Yesterday I was going through a 7-Step Sales Copy Overhaul
with a client of mine - www.KingOfCopy.com/salescopyreview -
and he was having a bit of a problem "describing" what he
was selling. He couldn't seem to find the right sales copy
so he could "get to the point" describing himself or his
selling process.

Frankly, he was selling himself short, by cutting his sales
copy and his descriptions short, because he wanted to make
sure he was "getting to the point" quickly enough.

You see, we've all been conditioned throughout our lives,
to... "get to the point".

Early on in your career when you first started selling, your
prospects knew they had leverage over you and so they
demanded you "got to the point".

When you were little and you were trying to explain away one
of your episodes of mis-behavior, your mom or your dad
would say "Come on, get to the point."

And while "getting to the point" may be all well and good
when the person you're speaking to, actually understands
what the point is...

Getting to the point too quickly in your sales copy, usually
leads to...

Disaster!

See, my client is a bright guy... he has an excellent
understanding of his own product... and he was keenly aware
of what he was missing -- but he just couldn't put his finger
on exactly how to fill in the gaps and what to fill them in
with.

And because he was concerned about "getting to the point" --
and because by nature he tended to be on the quiet side...
he wound up short-cutting critical descriptions about the
products he was selling.

When I asked him to give me verbal descriptions though, he
was right on the money.

All he needed to do, in this case, was NOT be so worried
about getting to the point, and instead just sell the
thing.

You've got to remember -- while you certainly don't want to
"waste" any words... for the most part, your prospect
DOESN'T have the foggiest idea what you're talking about in the
first place unless you tell them.

Don't be SO pre-occupied with "getting to the point", you
take too many short cuts and your prospect winds up with no
idea of what you're even selling.

The truth is, you DO need to have longer conversations with
your prospects, educating them and empathizing with them...
and that's why (good) long sales copy outpulls (lesser quality)
shorter sales copy.

The trick is, just be entertaining along the way, and of
course, never... EVER... commit the cardinal sin of marketing,
which is... being... boring.

Now go sell something,

Craig Garber
http://www.KingOfCopy.com

P.S. Check out all the prior archives you've been
missing, right here at:
http://www.kingofcopy.com/tips/tiparchives.html

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