Tell’m What They Will Lose

The Success Margin

Friday, July 30, 2004


In the next few moments you will discover how to be a far more successful direct marketing entrepreneur.

Today I’m going to reveal a powerful yet little-known marketing tip that can increase your profits100-fold. Â This is not a misprint!

Nearly every entrepreneur, marketer and copywriter I know makes a huge mistake. Â Perhaps this includes you.

Every time you plan your marketing and advertising,do you make an offer where you stress only the benefits? Â Do you focus only on what will be gained by buying your product?

Does this sound familiar? Â Whether you have a work-from-home business, are running an internet business, or run a medium or large company, if the answer is yes, you are not alone.

As my friends in Australia say, “No worries mate.”

I’m going to share a huge success secret today I’ve never stressed previously. Â Nor have I seen anyone else do so before.

Before I unveil the way you can really make money selling your own products, lest I be misunderstood, I’m not saying “hope of reward” in your copy cannot be a successful marketing strategy. Â On the contrary,in some cases it beats all other approaches.

Indeed, I often employ “hope of reward” and “what you will gain” hot buttons very profitably.And so do other successful marketers.

Of course, the beauty of direct marketing in any form is you don’t have to guess. Â You can evaluate the result accurately through scientific tests.

Today’s object lesson is that I’ve made perhaps 100 times more money for myself and as a marketing consultant for clients worldwide pressing another hot button.

The emotion touched is fear of loss.

**  Everyone really hates to lose  **

When you tell a prospective customer what they will lose by not accepting your offer, a big percentage of them will buy!

Here are a few examples of products, marketing strategies and business types where I’ve pressed this hot button and driven sales through the roof.

**  Information Products  **

Newsletter–The Trend Letter Marketing strategy, beginning with the headline: How to Stop The Competition From Eating Your Lunch

Book–The Complete Book of Corporate Forms Marketing strategy, beginning with the headline: How to Protect Yourself From Losing Your Possessions, Your Home, Cars and Cash, All Because You Didn’t Window-Dress Your Company With the Right Paperwork

Book–Complete Guide To Asset Protection Marketing strategy, beginning with the headline: How to Make Yourself Judgment Proof

Book–How to Form Your Own Corporation Without a Lawyer for Under $75 Marketing strategy, beginning with the headline: Incorporate Yourself to Protect From Personal Liability

**  Services  **

Small Business Incorporation Marketing strategy, beginning with the headline: Use This Incorporation Service Now Before the Lawyers Prevent You From Doing So!

Government Contracts Marketing strategy, beginning with the headline: Get a Piece of the Government Giveaways Before The Money Runs Out

**  Automobiles  **

Marketing strategy, beginning with the headline: Only 7 More Custom Convertibles Left–Buy Now or Lose the Opportunity Forever

**  Estates  **

Marketing strategy, beginning with the headline: Get the Last Mansion Left Before Luxury Project Is Sold Out

**  Retail Shop  **

Marketing strategy, beginning with the headline: 1/2 Price Sale–50% Off Designer Clothes While Supplies Last

**  Restaurant  **

Marketing strategy, beginning with the headline: 2 Dinners For the Price of 1 Buy one dinner–Get the second Free This week only–Expires on Sunday

**  Free Gift Bonuses That Help Induce a Quick Buying Decision  **

Marketing strategy, beginning with the headline: Only 117 Portable TV’s Left–Get Yours Free While Supplies Last

I could go on with many more examples. Â However,I urge you to study the foregoing. Â Think about your product or service. Â Allow your creative juices to flow.

Then do a direct marketing test. Â Use online advertising via e-mail, a direct mail sales letter,postcard, or radio or TV commercial. Â Create an offer telling your prospective customers what they will lose if they don’t buy your product now.

Send 50% of a test group of customers your new offer. Â Send the other 50% of the test group your present best “what they will gain” offer.

Then compare results. Â I know from experience in many cases your new offer will pull a far more profitable response.

When this happens to you, I’d love to hear about it.

Stay tuned for continued tips and proven strategies that will increase your sales and profits.

Your correspondent,

P.S. Another reviewer of my book, How to TurnWords Into Money, states:

“Although I have no practical experience with advertising and bought your book out of mere curiosity I must admit that I am really impressed.There is not a tiny bit of the usual ‘bla,bla’ — every thing is very much ‘hands on’ and it is a pleasure to read.

“I am surprised that someone who is as successful as you is sharing his experience and insights with ordinary people. To me your advice appears extremely

“Thank your very much!”

Patrick Christener, Germany

P.P.S.”Success seldom rests on the big things. It’s doing lots of small things well over and over. Success is in the margin.