Marketing Secret #39 How To Use FREE Report Offers As Tempting “Bait” To Motivate Prospects To Call YOU!
I presume you have been wondering about the free reports??
If you haven’t please check and make sure you’re still breathing. You may be dead…and not know it!
Just a little joke, folks…I just wanted to make sure you’re still alert and awake!
I’m sure you probably did notice that all of the advertising tools I’ve shown you have offered a FREE report as “bait” to motivate interested prospects to pick up the phone and your 24 hour FREE recorded message line.
The titles of the FREE reports should always be tempting. For example:
- How To Save Big Money On Luxury Vacation Cruises!
- How To Save Money At Tax-Time Using Techniques The Wealthy Use!
- How To Keep A Sluggish Market From Affecting The Sale Of Your Home!
- How To Generate Cash Flow That’s Free From Taxes!
- The Seven Biggest Mistakes People Make When Buying Printing!
- The Amazing Secrets Of Eliminating Back Pain Forever!
- How To Prevent being Ripped Off By A Contractor!
- The Little Known Secrets Of How To Buy Office Equipment at 50% Off Retail!
- 11 Sure Fire Ways To Fail With Infomercials!
Notice how all of the advertisements present the FREE reports as a solution to an emotionally aggravating problem…or an opportunity to get some “insider information” that can help the reader make or save money.
The Purpose Of The FREE Report Is To Educate People And To Start Building A Psychological Relationship…With Empathy As The Foundation!
The purpose of your FREE report is to provide enough helpful advice to demonstrate to customers who would benefit from working with you when they need your product and services.
But that’s only the surface reason that FREE reports work.
The underlying reason is even more important.
The reports deliver a non-threatening, non-salesy message that shows the prospect that you have empathy and compassion for their life and their concerns.
The stories build a bridge of trust and concern that tells the prospect, subconsciously, that you are a caring and empathetic person.
This empathy is the building block of trust. And trust, built in such a subconscious way, is the barrier that needs to be cracked first!
Once this trust is established, either from the first reports or later sequenced mailings/phone calls, when people are ready…who do you think they’re gonna call?
That is what your FREE reports should do. Nothing more…nothing less.
The formula is really quite simple.
- Get Attention!
- Arouse interest and emotion
- Tell an interesting story in a believable way
- Offer an incentive to take action…NOW!
- Ask for action and make it easy for people to do so.
This is precisely what every single advertisement should do. Whether, it’s a small ad or larger ad. The FREE report is the bait that leads people to meeting with you…either now, or sometime in the future.
If you had not received FREE stuff from us, you wouldn’t be reading this.
The reports are written in a friendly, conversational style on purpose. They’re not “professional,” because “professional” reports bore everyone who gets them.
A very important point: The Reports Are Not Going To Get Every Recipient To Do Business With You! You Will Get Some Of Them, Over Time. If You Follow Up, You’ll Have Lots More Customers/Clients/Patients.
But, They Aren’t Going To Be Magic Mail Order Marketing Pills. You Will Still Have To Follow Up And Have Some Contact Before People Will Usually Agree To Meet With You!
They’ll help you break the ice. When you call people up who’ve asked for the report, your follow up script can be as simple as:
“Hello, is the ________ residence?
This is ___________________ with ___________________ Company.
I was calling to ask whether you received the FREE report I sent you.
It was the one with the “dollar bill” attached to it.
I was just following up with you to see, Number 1, if you to the report, and Number 2, if you had a chance to read it yet.”
That’s it. If they say they have received it but hadn’t read it yet, then you simply say something like:
“That’s fine. I just wanted to make sure you received it, which you did. Since you haven’t had time to read it yet, would you like me to call you back in a week or two?”
See how easy this is?
Now, if they say they’ve read it, and they’re not interested – or that they haven’t read it and they’re not interested, you can say something like:
“That’s fine. Would you like us to keep you on our mailing list? We send information out about once a month or so.”
If they say, no, you say:
“Ok. We’ll be sure to take you off our list. Have a nice day.”
