When selling with benefits is stoopid on a stick
Published: Fri, 04/17/20
Back when I was first was trying to get copywriting clients (circa 2002, when Fred Flintstone and Barney Rubble were still working with brontosauruses down at the gravel pit…), I routinely made a fatal mistake that got me ignored, dismissed, and, in some cases, just used for info by clients, and then discarded without being paid.
What was this fatal mistake?
Selling with benefits.
What I would do is, I would come out "swinging" with all the benefits of working with me when talking to potential would-be clients on the phone trying to sell my services.
I'd pour them benefits on thick, too.
I'd trumpet my guarantees.
Make big claims.
And ooooooze benefits all over the place.
The result?
All the depressing stuff I mentioned above.
But I don't blame the clients at all.
Pitching those benefits was foolish.
And the reason why is, all pitching benefits does is create objections. Then one day, I changed my tune and started selling instead of pitching benefits. For example, instead of saying, "My copywriting can increase your sales and response rates!” I asked things like, "how are you guys doing with sales with your emails?” or "What made you want to talk to me about doing your copy?” or “tell me what happened that has you concerned about your sales.”
And then, I just let them talk.
The difference in results was night and day.
And it was just basic salesmanship — selling vs pitching.
No fancy "ninja" marketing tricks.
And no psychological joint manipulations or "choke holds" necessary.
Here is why I bring this up:
This selling vs pitching attitude can change the entire game when getting clients. And, this is especially true when you do it with the kind of clients you can generate using my “Email Client Horde” book & methods — where using just email, you can potentially generate hot, sometimes ready-to-go clients that can also sometimes be as much as 80% already sold on hiring you before they even talk to you.
Speaking of which:
The special launch $200 discount sale ends in mere hours.
Hit the jump below to grab it while the grabbin’ is still good:
http://www.EmailPlayers.com/clienthorde
To get the discount, use coupon code HORDE at the checkout.
Make sure you see the price change before entering your credit card info.
Ben Settle