I don’t know where you live, but for me down here in Tampa, summer has definitely arrived. The temperature’s going to be just slightly north of 90 today, and in another two weeks or so the humidity’s going to arrive with it.

The good thing about that is, the lake I live on is also heating up, so when I swim at night after work with my kids, it’s really comfortable and you can’t get enough of it. And that’s a HUGE benefit of living on a lake.

Today I want to talk more about benefits, or… what you think are benefits but really aren’t.

See, a benefit isn’t a benefit until and unless you make it one.

So for example, being able to make payments on a purchase is a definite benefit but only when you say so. Meaning, letting your buyer know they can may 3 EZ payments is “nice,” but letting them know “when you take our 3 EZ pay option, you’ll have your investment in X returned before your final payment is even due!” is a benefit.

Make sense?

Here, let’s go over one more. Let’s say you’re selling something via direct mail and you’re offering a bonus if they order before the date stamped in red.

That bonus suddenly becomes a lot more valuable if you let your buyers know what this bonus product does for you, and how much it’s worth.

So where most people might say something like, “Order before the date stamped in red and we’ll also include our new ‘Fish Forever!’ DVD”… there’s really no benefit to this, when you think about it.

Right?

However, something like this might do the trick for you: “This bonus (which normally sells for $X) shows you 11 ways to use plastic bait to catch more fish in murky water… in lakes with an overabundance of vegetation… and even in spring-fed lakes that are so clear you can see straight through to the bottom.”

See how this makes more sense and gives people more of an incentive to order from you?

Good.

Remember, a benefit isn’t a benefit until you make it one.

Now go sell something, Craig

P.S. If you’re going to work hard anyway, then you might as well get ri.ch at it! And… the quicker, the better: http://www.kingofcopy.com/ssnl

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I was talking to an old friend yesterday, getting reacquainted after a number of years.

Trying to explain what I do, she figured I must be good at sales. So she said to me, “Can you sell a pencil?”

That’s a pretty mundane and fairly difficult thing to sell, isn’t it?

I’ve actually heard this question used before as a qualifier, for determining if you’re good at sales.

So… what’s the best answer here?

What would you answer?

Would you talk about how great the pencil writes? Or how much time it saves you compared to all the other pencils out there?

Or maybe you’d talk about how long the lead lasts, or the fact that it doesn’t smudge.

Or maybe… you’d mention the uniqueness of the eraser. You know, a good eraser really makes a difference — especially when that’s one of the biggest benefits of using a pencil — that you can erase your mistakes.

I used to love those green and blue colored erasers back when I was in grammar school. Know the ones I mean?

I think back about that all the time, when I see ‘em.

So which one of these answers did you give?

Were you close on any of them?

Good.

You want to know how I answered this question?

I simply said, “Yes, to someone who wants to buy one.”

And this is the magic answer that comes before your answer. This is what makes muddy water, clear.

Often times you’re so gung ho to act, but more often than not, a little thinking like this… makes all those actions of yours… a lot… more… productive.

Now go sell something, Craig Garber

P.S. How much are you worth? Depends, how much do you want? You tell me, at http://www.kingofcopy.com/ssnl

Comments? Leave them here on my blog — let me know what you’re thinking: