Make an offer they can't refuse!
I just bought Bob Bly's new book How to Create Irresistible Offers; The Easiest Way on Earth to Make Your Marketing Generate More Leads, Orders and Sales. In his usual straightforward and thorough manner, he explains how to drastically improve what I consider to be the most challenging part of a sales promotion: the offer.
The offer is what the prospects get when they respond to your ad or mailing-combined with what they have to do to get it. When an offer is "irresistible" the product is so compelling or desirable that the prospect feels that they would have to be a fool to pass it up. Bly explains when to different types of offers, but shows simple techniques to turn a "no" into a "maybe later," how to use bait pieces, how to word hard offers so that people won't say no, and how to overcome price resistance.
It was full of ideas that I want to use right now. In fact, after reading the first chapter I had to stop and change the wording on my website.
Bob Bly writes some of the most useful books and articles on writing that I have come across. Before I ever published anything, and it seemed like I would be fumbling around forever, I read his book How to Make over $100,000 as a Freelance Writer, and it gave me the direction I needed to start sending out query letters and make my writing career a reality. In 2006 I started taking copywriting classes with the American Writers and Artists mainly because Bly was involved. I haven't met him yet, but based on his books I consider him to be a role model, and I strongly recommend his book to anyone who is trying to sell anything.
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