I received a letter from Barron’s yesterday asking me to renew my subscription.
Several months ago I didn’t renew my Barron’s subscription and they’ve been bombarding me with offers letters to renew ever since.
I had no plans to renew my subscription and as I was just about to toss this letter, on the back it said…
“FREE GIFT” with a picture of a nice Black Sports Bag…WOW.. Just for a moment I saw myself holding a Black Sports Bag.
However, before I saw the picture, I had tossed the envelope in the trash, and…
… well you can’t just toss away a “FREE” Black Shorts Bag, right?
So I reached into the trash, pulled the envelope out, opened the letter, (I told myself, I’m not gonna renew, but I’m just curious to see what’s inside)
Again, I had no plans at all to renew my Barron’s subscription. Not because it’s not good reading, I simply don’t have the time and all my magazines are just piling up on my desk.
But how can I say “NO” to a FREE Black Sports Bag?
I was HOOKED…So of course I’m renewing my Barron’s subscription…oh well!
Here’s the lesson I learned and you should to…
There are several very important psychological triggers and attraction marketing techniques use here and that you should use in all your marketing.
First…
There was something of perceived “value” inside.
One of the greatest copywriters of all time, Gary Bencivenga said… “make your advertising itself VALUABLE.”
People are quick to dismiss, toss out, hit the delete button the moment they sense it’s a sales messages or an ad, agreed?
“People like to buy, but they don’t like to be sold.”
If your anything like me…you maybe like that too. A lot of people are like that today. People are afraid they will be SOLD.
Here’s an interesting fact…“People like to buy, but they don’t like to be sold.”
THAT IS UNLESS…
There’s something of value inside, and you simply can’t throw away something you think has some “value”… even IF they know it’s advertising and they maybe be sold.
Secondly…
The word “FREE” is such a powerful word, most of us will stop and take a look. People Love FREE stuff.
**Be careful with FREE.”
A lot of people today have heard FREE only to be wangled into purchasing something. Free can be overused, but if positioned correctly, it can make a HUGE difference in your marketing.
Like in my case, they’re not just giving me a FREE Black Sports Bag… they’re giving me an “Exclusive Executive Traveler Black Sports Bag” for FREE with my subscription.
Everyone likes free stuff, so use this wisely in your ads.
And lastly…
This is a BIGGIE, when you look at how Barron’s combined the 2 principles above, they gave me a “REASON WHY” to open and respond to this offer.
All of your advertising needs to contain this “Reason Why” element.
I hear it all the time….people are BUSY.
They are bombarded with hundreds of commercial messages all day long from the radio, TV, magazines, billboards, mail, computer, etc.
- If You want people to act…
- If You want people to to click on your link…
- If You want people to to opt-in to your list…
- If You want people to to open your email…
- If You want people to to buy from you or join your business opportunity…
Then you have to give them a “REASON WHY.”
And when you can make it strong and emotional, that’s gonna make it compelling and almost “force” people to act on it. In my case, a Black Sports Bag.
Make it strong and emotional and They have no choice but to at least explore what you have and go down the path you’ve laid out because this MAJOR psychological trigger is a massive force, that causes people to react on a subconscious level… where ALL selling and decision making is done.
This is the “secret sauce” behind hands-off automatic lead generation and the engine that makes the wheels of your online marketing business spin.
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Cheers,
