Get The Heads A-Bobbin’
Are you tired of launching marketing campaigns, only to have them fail because nobody reads past the second paragraph of your landing page or sales letter?
Well, there’s a powerful secret for getting past your prospects’ sales resistance.
A mentor of mine once told me that the most important aspect of any marketing message is to get the prospect to agree with you, as early as possible. In his words, you should always try to “get the heads a-bobbin’.”
In fact, whenever he gives a public speech, he always begins the speech with a common-sense question designed with one purpose in mind: get the people to shout ‘YES’ right at the get-go. This technique has helped him to become one of the most prolifically successful marketers and public speakers of our time.
Why is agreement so fundamental?
Psychologically, when your prospect agrees with what you say, she is open to hear more. She is more likely to give you the benefit of the doubt when you make a claim about what you’re selling. Getting your prospect’s agreement builds that all-important trust, and causes her to start identifying more closely with you.
You’re speaking her language. You believe what she believes. You and she are on the same team.
Studies have shown that the word “Yes” is the only truly positive word in spoken language. Saying “yes” will cause your prospect to subconsciously open doors for you, doors which otherwise would be locked and barred. In fact, the word “yes” sets up a positive response, neurologically, even when it is said grudgingly or sarcastically.
Why are questions so powerful?
Questions give your prospect’s mind no choice but to start searching for an answer. It is virtually impossible for her to read a question and not have some kind of response come up. When that response comes, it is based on all her internal beliefs and filters. In short, the prospect believes her own answer is true, without question.
Now here’s the powerful part.
When you ask a question that you know has only one common-sense answer, you trigger your prospect’s mind to create an answer: an answer that you know ahead of time, yet your prospect will believe unquestioningly.
Think about it. Suppose I ask you, “What is your favorite color?” Each person who reads that question may have a different answer. I have no way to know the answer ahead of time, so I can’t link your answer to my sales argument.
Now suppose I ask, “Don’t you hate it when you meet somebody in the grocery store who you’ve known for five years, and the second you see them their name goes totally blank?”
99% of people who read that question are going to say ‘YES!” This creates agreement and activates the power of the word “Yes” in their psychology, and also allows me to proceed with my sales argument with the knowledge that the prospect almost certainly said “Yes”.
(By the way, this question was one proven successful lead-in for selling a very popular memory-improvement course several years ago.)
When you build your sales argument from that affirmative response, you are building on a solid foundation, and your prospect will find it much easier to accept your claims as true. In effect, your prospect now must argue with herself to avoid making the purchase.
Now, your claims and sales argument still need to be logical, realistic and true. If at any point you make too large a leap for your prospect to follow, the trust you’ve built crumbles and your letter goes in the trash.
But done properly, this technique of getting a predictable and resounding “YES” right at the start of your sales pitch will boost your response rate and keep your prospects reading right up to your call-to-action.
One last thing: go back to the beginning of this post, and notice how I started the article.
I got your head a-bobbin’.