I nonetheless get calls to today from pizzeria homeowners telling me how nicely the “Million Greenback Letter” pulls in new prospects — and brings again misplaced prospects. In the event you’re not hip to the letter, it’s merely a full-page letter, explaining in vivid element, what you might be providing your prospect and why you might be completely different out of your competitors.
No time to enter element right here. However, on the planet of promoting, a letter is taken into account a “very lengthy copy” advert. It fi lls up a complete 8½ x 11 web page. It does NOT ever point out worth, both. As a substitute, it creates need. It focuses the prospect on what they “get” versus what they “pay.” And, it controls and limits the prospects’ essential considering (which is harmful while you’re making an attempt to steer). That’s as a result of, for those who permit a prospect to fi ll within the “clean” areas in an advert with their very own preconceived notions, they won’t pay any extra in your pepperoni pizza than they may for one more.
That’s since you’ve allowed them to defi ne your pizza with their notion of what it must be. Not essentially what it’s. In the event that they don’t know you employ premium elements, for those who don’t level that out to them, then all they see is a “common” pizza.
In the event that they don’t know your giant pizza is 30 p.c larger than your competitor’s giant pizza … guess what? They’ll “assume” your giant is identical dimension because the final giant pizza that they had.
Folks hate a void. And within the absence of that void being fi lled by you, they may fi ll within the blanks themselves. You merely can’t depend on prospects fi guring out on their very own what you do otherwise and why they need to care. That’s your job. It is advisable paint an entire image for them.
When your prospect encounters gaps within the info they’re receiving out of your advert, they’ve a shocking tendency to fi ll in these gaps with their very own concepts. In different phrases: They simply make it up as they go. And also you lose management of your message when this occurs.
Right here’s a concrete instance: “Massive 3-topping Pizza $9.99.” These are details, and now your prospect fi lls within the blanks from their very own psychological storehouse of earlier expertise.
Take management of your message: “Do you favor the style of whole-roasted garlic cloves, garden-fresh, handchopped rosemary and recent (bakes proper in your pizza) Italian sausage over the “fast-food” powders, fl akes and thriller meat? In the event you do, you’re going to like Angelina’s Pizza. And right here’s a proposal that’s positive to place a smile in your face: It begins with an infinite, extra-large pizza that’s greater than sufficiently big to fulfill the entire household …”
Gonna get all people within the entrance door? No. Simply the precise folks you need! On the identical time, the message is infused with bargain-hunter repellent. That’s since you’re not pointing at a “worth.” You’re as a substitute bringing the main target to your “level of distinction” — recent, premium elements on a “huge” pizza. That’s message management.
Don’t permit prospects to smell skeptically at your proposal all of the whereas portray your providing with their brush. Their rendition received’t look something like the unique. ?
Kamron Karington owned a extremely profitable impartial pizzeria earlier than turning into a guide, speaker and creator of The Black Guide: Your Full Information to Creating Staggering Profi ts in Your Pizza Enterprise. He’s a month-to-month contributor to Pizza Right this moment.
