My wife and I were sitting in the car dealer's cubicle.
The moment of truth was arriving fast. We had taken a test drive and made our final offer. The salesman had "taken our offer to his Sales Manager" (yeah, sure), and returned to us to engage in the final, desperate hand-to-hand battle.
Man, he came on like gangbusters. He used every pressure technique ever devised. He pushed and pushed and pushed some more, but I bravely stood my ground.
Finally, when it looked like we were literally ready to walk, he leaned towards us and said, "Ivan and Wendy, let me tell you something. My daughter recently died of Leukemia, and I really need to make this sale. Can't we do business?"I kid you not. This guy was so low that he would either:
1. Lie in the most despicable way imaginable. Or . . .
2. Use the death of his daughter as a sympathy-getter to close the sale. Nice.
So why am I telling you this?
Because if the car salesman I mentioned was a "10" on the hard-sell scale, many marketers are namby-pamby "1s."
It's true. So many marketers go though the expense of copywriting an email or direct mail piece and then fail to close the sale. All too often, an email, sales letter or ad will end with a simple listing of an 800 number or a URL. Pity.
Let me give you a typical example how an email I recently received ends. (Company name and URL changed.)
Finally, Anonotech is easier to use than ever! A totally redesigned interface gives you one-click access to all of its powerful features. Download a free trial version at:
Yeah. That's where the email ends! Not very motivating direct mail copywriting is it?
What's the RIGHT way to get the prospect to act? There are many ways to get prospects moving. This direct response copywriter gives you just four.