Yesterday we talked about the first step in the 3-step formula to constructing your sales conversation with your prospect. That step was to “educate,” and today we’re going to talk about the second step, which is to “inform.”

Remember, putting your pitch together using each of these steps leads you to a sale — in print or using any other media or way of communicating.

Most people think “informing” your prospect is the same thing as educating them, but it’s not.

Informing prospects, in this case, refers to giving them interesting facts about your product or service, which they probably aren’t aware of. What you’re trying to do here is create curiosity in your prospect’s mind.

When your prospects are curious about you, they take a vested interest in you and you’ve successfully “implanted” yourself into their minds. And once your prospect sees you or your goods and services as a part of their life, you’re much closer to making a sale.

Here are a couple of examples of how to inform people.

Let’s say you’re selling a vacation destination or a piece of property, even. One of the things you can talk about are the local customs and rituals that people really enjoy.

For instance… “Did you know, the land that The Palace was originally built on, was actually ancient holy worshipping grounds the natives held sacred? And if you look out back, just behind the Pineapple Bar, overlooking the ocean… you’ll see 12 acres of sacred land that’s been preserved for over 1,650 years, in it’s original state.

When you visit this sacred forest, near dusk, you’ll often see loads of Hawthorne rabbits and Gully foxes, roaming across the grounds as they’ve done for centuries. Adults and children are often treated to the sounds of hoot owls, as well as their majestic flight as they come swooping down, hunting for grubworms…”

Now you may or may not like that particular description, but you’d have a hard time ignoring it, and ignoring the pictures it conjures up in your mind.

The bottom line is, informing your prospect by creating curiosity is one of the most important things you can do to get them vested in what you’re selling.

Make sure you don’t forget that.

Now go sell something, Craig Garber

P.S.: Your free trial of the Seductive Selling Newsletter is waiting for you at http://www.kingofcopy.com/ssnl – grab it NOW! This month: literally THE most effective use of scarcity and setting deadlines, I’ve ever seen!

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Got a difficult question? Just ask me, baby! http://www.kingofcopy.com/askmebaby

If you enjoyed this, forward it on to a few of your friends and business associates. And if you have any comments, just leave them here on my blog:

First, a quick reminder about the fre.e webinar I’m hosting this Thursday at 12 noon, Eastern time, which you can register for here: (just get on my e-mail list and you’ll be notified tomorrow.)

It’s called, “What Makes People Tick: How to make a small fortune by pushing your prospects emotional buy-buttons!”, and one of the things we’re going to explore on this webinar, are the four common misconceptions or “buying myths,” that most people foolishly let dictate their marketing strategy.

Don’t miss out, it’s gonna be good.

Anyway, today let’s talk a little bit about story-telling.

You may or may not know that I interview a different person once a month, and these interviews are mailed out to my offline Seductive Selling Newsletter members, along with their newsletter. They are part of a series I call the Audio Success CD of the month, and I really enjoy doing them.

From time to time, people will tell me what a good interviewer I am, but really, I’m not. I’m just inherently curious about people, so when I’m interviewing someone, all I’m really looking to do is to find out more about them. I’m just trying to get them to tell me their story.

Story-telling is so important in people’s lives that entire businesses have been created so you can tell your story.

For example, here on my desk is a book called “My Life: A Collection Of Memories.” This is a huge book (8.5″ x 11″, 314 pages) with loads of questions for you to fill in, that tell your story.

I don’t often get a chance to write in the book, but every now and again I manage to get through a page or two. And someday it will be finished and I’ll give it to my wife or my kids as some sort of a legacy.

This is actually the second book like this I own – the other is a much smaller book whose name escapes me at the moment, but I’m sure if you look up the “My Life” book on amazon.com, others will come up along with that listing.

There’s another company out there called StoryCorps (see them online at storycorps.net) that has mobile and stationary recording booths placed in various locations around the country. You go into the booth (maybe with someone your care about who interviews you) and then you simply record your story for others to listen to.

What’s really cool about StoryCorps is that they also have a listing of questions posted online, you can use to create your own story, or to interview someone your care about. You can find those questions here:

http://www.storycorps.net/record-your-story/question-generator/list

The secret to being a good interviewer though, isn’t just asking good questions. It’s in genuinely wanting to learn as much about the person you’re interviewing, and in wanting to make the time you’re spending together “fun,” as opposed to “informative.”

To get your hands on some of better quality interviews I’ve done, take the free 30-day test-drive of Seductive Selling – you’ll also get 17 other gifts (watch the video and you’ll see!), and you can get ‘em all right here: http://www.kingofcopy.com/ssnl

Now go sell something, Craig Garber

P.S. Don’t forget to register for Thursday’s webinar! I won’t be giving an interview, but you can bet your last dollar on getting LOADS of quality information about getting your prospects to buy from you, by using emotionally compelling sales copy and marketing strategies!

