Beating Price Resistance, Kennedy Style

[Sales Letter Link]

It's late, and I am writing after being shanghaied into garden work.  Several hours of forced labor.  At least the dog had a good time.  But then, he always has a good time.  At any rate, I didn't want to let anymore time pass, or we might forget what we were up to.

Yes, we're still working on that looong copy sales letter.  Skip on down to the bullets.

I don't know about you, but after all that build up, I can't wait to get a real "peek" inside, at the "specifics".  Note the sentence that follows this sub head.  See how one plays off the other.  It's dangerous to assume you know what your prospect is thinking, but if you set it up this way, it's a slam dunk.  Yes, I want to see specifics, because the sub head made it sound so naughty.  Personally, when I see "I know you...[whatever]", I say to myself, 'no you don't', and that's often the end of that sales letter.  Polarity responders especially will do this.  Find ways to plant the thoughts, and then repeat. 

I don't know if I would have used the number one as the first bullet, but it seems a smart move.  It has three numbers in it.  And that's proof that he's offering specifics.  Notice how all the bullets are sort of undeveloped headlines.  That should take you back.  Remember when we first talked about bullets all those long weeks ago?  Notice how many 'How to' headlines, and the 'X number ways to...' headlines.  Imagine using them as headlines.  What's missing?  Could you fix it with a hook?  A new mechanism of delivering the benefit?  A claim plus proof?

We haven't discussed types of bullets.  Take number four.  See how it teases you, dancing all around the critical info?  That's called a fascination.  Compelling, benefit driven.  The idea is to create such curiosity that the prospect can't sleep until she is holding your product in her hands.  There are several examples here.  Sometimes called blind bullets, they are often alternated with facts.  Bullets that can 'see' the actual info.  See how often he witholds.  Look at number 10.  Here he tells 'what' you need to do to present price, but not 'how'.  File that trick away.  Notice the red, used to keep you scanning.  Number 27 refers to number 26, each a fascination the one

layered on the other.  See also how he divides the bullet, far too long by copywriting standards otherwise, mid thought.  Seemingly arbitrarily.  Zeigarnik, anyone?

Bullets need to be pithy, and can make or break the sale.  Make them salivate.

Of course, there's more.  The end of that paragraph, starting with the underline, shows a little swagger.  He finishes this off referring to the bulk of this 'money-making 'product'. 

Now comes presentation of price.  Kennedy handles this sensitive matter by... blaring through a bullhorn.  By doing so, he weakens the thought in the prospect.  See how he almost interrupts what comes before?  He keeps control of the price conversation.  He further weakens resistance with the highlighted text. 

Remember, we've seen some pretty big numbers.  The doctor example he uses really makes the point, throwing in an apples to oranges comparison.  What does the Jaguar have to do with anything, really?  Mercifully, we get the price rather quickly.  At least the price for a limited time (limited perhaps to the duration of the internet; please don't do this).  A time limit should be supported by a reason why.  But Kennedy is still working on price resistance.

There's more apples to oranges storytelling.  A touch of exclusivity (millionaire members).  Then that classic 'humiliation trigger: "financially embarrassed".  Be sure to get comfortable with that.  It's great for the 'rub the pain' aspect.

Next, one story to prove another to reduce resistance.  Note again the 'sale' price is in red.  This undoubtedly improves response, over black.  We then get a 'reason why' he's charging so little.  Has he convinced you yet that a thousand bucks is a paltry sum for the potential wealth-in-a-binder he's offering?  He makes fun of legitimate reasons to be concerned with price, calling them "excuses".  How 'humiliating'.

A direct call to action: "Now, complete the Order Form and get it in!!!"  Really puts the 'direct' in 'direct response'.  Before the last highlighted sub head, he foreshadowed: "If you’re “cash tight” and tempted not to invest in this information, bluntly, think again."  Consistency helps.  Don't worry, most people need help to make the decision they want to make.  So help them.  If the product is not right for them, based on what you've written, they've bailed on you by now.  So go for it.

Finally, a recap of the headline.  Proof that he's proved it.  Tell what you're going to tell me, what you're telling me, and what you told me.  The very repetition is proof.  A little testimonial, the first real testimonial in the letter, and the signature.  Don't overlook that last admonition, another call to action.

But wait, there's more.

No, really, it doesn't end.

There's one PS.  Wow, he makes you feel cheap, doesn't he?  More price resistance work.  Then he introduces his faculty, which offers more space to call to action.  As an aside, note the highlighted text, "My own comment is that John Carlton..."  Carlton uses this as a testimonial on his site.  Finally, there are six 'reasons why' you should buy. 

Perhaps I should mention there is a rating from a real person.  Five stars of course.  And the guarantee, while not part of the copy, is below. 

Wow that's a long post.  See you next time.

Sheridan