If they say yes, you can say:
“Great! I’ll keep you on our mailing list. How would you like to leave this? Would you like for me to call you back in the near future, or would you prefer to call me when you’re ready to ask more questions or talk about your need for ____________?”
See how friendly, non-threatening, non-salesy this is? If they tell you it’s OK to call back, then you call back. If they say the will call you, you can offer two options:
- “Ok. You’ll be hearing from us in the mail, and we’ll wait to hear back from you.”
- “Ok. You’ll be hearing from us in the mail. Now, if we don’t hear from you, say, in the next two months, would you mind if we called you then – sort of our procrastination prevention plan, or would you prefer that we not call until we hear from you first?”
That’s it! Nice and simple. No pressure. No sickening feeling in the pit of your stomach. Almost everyone is polite when getting your first call. After all, they called YOU first! I someone is a real jerk, just take him/her off your list.
Just about everyone will agree to let you keep mailing to them. Many will allow you to call back, either right away, or in two to three months, as part of your procrastination prevention plan. Most people know they are procrastinators, and don’t mind a GENTLE nudge!
This is easy, and it can be done by you or anyone else you delegate it to.
Now, don’t feel intimidated or scared, because this is NOT COLD CALLING! Just because the same tool is used, doesn’t mean the same formula is being used.
If you pass on this post-call step, you will pass on lots of transactions. If you can’t even follow this simple script path, then have someone else do it, but for goodness sake, make sure this easy, follow up call gets done!
One question that comes up often is the issue of the fact that we use “dollar bill” letters a lot.
If you want to improve your follow up success, just wait until you call people back, and say something like,
“…It’s the letter that had the “dollar bill” attached to it.”
You’ll almost always get the “Three Yea” response…they’ll say, “Yeah, yeah, yeah…I got that!”. And then make a wisecrack or a joke or whatever. It does make the report slam them in the face…politely, of course.
Think about it.
One new client/customer/patient is worth how much to you? If you can qualify a person over the phone, are you willing to invest $1.00 to make an unforgettable impression? One sale can pay for a lot of “dollar bill” letters.
If you use the “dollar bill” letter, you won’t have to invest more than $100.00 before you get a sale. One of the most powerful forces in the world says so! What force is that?
Human nature. An even “Higher Authority” will back this up. The principle of sowing seeds works! Test it for yourself.
The One Hundred Dollar Test. Invest $100.00. Send out 100 “dollar bill” reports to people who have left their names on your 1-800# ad response box.
If you want to ensure your money, qualify people before you send the “dollar bill” report. Call them up to verify that they are, say, looking to put kids through school, before you send out the report. Just give it a test, and see what happens.
Also, you can, and should, test many different headlines and titles for your reports.
You can use numerous titles and headlines in your testing, for the same report. In other words, you don’t have to change the report, just the headline or title!
So, if you see a headline in this course, or in a subsequent issue of our newsletter to you, just understand that it can go with one, or more, of the reports you give out! Again, you have to test to see which title and/or headline gets the best response.
That’s what’s so nice about the reports. Just one report can be called a hundred different things in testing!
Ok. Last, let’s look at the report writing formula. It’s a little guide to report writing, in case you decide to do your own.
Here’s The Ancient (And Secret) Report Writing Formula!
Step 1. You’ve Got To Always Use An Attention-Getting Title!
You would think this would be obvious. But, so often, you see titles of books and articles that arouse absolutely no interest or emotion. For example, a title like “Tips For Reducing Stress” is not going to arouse as much interest or emotion as a title like “How To Lower Your Taxes This Year So You Can Take That Dream Vacation You’ve Been Needing!”. Just like a headline, the title of your report should instantly let the reader know exactly who the message is targeted to. For example, a title like “The Three Deadly Mistakes To Avoid When Buying Inventory!” definitely gets the message across quickly and emotionally!
Step 2. You’ve Got To Instantly Tell The Reader “What’s In It For Them?”
Your report should always start with a bold headline, and sub-headline, that tells the reader: “What’s in it for me!”…Specifically, the benefits they will get from taking time to read your report…And the potential loss they may incur if they simply set the report aside. As you probably noticed, we like to test using a crisp $1.00 bill to draw people’s attention to the report. You may want to try an A/B Test, one-half with the $1.00 bill, and one-half without.
