1. When writing do you go all the way when describing outcomes?

For example if something like this was said:

"You might win, or you might lose."

If it stops just at win it would imply the other outcome. Would it be best just to keep it shorter and not go all the way to describe the other outcome?

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2. Is it better to abbreviate words? Like instead of saying advertisment just say ad or ads instead.

Then there are other abbreviations that might not be understood so easily, like the name of an organization. Would it be best to name the organization once and then if referred to later abbreviate it.

Also, different variations of words. Like car, vehicle, automobile. Is it better to use the most commonly used one or the shortest one?

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3. Is it better to attempt to remove any referrence to yourself in a letter?

For example if this was written:

"When you read what I've wrote."

It could be said without I've like this:

"When you read what was wrote."


Just some questions on things I've been noticing in my practice copy. They are most likely trivial things that won't have much impact, just looking for some thoughts though.

In answer to question number one. Think of it like this...

When selling a product or service face to face, would a good salesman bring out the negatives? Certainly not.

You only want to bring up positives.

Of course you would also answer any objections your prospect might have, but when doing so, make sure you do it in a way that it only ends on a positive and not a negative.

#2 I've always believe it depends who your target market is. You need to understand their language and use it thoughout your copy.

#3 You can, but be careful not to fall into the trap of writing all about you. It needs to be what it does for "them" (the customer).

If your testimonial is strong enough about what you're selling, then yes, you can do this, but I believe it is much stronger coming from a non-biased third party, especially if it's "your" product you're selling.

Stephen, I respectfully disagree with one of your responses.
If all I do is bring up positives of my product or service to my prospect, he may distrust me or look elsewhere for other opinions before buying.

If I answer what I believe may be his objections or negatives before they arise, the significance of the negative diminishes in the prospect's mind.

For example, you can say in a face-to-face meeting, here's the benefits of this widgit and here are the differences between this widgit and that of the other widgit you've been considering/the competition.

If that statement is expounded upon in a neutral manner, the salesman gains credibility in the eyes of the prospect.

You're more experienced as a copywriter than me, but doesn't the same principal apply to copywriting?

Yes, we should concentrate on the positive benefits of our product or service. But shouldn't we address the potential objections in our copy BEFORE the prospect brings it up?

Looking forward to hearing your thoughts on this....

Rob

Rob, you are correct. I probably should have gone into more detail on this, but sometimes I get in a rush and don't give a full explanation:
You definitely want to answer objections BEFORE the prospect brings it up. What I'm trying to say is that when doing so, you shouldn't put it in a negative light.

Off line (real life example)... I've got this '57 Caddy I'm selling for $500.00. One of the questions the prospect has is: "why is the price so cheap".

On my end, I need to get rid of it cause it needs major work. In order for it to run, it's gonna cost me around $1000.00 for an overhaul on the engine. The tranny also needs some work, which will run another $600.00.

Also, in order to get it in good enough shape to pass a state inspection, I'll need to spend another $500.00 to replace the bald tires and a burned out tail light.

It's in major need of a paint job... more money...

So, do I tell the prospect that it's a piece of crapola or do I paint a picture of how it will look and ride after it has easily been cleaned up?

I certainly wouldn't say, "OK, I know it's a piece of junk and rather than take it to a scrap yard and get a measley $100.00, I figured I would get more by selling it to a tree shade mechanic" that could spend all his time and money on it."

No, I would show him how great he is going to look riding it around town... how he will be able to pick up the gal of his choosing... how he will be the envy of antique car collectors (and whatever else is appealing to my target market).

I would also mention that with a "little work", this car can easily sell for $20,000.00

Of course, he knows he is gonna to have to do some work on it in order to get it in this condition, but the vision is what I'm selling... not the car.

Instead of saying... "it's junk and I need to get rid of it", I could say something like...

"You know, I was going to put a little work into it and make a $17,000.00 profit from it, but I decided to use the money to buy a new boat motor instead".

Rob, I'm no expert either, but this is how I would handle it....

I believe you can bring up objections without turning them into negatives.

Perhaps someone here can give is a better scenario than the one I've just given.

I agree with you, Stephen. Your comment "You definitely want to answer objections BEFORE the prospect brings it up. What I'm trying to say is that when doing so, you shouldn't put it in a negative light" hit the nail on the head.

Many years ago, I noticed a dent on the hood of my grandfather's Rolls Royce. When I pointed it out to him, his response was "Well, of course there's a dent. How else would somebody know that the car's been driven?"

The master salesman did it again. He turned another negative into a positive.

