Consciously maybe subconsciously definitely.  We all look for value in any which way we can.  Value comes in different forms to different people.  It is by no means a one size fits all factor.  However there are certain words that transcend value to almost anyone.

One such word is the word FREE

People use the internet in two stages, the first is for FREE information, and the second is them to make a more specific search query to perhaps make a purchase.  The mere fact that people are wanting free info from the start should be like a light bulb turning on!  What if you could be the site that gives the free info with a view to build that all important relationship?  You would build trust and a following.  This means that you can be sure that people will be more likely to buy something of you if you can show them the free value that they were looking for in the first place, see my post on the reciprocation factor which is why this is so important.

There is more way to use free, I’m talking about real sales value propositions at the point of sale.  This is critical in offline sales and online sales.  For example if you can show the prospect that there purchase can be free in a time frame that is like music to their ears, or if they are getting bonus items that are free it again adds a compelling reason to buy there and then.

Here’s an example:

You want to sell a high priced solar panel system which costs over $12,000.  Well that’s a big capital outlay, but by using the solar system in 18 months you not only pay back your investment but you then have the system paid for and essentially get free electricity! And it’s paid for itself, also being free!

When you have an offer give away free bonus items it can completely change the propostion to the prospect. Remember we are always looking for a logical rationilzation to what usually is an emotional reason to buy.  How many times have you wanted to buy something and were on the edge and you shop around and then find an offer with what your looking for except this offer has something thrown in for free?  Everytime for me, sometimes it’s as simple as offering free delivery or free insurance!

Now the proposition is much more attractive! For more information in greater depth and a full video explaining this in more detail get my free video course the backend-income-secrets. I go through this in great detail and also show you how to use two more powerful sales propsotion elements to make your offer so much more powerful along with a whole compendium of knowledge and tools to really build a great business online

Incidently this giving things away for free is agreat lead generation tactic, in fact you can aqcuire prospects much more easily becuase of the reciprocation element that we have already discussed.  Its powerful! Go use it

One of the best ways to get a call to action to get people to buy or download a product is to use the emotional
triggers we have looked at in my previous post and assign a story to your copy.

For example I want to show you that you need to be very specific when you are writing a story for good sales copy.

Let’s take a an example you wanting to sell product that could make the person work from home anytime of the day and not have to worry about leaving the home and doing a regular 9-5.

You could say something like this:

Wouldn’t it be great to be chilling at home not having to work for someone else?

Now let’s expand on this one and make it super compelling by tapping in to specific drivers and lets use the top 8 emotional needs:

‘Now you can just chill at home on your nice leather couch’.

Not bad let add some more –

‘With this product you can chill at home on your leather couch sipping an ice cold bear whilst others go to work every day’. – getting more compelling right, the person is now reading this and starting to paint a picture of that lifestyle.

Lets really sell it to them:

‘With this product you can chill at home on your leather couch sipping an ice cold bear watching the football on your 40” plasma TV
In the comfort of your own front room’

Can you see how that picture is so compelling and so much more than just the first line of this product can allow you to chill at home?

This is what painting a picture using the emotional needs can do. In this one example we have used:

The need enjoyment of life, enjoyment of drink, freedom from pain and fear, comfortable living conditions.

That one statement tapped into the primal needs that we all as humans look for and suddenly taht simple statment of saying that you can chill at home has now expanded to a real picture that prospect can wish to move towards.  right copy like this and you will sell much more stuff.

I had to use ‘patient pictures’ when I was selling prescription drugs to doctors to get them to buy.  My story used to go something like this:

‘So doctor can you think of any patients that are finding it difficult to walk up the stairs and taking ages to get to your surgey just to get a prescription?  Can you tink what difference it would make knowing that when you prescribe this drug you get a full bronchodilation that allows your respirartory them to make the journey to your surgery in half the time?  We can eliminate the fear of not having to carry 2 inhalers when this one inhalation can provide upto 12 hours relief from a single puff” and so on and son,

Building pictures around stories are a great way to sell stuff.  If you look at my selling  skills posts especially about social styles and different types of colors you will see that patient pictures is very powerful for the amiable / green type of person where they care a lot about others.

Remember it’s emotion first logic second

There are 8 pre programmed human desires and we can read and see about these in many ways I’m going to list these for you now:

The top 8 things that you need to tap into to make compelling copy that makes people need to take action an get a call to action:

1. Survival, & enjoyment of life and life extension

2. Enjoyment of food and drink

3. Freedom of fear and pain

4. sexual companionship

5. Comfortable living conditions

6. Superiority – keeping up with the neighbours

7. Care and protection of loved ones

8. Social approval

heres a formula:

Tension – Desire -  Action to satisfy desire

or Problem – Need -  Action to find solution

You can think of it in different ways but there has to be the emotional trigger to create an action.

Appeal to the elite 8 an you can provide compelling reason for action

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