I think e-bay is one of the most brilliant ideas ever developed.

And I know they do lots of testing on their marketing, which is one of the reasons why they continuously come up with new ways of promoting themselves to their users, and how they get you to buy more and more.

Now don’t get me wrong — I’m not sure I’d want to run a business on e-bay because I don’t like businesses that involve physical inventory, but I think e-bay is a wonderful way of doing business for many people who’d otherwise be locked out of doing business.

In fact, one of the nicest things about e-bay is that if you don’t know anything about marketing, it doesn’t even matter, since it’s such a centralized marketplace where buyers come looking for you.

Of course, knowing what you’re doing marketing-wise only helps you, but you get my drift, right?

Good.

Now one of the most compelling e-mails you’ll get from e-bay is the one that says, “You have been outbid.”

Right?

Ever wonder why they say it just like that?

See, when someone puts the burden of something squarely on your shoulders, especially in such a definitive manner, it compels you to do something about it. And it compels you to do something about it very quickly.

This is something trial lawyers know and it’s how they get people to make such dramatic efforts at doing things like clearing their name or defending their honor.

It’s a very powerful tactic.

And in this case, it’s no different. Your immediate reaction to these e-mails is to go and bid more, even if you really aren’t so hot for whatever the item is — simply to defend your honor.

After you get that e-mail you almost feel like you failed at something, so your gut reaction is to “succeed,” and in this case, you succeed by bidding higher and higher.

These are the little things that make e-bay so successful. And they all revolve around understanding human nature and knowing what makes people “tick.”

And this, ultimately, is the difference between great and incredible, when it comes to your selling success.

Or not.

Now go sell something, Craig

P.S. Make ‘em say “Yes!” with MAGIC words that push YOUR prospects emotional buy-buttons and get them buying, NOW! at http://www.kingofcopy.com/seductive

***

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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:

Today I want to talk about the cold hard truth why some folks won’t ever be able to connect (and sell) to anyone.

See, life’s funny. Some days you’ll just be cruising along when all of a sudden, from out of nowhere, something unexpected gets dumped into your lap that turns your world upside down.

But let me tell you an odd quirk of nature about this. Those folks who consistently handle stuff like this, are actually the ones who are going to be able to sell more effectively.

Sounds strange, but here’s why: see, what’s critical to your ability to sell and to connect — over and above everything else — is your ability to understand people.

Remember how I said the other day, that “hype” isn’t the way to connect?

Well, the way you do connect is by being sympathetic. By having insight into what’s disturbing your prospects and what’s going to make them feel better.

And reality is, when you’ve had a hard time of things yourself… when you’ve had to make loads of adjustments to just plain old living… that means by default you personally have had a need for understanding and sympathy yourself.

And if you’ve had this need yourself, if you have any kind of common sense, that means you can also see that need in others.

This is truly empowering and gives you the all the skills you need to sell whatever the heck you want.

O.K.?

So remember, you never get hit by the bus you saw coming. That’s why you want to make sure you always look both ways when you’re crossing — and when you’re not.

Now go sell something, Craig

P.S. GONE AFTER MIDNIGHT TONIGHT! I received a great e-mail the other day from Ron Pippin out of Ogden, Utah:

“I related well to your recent issue of Seductive Selling about how time flies by and (how) we can’t get that back. Kids grow up faster than we ever think. And before you know it they are gone.

Our work is important but can never replace our families. So, off Sandy and I went to give her a little “chill” time.

Guess, what? My work was till there when I got back. Imagine that?

Thanks Craig! Love the work you are doing.”

Find out what Ron was talking about at http://www.kingofcopy.com/ssnl – but you only have until midnight tonight to get this issue — after that, it’s gone forever…

***

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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:

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:

I’ve posted the replay of the webinar I did yesterday, called “The 5 Biggest Mistakes Real Estate Investors Make, That Are Costing You A Small Fortune!”

On this webinar, I revealed:

* How to seduce your prospects instead of “selling” your prospects!

* Why conventional wisdom is dead-wrong when it comes to advertising, and how it costs you a small fortune, every time you run an ad!

* The “Secret Weapon” to use, to generate pre-qualified leads, that’s been responsible for more mail-order millionaires than any other!

* How to stop being a peddler of products and start offering solutions, instead. Find out how (hint: it’s NOT what you’re thinking).

* The key reason why some prospects always want “the lowest price.” Newsflash: Whether you realize it or not, it’s 100% YOUR fault!

