How To Master
Copyright 2004, Dan Lok
Your #1 weapon in advertising will always be...
I am not a born salesman.
If you know my story, I didn t even have a word of the English language on my lips when I first moved to North America. (Even now, my spoken English is not all that great and it comes with an accent that would put Arnold Schwarzenegger or Jackie Chan to shame.)
No, I wasn't born to sell. I had to learn selling... the HARD way: making embarrassing mistakes, blowing deals right and left, losing clients... and going to outrageous extremes trying to identify the world-class salesmen who would teach me the way to do things right.
Well, it's taken a few years... quite a few years, I'll admit, but now I've identified the "tricks of the trade" of selling.
What Took Me Years Will Be Yours In 3 Minutes Flat!
Dan Lok is the World s First Quick-Turn Marketer, with
a proven track record of selling over $17.3 million dollars of merchandise
and services. He s the rebel copywriter who s created hundreds of
money-making ads and sales letter for over 39 different industries. And now
you can get inside the head of one of the world s top copywriters without
paying a dime at
Save More Money
on ANY type of Insurance
Tricks of the Trade
That's right! Although every year, trillions of dollars worth of
goods and services are bought and sold -- billions through the mail
alone -- people actually don t like the IDEA of being sold.
* I handle every single one of your objections...
Tricks of the Trade #2
With each sales pitch you create, you must focus on the need or
desire that your product will satisfy.
Tricks of the Trade #3 -
Even When They're Sold,
People Need To Satisfy Their Emotional Decisions With Logic
Even though people buy for emotional reasons, they need to feel that their decision was backed by solid logical reasons.
Think about TV commercials for cars. They offer a perfect picture of "justification."
Here's how they work:
First, there's a stirring image of the car itself beautiful, stylish, new. (In your head: Wow! That car looks cool...)
In the background, there s a mountainous landscape (In your head: Wow! That's rugged... like me!) or a five-star hotel (In your head: Wow! That car would give me status."
And, of course, no car commercial would be complete without a beautiful, sexy woman. (In your head: ...let's not go there!)
Next, you see an interior shot to show how luxurious your life will be with this car. You get to listen to state-of-the-art sound system. (In your head: Hmm... I can listen to my favorite music.)
Then, there s a shot of the car driving by the ocean. Put it all together and you have an effective 20-second movie that s designed entirely to appeal to emotion.
But wait, the car commercials don t stop here.
Oh...no way. At the end, they "get down to business" with numerous bits and pieces of information the size of the engine, statistics on fuel economy, speed, weight, interior space, rankings in national survey, financing information and customer satisfaction reports, and so on.
It flashes by at lightning speed, usually so quickly that you can't read it.
But Don't Worry: All This Data Isn t Meant To Sell The Car.
It s included to make YOU feel good and justify the decision you ve already made. (I m gonna buy that baby now or when I got some money because it's the SMART thing to do!)
The lesson: People CAN be convinced, when the facts are explained, when the risk is taken away, and when their deepest, most selfish desires have been tickled and nurtured and seduced.
All right, time s up! Whew... right on time. 3- minutes. (Hey, I don t just always hype the headline to get you to read my stuff, do I?)
Until next time...
Here's How I Did It, myself.
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