There are many time-tested selling formulas that are used as the “skeleton” or structure for marketing messages. Knowing them saves time when creating those messages.
They can be combined as “mix-n-match” or used separately to provide a variety of messages.
- Problem-Agitate-Solve. Probably the most common. Point out a pain point the reader/viewer/listener is dealing with. Paint a picture to intensify painful emotions. Then present the product or service as the solution to relieve the pain.
- Membership. Identify the reader/viewer/listener as a member of a group that share a passion. Think Harley Davidson owners. Also, think of upper-class individuals who enjoy showing off their luxury goods, like Rolex watches and custom jewelry.
- Something for nothing. This approach is commonly used for lead generation promotions, where the customer provides contact information in exchange for valuable information or a valuable gift.
- “A or B”, “Yes or Yes” option. Taking any of two or more alternative offers results in a sale. “Would you prefer the basic or the deluxe package, which includes these bonuses?”
- Urgency. Common approaches include expiration date and limited quantity offers.
- Overwhelming proof. Extraordinary benefits proven with testimonials, photos, laboratory test results, or an endorsement by an authority.
- Ben Franklin approach. List the “reasons for” (benefits) overwhelming the “reasons against” (objections.) (Ben Franklin shared this approach to making decisions in his Autobiography.)
- Money at a discount. Commonly used for business opportunities or education for valuable skills. “Invest $3,000 today and earn $30,000 during the next three months.” (Be prepared to prove it.)
- Gift with purchase. Made popular in department store cosmetics departments by Estee’ Lauder.
- Fear of missing out. Point out the opportunity cost of not buying.
- Highlight a benefit of working with this vendor. For example, Nordstrom has built a reputation of outstanding service and standing behind its merchandise. Wal-Mart is “the low-price leader”.
- Compare apples to oranges (oblique comparisons.) Build the value of what you offer by referring to something indirectly related. Commonly used for information products. “Based on our consulting rates, it would cost you $100,000 for us to assemble this information for you. You can get our video training program with the same information for $997.”
- You (your family) deserve it. Often used for selling timeshares and vacation homes. Also useful for other luxury goods. “All of your life, you’ve worked to be in a position to provide the fine things in life to your family. Now it’s time to smell the roses and enjoy the fruits of your labor. You and your family deserve to have this vacation home.” “This jewelry is so beautiful. And you deserve to have it.”
- Negotiated sale. Can be combined with alternative choice. “Which of these choices provides the benefits you’re looking for within your budget?”
These are “building blocks” that anyone involved with selling a product or service should know.