* A valuable selling lesson you can takeaway from… Charles Atlas, of all people. This ONE secret may put more money in your pockets than anything else you ever learn about selling, for the rest of your life!

* How to use emotional marketing, and THE most important emotional buy-button you can push!

Now here’s the deal about this webinar. At the end of the presentation — which has over 75 minutes of content – I am offering a marketing program I put together for real estate investors.

The program gives you the nuts and bolts of marketing, and contains loads of information no one’s provided before. Information that fills in the gaps and accounts for why most people can’t EVER succeed as a real estate investor.

And oddly enough, it has nothing at all to do with real estate, the housing market or anything else like that.

I am also offering a bonus for the first 20 people who order thus program, and we still have 9 slots open. The bonus is a free teleseminar with me on Tuesday March 3rd at 12 noon, where you can personally ask me any questions you want, to improve your marketing.

I want to make this bonus available to you, before my friend Jim Canale opens up this webinar to the rest of his list, which has 25,000 people on it. Jim was hosting the webinar and he originally set it up.

To listen to the replay of the webinar, simply go to http://www.kingofcopy.com/canale/webinar.html

You have 24 hours before Jim puts this out to the rest of his list, and at that time, I assure you there will be ZERO chance you’ll be able to get in on this extra call on March 3rd.

Now go sell something, Craig Garber

P.S. Oh, one more thing, and it’s important. Because of the crazy economy that’s going on out there, this program I’ve put together goes for less than $300 bucks. You can search high and low, whereever you want, and you won’t find this much information, in this much detail… for that price — anywhere.

So listen in for yourself and I’ll speak to you on March 3rd at 12 noon Eastern time. The webinar’s right here: http://www.kingofcopy.com/canale/webinar.html

***

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No one wants to do business with some nameless, faceless corporation.

Everyone wants to feel “some” kind of a connection to whoever they’re working with, even if it’s a perceived connection and not a real one.

Right?

Bottom line is people want to do business with real people.

But almost as important, did you know that making whatever you’re selling real, has a similar impact?

It’s true. If you can somehow draw people into your message by having them visualize themselves using your product, you’re well on your way to making a sale.

Joe Sugarman used to do things like this when he sold electronic products.

He might say something like, “Pick up this new phone. Feel how snug and secure it sits right in the palm of your hand. Run your fingers over all the buttons on the phone and feel how easy it is to dial all the numbers you want, quickly and easily. No more rotary dialing that takes forever, or wrist cramps that linger for hours on end, after your call.”

And you can do this for anything. Let’s take something totally mundane, for instance, like commercial property insurance. How do you draw people into this, for goodness sakes?

The answer is simple, check this out: “Last week, George Icell’s life was destroyed. You see, George owned Icell’s Warehousing for the last 35 years. Every weekday George came into the office at 5am, and left at 6pm, like clockwork, never missing even one day of work during that time, except for the two weeks he took off for his Honeymoon back in 1974.

Sadly though, last week Geroge’s building was burned to a crisp. And because he hadn’t updated his insurance coverage in ages… after 35 years of business, Icell’s Warehousing will not be reopening.

George’s life will never be the same.”

See, there are loads of ways to get your customers and clients involved in what you’re selling. The key is to stimulate as many senses as you possibly can — sight, touch, feeling, smell — whatever makes sense.

And if you can kick in an emotional component on top of this (in this case, sadness and regret over the loss), then you’ve got it made.

Don’t forget this. It’s not talked about very often, but Lord knows it sure should be.

Now go sell something, Craig Garber

P.S. One of my members actually sent in a video about their experience with my Seductive Selling Newsletter. You’ll even see how he highlighted all the important points in this particular issue! And now at last, you can test-drive it, for free. Just scroll down about two pages and listen to what Brian Edmondson has to say on his video at : http://www.kingofcopy.com/ssnl

***

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The more vivid you can make whatever it is you’re selling, the more people will buy. See, the more lifelike something is, the more someone can picture themself using and owning it.

So for example, if you’re a wedding photographer, don’t sell the pictures, sell the memories.

Sell the lifetime of joy and warmth husband and wife will have, sharing these moments with their children and grandchildren, for years to come.

Talk about how proud they’ll be every time they walk by their wedding photo in the hall, and how their friends will chuckle at it years later, because Craig had so much more hair back then.

And most important, let them know how important this day is to you. Because people don’t care how much you know, until they know how much you care.

Make sense?

Good, so how do you do this?

