Last week I was reviewing a web site for a client.

The site had a number of problems with it, but the biggest problem was that the client would never ever, ever make any money with it.

Why?

The answer is simple: there was no call to action.

The website was, in a sense, nothing more than a big business card.  One that had more real estate than a business card does, and more photos and some extra descriptive language…

But it didn’t tell the customer WHAT do to or HOW to order.

Just like most business cards.

You’d be amazed how much marketing material out there, doesn’t explain these two things.

And in a way, it’s understandable.

And that’s because, typically… in most “real life” buying situations we grew up with — like going into a retail store… or even someone coming to your house to sell you something… you don’t have to ask your buyer to order – they tell you they want to order.

So in many ways, having to guide someone to order, is a little bit un-natural.

But in print, things are different.

Unless you tell your customers specifically WHAT you are offering and then HOW to get it… there’s just no sale, period.

This isn’t subjective, either.  If you don’t do these things, you will not sell.

In print, you MUST give your buyers direction.  In this sense, they are like children who need guidance and a little encouragement.

When you raise children, the responsibility is on YOU, to make them functional, not them.

And when you sell in print, it’s the same thing.  The responsibility is on YOU to show your prospects how to buy, just the same way.

So be responsible and make sure you a good parent to your customers.

Now go sell something,  Craig Garber

P.S.  Stop “selling!” 

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Weird way people behave sometimes, especially when it comes to opportunity.

People have a natural inclination to avoid discomfort, and to avoid loss.  And this inclination is far more inherent, than the desire to make gains.

In other words, we’re very primal in some ways.  Our instinct to protect what’s ours — like arms clasping around your kids — is far greater than to move towards progress.

So for example, you’re a lot more inclined to do whatever you have to do, to make sure you don’t pay the IRS an extra $1,000.  But the same desire — the same guttural instinct — isn’t present when it comes to making an extra thousand bucks.

Right?

Sure, of course.

This is nothing new, and if you’ve been a student of marketing for any length of time, you’re aware of this.

And of course, when you’re selling… if you’re a good sales person, you’re going to play into this guttural drive.

Which means, somewhere in your sales letter, the message you want to deliver explains, in no uncertain language… the pain and suffering your prospect’s going to experience if they ignore the fabulous opportunity you’re giving them.

(I don’t think I’ve ever used the word “fabulous” in print, by the way.)

But here’s where people go wrong — they stop too early with this strategy.

So if you’re selling upgraded front doors… you’d probably say something like…

“Look, if you ignore this now, you’re missing the chance of a lifetime to improve the value of your home, and create a great impression on your neighbors… all at a fraction of the normal price.”

This is fine, and it’s where most LM (lesser mortals :-) ) would stop.

But what you really want to do, is dig one more level deeper into your buyer’s psyche.

What you want to do, is make your prospects upset not only about the benefits they’re missing… but also about the “life” issues they’re missing.

So, if you’re really sneaky… you might add something like this:

“P.S.  Whether you order these doors or not, isn’t going to change your outlook on life, make your kids clean up their room, or prevent the dog from eating up all your leftovers.

But if you let this one-time deal pass you buy… one thing’s guaranteed to happen: every time you open your door… every time you walk into your home… and have to look around and deal with the same boring and dreary looking patio, day-in and day out… you’ll think about this offer and what you missed out on.  And, if you’re like most people, you’ll be kicking yourself for not taking advantage of this.

It’s not going to change your home into a palace… but your home WILL look ten years younger with virtually ZERO effort on your part.  And who doesn’t want, or deserve this?”

Again… I’m using front doors, which isn’t a very exciting product to sell, so if you can do it with this… you can do it with anything, right?

I sure as hell hope so.

Now go sell something,  Craig Garber

P.S.  Isn’t it time you started AVOIDING the little mistakes that keep men poor?

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Here’s a really cool idea.

I found it over the holidays when I was going through some old study books of mine, and I wanted to pass it along to you, because it’s an easy way to pick up a few bucks.

It’s called “The Private Sale,” and frankly, even a rube like me can get this one right, so listen up.

These notes were pre-Internet, so I’ll share the original idea with you and then talk about how you can adapt it to modern times.

Here’s what you do: you write a letter (in the mail) to your existing customers.  In this short letter, you let them know you’re having a special, private sale that’s taking place after hours.

You tell ‘em, only your current and previous customers can take advantage of this, and that the general public isn’t invited and won’t be allowed in.

Now since you have a real relationship with these people, you actually have to offer them some legitimate deals, so don’t mess this part up.  BUT… if you do this, you’re going to have an INCREDIBLY captive audience that’s proven to be receptive to you.

