I was talking to my friend Ben Shaffer last week about website conversion rates and he recommended that I check out a blog post by Rich Schefren which was all about ‘Billy May’s Marketing Magic’
Billy Mays was one of the greatest TV pitchmen ever, he was really good at taking a product that you didn’t know about and in a short 2 minute mini-informercial he’d get you picking up the phone and ordering it. He was amazing.
Unfortunately, died recently, so Rich Schefren decided to honor him by writing a detailed blog post about Billy and his methods for pitching products. It included several videos from his commercials and I found it to be thoroughly fascinating.
After reading it, you might want to check out the notes that I took from it. I basically wrote them into a checklist that I can print out and look at whenever I’m writing email copy or salescopy or any form of copy designed to get people to buy stuff.
____ How can I demonstrate that there will be instant and/or fast results?
____ Expose the pain they may currently be feeling.
____ How can I demonstrate this in a way that gets my prospects to say WOW?
____ How can I demonstrate that this product produces seemingly effortless results (like http://www.youtube.com/watch?v=bLDXfYDAziI&feature=player_embedded#!)
____ Introduce a new way to do something to 'suspend disbelief', introduce a new mechanism. Don't just make a bigger bolder claim, introduce a new secret mechanism that makes this all possible. Your secret mechanism will make your claims seem more reasonable.
E.G. "The secret the six carbon steel blades combined with the rotating action – each time you tap it rotates and chops at a different angle and never misses a thing http://www.youtube.com/watch?v=JpqiyFPdHZ4
____ Contrast your superior solution with the frustration other products are giving to your
prospects. OR offer other types of contrast like before/after, with/without your solution,
____Use a Sinatra example:
“In Frank Sinatra’s classic “New York, New York,” he sings about starting a new life in New York City, and the chorus declares, “If I can make it there, I can make it anywhere.” This is what is called the “Sinatra Test’ – an idea when one example alone is enough to establish creditability in a given domain. For instance, if you’ve got the security contract for Fort Knox, you’re in the running for any security contract (even if you have no other clients). If you catered a White House function, you can compete for any catering contract. It’s the Sinatra Test: if you can make it there, you can make it anywhere.”
An example from the cult-classic infomercial The Ginsu Knives; “The Ginsu is so sharp it can cut through a tin can and still cut a tomatoe like this.. It can chop wood and still remain razor sharp…”
____ Use a direct command to ask for the order "Order Right Now"
____ Offer great reasons to buy NOW and not later e.g. great bonuses, better pricing, etc.
____ Have a strong money back guarantee
____ Use testimonials that enhance credibility and use ones that make people say 'wow'
I hope you enjoyed this blog post.
All the best for a fantastic rest of the week ahead!