Step 3. You Should Always Use “Stories” To Build Interest and Empathy.
It’s a simple fact of human nature. People like to read about people more than boring facts and figures. It may take a little getting used to. You may still be programmed to believe that people will only read one-page letters. But this is not correct. By using stories and other examples, you get your reader more involved.
Step 4. You’ve Got to Inject Some FEAR or GREED, Too!
To motivate people to take action, you’ve got to push buttons in the brain that arouse emotions. “Making money!” “Gaining Self Esteem!” “Finding out inside Secrets that no one else knows!” These are just some buttons that you can push. Your report should always be hard-hitting and informative. Telling people how to avoid mistakes. And how to take advantage of “little known”.
Step 5. You’ve Got To Make People Curious To Want To Find Out More!
I’ve said it before and I’ll say it again! If you want people to respond, you can’t tell them everything. You only should tell enough information to demonstrate that you definitely know what you are talking about. You’ve got to plant seeds in the reader’s mind that ignite a curiosity to want to learn more. To be open to talking with you further. That is what your FREE report should do. No more…and no less!
If your reports educate, entertain and inform in a down to earth, conversational tone…leading to curiosity, you’re on track. It must talk about, and to, your prospects! It can’t and must not talk about YOU!! In fact, the less you talk about YOU, the more response you’ll get.
If your reports are “professional”, bragging, self promoting, and otherwise talking about YOU, they will be virtually useless. Listen to this very carefully:
No One Care About YOU, Or How Long You’ve Been In Business, Or How Smart You Are, Or How Good You Or Your Products Or Services Are, Or The Specifications Or Features, Or Your “Tradition Of Excellence”, Or…Anything About You! No One Cares…Except You!
This concept is critical. You must resist the temptation to talk about what YOU THINK. About what YOU THINK people SHOULD be interested in. About what YOU WANT THEM to want. About what YOU THINK THEY NEED. About what YOU WANT them to be interested in. Etc.
Talk about what THEY ARE interested in, and you’ll be rich. This is the hardest thing for people to get. YOU and YOUR products and services are the least interesting thing in the world to anyone but YOU.
Marketing that works, requires marketing that communicates. And communication requires a psychological connection to a person’s sub-conscious mind. If you talk about YOU, you can’t make this connection. If you talk about them, in a language they relate to, you’ll make this connection a thousand times more likely!
Also, we constantly hear how these reports “won’t work with my market”.
Listen: it doesn’t matter what your market is, whether it’s business to business, patients, consumers, clients, executives, widows, engineers, purchasing agents, buyers, wholesale distributors…whatever.
It works on anyone, because your clients/customers/patients are not categories…they are PEOPLE! And PEOPLE all think and respond in the same way. Think about this hard. This point kills more business than just about anything I’ve come across.
People are people are people. Big shot corporate executives, garbage men, and anything in between. People all have the same wants and desires. True, they may be reflected differently, but they’re still the same. If you miss this point, you’ll miss business.
Also, if your business doesn’t sell information, but instead sells products and/or services, you still MUST OFFER REPORTS! They must be integrated into your marketing, no matter what you sell!
Don’t make the mistake of thinking, Well, this doesn’t apply to me and my business/profession. I sell (Fill-in-the-blank) and therefore the reports don’t apply to me). This type of thinking is dead wrong.
There isn’t a business category, a profession, a field of endeavour…that shouldn’t be marketed with these psychological tools! Not one.
We’ve seen this work in literally a hundred different business types, doctors, lawyers, financial consultants, real estate, fast food, slow food, wholesaling, appliances, industrial sales, motor homes,telecommunications, engine components, beauty products and services, computer software, etc.
It doesn’t matter what you do or sell. Using these 21st century psychological techniques, as opposed to 20th century “sales” techniques will be your deliverance and salvation from frustration and lack of reaching your true potential.
Last point. These reports can be audio or video. They can be sent via email, etc. they don’t have to be on paper. It’s not the medium, it’s the message! Get reports out, and you’ll get money coming in!