Marketing Success—How to Light a Fire Under Your
Prospects

Writing this e-tip, I am reminded of a story internationally renowned
marketer Yanik Silver shared several weeks ago that illustrates this
week’s tip perfectly. In this story, Yanik described a sociological
experiment conducted in a public library. Though elementary in nature,
the results were astounding.

The Experiment:

Every so often, as a line formed at the photocopy machine, the experimenter would join the wait. In the first several instances, he asked the person in front of him if he could cut in line to use the photocopier next. Each time, he gave a different reason.

• “May I use the copier next, because I’m in a terrible rush and I only have two pages to copy?”
• “May I use the copier next, because my wife is waiting for me?”
• “May I use the copier next, because I have to go pick my children up from school?”

In every instance what do you think the person said? “Yes.” No surprise there. He was in a pinch and they wanted to help out.

So the experimenter decided to up the ante. In several more instances, not only did he ask to cut in front of the person ahead of him, he asked to borrow money. First he asked for enough money to copy one or two pages, then several. Every time, he got what he asked for.

So he upped the ante again. This time, he did not give a “good” reason for cutting in line, but simply said, “May I use the copier next, because I need to make copies?”

What do you think everyone said to this approach? “Yes!”

Upping the ante one final time, the experimenter asked each person in front of him, “May I use the copier next?”

What do you think everyone said? “No.” They turned him down flat.

So what made the difference between his dozens of successful attempts and those that failed?

The Result:

The difference was that no matter what reason he gave the test subjects, they were all willing to comply when he gave them a reason why. They were not willing to do as he asked, however, when he did NOT give them a reason why.

So what is the 6 th step in this 9-step series to better copywriting?

Give your prospects a REASON WHY they should purchase your product or service.

Whether it’s a bonus offer, a discount or entry into a door prize drawing, the point is to give prospects an incentive to act. No matter how weak the reason, find one. Talking about how great your product or service is, without a reason why prospects should purchase, just doesn’t cut it.

Take a look at this example.

Press Release excerpt:

Lindt Chocolate Partners With Local Entrepreneur to Serve Grooms on Black Friday

Virginia Beach , VA — November 16, 2004 —Owner of The Groom’s Guide, Shaune Shelby is partnering with Lindt Chocolate this holiday season to offer free grooms’ consultations during the year’s biggest shopping days.

[sic]

Because more and more men want to play larger roles in their weddings, Shelby is advising grooms and soon-to-be grooms on ring shopping, romantic proposals, tuxedo selection, personal styling, classy bachelor parties, rehearsal dinner themes and locations, alternative and traditional honeymoon ideas and more—no matter what the budget.

This press release did more than state the facts. The highlighted portion indicates how it gave reporters and editors a reason why it was an event worth covering.

Next week we’ll cover the importance of specificity in your marketing messages.

Committed to your marketing success,
Lina Penalosa
May 10, 2005