Make a Promise, Grab a Sale
by Dr. Kevin Nunley
Cross my heart and hope to die; swear on my mother's grave;
the truth, the whole truth and nothing but the truth, so help
you God. These are all promises. Whether these statements are
used to make a false promise or not, they all do one thing;
they make the promisee feel secure.
One of the quickest ways to get a potential customer's attention
is to make a promise. In marketing, that promise should be the
first thing they see, so it should be embedded in the headline.
A headline should appeal to an immediate need. Regardless of
who your target audience is, all people have the need to feel
secure; to know that an advertised product or service can fulfill
the advertised claim. That is where the promise comes in.
Now, this doesn't mean that you should say the words "I
promise," only that they should be implied. Offer a benefit
and phrase it in a way that says, "We are completely confident
in what we claim."
But beware the false promise. Though plenty of advertisers
make them, a false promise will only sell a product or service
once. If you want to create long-term customers, make a promise
that your product or service can fulfill. Once they see you
are as good as your word, they will feel utterly secure. And
security is what really sells a product.
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About the Author
Kevin WRITES your professional copy--web site copy, sales letters,
ads, press release and more! See http://DrNunley.com.
Reach Kevin at kevin@drnunley.com or 801-253-4536.