Well, there are three things to know.

One, put your goods and services to use! Don’t leave them collecting dust up on your prospects mental shelf, put them IN your prospects mental shelf, by placing them in their hands, eyes, and whatever else they need to experience things.

Two, think of the end benefits. People don’t take pictures to take pictures, they take pictures to make memories. They don’t plant flowers so they can sweat out in the yard for four hours in August.

Describe the impact of end benefits on a “gut” level. You know, what are the results?

And lastly, let your prospects have fun with whatever they’re doing. When you can put a big smile across their face, you become their hero — and they become your customer.

Now go sell something, Craig Garber

P.S. Discover how to use GUARANTEES in your headlines in Example 6 of this month’s Seductive Selling Newsletter. Try it free and find out why people in 12 countries read it at: http://www.kingofcopy.com/ssnl

***

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An elderly woman sat gently on the couch in the middle of her living room, overlooking the beautiful Nantucket bay.

It was now, in her last hours, she was having one final connection with those she loved so much. On the one had, she was filled with sadness over all the memories and loved ones she was leaving behind, but on the other hand, she knew she’d be joining her loving husband of 39 years, who’d passed just 6 months earlier.

And in this, she took comfort…

When you looked at the woman, even at her advanced age, and now close to passing, you could still see the vestiges of her beauty. Her once long blonde hair, was now grey, but still thick and strong.

And her eyes, although they now squinted, were the same shiny blue, sparkling in the sun. They were so lucid it was as if you could see the reflection of the waves splashing up against the rocks outside her window, when you looked at them.

And her figure, once the envy of many women, although now demure… was just as thin and lithe as it had always been.

Yes, she’d lived a great life, and now it was time to say goodbye to her sons and daughters, her grandchildren and even her friends and neighbors.

In her hushed but lovely voice, she spoke out one final time as she drew her last breath. Gently measuring her words, she said, “I have lived a long life, and I love you all so much. I regret nothing, and if you want the best advice I can give you, listen to an old lady when she says, ‘Regret nothing.’”

“See, you are not your mistakes. And there are few mistakes you will ever make, that truly have any long-term effects. However, the regret of not doing something will haunt you forever, and this is a mistake you can never fix.”

And with that, she was gone.

***

A valuable lesson, hopefully one you won’t forget.

Second, remember that you can be the best copywriter in the world, but if you can’t make your prospect feel something in just a few paragraphs, then all your talent and any sales skills you have, are meaningless.

People buy based on emotion, period. Remember that.

Now go sell something, Craig Garber

P.S. The Holiday Issue of this month’s Seductive Selling Newsletter has 16 pages of marketing examples, and a holiday lesson for us all. Discover why it’s now being read in 12 countries world-wide, and test-drive it, free at: http://www.kingofcopy.com/ssnl

***

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“Just tell ‘em what they want to hear.”

Here’s the deal: If you’re like most entrepreneurs I know, you probably spend incredible amounts of time trying to be the best at whatever it is you do.

The time, effort, commitment and passion it takes to be the best, is absolutely overwhelming sometimes. Few people realize exactly how much success extracts out of you.

That’s why I often say, “Success isn’t for the weak or timid.”

The problem is, what we think about most, is what we usually do. And what we do most is who we are. Unfortunately, this becomes a big marketing issue for most people.

See, your prospects aren’t interested in what you do. They could care less how you spend your time and how long it took you to become a master “whatever.”

When you go out and buy a CD off of iTunes, for example, you don’t sit and consider which guitarist practiced harder, before you make your purchase, right?

Of course not.

All you think about is which one sounds better to you. Which one makes you feel whatever kind of mood you’re looking to feel.

Right?

Do you ask your doctor what his grades were on his final exams, before you let him slice you open?

I don’t think so.

And see, your prospects aren’t interested in that about you, either. They’re only interested in that same thing. They’re interested in the benefits of what you do. They’re interested in RESULTS.

They want to know, if they give you money, what are the results they can expect… how long will it take them to get these results… and how will their lives be different AFTER they give you money.

No one cares that you had to stay up all night long to finish making your batch of doughnuts, or your wicker furniture.

So often, I see marketers — and especially copywriters or someone trying to pass themselves off as a copywriting expert — talking about in their sales letter, how many books they’ve read or who’s courses they took.

This is almost laughable. It’s like telling someone in an online dating ad that you’ve tried on loads of different clothing at Nieman Marcus, so you’ll be presentable when you go out on a date.

Who cares!

