The Hypnotic Power of Two Joes

Dr Joe Vitale / Mr Fire 

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Joe Sugarman 

I Almost Flunked English But Went On To Make Millions of Dollars Writing Sales Copy
by Joe Sugarman

Psychological Triggers by Joe Sugarman

I Almost Flunked English But Went On To Make Millions of
Dollars Writing Sales Copy
By Joe Sugarman

The Guinness Book of World Records listed Joe Girard as the
"World's Greatest Retail Salesman" for 12 consecutive years. He
holds the singular distinction of having sold an average of six
cars a day over his career.  Recently, Joe Girard told me:

"Joe, I can sell in person to individuals in a personal way - in
fact, I can sell more cars per day than anyone else. Yet, I
can't do what you do -- you sell millions of products to masses
of people through the sheer power of print."

Salesmanship in Print

When you look at it from Joe Girard's perspective, it's hard to
deny the awesome power of writing good sales copy - which I call
"salesmanship in print" -- a power that anyone can take
advantage of.  You don't need good looks, a charming personality
or even great intelligence.  In fact, you don't even have to
pass English.

This is why it baffles me when people desperately rack their
brains trying to find ways to make money -- when the greatest
opportunity is staring them right in the face.  What's even more
mystifying is that those very same people, when presented with
ingenious approaches to writing copy that sells, take the skill
for granted and don't use it to make personal fortunes for
themselves.

Flunking English

Not many people know this, but I almost flunked English back in
high school. In addition, I don't know many big words, unlike
the rest of my advertising and marketing colleagues -- and my
writing style is quite unsophisticated to boot. Yet, by learning
to incorporate into my sales copy all the things about how the
human mind reacts to certain words and phrases that I've learned
over the years, I have made millions of dollars for myself.

The most important lesson you must remember is this:  If you
learn nothing else but the proper use of psychological
principles in writing sales copy, you will always make more
money than you'll ever need.

The Million-Dollar Grapefruit Farmer

If you're one of those people who believes that you're not a
good enough writer -- and that you couldn't possibly learn to
write ad copy that sells -- I want to tell you the story of a
man who attended one of my seminars.  This man was a grapefruit
farmer who had never written sales copy prior to attending my
copywriting seminar.  In fact, he expressed his doubts that he
would get anything at all from the copywriting lessons he
learned. Yet, by the end of the seminar, he was able to write
direct mail copy to sell grapefruit by mail which, over a period
of ten years, has earned him millions of dollars.

Success Leaves Clues

For many years I specialized in "space-age" products, and my
claim to fame was in building and selling "the better mousetrap"
-- from state-of-the art smoke detectors to chess computers to
new-fangled calculators -- and more recently -- to BluBlocker®
sunglasses. 

But you don't need a space-age product to make a million
dollars. In fact, that is the downfall of most people who enter
the marketing field. They find a product, fall in love with it,
and try to get the market to buy it.  With an unproven product,
you could lose a lot of money in the process.

Instead what you should do is find a product that's already
selling well -- and use compelling copy to sell it better. 

Harmonize with the Marketplace

One of the psychological principles I describe in my book,
"Triggers," is simply this: Your product needs to harmonize with
the marketplace.

Here's a tip that you would definitely find useful: When you're
looking for a product to sell, go to the library and flip
through the back issues of magazines -- particularly the
tabloids.  Note those mail order ads that are running week after
week, month after month.  There's only one reason why those ads
keep running -- they're making money.  Those products are
already proven to sell well -- they've demonstrated that they
harmonize with the marketplace.

Even if there are many companies that are already competing in
those product categories (example: weight loss, hair
restoration, and wrinkle products, etc.), don't worry.  If you
apply good copywriting guidelines, your marketing efforts will
fare better than those who are making money, despite their poor
sales copy.

"Splish Splash I Was Takin' A Bath"

Take a clue from Bobby Darin, a popular singer of the '50s.
Darin was a young singer in New York who, for a long time, tried
unsuccessfully to break into the music business.  He would go
from record company to record company trying to convince them to
make an album of him singing popular jazz oldies. He was
rejected. 

So one day, Darin sat down and wrote a song that fitted or
"harmonized" with what the public was buying at the time.  What
was popular at the time was good old rock and roll sung by black
artists -- it was called the Motown sound.

The song he wrote was called "Splish Splash" and the words
started out, "Splish splash, I was takin' a bath/ 'Round about a
Saturday night." It had a good old Motown rock and roll sound --
and it became a smash hit, selling millions of copies.

Darin recognized what the market wanted, and he created
something that harmonized perfectly with the prevailing
market. From his earnings, he himself produced a record in the
music genre that he really loved -- popular jazz oldies.  His
song, "Mack the Knife" went on to become a multimillion-selling
single and made Bobby Darin famous.

To summarize, you must first have a product that harmonizes with
your market.  If you haven't made a substantial amount of money
from your marketing efforts yet, sell only products or services
that have a ready market -- this is the path of least
resistance.  Afterwards, with the money you make, you can blaze
new trails with other products of your own preference.

----------------------------------------------------------------
Joe Sugarman, the best-selling author and top copywriter who has
achieved legendary fame in direct marketing, is best known for
his highly successful mail-order catalog company, JS&A, and his
hit product, BluBlocker Sunglasses.  Joe's new breakthrough
book, "Triggers," reveals 30 powerful psychological triggers
that influence people to buy what you're selling.