There's an interesting aspect to what your grandfather said ... because, by the way he said it, he created the assumption in you that it's important that people know that his Rolls has been driven...

And the reason that is important is....?

That, to me, is the power of what your grandfather sliipped in, an assumption (what folks in the NLP world, particularly, but, of course, not solely, refer to presuppositions...) -- which I find far more powerful than simply having "turned a negative into a positive."

Which is not at all the only reason mentioning negatives can be useful.

Dan Kennedy mentions pointing out negatives -- and the person who describes the power of mentioning "negatives", and I'm surprised no one has mentioned, is Robert Cialdini in his book(s): "Influence:" (with various text after the colon, depending on the version -- any and all are good.)

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If you don't have this book, you should drop everything and run, not walk, and get yourself a copy...it's that good...although the downside is that it could alter your perception of how you think about your fellow humans as rational, thinking, considering, creatures..."click! whir!"

Cialdini is a Ph.D. Psychology Professor at Arizona State U. The stuff he writes about is backed with lots of credible research. So, he's not your typical "sales trainer".
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In particular, he describes waiters who manage to establish credibility with customers by deflecting them from buying the most expensive item or special ("oh, that's not very good tonight...let me recommend...") and recommends something less expensive.

Thus, establishing credibility with the customers, when, later, he recommends, perhaps, a more expensive wine, or a more expensive dessert, he's established himself as someone who has not just recommended the most expensive items, but makes out later. I guess you could call it "the waitperson's loss leader"

(Does this bring to mind to any of your experiences in restaurants...? Michel? What about on your monthly "mini-vacations" ? )

While some might argue nits, I would say that credibility is a form of proof -- and we've all been reading Bencivenga Bullets, right? And know what Gary says about proof....

Live Joyfully!

Judy

Excellent points, Judy.
I had never taken my grandfather's comments any more deeply than thinking that his mind always turned lemons into lemonade. He was doing that long before the NLP was named.

I assume that Cialdini's book that you're referring to is "Influence: The Psychology of Persuasion." I bought the book a couple of months ago, but I must admit that I haven't read it yet. I've heard fabulous things about it and that's why I bought it.

All the best.

Rob

Judy,
This is just the input I was looking for, Thanks.

So in a way, it's a down-sell of sorts. In the case above your waiter isn't being negative towards the actual (intended) product, but one similar or one that is optional. I could see how this would be very valuable.

Your propect could really be looking to buy a $40 ten ounce rock lobster tail, but instead you sell them the $30 eight ounce tail that comes with a nice, buttery crab sauce/dip. You can tell them that this is the better deal.

In fact, the profit margin on this might plate even be better for the resuraunt... this is really cool.

I haven't yet gotten the Cialdini book, but will definitely be looking into buying it. I know Michel has recommended Cialdini many times.

Rob,
Sounds like your grandfather was a heck of a salesman!

1.
Pointing out the negative in your product or service helps you trigger your prospects mind to conflict with what they were expecting.

"Hey, s/he is NOT selling to me. Please continue."
"Hey this guy / gale is serious. Tell me more."

You are creating a friendship of trust by looking out for you prospect when you point out the flaws of your product.

This would bring the customer closer to the server as a trusting friend. It has shown when the meal is over the tip amount will be much larger then if the waiter let the customer buy the $40 lobster.

Cialdini Influence of Persuasion is a great read. If you further want to wrap your head around Influence/Persuasion and have it spelt out for you in detail do look over Kevin Hogan's Science of Influence book.

2.
Use abbreviations only if your prospects understand them. How many people wondered or still wonder what a "tranny" is in the auto example above?

Sure it may not matter on a copywriter's discussion board, but if it was printed copy or talked live would this abbreviation or other abbreviated words become stoppers? Raise confusion in your prospects mind?

Your prospect may find it easier to move on, leave your product / service as they want to be happy and be well looked upon for making their purchase. If they don't know what the "abbreviated" word is, your prospect may see themselves in the future being laughed at or embarrassed on not knowing what the abbreviated word was.

When your prospect knows the abbreviated word or now knows it's a "transmission", a word that is widely known the prospects mind continues with out any stoppers. This allows you to continue to bring your customer to seeing themselves using your product / services.

Cheers

Jim
Happy New Year

Rob --

Yes, that's (one version of) the book. It will definitely cover all the important stuff.

It's NOT a dry textbook ...

Being able to make lemonade out of lemons is a wonderful talent -- if you took my reference to NLP to mean anything that would detract from that, I apologize...

Live JoyFully!

Judy