How a Single Bullet Can Get a Customer to Buy
Monday
8:46 AM
I remember going to a marketing workshop with Jay Abraham in 1999.
The price of the workshop was $5000. I left my office for a few days which cost me money, plus there was travel involved. And yes, the usual accommodation and food expenses.
In all it was going to cost me almost $6,5000 to get to this one workshop.
And I made the decision on the basis of a single bullet.
What kind of bullet am I talking about?
These are the fascinating bullet points that you see on effective sales pages. Or in highly readable blog content. You’ll also see bullets on the cover of magazines and newspapers, even if they don’t use an actual bullet symbol.
You could say they are short headlines made to get your attention.
If you want to sell more effectively, here’s how bullets can help you.
When you’re writing copy — or creating a speech, rehearsing a presentation, or writing an article for that matter — don’t sit down and start with your text or sales copy.
Start with bullets instead. You know, little ideas.
Once you have your headline, (which you should spend a ton of time on) but before you start drafting the full text, bullets help you clear your mind. They focus your marketing message.
You may not think this is important, but I was watching the celebrity apprentice last night, and I have to tell you, celebrities have no clue on how to organize their time and their efforts. It's a wonder any of them are successful. I will tell you that most of their success comes from the people you never see or hear about. Okay, enough about the apprentice. (If you get a chance, watch it and you'll see what I'm talking about.)
Let me give you an example of bullets in YOUR marketing material.
* The Successful Doctor's Secret. How to get customers and patients to call
you instead of you chasing them.
* How to get your fees paid 100% in advance - every time.
* How to create a huge demand for your chiropractic services. This secret is
over 10,000 years old and works every single time. And most doctors don't
use it.
* Why your website, business card and your advertising can turn out to be a total waste of resources and effort. How the eye sees things and what causes customers to REALLY buy. (It's not what you think.)
* The secrets of being able to sell the same service at up to 400%
higher prices.
* How to create a sequential system that will bring business even if you don’t have a single new patient looking at your ads.
* The Three Prong system. This tool will change the way you look at your
business forever. Ignore at your risk and lose millions in revenue over your
career.
* How we got over $40,000 worth of products complimentary this year alone … and how you can do the same with just three simple phone calls.
* Piggybacking: You’ll laugh and cry when you see how simple it is to piggyback
on the success of others. The more the others succeed, the more you succeed.
And all at zero cost to you.
* The Secrets of Conversion. How to engage and make your patient never want to leave you, and instead, continuously buy from you as a patient.
Those are just the bullets. I haven't written the sales letter yet, but do you want to be a part of it? Are you ready to plop down your credit card if the price isn't out of reach for you?
Bullets are your foundational material. Bullets free you to run wild with your thoughts and create the outline for your sales copy and syllabus. They’re usually tightly focused on benefits, so they’re appealing to customers. And they help the customer make a decision.
Often, the customer may be too busy to read every word of your copy. So they’ll skim until they reach the bullets.
Then they hit the brakes.
What made me hit the brakes back in 1999????
One bullet caused me to stop and decide to spend all that money on that single workshop.
That one bullet was my starting point. From then on, everything I read on that sales page was just an added bonus. The more I read, the more I felt that it was exactly what I was looking for.
But let’s get one thing straight:
One bullet alone can’t take the entire load. The rest of the sales page needs to do the job as well. It should be congruent, but that's where a copywriter comes in. If you have the main idea, then things are going to be a lot easier.
We know this to be true, because if we turned things around and put just one bullet on the page — and no other sales copy — I would most certainly not have bought the workshop.
* The Successful Doctor's Secret. How to get customers and patients to call you instead of you chasing them.
Do you see what I mean. Once I take that ONE BULLET and isolate it, it does not have the same effectiveness.
But the one bullet acted as a brake.
It stopped me, and then got me to re-evaluate everything else.
And that’s why bullets are so darned important.
No matter how good your marketing material, your customer will usually buy for just one reason. Get that one point across to that patient and they'll be calling your office, even if you sell antiques.
They’ll pick one bullet out of the whole lot and say, ‘Yeah, that’s what I really, really want!’ And they’ll buy. I do it that way, so I know that's how buyers think. So before you go into that long-winded presentation; before you write copy; before you do anything:
Write your bullets.
They’re the key to getting people to stop, read, and then buy.
Have a great Monday.
It's sunny here, but hey, it's a great day.
Dr. Carney
Chiropractor
Copywriter
Acupuncturist
