed
to God one more time.
"Please God, I need to win the lottery. There's no other way",
he said. "Think of my wife and children. And I will do
wonderful things for humanity with all the money left after I
pay my debts."
Suddenly, the heavy clouds overhead began to part. The ocean
froze in mid-motion. All sound stopped.
Then he heard it. It was a deep, resonating voice from above.
"I know. I know. Please buy a ticket!"
It's mighty hard to win any game if you don't know the rules ...
or fail to pay attention to them.
Just as buying a ticket is the first rule for winning the
lottery, there is also a *first rule* for winning sales in the
*internet marketing game*.
What is this most important rule of selling? Well, it's not
particularly mind boggling or profound, yet it's one of web
marketing's most dangerous potholes. It's:
=>Understanding what motivates people to buy.
Netrepreneurs are busy writing up offers and placing ads. But
without understanding this first rule of selling, they're left
without a ticket ... while still hoping to win.
Successful sellers on the web are keenly aware of this primary
rule. They are strong, sales-pulling copywriters who fully
=>People don't buy what they need ... they
buy what they *want*.
Remember, we are largely *emotional beings* rather than rational
ones. You and I may work with computers, but we certainly don't
act like them. Our buying decisions are almost totally
controlled by our emotional needs for self-satisfaction, personal
achievement and the symbols thereof.
Any product that is successfully portrayed as filling these
needs has enormous appeal from the get go. To try to sell your
product logically and rationally is a recipe for disaster. It's
that simple. To try to sell your product based on what is
important to you personally is also a recipe for disaster.
For example, after sensibly doing lots or research, my
brother-in-law recently went out to buy a Toyota Camry. He
returned with a BMW. Just last weekend, I went out to buy a
basic dishwasher. I returned with a stainless steel KitchenAid.
Did he need a car and did I need a dishwasher? Yes. But our
ultimate product choices were emotionally motivated. We were
sold what *we wanted* to buy.
My point here isn't that we are consumer weaklings and will
always overspend. The point is that once we are convinced we
need something, it's the emotional factors that dictate the
final product choice ... and who ends up with our money.
The relatively few who are making the lion's share of the money
on the web have truly come to understand human nature.
While of course their copy focuses on the *need*, they really
zero in big time on the *want* to get the sale. It's widely
referred to as concentrating on the *benefits* rather than the
*features*, but it really all boils down to human nature.
It's likely you've heard about benefits and features before.
But the overwhelming majority of ads and sales copy on the web
still doesn't seem to *get it*. And when you do, you'll see a
significant and immediate impact on your results.
So, how do you go about it?
Make a list of your product's features: size, cost, functions,
color, durabilility, guarantee, etc..
Then go through each one and answer the question,
=>"What's in it for me?"
From your customer's point of view, of course.
And remember, people don't care about you or your product.
They're looking for solutions to their own problems in reaching
their personal satisfaction and achievement expectations.
Think of it this way: Features are about *your product*.
Benefits are about *your customer*. And you want to spend most
of your marketing efforts talking about your customer.
For example, if you are selling an information product, saying
"150 pages of expert marketing techniques" isn't going to raise
too many eyebrows. You can't assume your leads are going to
figure out "what's in it for them".
Instead, you've got to tell them loud and clear.
"Discover how to increase your earnings by 103% in the next 90
days", would be much better.
If you're selling washing machines, saying "Energy-saving super
large tub!" isn't going to motivate the masses. Again, the
benefits have to be spelled out.
"Slash your laundry time by 42% and save money at the same
This tells people what's in it for them and is much more likely
to get their attention.
As a side point, notice that the above examples are also very
specific. If I had said "double your earnings" or "save 40%",
it would have sounded more like randomly picked numbers and
would lose credibility. So be specific to raise believability.
Of course, your headlines are the most important when it
comes to presenting your benefits, but they should also be
peppered throughout everything you write.
Hit your visitors with plenty of them right off the bat in the
first paragraph or two of your sales page. Spread them
throughout your copy. They are particularly effective in a
And don't forget your P.S. as well. This is a surprisingly well
read section of your sales page, so it's extremely important to
finish off with powerfully worded benefits.
For an excellent example of how to use emotion and benefits to
boost your sales, take a look at Lee Benson's Ezine Tactics at:
He sells a remarkable 1 out of every 35 visitors to this site,
which is about triple the rate of a good selling site.
And for those of you looking for effective ezine-building
techniques, this is a prime source. Lee's the remarkable
young man who started out a few years ago as a 19 year-old
"kid" and now makes $250,000 a year.
Not bad for someone barely old enough to order a beer.
Personally, his course has been instrumental in the growth of
this ezine. I refer to it almost daily and highly recommend it.
I still haven't implemented half of his techniques, but my
sign-up rate has popped up by 347%. And it's a great selling
affiliate product due to the huge importance of developing a
Also, have you seen my new, valuable and Free Bonuses to anyone
who purchases Lee's course through my link? Take a look at:
Doing this well takes a bit of practice. But work on it and
get yourself in the other person's emotional state of mind.
The good news is that it is a learnable skill. In fact, after
a while you'll find it starts to become automatic.
ABOUT THE AUTHOR
Joshua Rose cuts through the glut of Internet "hype" and
"false promises" to identify the "genuine" marketing
techniques that are REALLY getting the results. For more
"work smart" techniques, or to subscribe to his newsletter,