Wimpy Copywriter = Hungry Kids

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The Story: It’s one of the most common mistakes in all forms of selling – not asking for the sale.

Hard to believe? Maybe. But it’s true anyway; people just don’t want to ask for the order.

The Point: There comes a point where you’ve presented all the benefits of your offer; you’ve demonstrated its value; you’ve supplied lots of credible testimonials; you’ve shown your iron-clad guarantee… and you just need to ask for the sale.

On the Internet, this can be as easy as putting in a link that says “Order Now”.

The Resource: Gitomer

3 Ways To Un-Wimpify Your Copy:

1. Ask for the order plainly.
2. Ask for the order early.
3. Ask for the order more often.

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6 thoughts on “Wimpy Copywriter = Hungry Kids

  1. Hi Ray,

    You made some good points – especially in your podcast, which ties in really well with your headline. I’d like to add my two cents worth because of what the title of your post made me think of – Hungry Kids, McDonald’s and how to “Supersize” your copy.

    Anyone who has every ordered anything at McDonald’s has met with that incredibly subtle question – the ubiquitous “Would you like fries with that?”

    It’s an amazing upsell that most of us don’t even notice anymore – and more importantly, we don’t resent. (I completely agree with your point that’s one of the unvoiced fears most entrepreneurs have – maybe because of what our mothers taught us about being rude – we’re afraid people aren’t going to “like us” if we ask for the sale because we’re being “pushy.”)

    So why don’t we resent the McDonald’s employee?

    Because our self-interest has kicked in.

    We already want the Quarter Pounder with Cheese.

    And we know how good those fries will taste with it.

    But I love the fact that after that first upsell, you get a second one. “Large or Medium?” (Small isn’t even mentioned, although it’s on the menu.)

    And then, there’s even a third upsell. “Would you like to supersize that?”

    McDonald’s discovered years ago that if they ask if you “want fries with that?” most people say yes.

    And if they ask if you want it large – again, more of us will say yes.

    And supersize it? For only a few pennies more? Yeah baby!

    When it comes to selling to kids – that where I think McDonald’s has really got it down to an exact science.

    I’m talking of course about their often duplicated “Happy Meals.”

    They give kids a variety of choices – hamburger, cheeseburger, McNuggets…then fries, carrot sticks or potatoes…and so on and so on.

    Kids are being conditioned to place an order, make a choice – and before long, they’re upsold to the “Big Kid’s Meal.” No wonder McDonald’s has sold over a trillion hamburgers and still counting…

    Now I’m not saying that your sales copy should take on the look or feel of an assembly line or that you should be cranking out carbon copies of anyone else’s sale copy.

    But I think McDonald’s offers an excellent example for any budding copywriter to look at.

    First of all, they lead you right to the sale. (Okay, so it’s a little harder with copy than just saying “Can I help you?” But you know what I mean…)

    It’s after you’ve placed your order (which you explain really well how to do in this post), but before the sale has been completed that they offer their upsells – not once but several times…

    Get that right with your sales copy and you won’t ever have to worry about having hungry kids. (Just don’t take ’em to McDonald’s all the time…)

  2. I loved Jeffrey Gitomers – Little Red Book of Sales Answers. It is available at every library in the word. There is no excuse not to read it. And it makes a great addition for anyones personnal collection.

    What is the point of your page?
    What action do you want the visitor to take?
    Ask for that action and make it painless to do it.

  3. Thanks for the info on Gitomar’s ideas and his book. I’ll have to pick that one up and add it to my burgeoning library. : )

    Seems like asking early and often simply allows resistance to be broken down. Plus people actually do appreciate clarity, especially in this attention deficit age. There is simply too much info to sort thru all the time.

    Here’s how I’m understanding it:
    Get to the psyche early and often. Sell throughout, close with the power of audio or video testimonials. If you can employ techniques for these features that enhance readablity/usability, you’re operating on all cylinders. Love it.

    Great blog content and comments everybody. Stumbling upon Ray is a goldmine. Though nothing in life happens as an accident! : )