No we're not talking about the Broadway Play, a hotel in Paris,
or even the British Comedy Group. We are talking about a simple
four step formula which will help you create powerful sales
efforts that get maximum results.
People want to know what benefits they will get by dealing with
you. Today, in the online arena, we use basically three methods
of contact with potential customers - Ads, such as you might
place in a Newsletter, Sales Pitches delivered by email, and
information from your web site. While the approach is certainly
different in each, there are four maxims that all must contain,
which brings us to the "A" in AIDA.
Attention
To motivate your prospect, you must get their attention quickly.
This is where your headline plays an important part. If that is
dull and uninteresting, they will move along to something else.
Most businesses buy out of necessity, but most end user consumers
usually buy for the convenience. So, depending on your target
market, you have to base your sales effort on what they are
looking for, and how you can help them. You can basically forget
the outrageous claims that so many make. While you might find a
sucker or two, most people are simply too smart to fall for that.
A question is a good way to rouse their interest. Try to figure
out what their "hot buttons" are, and if they were yours, what
would get your attention. If you can get them to mentally answer
the question, you have gone a long way to getting their
attention. This is most important in your ads where space is at
a premium.
Interest
Once you've got the prospects attention, you must keep their
interest by showing them two things. They must know that you
understand their problem and that you have the solution. Here it
pays to restate the problem and then tell them how you can solve
it. This is best done on your web site, or in a "long" sales
letter that they have asked to receive. At this juncture, they
are looking for information, and brevity is not to your advantage
here. Try to anticipate their questions, and the more you can
answer in your presentation at this point, the better.
This is also where you want to reinforce their trust in you. You
must have direct experience in what you are offering, and if you
don't, you are wasting your time. Many people who join affiliate
programs, make the mistake of trying to market something they
don't know anything about. A short bio and picture on your web
site stating your experience can be the clincher that will close
the sale.
Desire
Here is where you tell the prospect why your product or service
is better than your competition. If it is an affiliate program,
why will they be better off dealing with you rather than the
thousands of others hawking the same thing? Power words are
useful here. You have to kindle the flame in their mind that will
make the sale.
Testimonials are of great value. But make them real - "Grace C"
in Colorado who says great things about you or your product just
won't cut it. These types of phony testimonials have little, if
any value. You have to have real people who are willing to give
you a testimonial, and if necessary answer any questions your
prospect might have. A good way to do this is, for you to write
canned responses that they will send when they get an inquiry.
That way, even though they would be supportive, you will be sure
they provide the information you wish the prospect to receive.
Action
The close is the most important part of your pitch. You always
have to reinforce why your prospect needs to act now, and don't
be afraid to ask them. Give them an easy ordering process that
includes a method of immediate payment such as a credit card or
an online check. I can't emphasize too strongly the importance
of this. If there is no immediacy, a cooling off period exists
and you may lose the sale.
A telephone number where they can reach you is important, and
over the years I have changed my thinking on toll free numbers
for the initial contact. While a toll free number will generate
a "ton" of calls, the majority will fall into the category of
"tire kickers", which simply take your time. When we
discontinued our toll free numbers, the number of calls received
decreased by about 80%, but the number of sales tripled. We found
that if a person had to spend their dime, they were serious, and
real prospects were not getting a busy signal by those who were
simply "fishing".
Always get their phone number so you can call them back. If they
don't order immediately, call them back in a few days. It is also
wise to get an email address if they have one so you can follow
up that way as well.
While you will develop your own methods, the A.I.D.A. formula is
a great starting point to ensure the desired results.
About the Author
Did you know that subscribers to Bob Osgoodby's Free Ezine the
"Tip of the Day" get a Free Ad for their Business at his
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