Greetings,

Well, we're back to normal with delivery times this week - all the major moves for my family have been completed. You don't realise just how much you accumulate until you have to move, do you?

I remember reading about one of those Wise Men who limited his possessions to 50 items - that included clothes, eating and cooking utensils, items of furniture, books, writing implements etc ... 50! Whenever he wanted anything new, he gave away one item, so the total was always just 50. Take a quick survey of your own possessions and you'll be astounded at just how many Things we accumulate in our lives.

This week's article focuses on what you can learn from a vacuum salesman so you can improve your sales... a bit ironic, given my introductory remarks about having Too Much ... but we're interested in selling our customers valuable products that will solve their problems and benefit them in some way. By following these tips, you'll be able to convince our Wise Man to part with one of his possessions just so he can buy one of your products!

Remember, all past issues of this newsletter are archived on site - feel free to browse :) and if you'd like some help with your writing, you might like to subscribe to my other, free weekly newsletter, the Write Way.

Regards,

Jennifer 

If inexperience is standing in the way of you starting your own Internet business, here's a comprehensive guide to get you started!

 
Advertising Secrets I Learned From The Kirby Vacuum Cleaner Man
by Karon Thackston (c) 2001
http://www.ktamarketing.com

I was just sitting here at my computer (as usual) when my
husband walked in and announced, "There's a man here to see
you".  What?  I wasn't expecting anyone.  "Who is it", I asked.
"Some guy who wants to speak with my wife."  OK, my husband was
home so I knew I was safe.  I ventured outside to see who it was.

I was promptly met on my porch by a smiling face who presented me
with a free box of laundry detergent.  This seemingly nice young
man told me he was in the neighborhood and wanted to give me this
free gift.  Being the skeptic I am, my first thought was, "Oh
yeah... and what kind of sales pitch?"

He proceeded to walk to his truck, then turned and asked if I
had a minute.  "Yep, here it comes", I thought.  I said I was a
little busy but asked what he wanted.  The smile came back to
his face as he said,  "I want to make your life easier."

(Secret #1 - Give your customers something absolutely free of
charge.  This makes them appreciative and brings about a feeling
of good will.  It can be free useful articles, a free ebook, a
sample or trial... anything free.)

He began to pull box after box from the back of his SUV.  As he
approached my door, loaded for bear, he asked if I would allow him
to vacuum and clean my carpets... all free, of course.  At first I
was going to turn him down cold.  I wasn't in the vacuum or carpet
cleaner buying mood.  But then I wondered if I might be able to
learn something from this representative of one of the most
successful vacuum cleaner companies in America.  I decided to
give in and allow the demonstration, hoping to glean some
"secrets" I could use in my copywriting.

As he walked into the living room, he began to set up the vacuum.
Small talk followed.  He complimented me on the interior design
of my house, asked what brand of vacuum I used, how I liked it,
how old it was, if I had considered buying a new vacuum, if
anyone in my family suffered from allergies and how much time
I spent cleaning house. 

(Secret #2 - Get to know your customers.  By collecting this
information, the salesman was mentally tailoring his "pitch"
to suit me.  He was making notes to include the elements of
his presentation that would appeal to me personally, and leave
out those that would not.)

Next, the Kirby man (who I'll call Roger), began to ask me
questions that I would obviously have to say "yes" to.  This is
reminiscent of the Dale Carnegie style.  Roger asked, "Would you
like to be able to spend less time cleaning with better results?"
He asked, "Would you like to know that the allergens AND the dirt
are taken out of your upholstery and carpeting?"  And finally,
he asked, "Would you like for your new carpet to last twice as
long?"  Needless-to-say, the answer to all three was "yes".

(Secret #3 - Get them in the habit of saying "yes".  Dale
Carnegie made a point of this in his book How To Win Friends
and Influence People.  If you get someone in the habit of saying
"yes", they are going to be more likely to agree with you when
it comes to other questions (like, "are you ready to buy a new
vacuum"!)

Roger asked me to get my old vacuum from the closet.  I did. 
He asked me to bring him a box of salt.  (Yes, I saw it coming
but I did it anyway.)  He began to pour the salt onto my carpet.
Then (as expected) he ground it in with his foot.  He took my
old vacuum and asked me to let him know when I thought it had
sucked up all the salt.  On came the vacuum and the challenge
began!

After about 15 passes, I instructed Roger to stop.  He did. 
Then he reached behind him and rolled over the Kirby G6 -
Limited Edition.  He opened the latch where the bag goes and
placed a black, thin pad over it.  Next, he flipped on the
"onboard transmission", put the vacuum into "drive" and began
the first part of his demonstration.

Just 6 passes later, he stopped the Kirby, opened the bag latch
and pulled out the black pad.  It was covered with salt!  It was
also covered with dirt, sand, lint and hair.  It was extremely
gross, not to mention embarrassing!

(Secret #4 - Prove your point.  Just telling someone that your
product or service works means nothing.  You have to prove that
you can and will do what you say.  If you can't offer an online
demonstration; use testimonials, offer references that tell about
before and after results. Or give a free trial period so the
customer can check it out themselves.)

"I know you're busy, ma'am, but I just wanted to show you that.
I'll finish vacuuming now and then clean your living room", said
Roger.  I knew Roger and I weren't finished yet, but I went back
to my computer like a good little prospect and let him do his
work.

Sure enough, about 10 minutes later, Roger asked where he would
find our trashcan.  I walked around the corner to see what needed
to be thrown away and was immediately horrified!  He had used
those little pads while vacuuming the entire room!  There were
disks all over my living room just covered with hair, lint,
fibers, dust, sand and who knows what else. The fear of creepy-
crawly things in my house started to rise up within me.  All
this junk was in my carpet?  How disgusting!  My house wasn't
as clean as I thought it was.  "I'm sorry for the mess, ma'am,
but we are only allowed to use these demonstration pads to
vacuum with.  I'll throw them away if you'll show me to your
garbage can."