Remember, when you’re selling, focus on results, benefits, and experiences. Not how long it took you to become the whiz-bang you are.

That was your choice and your problem, and you should never make your problems, someone else’s problems. Especially your prospects.

Now go sell something, Craig Garber

P.S. Just finished December’s year-end Seductive Selling Newsletter. If you’re ready for a marketing and copywriting journey back in time, in “The Nostalgia Issue,” then take a test-drive of it today, and get 16 Free bonus gifts just for saying “maybe!” at http://www.kingofcopy.com/ssnl

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Just got back from Thanksgiving vacation away in the Big Apple.

Watching the parade on television pales in comparison to seeing it live. The masses of spectators, the traffic, and the mammoth size of the floats, simply can’t be put into perspective on television.

And the spirit of the crowd, as diverse as the colors of the rainbow and all huddled together in the freezing cold, is another intangible that’s beyond words.

Then I get back to here to Tampa and today we’re smack dab in the middle of a tornado watch — holy cow, right in the middle of winter! Even the Cypress trees are shaking, and that says a lot!

Anyway, I have two VERY important announcements to make:

One is that you have less than 48 hours to take advantage of the $1,000 early-bird savings on my January 2009 Emotional Copywriting and Ad Writing Workshop registration.

Remember, everyone who attends this workshop will be walking out of there with a sales letter or ad! The ONLY other way to get me to work with you on an ad is to hire me outright, and to do that sets you back $60,000 plus royalties. That makes this workshop literally THE best marketing investment of your entire lifetime.

(Plus, where else are you going to learn how to overcome “Weak Closing Syndrome” and how to make irresistible emotional offers that sell, all at the same time?)

So grab the $1,000 discount now because it’s gonna be gone after tomorrow. Here’s the link for the Ad Writing Workshop, check it out now: http://www.kingofcopy.com/adwriting

The second announcement I want to make is that I came home to find this in my inbox. It’s the latest Success Story about how someone profited from my Seductive Selling Newsletter. This one, from Ron Reich, out of Claremont, California.

“Hi Craig, I just thought I’d write you a quick note to let you know about a HOME RUN product launch that I just completed in a dating niche. In the end this campaign ended up netting me over $30,000 and I have YOU largely to thank for its success.

Some of the strategies that I got from reading your Seductive Selling Newsletter and things that I modeled from your LOturnaround launch were key in making my launch a smashing success.

Your newsletter has so many cutting edge strategies you can’t find ANYWHERE else. There are a lot of gurus out there to follow but I’m really happy that I got plugged into your stuff.

If anyone is out there that is serious about taking their business to the next level, they’d be crazy not to follow the King. Thanks again. Ron”

And just in case you’re on the edge of the fence, let me tell you what’s in the November issue of Seductive Selling!:

* Four situations when you MUST use 2-step lead generation instead of trying to sell direct. (Violate any of these rules and you simply have NO selling process, I promise you.)

* How to make very sexy, very compelling offers! (Without spending loads of time trying to figure out something complicated — easy is king here!)

* How to charge (and collect) LOTS of money! If you have a difficult time raising your prices, this’ll set you straight!

* How to make a simple guarantee, your main headline! (Example 7)

* 7 Marketing Examples, including an easy 1-page sales letter that generates a windfall of traffic to your retail store or restaurant!

* How to write effective bullets that create curiosity and pull responses like mad!

* The right way… and the wrong way… to use guarantees! And, the controversial myth about guarantees that amateurs simply don’t understand.

* How to make sure only the right prospects respond to your ad, and… how to make sure the wrong one’s do NOT!

* When to reveal what your product or service is NOT: Be careful with this one!

* Unusual facts about self-published titles and useful url’s (in the Weekend Update News column)!

* Plus, this month’s Audio Success CD Interview with Pat Precourt from my Mastermind Group, is about as REAL as it gets! Pat spills the beans about how he’s lasted so long in the real estate business and gives you a rare glimpse at what his own personal biggest struggles are!

* All this and much much more in this month’s issue!

Test-drive your free 30-day membership and get 16 free gifts with your test-drive, right here: http://www.kingofcopy.com/ssnl

Now go sell something, Craig Garber

P.S. Here are those links again:

Ad Writing Workshop $1,000 Early-Bird Savings http://www.kingofcopy.com/adwriting

Free Seductive Selling Membership Test-drive http://www.kingofcopy.com/ssnl

What’ll your Success Story look like?