And, depending on how your business works, you can even make an event out of this.  You can do this twice a year… or even quarterly.

I buy coffee from a shop in New York City that has a really cool semi-annual sale.  And I KNOW they crush it, when they run this promotion, because I spoke to them when I was in the store itself.

In fart, let me assure you, after a while… you will find yourself generating a pretty reliable and predictable amount of cash-flow during these Private Sales.

Online, of course, you can do the same thing.  You can send the e-mails out only to your existing customers as well.

And if you’d like, you can use a code that gives them the discount, or you can offer a unique bonus, or… you can direct them to a special URL.

Again, very simple and to the point.

So don’t overlook the Private Sale – the larger your customer list, OR… the more legitimate your offer… the more it will benefit you.

Now go sell something,  Craig Garber

P.S.  Here are 22 Ways to COMPLETELY eliminate your marketing headaches — right NOW

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No matter what you do for a living, keep in mind… nothing gets bought unless it gets sold first.

And as you probably know, much of selling simply involves giving people a reason or some kind of “excuse,” to buy.

Sure, sometimes the offer in and of itself, is enough of a reason.  But other times — especially when you’re selling luxury or vanity items.. or really, just un-necessary toys… the offer isn’t enough.

In cases like this, you customer needs to “feel” like buying is just the “right thing to do.”

It’s “almost” like you’re giving them permission to buy, but really… you’re giving them permission to give themselves permission.

Confusing, I know.

Here, let me show you a good example of this.

First, understand that sometimes… giving your customer a reason to buy, is easy.

And in fact, we just got past one of THE easiest reasons  to buy, people will ever have: the Christmas holidays.

Other easy reasons why people buy are, “it’s on sale”… “we’re liquidating our stock and won’t get these in any more”… and, “there’s no place else you can get these.”

Very easy to justify buying in these situations, isn’t it?

One really cool reason I saw, AFTER the holidays, was in a e-mail Apple sent out.

The e-mail said, “Now it’s time to treat yourself.  You forgot one person on the nice list: You.

Treat yourself to an iPad… blah blah blah”

That was a very cool, low-pressure and easy to swallow, reason for customers to buy.

And of course, these are actually the reasons that will work the best: the ones that are low-pressure and easy to approve.

For example, “Now that you’re getting divorced, isn’t it time you took care of YOU first,” is a great reason to sell stuff.

And, virtually anyone can do this (if you have a fit with your product or service), by buying a mailing list of recently divorced people (or compiling it through public court records)… and sending out direct mail.

On the other hand, “Hey, you just cheated on your spouse – isn’t it time you took care of yourself,” probably would NOT work so well.

This is NOT a low-pressure, easy to approve reason to do much of anything, when it comes down to it.

Right?

Of course.

So when you’re thinking about selling, make sure you consider “low-pressure” reasons that make perfect sense to your buyers.

Help them help themselves… and everyone winds up feeling good.

Now go sell something,  Craig Garber

P.S.  Isn’t it time you finally got what YOU deserve?  Make it happen NOW, in 2012.

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Later on this week or early next, I’m going to have some cool announcements, so stay tuned.

I hope you had a great holiday and I hope you and your family have a really smooth 2012.

Like most people, I spent a lot of time at home with my own family during the last couple of weeks.

My sons are older now so they’re not around much, and it was nice to catch up with them.

I also went up to New York City for a couple of nights.  I spent one day with some very old and dear friends — guys I grew up with and still keep in contact with on a regular basis.

Oh sure, we’ve had periods of time during the last 35 years or so, where we lost contact, but it’s been far more “on” than “off” during this time.

And I don’t know about you, but for me, these are some of the best relationships you can have.  The level of comfort is EXTREMELY natural and you don’t have to worry about what you’re going to say or how someone’s going to take it.

I’m sure you have a friend or two like this as well, right?

Sure – so you know exactly what I’m talking about.

I also spent one day in the city alone with my older son, and we had a GREAT time.  I’ll try and put up some photos soon.  This kind of adventure-like alone time with your kids, is a great experience.

We saw a concert at the Beacon Theater, had excellent seats, and ate great food all day long… overall – a real blast.

But now… it’s back to reality.  It’s the New Year and we’re all busy cranking up our little machines once again, right?

You bet.

For me, maybe this is unusual, but my goals aren’t business related.

And here’s why:  I’ve found, when I’m in shape – and when I’m consistently working out and training hard… that virtually EVERYTHING else in my life, is working.

I don’t know why this is, but I think it has to do with my level of confidence.