Sign up for it here: (just get on my e-mail list) and I’ll see you this Thursday, March 5th at 12 noon.

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Check out ALL the King’s products at http://www.kingofcopy.com/products

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

I get several ad critiques sent in to the office here, each week. Many are good, but most need lots of help (which is why they were sent in here, by the way). Often times, the seller simply doesn’t know or understand what his buyer wants.

What your buyer wants is far more important than what you think they want or what you perceive they want.

So for example, if you’re selling landscaping services, especially in affluent areas, you may think your buyer wants a good-looking lawn. But… equally, or even more important, is the time they save by not having to do it themselves.

They want to know you’re reliable and that after you’re gone, there’s not going to be anything left around the house they’re going to have to take care of, themselves.

More often than not, simply thinking about “what’s most important to your buyer” is the missing link your ad needs.

Here are 11 different things you can focus in on, that are VERY common needs.

1. Making more mo.ney – need I say any more?

2. Saving mo.ney – you want to be careful here. These customers aren’t the most loyal ones to have. As soon as someone else is 8 cents cheaper… they’re gone.

3. Improving your health – this one’s as old as the hills.

4. Having more leisure time – quality of life issues are very important and often go hand in hand with the first three items

5. Losing blubber – I can’t say the “w” word, because that will trigger almost every spam filter in America. But rest assured, this appeal will never die.

6. Getting more customers – different to number one. Oddly enough, number one appeals (ironically) most to the folks who won’t ever actually do it. This one appeals the the folks who are already running a business or selling successfully.

7. Saving time – Yes! In today’s day and age, absolutely NO ONE has enough time.

8. Looking younger – Can you say “cosmetic surgery?” Entire industries and sub-industries have been built up around this appeal.

9. Feeling younger and living longer – The newest (and in my opinion) the industry with some of the most growth-potential moving forward, is anti-aging. It’s also got a primarily affluent customer base and ongoing continuity-based services you can provide.

10. Desire to have more friends, be more popular, advance in some “group” or social strata – Dale Carnegie built an empire through this in “How To Win Friends And Influence People,” and Lord knows this appeal is still very strong.

11. Vanity – The desire to look good and look better than your peers is as old as the hills. Can you use it in your marketing?

There are loads of basic appeals. The point is, if you’re not aware of what your buyers basic wants are… then you’re wasting your time…

And ultimately… theirs… as well.

Now go sell something, Craig Garber

P.S. Once you know their appeals, here’s how to push your prospects emotional buy-buttons: http://www.kingofcopy.com/seductive

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

Let’s face it, selling is difficult. But selling in print is incredibly difficult, since you’re stripped of all your non-verbal communication. Your prospect’s ability to get a “gut feel” about whether or not they should trust and believe you… isn’t as available as you’d like.

However, there are certain triggers or appeals you want to have, any time you’re communicating anything to your prospects.

Without these critical appeals, you don’t have a snowball’s chance in hell, of selling anything to anyone. Here they are:

1. Self-interest. Your prospect must be thinking to themselves, “I can use something like this…. I can seriously benefit from this product.”

If they’re thinking anything other than that, then see you later. This is why you must understand the difference between features and benefits. Getting bogged down with features may make you feel good — it may make you think like you’re the cat’s meow what with all them bells and whistles… but your prospect could care less.

2. Make things simple.

If your prospect has to work to understand what you’re offering them, then you’re toast. Unless you’re selling water in the desert, no one’s going to work that hard.

Appreciate that this is different from making people qualify, but that’s another topic for another day.

3. Be believable.

Give your prospects reasons why they should believe you. Are their testimonials? Are your claims outlandish or are they within the norm? Are there specific reasons why your prospects should trust you – if so, let ‘em know!

4. Arouse curiosity!

Some people are about as interesting as a small soap dish — don’t be this way! Be compelling, be enthusiastic, be provocative!

Leave one strap hanging off your shoulder and arouse curiosity about what it looks like once the remaining strap comes down.

Don’t sell an orange, sell the loveliest ripe fruit you’ve ever seen… whose dimpled skin covers fleshy pulp filled with the sweetest juice God ever created.

Be exciting and arouse curiosity!

5. Lastly, make an offer that’s worthwhile.

Do you like to get good value?

Of course you do, right?

And yet… “Screw the customer” seems to be the mantra of the day!

Let me tell you something, what’s good for the goose, IS good for the gander, so when it comes time to making your offer, make sure you do unto others and all that good stuff, O.K.?

Listen, without these appeals, you’re depending on luck to sell, so take these things very seriously.

Because “luck”… is not… a good business strategy.

Now go sell something, Craig Garber

P.S. 19-year direct-response marketing veteran spills the beans on this month’s Audio Success CD! Get it, along with 18 free bonus gifts — yes EIGHTEEN — when you test-drive Seductive Selling, at http://www.kingofcopy.com/ssnl

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