Hiya CopyStar!
Recently – I got a call from Jon Abbett – my financial planner. He’s coming to Atlanta and wanted to take me and my hubby to dinner. Jon and his wife Kathy added an additional day to their itinerary to hang out with us. Why? Just because. That’s the kinda person my “Money Guy” is. Ever since I got to KNOW Jon over 20 years ago – he’s been thoughtful, kind and caring. He took the time to understand my financial picture and comfort level. Very often I hear these words from his mouth, “Now I know what you’re about to say…” And he does! So I’ve just really come to LIKE the guy. He goes beyond helping me with my finances. He cares about my family. Takes interest in my work. Shares horror stories of raising teenagers. And even calls my mother, “Mom”! I don’t make a financial move without running it by Jon. He’s consistently given me great advice. And doggone it – I TRUST the guy! So even when he makes a suggestion I’m not too sure about – I give him the benefit of the doubt and follow his lead. And I can’t remember when he’s ever let me down! So instead of Jon flying into Atlanta and then driving another hour to get to my house – I wanted to do something special for him and Kathy. They’ve never seen the Atlanta Botanical Gardens – so I booked reservations at the delicious “LongLeaf” restaurant located inside the Gardens. That way he and Kathy can enjoy a little sightseeing after our meal. And since Jon has helped many of my family members with financial planning – they all wanted to come! “The more, the merrier!” said Jon. So our group of 10 had an amazing lunch in a beautiful garden-like setting and we just talked, laughed and shared a great afternoon together. Wow – it was so nice!
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Me & my “Money Guy” Jon Abbett
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So what does my financial planner have to do with copywriting?
A LOT!
Jon epitomizes a fundamental marketing tool that’s essential for every copywriter.
It’s called K-L-T.
Know. Like. Trust.
Basically – it comes down to this: Your prospect is less likely to buy unless he knows… likes… and trusts you.
The higher the K-L-T – the lower the resistance to buying. Makes sense, right?
After all – do you want to do business with a jerk? Or someone who has no idea what you need or desire? Or just looking after his own interest?
Of course not! Those folks are Yucky.
So how do you boost your K-L-T when you write sales copy?
Here are a few suggestions:
#1: Let your market get to KNOW you personally!
Introduce yourself. Build a relationship. Don’t just SELL. Focus on building your brand. Why?
Because remember – you’re not a fly-by-night company. You’re in this for the long haul.
So – invest the time and energy to really know your prospect and give him plenty of opportunities to get to know you. For example…
Have you seen how many FREE videos I’ve recently posted on my YouTube channel? I mean – it’s like OVER 300! Many folks tell me the free training I give in those videos is more valuable than the stuff they’ve paid from other copywriters!
Why do I do it?
It’s an opportunity to let folks get to know me! And if they’re excited about the FREE stuff – then they’re going to be BLOWN AWAY by the paid mentoring and specialized training I provide!
#2: Get your prospect to LIKE you!
Show interest in your prospect. Let them know you can help – and then do everything you can to deliver on your promise! Pretty soon – they’ll like you!
They’ll know you’re a fair person. An honest chap. And an all-around good guy.
So – think about ways you can help your prospect regularly.
Teach them a powerful lesson.
Reveal a guarded secret.
Tell a few jokes.
Make your prospect comfortable in your presence. And they’ll just like you for it! For example…
… when you purchase my 1st book – for as little as $9.99 – I give you $950 worth of my prized swipe file for FREE!
… or if you purchase my 2nd book – also for as little as $9.99 – I give you 14 gifts worth $1,799 for FREE!
Dang! That’s pretty nice of me, don’t you think?
Doesn’t it show that I’m more concerned about YOU getting valuable tools to boost your copywriting career than to make a quick buck? Don’t you just like that about me?
#3: Build Trust!
The best way to gain the trust of your prospect is to consistently deliver the goods!
Repeat and follow steps one and two over and over again. Stick with your brand so customers know what to expect from you.
Deliver relevant info – and make it fun for your prospect. Oh – and for goodness sake…
… don’t lie or exaggerate the truth! That’s the fastest way to destroy trust. If you make a mistake, fess up. If you don’t know – don’t put on airs. Be real!
Tell it like it is. Lay out your argument. Give your prospect a fair price. And back it up with a generous guarantee. Don’t push. Instead…
… PULL your prospect to you with an appealing offer. For example…
… I tell you that my C.R.A.Z.Y Copy System Live Mentoring Show is a unique way to break into the copywriting biz – and get paid while you learn.
But I’m very transparent and keep it real.
This type of specialized mentoring – where you literally look over my shoulder and do what I say – is simply not for everyone.
But I let you know it’s available (click here) and if you’re ready for this next level of mentoring – then I’ll welcome you with open arms. But if you’re not ready right now – it’s ok – I’m still your friend.
See what I mean CopyStar? Now – don’t you just know… like… and trust me? 😊
Yours for stellar results,
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P.S. When I met my “Money Guy” Jon – he had a one-room office in the Rockville, MD building. Now – he’s outgrown the entire floor! That’s because Jon and his company, Financial Advantage – know the power of K-L-T.
If you’d like some help in financial planning, I highly recommend Jon. You can send him an email to: jon@finadvinc.com and tell him Carline sent you.
Full Disclosure CopyStar: This is NOT a paid endorsement. I make zero money and do not benefit financially from this recommendation. I’m telling you about Jon because I know…like…and trust him. (Oh – and I do expect him to take me to lunch again the next time he’s in Atlanta!)
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