And as you know… your level of confidence — your belief in yourself — governs the outcome of virtually EVERYTHING you do.

So while I can sit here and tell you I’m doing X, Y, and Z… the truth is, unless I’m training regularly and eating right and taking care of myself, NOTHING I do is going to work for me.

So I’m going on the record with something I recently heard.

A guy I read about, took up a 100-day challenge last year.  His goal was to simply “get moving” for 30 minutes a day, for 100 days in a row.

This is my goal for the first 100 days of 2012, as well.

And since I live here in Florida – where it’s 42 degrees right now (a little cold for us!)… there’s really NO reason why I shouldn’t be able to do this.

So even if I don’t get to do cardio in the gym, after I lift… I am going to at least walk for 30 minutes, or ride my bike, or do something that gets me moving… 30 minutes a day for 100 days.

Because I know, if I take care of myself in this area… everything else will fall into place, very naturally.

If you’d like to make yourself accountable for your goals or tasks or anything you plan on doing this year, then post them on my blog at the end of today’s post, and I’ll follow up with an update on my progress, once a month.

And this way, you can do the same thing.

Either way, I really hope you get a lot of good things this year.  Things you’ve always wanted and worked hard for… things you’ve always dreamed about… and things you deserve.

The last few years have been tough for all of us – but this is life, right?

We have up cycles and down cycles, just like the moon and the waves and… well, women!

And remember, whether you think you can, or you think you can’t — you’re right!

So post your goals here – at the bottom of this post – and we’ll go back and talk about them during the year.

Now go sell something,  Craig Garber

P.S.  When you write – make sure you keep it real! 

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OK, REALLY Big news if you’re in Europe: I’ll be in Munich putting on a very intimate, very cool workshop — and there are only 5 seats still remaining as of this minute.

On top of this, admission is RIDICULOUSLY low.  So if you want to hang out and learn from me, and get a chance to ask me specific questions about your business, then move quickly and find out how, right now.

In this small one-day workshop, we’ll be covering:

*  Copywriting

*  Lead Generation

*  Writing Sales Letters

*  A few things I’ve never revealed before

*  And we’ll also have an open Q & A session where I can work DIRECTLY on your business and fix your most IMMEDIATE and pressing problems.  So when you get back to work on Monday, you’ll have a specific, implementable, step-by-step solution to fixing the problem, NOW.

This way, you start off 2012, with a COMPLETELY fresh, new, clean slate.

If you register and seats are full, your name will be added to a waiting list.  Either way, my office will contact you and let you know what’s going on.

Now go sell something,  Craig Garber

P.S.  Rest assured, this is THE best thing you can do, to make 2012 your best year ever.

Also, this kind of workshop will NEVER ever be offered at this price, again.  Like I said, check out the details and find out why, right here.

About six weeks ago, a guy I know called and left a message on my business line.  He said he wanted to get together with me for coffee.

Now I don’t know this guy too well, and so typically, when you get a call like this, it means the guy wants something from you.

Right?

Of course.

It’s not that I don’t particularly like this guy, he’s just an acquaintance – a good friend of a good friend of mine, who I’ve met once before.

And, I’m open-minded and I always like to hear what’s going on out there, so the fact that he wanted something from me, didn’t necessarily turn me off, either.

So, this weekend, I called the guy back, and we shot the breeze for a few minutes… and then I asked him what he wanted to talk to me about.

He just said “some business stuff.”

And as you know, when someone’s specifically vague and evasive, it’s usually because they’re hiding something.

But since I was born at night, but not last night… I asked him, “Does this have anything to do with multi level you know what?”

And he said, “Well… there’s a component of that involved, but that’s not what I want to talk to you about.”

Fair enough, I thought.

And since it was a beautiful day out, I told him he could swing by my house and we’d sit out back and look at the lake and enjoy the weather, while he spoke to me about what he wanted to discuss.

And so, let me ask you… What do you think he spends 45 minutes of my time talking about?

Yes, of course.  Multi-level you know what.

Now I have nothing personally against this topic, or against this as a business.

It’s just that for a NUMBER of reasons, this isn’t something I’m interested in right now, and frankly, I probably won’t ever be interested in it.

In the end, because it was such a nice day out, I really didn’t mind spending the time with this guy.  I enjoyed a good cigar and a nice cup of iced coffee, and I got to hear his pitch.

And he’s kind of interesting to watch.  Plus, since it was kind of what I was expecting… I don’t think too poorly of him, either.

BUT… when you’re selling to people you don’t know… don’t EVER do something like this.

See, you can put on an incredibly powerful presentation — in print, in person, whatever… it really doesn’t matter.

