Despite what you’ve probably been told, it’s not “NEW”.
And it’s not “FREE”.
And it’s not “YOU”.
So what is it?
According to block-buster copywriter Roy Furr, the most important word in marketing is “BECAUSE”.
When you ask your customer to part with their money for your product, you’ll do better if you give them a reason to do it.
Furr shares the fascinating study mentioned by Robert Cialdini in his awesome book, Influence. Researchers found that when someone asked a coworker if they could jump in line and use a copy machine before them (the coworker was already in line), compliance went up 50% when they gave a reason for needing the copier first.
Even if the reason was as silly as “because I need to make copies.”
Effective selling requires giving your customer a reason to believe. Or a reason to try. Or a reason to buy.
Give it a try in your next offer. Tie your sales message to the best reason your customer has to buy your product. (Even better, give them more than one.) And let me know how it goes.
PS. Need help polishing your sales message? I’ll help make your existing marketing messages more effective. Interested? Let’s chat about an upcoming project.
Photo credit: Lori Semprevio.