December 6

John Carlton Copywriting Tips: Does Your Prospect Know What You Do?


Gary-GoadGary sells and installs precast concrete steps. During this marketing hot seat, John talks to him about making sure his prospects had a reason to buy from him.

John’s comments:

It’s the “I didn’t know anybody did this” problem. And when you’re in a business, you’re often so inundated with your business… You wake up thinking about it, you spend all day with people who know what you’re doing, and you become astonished that people out in the world don’t know what you do, or don’t understand the ramifications. Or don’t understand the $800 is a good price for this, even though someone else is offering it for $500. If the Walmart theory that’s ruining a lot of larger businesses.

Yet, people are turning the corner going against Walmart. And they’re doing it with savvy ways of presenting their case. Just give a person a reason why your stuff costs what it costs. There’s an old saying which I picked up somewhere that says “price is no object to a good salesman”. It doesn’t matter if it’s more expensive. Don’t get caught up in the price thing.

People will pay more if they have a reason, both to tell themselves, to tell their wife, to tell their neighbor. Because of their neighbor says “I’ve got the same steps and I paid $300 less than you.” He has the ammunition, that you’ve given him, where he can say “no you didn’t, yours are porous, and come next winter you’re going to be sorry you didn’t pay the extra $300, because mine have been coated with the blah blah blah blah”. He can go off on that.

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