In my last article, I showed you how to find your ideal Unique Selling Proposition (USP). Now I’m going to show you how to turn that USP into a killer sales pitch.
First, write down your USP. Remember, the question you need to answer is “What big, hairy, hard-to-fix problem of my customer’s do I have the solution for?”. And you need to answer it in a way that clearly communicates the benefit of doing business with you.
For instance, “Your Home Sold in 60 Days or Less Or I’ll Buy It for Cash” is a killer USP for a real estate agent. And yes, that’s a real USP. In fact, it’s used by some of the most successful real estate agents in the world.
Think about it. If you needed to sell your home in a slow market…and you got a postcard with that headline on it from a local Realtor…wouldn’t you have to call? Even if it’s only to prove to yourself that it couldn’t possibly be real?
The Big Problem With Most “Copywriting”
“Copywriting” as the saying goes “is salesmanship in print.” Truer words were never spoken. But most copy doesn’t read like a sales presentation. In fact, most copy fails to sell anything…at all…ever.
That’s because most copywriters—especially copywriters who don’t do direct response copy– are writers first, and salespeople second. They tell the prospect everything except what the prospect wants to know. And of course, all the prospect wants to know is “what’s in it for me?”
Good copywriters don’t “tell” the prospect anything. Good copywriting clearly shows the prospect how the product will make their life better. Good copywriting uses momentum and logic to induce the prospect to place an order. And good copywriting makes it easy for the prospect to justify their purchase.
So how do you write that kind of copy? Well, it’s always better to hire a professional (cough,cough), but you can also do it yourself—as long as you know the secret to creating powerful, emotionally-driven copy.
The Secret to Creating a Powerful Sales Pitch
That secret is simple. First, write down every single benefit of your product or service. Not “what it is”—that’s a feature. Think about what your product does for the buyer. Create a list of at least 20 “Big Benefits”.
Now pick the top 10 “Big Benefits “of your product or service and prioritize them. Your USP is your most powerful benefit, so it should be at the top of the list. Rank the rest of your Big Benefits in descending order.
The Power of the “Peak Emotional State”
Now comes the fun part.
Get yourself into what Tony Robbins calls a “peak emotional state”. In other words—get enthusiastic, excited, pumped up…whatever you want to call it.
Put on some music that really gets you moving. Read something inspirational. Do some push-ups if that’s what works for you. In other words, do whatever it takes to get your blood pumping and your enthusiasm bubbling over.
Now STOP. Sit down in front of your computer and close your eyes. Visualize yourself sitting across from your ideal—but skeptical—prospect.
Picture yourself totally confident and in total control of the situation. See yourself making your pitch perfectly and answering every objection effortlessly. And visualize your prospect handing over a check—and becoming a customer for life.
Now, open your eyes and write out the pitch you just gave to your imaginary prospect. Don’t worry about spelling, grammar, or punctuation. You can fix all of that later. Just worry about the sales pitch.
Dump your best ideas onto the paper. Imagine that you’re sitting across from a prospect—the most skeptical in the world—and that you MUST close this deal. Throw every benefit you can think at Mr. Skeptical, and then more.
Explain why Mr. Skeptical why he should buy. Listen to his endless objections. Address them with clarity and enthusiasm. And then in some proof elements—maybe a case study or statistic supporting your claims.
When you’re done writing down your imaginary sales pitch, you have the beginnings of a killer sales letter. You’ve taken the 10 big benefits of your business…explained them clearly…answered any objections…and closed the sale. That’s “salesmanship in print” in action.
Next time, I’ll show you how to refine your raw sales pitch into a polished and professional sales presentation. You’ll learn how to answer the “unspoken objection” in your prospects mind. You’ll learn how to create even more momentum and excitement in your copy. And you’ll learn how to close the deal more often—and more profitably—than even before.
|About Paul Martinez
More Posts by Paul Martinez