Welcome to the May 2005 issue of Compositions, James DeKoven's column about strategic copywriting. This time around:
-- Making it Easier to Say Yes
-- The Good Side of Fear
-- Acknowledging Other Options
-- Too Darn Clever
-- Album of the Month

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Making it Easier to Say Yes
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After the marketing plans, the research, the demographic studies, the focus groups and the direct mail, all of your efforts come down to one thing: will the prospect say "yes"?

Yes to the offer. Yes to the meeting. Yes to the proposal.

But with the way some people write, they don't ask for a yes - they get on their knees and plead. They create self-fulfilling prophecies of failure that would make even Nostradamus jealous.

To increase the number in the yes column, you first have to change your mentality. Don't think so much about avoiding "no". Instead, make it EASIER for people to say yes.

And doing so isn't just about the words you use. You must also change the EXPECTATION behind your questions. Ask in a way so "yes" would be the obvious answer.

That's how certain sales people always sell more. That's how some guys do better with the ladies.

Take a look at the following examples:

E-mail follow up with a prospect:

A) "Do you think I'm a good fit for the project? Perhaps we could meet to discuss the possibility of working together.
B) "As you see, I've helped companies in your industry reduce their operational costs. I'm available to meet next week for a complementary consultation."

Call to action on a sales letter:

A) "Are you interested in working with the leading financial services firm? Call us to discuss the plan that's right for you."
B)" Over 35,000 seniors have used our Premium Plan to ensure a prosperous future. Enroll today and save 10% on processing fees."

In both examples, approach A is essentially a sophisticated form of begging. You're giving the prospect an easy way to say no.

Approach B conveys a benefit; it's much easier for the person to say yes. You're also displaying confidence and knowledge, which is how all experts communicate with prospects.

You'll never hear a lawyer say to a potential client, "Do you think we should sue, or would you rather try to settle?" Just the same, your clients don't want questions - they want recommendations on how you can improve their lives.

Put yourself at the prospect's desk. Imagine what motivates her. If you were her, what would make YOU say yes? Remove as many barriers as possible. Make it easy to say yes.

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The Good Side of Fear
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Fear has a proven track record throughout history. From a dictator's speech ("Do this or else") to a grandmother's warning ("If you do that, something terrible will happen."), fear has always been an effective motivator.

And you don't have to be an evolutionary psychologist to understand why. Fear makes us alert and forces us to consider the consequences of our actions - past, present and future.

No wonder why advertisers use the fear tactic all the time. It works.

Some marketers, however, stay clear of using fear out of.the fear of being perceived as being negative.

You shouldn't prey on people's fears, they say. Don't scare them. Don't manipulate them. EMPOWER them. Plus, using fear is beneath our company's dignity. We're more civilized.

Understood. But tell me: where is the stone tablet that says negativity is a universally bad approach?

When you point out negative outcomes, you give people valuable information. Look at how doom and gloom advertising has decreased the number of drunk driving-related deaths.

When you clarify the ramifications of not acting, you clarify the benefits of taking action. Look at how "uncertain future" marketing has increased the amount of personal mutual fund accounts.

So, don't be so negative about the problem/solution format. It gives people a context in which to view your message. This way, you look at the reader, eye-to-eye and say: your fear is not just real, it's legitimate.

By acknowledging their feelings, by shedding light on the dark, they'll be more receptive to your proposition. And getting someone to listen is the first step in the sales cycle.

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Acknowledging Other Options
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Here's another fear to examine: the idea that you should never even mention the competition or an alternative solution. Doing so will supposedly make readers pause. They'll begin to question things.

If you're a fascist, go right ahead and continue going through life wearing that blindfold. But if you're a business person, you're naïve to assume that by leaving something out, your prospect won't think of it.

When YOU'RE buying something -- say a new car -- do YOU blindly accept everything the sales guy tells you? I doubt it. You have questions that you'll ask, no matter what he leaves out.

Think of the issue in reverse: by acknowledging your prospect's concerns and potential objections upfront, you actually strengthen your appeal. It's called building trust.

People will appreciate your honesty, and how you don't claim to have the magic elixir to all human suffering. They'll  see how you keep up on industry trends and fine-tune your approach accordingly. As such, you can bring multiple perspectives to solving their business problems.

Go ahead and avoid issues in your personal relationships. Just don't do the same with your customers.

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Too Darn Clever
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Alan Rosenspan is one of the leading direct response copywriters in the country. In his latest newsletter, he told a story that illustrates how over thinking can cause you to overlook an obvious choice.

Some years ago, NASA spent $2 million dollars developing a pen that could work in zero gravity. Sounds like a great idea - a pen you can use while counting the stars.

The Russians decided they needed the same thing, but they did it by spending almost nothing.
They used a pencil.

The lesson? Do what works, not what's clever.

Cute copy may generate applause from your co-workers. But does it generate sales leads?


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Album of the Month
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Once in a while I'm reminded that maybe, just maybe, rock really isn't dead after all. For example, I recently got turned on to the Drive-By Truckers and their latest record, "The Dirty South". Sweet harmonies, achy ballads, and hard charging guitars, all weaved into brutally honest tales about life in the American south. Pick up a copy for your next road trip.


Until next time,

James