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I’m off to Orlando this weekend, for some fun with the family. Between Universal’s Halloween Horror Nights, Epcot’s Food & Wine Festival, and my 45th Birthday, this’ll be a good weekend.

Anyway, today is the LAST DAY to get your hands on this month’s Seductive Selling Newsletter. In addition to Part 2 of a very candid interview with Peter Thomson from the UK, an excellent marketer who sold his business for 4.2 million UK pounds (over $8.4 Million dollars) and retired at age 42, you’ll discover:

* What’s about to become the “crack coacine” of affluent baby boomers: How to “de-age” yourself, and… how to market what’s going to be a HUGE trend moving forward, economic crisis or no economic crisis! (And a LIVE example of the right way… and the wrong way… of the sales copy you want to use, to sell to this marketplace.)
* Most people try, unsuccessfully, to rally their prospects against a “common enemy.” On page 2 you’ll get the inside scoop about how to do this most effectively!
* Capital One and loads of other marketers foolishly believe they are cutting through the clutter using what they think is a “really clever” technique to capture your attention. Find out why they’re wrong and how to really get your prospects attention! (Hint: being different is MUCH easier than you think, and take a LOT less work!)
* A great way to penetrate a new marketplace: find the buyers, then sell them what they want. See Example 4 and then figure out the fastest way to do this in your business.
* I recently entered a brand new marketplace and picked up $84,000 before I even did one stitch of that dirty four-letter word, “work.” See the 8 compelling reasons why I picked this marketplace and how you can mirror them on your own. (pages 2 & 3)
* Christian Godefroy has sold over $300 Million worth of goods and services over the last 35 years. Check out one of his most well-known ads that he ran in the New York Times back in 1998, and find out why he’s so successful. You’ll get to see:

* How a proper lead generation system works…
* Eugene Schwartz’ influence on his writing (Christian worked with Eugene for 10 years.)…
* How to use contrast in your copy, to sell…
* Johnson Boxes…
* The proper use of “clip out” coupons as a response mechanism…
* How to pre-qualify your buyer, and start conditioning them to eliminate refunds and returns…
* A systematic way of writing sales letters…
* How to “keep things real” by understating your results (And boy, isn’t that a change of pace in today’s crazy world where all you see is hype and puffery?)
* How to let your prospects self-validate their own buying decisions.
* How to create credibility with your customers simply from the name of your business, and why almost everyone gets this one wrong!
* How to use VERY short and simple questions, as effective headlines — when to do this, and… when NOT to!
* In “Little-Known Copyrighting Secrets From The King’s Treasure Chest,” you’ll discover:
* The 12 Parts of a sales letter and how to structure them.
* How to use empathy and WHEN to use it! Most people foolishly believe saying something like, “I’m not that much different from you,” is being empathetic. And yes, if you’re marketing to a complete moron who liberally and routinely throws out money, maybe that works. But for the rest of the world, you need a lot more than this.
* How to become credible to your prospects!
* When to introduce whatever it is, you’re selling. Do this too early, before you’ve established rapport, and you’re toast. But… do it too late, and you’ll lose them. Find out when to do this, on page 8.
* If you use “Free Trial” offers, then you’ll want to understand the new FTC rules against “negative option” selling, or else: beware!
3 Reasons why you should avoid graphics ad colors!
* Cool new URL’s!
* And not one, but THREE examples of crappy service! Which one of them can you relate to?

All this, and… much much more! To get this issue, and to get 16 free (REAL) bonus gifts, simply take a free 30-day test-drive of Seductive Selling, right NOW at http://www.kingofcopy.com/ssnl

Still not sure if it’s for you? Here’s a note from Mitch Dominguez, out of New York City: “Craig, your Seductive Selling Newsletter is my absolute fave of the sales/mktg. material that comes into my mailbox. Yesterday I see the envelope with your photo. Me thinks, Hurray for the bald guy, me too, very bald! Sometime ago I decided to take your council and make a truly outrageous offer to certain folks on a very teeny tiny mailing list. $21,850 Dollars later and I owe at least 80% of this to you. You have increased my business and opened up more “sales funnels than I can accommodate. I bow to the MASTER!!! I’ve only been working with the general public for about 10 months, but that’s another tale.”

Experience it for yourself at http://www.kingofcopy.com/ssnl

Now go sell something, Craig Garber

P.S. Oh, and make sure you watch the goofy video to get all your questions answered about your free bonus gifts at http://www.kingofcopy.com/ssnl

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