Pile on the Reasons Why
This technique is particularly useful when there isn't one big reason to buy the product, just a lot of little ones. What if you're tasked with writing a Web site to promote a new therapeutic massage clinic. Simply saying that a massage is relaxing and makes you feel good may not be enough to attract a lot of customers to the clinic. However, if you list a lot of reasons why — better immune system, better circulation, lower blood pressure, improved flexibility, less aches and pains, younger looking complexion, insurance benefits, and a discount for first timers — then a customer may be more persuaded to book an appointment.
Don't overdo it. When piling on the reasons why, make sure each reason can stand on its own as a distinct benefit. Saying that the roof of a car will keep rain off a driver's head — just so you can add another reason why to the list — is getting a little ridiculous.
Here is an example of a Web page promoting a teleseminar for freelance writers. The topic of the class is working with designers. Although there is no single big benefit to attending the class, there are a lot of little reasons for signing up.
During this TeleClass, Michael and I will explain exactly how to set up business-building partnerships with freelance designers and design firms.
You'll learn such insights as:
How to approach a freelance designer or design firm about forming a partnership
What to say, and how to say it. (Also, what NOT to say!)
5 painful mistakes when partnering with a designer that can seriously hurt your business. (We'll show you how to avoid these.)
How to create an agreement to share clients, leads, and opportunities so you can attract more clients, faster.
How to do a joint promotional program that generates twice the business for you at half the cost.
How to get better, higher paying clients to work with you — because of your strategic relationship with a great designer.
How to save thousands of dollars on your Web site, stationery, and other marketing materials.
How to coordinate and work effectively with a designer on the same client project. (Who takes the lead? You'll find out.)
How to become known to twice as many potential clients, virtually overnight.
How to get freelance designers and design firms to recommend you to their clients — even if you DON'T have a partnership with them!
And much, much more.
In addition, they'll be plenty of time to ask questions and get all the answers you need. In fact, you might want to prepare your questions in advance.
In my opinion, partnering with freelance designers and design firms is the best way to rapidly grow your copywriting business. You'll learn faster. Get more clients faster. Reach your business goals faster. It's an unbeatable business-building strategy.
The “reasons why” approach works well because it creates a critical mass. The prospect is presented with so many little reasons to take action or buy the product that it becomes one big reason to say yes.