But as soon as you get caught in even ONE white lie… the whole kit and kaboodle comes crashing down on you.

When you’re dealing with strangers, getting caught telling one little lie… people instantly interpret this as everything you’re saying is a lie.

So just… don’t… do it.

You’d be surprised how admitting a flaw or weakness in your business or in yourself, empowers you to others, and frees you of an emotional weight you’re probably carrying around with you.

However lying… even a little bit… only makes that weight heavier… and heavier… and heavier.

To the point where you really won’t ever be able to unburden yourself without experiencing lots of pain and agony, first.

Just ask around, people will tell you, I promise.

Now go sell something,  Craig Garber

P.S.  You can now book hourly consulting with me, and there is a 100% no-risk guarantee attached to this.  After 11 years and working in over 87 industries… I have NO problem giving you this protection.  We can discuss your strategy… your copy… your business obstacles — your call.

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Before I get into today’s tip… after you read this, please don’t send me a rush of e-mails about how I’m obnoxious or high on my horse.  Because if that’s all you get out of this, then you’re missing the point.  This post has nothing to do with my attitude, it has to do with human behavior.

It’s about how people act — and don’t act.  And what the results of this are.

You know, it’s interesting to watch how things play out in life.

There are definitely reasons why people are in the situations they find themselves in, and most of the time, it’s not an accident.

***
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For example, I’m trying to get rid of some large household and patio items because we are replacing them with new ones.

Someone suggested I post these items on Craig’s list.

I’m really not looking to make money on them – what I want is to get someone to just take them away so I don’t have to deal with the hassles of this myself.

And in fact, I’m actually GIVING one of the items away — all you have to do is show up and take it.  (And yes, it’s in VERY usable condition.)  And the other item is priced DIRT cheap.

Now I know some people think Craig’s list is a good prospecting tool, for certain businesses… and I’m not debating that.

But the reality is, MOST of the people on Craig’s list are looking for bargains because they can’t afford much more.

And do you know what the main difference is, between people who can’t afford a lot, and people who can?

The people who can afford more, have typically taken action on things.  And the people who can’t, talk a lot about doing things, but in reality… they don’t take action very often — if, at all.

And of course, they are, unfortunately… mired in regrets because of this.  But that’s another subject for another day.

What is relevant, however, is this: I’ve received over TWENTY phone calls from people who want to see the stuff I have on sale.  And of these twenty people, only ONE has actually gotten off their ass and driven the five to ten minutes, to come and look at what I am selling.

I find it interesting how few people are willing put any effort into getting anything — even when there’s no cost involved.

This is just life’s success filter, in action.

Hey, let’s just hope you and I are never one of these people, right?

Now go sell something,  Craig Garber

P.S.  Want more on “The Little Mistakes That Keep Men Poor?”

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I just finished this new free report, which includes the following case studies of how students of mine did the following:

*  How to boost your conversions from converting 1 in 4 prospects (25%), to… 2 out of 3 (67%)

*  How to get to the point in your business, where you’ve done so much, you are… “Almost at a loss for what to do next.”   And yes, this is not only possible, it happens all… the… time!

*  How to start a coaching program… and escalate to a top level where you’re charging $50,000!  Or, how to successfully start and run multiple coaching programs, even if you don’t have any programs going on, right now.

All this and more, it’s right here — along with a free audio as well.

Now go sell something,  Craig Garber

P.S.  After all, if you’re going to work hard, you might as well get paid for it, right?

An optimistic young salesman was found walking around the office one day, with his shoulders slumped and his normal smile missing.

Apparently, he’d just lost an important sale and was feeling disappointed.

Sometime shortly after the young salesman’s disappointment, an older (and much wiser) veteran salesman comes strolling through the office.  The old salesman often mentored the younger man, and sensing something was wrong, he immediately walked over to his young protégé.

In trying to break down and analyze what happened, the young man said, “Well, I guess this just proves you can lead a horse to water… but you simply can not make him drink.”

“Son,” said the old salesman… “Let me give you a piece of advice.  Your job isn’t to make him drink. It’s to make him thirsty.”

And in a nutshell, this is the secret to selling.  Contrary to what most people will tell you, you  cannot create “want.”  People WANT or DON’T want to buy things… already, on their own — with… or without you.

However, once you are able to attract those people who are likely to want what you’re selling — who already have a “taste” for the drink you’re serving… all you need to know is how to make them even thirstier.

And then… they buy… and your job is done.

Have a great weekend.

Now go sell something,  Craig Garber

P.S.  Find out exactly HOW to make ‘em thirsty… over and over again.

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