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I nonetheless get calls to at the present time from pizzeria homeowners telling me how nicely the “Million Greenback Letter” pulls in new prospects — and brings again misplaced clients. For those who’re not hip to the letter, it’s merely a full-page letter, explaining in vivid element, what you’re providing your prospect and why you’re totally different out of your competitors.
No time to enter element right here. However, on the earth of promoting, a letter is taken into account a “very lengthy copy” advert. It fi lls up a complete 8½ x 11 web page. It does NOT ever point out worth, both. As an alternative, it creates want. It focuses the prospect on what they “get” versus what they “pay.” And, it controls and limits the prospects’ vital considering (which is harmful once you’re making an attempt to steer). That’s as a result of, in the event you permit a prospect to fi ll within the “clean” areas in an advert with their very own preconceived notions, they won’t pay any extra in your pepperoni pizza than they are going to for one more.
That’s since you’ve allowed them to defi ne your pizza with their notion of what it must be. Not essentially what it’s. In the event that they don’t know you utilize premium components, in the event you don’t level that out to them, then all they see is a “common” pizza.
In the event that they don’t know your giant pizza is 30 p.c greater than your competitor’s giant pizza … guess what? They’ll “assume” your giant is similar dimension because the final giant pizza they’d.
Individuals hate a void. And within the absence of that void being fi lled by you, they are going to fi ll within the blanks themselves. You merely can not depend on prospects fi guring out on their very own what you do in another way and why they need to care. That’s your job. You might want to paint a whole image for them.
When your prospect encounters gaps within the data they’re receiving out of your advert, they’ve a shocking tendency to fi ll in these gaps with their very own concepts. In different phrases: They simply make it up as they go. And also you lose management of your message when this occurs.
Right here’s a concrete instance: “Giant 3-topping Pizza $9.99.” These are information, and now your prospect fi lls within the blanks from their very own psychological storehouse of earlier expertise.
Take management of your message: “Do you like the style of whole-roasted garlic cloves, garden-fresh, handchopped rosemary and recent (bakes proper in your pizza) Italian sausage over the “fast-food” powders, fl akes and thriller meat? For those who do, you’re going to like Angelina’s Pizza. And right here’s a suggestion that’s certain to place a smile in your face: It begins with an unlimited, extra-large pizza that’s greater than sufficiently big to fulfill the entire household …”
Gonna get all people within the entrance door? No. Simply the precise folks you need! On the identical time, the message is infused with bargain-hunter repellent. That’s since you’re not pointing at a “worth.” You’re as a substitute bringing the main target to your “level of distinction” — recent, premium components on a “large” pizza. That’s message management.
Don’t permit prospects to smell skeptically at your proposal all of the whereas portray your providing with their brush. Their rendition received’t look something like the unique. ?
Kamron Karington owned a extremely profitable unbiased pizzeria earlier than changing into a marketing consultant, speaker and creator of The Black E book: Your Full Information to Creating Staggering Profi ts in Your Pizza Enterprise. He’s a month-to-month contributor to Pizza As we speak.