(Secret #5 - Play on emotion.  By leaving all those little
demonstration pads around the room, Roger was subtly telling me
that my house wasn't very clean. He was reminding me of the
initial conversation we had about allergens and getting my house
cleaner in less time.  It was working, too.  I began to think
about all the mess deep down inside my carpet, and drapes, and
rugs, and upholstery.)

"Can I try to get these stains out for you", was the cry from the
living room.  "Sure, go ahead", I replied.  Roger continued to
work, as did I.  A few minutes later he asked if I would come see
if the stains were still noticeable.  They weren't!  I'd tried to
get the stains out before but had no luck.  "Good", Roger smiled,
"I'll clean the rest for you now".

I continued banging on my keyboard until I heard the whirring of
the motor stop.  Roger peaked around the corner and told me it
would take an hour or so for the carpet to dry enough to walk on.
"Do you mind if I get my gear together in here?"  I agreed.

As he was putting up hoses and attachments, he began to explain
the extreme versatility of the Kirby G6 - Limited Edition.  The
package he had with him that day came with a base vacuum which
offered an "onboard transmission" so the motor wouldn't wear
out.  It also allowed the vacuum to be easier to push.  It
offered the ability to blow as well as pull suction.  This, as
Roger explained, was useful for blowing up pool toys or
inflatable balls - and for deflating air mattresses, etc. so
they would lie completely flat for storage.  The carpet
cleaner attachment would...  Well, you get the idea.

(Secret #6 - Focus on benefits, not features.  We've all heard
the phrase before, however most don't apply it.  I wouldn't care
anything in the world about a vacuum with "onboard transmission"
because I don't have a clue what it is or what it does for me.
Once explained, however, I love the idea of a vacuum that
"drives itself".)

Lastly, after the full tour of how easy the vacuum was to
operate, how much cleaner my house would be with less effort,
and how versatile the vacuum/carpet cleaner was... we got to
the price.

Needless-to-say, with Kirby's reputation, I was expecting to
pay and arm and a leg.  However, Roger simply said, "All this
can be yours for just $3.00 per day".  That didn't sound so bad.
"For how many days", my cynical self asked.  Roger laughed and
pulled out his pricing sheet.  To answer the question that
you've had since the beginning of the article... Yes, I bought
the vacuum.

(Secret #7 - Save the price for last.  Get them to love your
product or service and then - if possible - break the price
out into as small an increment as you can.  This saves the
prospective customer from suffering "sticker shock" and makes
the item appear more affordable.)

Was it worth it?  Yes and yes.  It was worth my time to find
out how one of the most successful vacuum cleaner companies
in America does it's sales magic; and it was worth the price
of the vacuum, too.  I learned a lot from the Kirby vacuum
cleaner man, and my house looks great!

Karon is Owner and President of KT & Associates who offers
targeted copywriting, copy editing & ezine article services.
Subscribe to KT & Associates' Ezine "Business Essentials" at
BusinessEssentials-subscribe@topica.com or visit her site at
http://www.ktamarketing.com

If you can't wait to start writing powerful sales letters that work, here's a helping hand

You have to feel sorry for this fellow:

The office Romeo came upon this pretty new temp standing in front of the paper shredder with a confused look on her face. He asked if she needed any help and she said, "Yeah, how does this thing work ?" 

He took the papers from her hand and demonstrated how to work the shredder. She stood there a moment with yet another confused expression, so he said, "Any questions ?" 

She said, "Yeah, exactly where do the copies come out from ?"


Quick Tip

Is It Ad or Add? (c)2001
Pamela Geiss

I am constantly amazed at the number of ads I receive that have misspelled
words in them. I do realize that there are business people on the Internet
whose first language is not English, but I see an inordinate amount of people
whose first language IS English making either spelling errors or using
incorrect English. For example, lately I am getting a lot of "free adds". For
those of you who do not know, the word "add" means to be in addition to. For
example, "Let me add my 2 cents to what you just said." The word "ad" means
commercial. For example, "How much do you charge for an ad in your ezine?" To
help you remember it, notice that the word "advertisement" only has one "d"
in it. Thus, the shortened version of "advertisement" is "ad".

When you make errors in your AD copy, you "cheapen" your offer. People who
know better will think, "Why should I take the advice of someone who doesn't
even know how to use proper English? They can't know but so much if they
don't even know how to speak their own language!"  You may think people don't
notice, but THEY DO NOTICE! You only get once chance to sell to that person,
so it's very important that you do a good job of it!

Did you ever hear the saying, "You only get one chance to make a first
impression."? When you walk in the door, people will automatically "size you
up" the first time they set eyes on you. Well, it's the same with your ad.
Your ad is your first impression - don't be careless with it. Get yourself a
good dictionary (you can download a free version of the Webster's Dictionary
at Cnet.com) and a good English grammar book. Then USE THEM! Do not depend on
a spellchecker to do it for you. Spellcheckers only find misspelled words.
For example, as I told you at the beginning of this article, the word "add"
is a legitimate word and so is the word "ad"; therefore, a spellchecker will
not point out these words as misused because they are spelled correctly. So
far, spellcheckers can only find misspelled words, not misused words.
============================
Pamela Geiss is the owner of LotsaPerks, an online advertising agency. She
publishes a free ezine, the "LotsaPerks Newsletter". Visit her today at
http://www.lotsaperks.com 

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