So what’s on the table?

If you’ve been playing along you should have a good idea of who you’re talking to, and hopefully you know why you’re doing this in the first place.  So what’s in it for your prospect?  The legendary sales trainer Zig Ziglar wrote that if you give enough people what they want you will get what you want.  The key phrase in that sentence is WHAT THEY WANT,  not what you want them to have.  There’s a difference, and most of us have been guilty of it more times than we care to admit.  You you can always give them what they need, just make sure it’s all wrapped up in what they want.  It’s like feeding a dog medicine; you can wrestle with the dog and jam it down its throat, or just put it in a nice piece of hamburger.  Both will give you the same result, but the latter will leave you with more fingers.

Whatever you’re offering should fit those 3 P’s ( not yours your prospect’s dummy…).  It needs to be something they want Right Now, and they’d better be passionate about it if you want to get paid.master copywriter John Carlton refers to this as the search for someone with a “bleeding neck”.  It’s a gory picture I’ll admit.  But a guy bleeding out of his neck doesn’t haggle over price, or if he does, he doesn’t do it very long.

Side note…  If what you are offering will provide some sort of instant gratification or give immediate relief from some kind of pain, you’re probably on the right track.

The next thing to keep in mind is that you must offer your prospects benefits in the real world.  “Having more Peace of Mind” is an idea, “Lowering Your Cholesterol by 10 Points in 10 Days” you can measure.  It’s not that you can’t have otherworldly benefits, it’s just that you’ll get paid in otherworldly currency .  If you want some you can take to the bank your prospect should bank on results in this world.

So get busy and make that list of measurable benefits.  Remember to keep your eyes on your prospect when you write them, and stay as focused on Now or Never as you can.  It may seem like a little, but this logos a long way.

Phil Hughes

www.philhughes.tv

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