Click Psychological Triggers - Joe Sugarman now and receive two free chapters.

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How to Trigger a Successful Sale Through the Power of Psychological Triggers

The Triggers of Success:  How to Trigger a Successful Sale
through the Power of Psychological Triggers

By Joseph Sugarman

A desire to buy something often involves a subconscious
decision.  In fact, I  claim that 95% of buying decisions are
indeed subconscious.

Knowing the subconscious reasons why people buy, and using this
information in a fair and constructive way, will trigger
greater sales response -- often far  beyond what you could
imagine.

I recall a time when I applied one of these subconscious devices
by changing just one word of an ad, and response doubled.  I
refer to these subconscious devices as psychologal "triggers."  A
psychological trigger is the strongest motivational factor any
salesperson or copywriter can use to evoke a sale.

There are 30 triggers in all, some of which I will reveal to you
in a moment.  Each trigger, when deployed, has the power to
increase sales and response beyond what you would normally
expect.

There are triggers, for example, that will cause your prospect
to feel guilty  if they don't purchase your product.  Let me give
you an example.  Whenever you  receive in the mail a sales
solicitation with free personalized address stickers, you often
feel guilty if you use the stickers and don't send something
back -- often far in excess of the value of the stickers.
Fundraising companies use this method a great deal.  You receive
50 cents worth of stickers and send back a $20 bill.

Another example are those surveys that are sent out asking for
you to spend  about 20 minutes of your time filling them out.
Enclosed in the mailing you, might find a dollar bill included
to encourage you to feel guilty, and entice you to fill out the
survey.  And you often spend a lot more than one dollar of your
time to do that.

Guilt is a strong motivator.  I have to admit that I've used
guilt in many selling situations, in mail order ads and on TV --
with great success, I might add.

I call one of the most powerful triggers a "satisfaction
conviction," which  is a guarantee of satisfaction.  But don't
confuse this with the typical trial  period you find in mail
order, i.e., "If your not happy within 30 days, you can  return
your purchase for a full refund."  A satisfaction conviction is
different.  Basically it takes the trial period and adds
something that makes it go well beyond the trial period.

For example, if I were offering a subscription, instead of
saying, "If at anytime you're not happy with your subscription,
we'll refund your unused portion," and instead said, "If at any
time you're not happy with your subscription, let us know and
we'll refund your entire subscription price -- even if you
decide to cancel just before the last issue."

Basically you're saying to your prospect that you are so sure
that they'll like the subscription, that you are willing to go
beyond what is traditionally offered with other subscriptions.
This in fact gives the reader the sense that the company really
knows it has a winning product and solidly stands behind the
product and your satisfaction.

Is this technique effective?  You bet.  In many tests, I've
doubled  response -- sometimes by adding just one sentence that
conveys a good satisfaction conviction.

I received an e-mail from a company, a subsidiary of eBay,
requesting  my advice.  They had an e-mail solicitation that
wasn't drawing the response that they had expected.  What was
wrong?

Looking over what they had created, I saw several mistakes, many
of which would have been avoided if they knew the psychological
triggers that cause people to buy.  Let me give you just one
example.

In the subject line of most e-mails that have solicited me, I
have been able  to tell, at a glance, that the solicitation was
for a specific service or an  offer of something that I was
clearly able to determine. Examples such as "Reduce your CD and
DVD costs 50%," Or "Lose weight quickly," pretty much told me
what they were selling.  Was this good or bad?

The problem with those subject lines is that the reader was able
to quickly  determine:  1) that it was an advertisement; and 2)
that it was for some specific product or service.

Most people don't like advertising.  And most people won't make
the effort to open their e-mail solicitation if they think they
are getting an advertising  message -- unless they are sincerely
interested in buying something that the advertisement offers.

The subject line of an e-mail is similar to the headline of a
mail order ad,  or the copy on an envelope, or the first few
minutes of an infomercial.  You've  got to grab somebody's
attention and then get them to take the next step.  In the case
of the envelope, you want them to open it.  In the case of an
infomercial, you want them to keep watching, and in the case of
an e-mail, you want them open up the e-mail and read your
message.

The key, therefore, is to get a person to want to open your
message by putting something into the subject area of your
e-mail that does not appear to be an advertising message --
one that would compel them to take the next step.  And the
best trigger to use for this is the trigger of curiosity.

There are a number of ways you can use curiosity to literally
force a person to take the next step.  You can then use this
valuable tool to put a reader in the correct frame of mind to
buy what you have to offer.

Once again, all the principles apply to every form of
communication -- whether  it be advertising, marketing or
personal selling.  And to know these triggers is the key to more
effective communication and most importantly, the avoidance of
costly errors that waste time and money.

====================
Joe Sugarman, the best-selling author and top copywriter who has
achieved legendary fame in direct marketing, is best known for
his highly successful mail-order catalog company, JS&A, and his
hit product, BluBlocker Sunglasses.  Joe's new breakthrough
book, "Triggers," cracks the human psychological code by
identifying 30 triggers that influence people to buy.

Psychological Triggers - Joe Sugarman

====================