The Secret Copywriting "Shortcut" of a Multi-Millionaire Lawyer Who Refuses to Advertise
By: Ben Settle
If you'd like to know about a truly "fool proof" way to completely avoid the hardships, pain and general run-of-the-mill "hell" of writing your own sales letters and ads, then you're going to love this article.
Here's why.
A few years ago my wife and I went through a "lemon law" lawsuit with a truly scummy automobile company (as far as customer service is concerned) and went shopping for a lawyer. And even though the whole process was about as fun as getting a prostate exam, I learned an incredible marketing lesson from the lawyer we hired.
You see, when we met with the lawyer we ended up hiring, there was something very different about his office compared to all the others.
There were no magazines spread out on the tables. No coloring books or toys in the corner. No water machine or coffee maker. There wasn't even a television blaring the news or ballgame. In fact, besides the giant "lemon" (this guy deals only in lemon law lawsuits) he had on the wall, the waiting area was as bare as a horse's skull on the desert.
Except for one thing.
There were five or six (maybe even more, I don't remember for sure exactly how many) gigantic (3-inch) binders in that room placed next to each seat. And looking through those binders was really the only thing you could do to pass the time.
Now here's the kicker: Each of those fat binders was stuffed (cover to cover) full of nothing but testimonials from happy clients. Not just your ordinary "run-of-the-mill" testimonials, either. I'm talking about detailed and passionate testimonials. Some of which were several pages long.
Now, in that situation do you think we had ANY doubt we were dealing with the right person for the job?
Heck, we were "sold" before we even saw the lawyer. Didn't need to see his credentials. Didn't need to check his references. Didn't have to look at his website. Didn't have to do anything really, except sign on the dotted line and get the ball rolling.
So what's this got to do with your business?
Everything -- if you happen to sell a product or run a business of which there is a basic "assumption of competence". That means it's already assumed you're competent at what you're doing. Lawyers, dentists, painters, office cleaners, accountants and other "service" businesses usually fall into this category.
If this is you -- and if you have enough testimonials, and if you run a business where it's just sort of assumed you can do the job by the majority of your customers -- you could basically just send out a short cover letter (or even post some copy on your website briefly describing what you do) and then let those testimonials do all the "talking" for you.
No wrestling with your keyboard. No frantically pacing the room. No wringing your hands in frustration at 3 am in the morning trying to "create" a killer sales pitch. You just let your customers do the "selling" for you.
About The Author:
Ben Settle is one of the few direct response copywriters in the world who really puts his money where his mouth is - structuring his deals so he gets paid only from the results of the sales - and not on any up-front fees. Although Ben is not currently accepting new clients, he freely shares his ideas and tactics on his blog at: http://bensettle.com