Copywriting Lesson #7 - Maximizing Customer Value and Your Sales

Buying a product tends to be accompanied by a positive emotional
response. The customer obviously feels as if they've done well
for themselves, getting a product that offers something that
will alleviate some sort of pain their feeling and replace it
with the pleasure that comes with having that pain addressed. In
fact, some psychologists theorize that these are the two primary
psychological motivators in human beings: Increasing pleasure
and decreasing pain. 

Once the customer is in a buying state of mind, it makes sense
to take advantage of that by offering them more. Make certain
that, at the end of the copy, they're offered another
opportunity. This is called upselling and is a basic sales
skill. 

Consider the situation if one calls into a home shopping service
that operates via infomercials. As soon as the customer
announces to the operator that they'd like to purchase a given
product, they're made aware that there are other products that
naturally go along with their intended purchase. They may also
be offered an extended warranty or some other bonus for their
trouble. In some cases, it's actually difficult to simply make
the original purchase because of all that's being offered in
this manner. 

The last part of the sales letter should offer a similar
service. Throw in a few bonuses for a little extra money. Offer
additional products that go along with the ones being offered or
make a convincing segue into another product entirely. 

When a customer already has their credit card out, they're ready
to buy and will be easily persuaded to spend a bit more if
they're being offered something valuable. This isn't exploiting
a state of mind but simply addressing the customer's desire to
have their most basic needs met at the time when they are
present in their mind to a great degree. 

Never give up this opportunity. Once the customer has been
convinced, it makes sense to ratchet up the sales a bit.
Upselling is an incredibly important sales technique and is much
more easily accomplished than is making a sale from scratch.

To Your Success,
YOUR NAME

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