| Quotations - Sell |
[Quote No.32852] Need Area: Work > Sell
"Rhetoric is nothing, but reason well dressed and argument put in order!" - Jan Zamoiski
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[Quote No.32901] Need Area: Work > Sell
"In marketing copy, 'need to know' info is the facts your prospect has to hear to help him make the decision to buy your product [i.e. facts and features of your product or service].
But it's often the 'want to know' info that has more pulling power. By that I'm talking about things your prospect has an emotional interest in [i.e. challenges your product or service will overcome and the benefits to them]." - John Forde
Well-known copywriter.
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[Quote No.32902] Need Area: Work > Sell
"A little spark can kindle a great fire." - Syrian Proverb
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[Quote No.32903] Need Area: Work > Sell
"A little spark [of interest] can kindle a great fire [of desire]." - Syrian Proverb
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[Quote No.32955] Need Area: Work > Sell
"The more abstract the truth you want to teach, the more thoroughly you must seduce the senses to accept it." - Friedrich Nietzsche
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[Quote No.33038] Need Area: Work > Sell
"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter Drucker
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[Quote No.33085] Need Area: Work > Sell
"A chicken doesn't stop scratching just because worms are scarce." - Grandma Axiom
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[Quote No.33133] Need Area: Work > Sell
"Don't sit down and wait for the opportunities to come. Get up and make them!" - Madam C.J. Walker
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[Quote No.33294] Need Area: Work > Sell
"Ask with urgency and passion." - Arthur James Balfour
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[Quote No.33324] Need Area: Work > Sell
"The Right Way to Ask For, and Get, Referrals:
Asking a client for a referral is no big deal. Provided the timing is right, there's no reason to worry that you'll look pushy, presumptuous, or out of place. To boost your chances of success, however, it's important to know just how to ask.
For example, if you just blurt out 'Do you know anyone who could use my services?' with all the sensitivity of a masochistic game show host, what answer are you likely to get?
'Ohhh... mmmmm... no.'
Asking the question in that manner puts your client on the spot. It makes her brain lock up. End of conversation.
Instead, ease into it. Use very casual, but courteous, language to make a very specific request. Something like this:
'Referrals are the primary way I grow my business. And since you're happy with the way this project has turned out, I wonder if I can ask you for the names of three people who might have a need for my services, either now or sometime in the future. Would that be okay?'
Every happy client will say 'Certainly.' And then you ask for the three names. You may only get two names, or one, but consider this: If you ask 15 people for three names, and you get an average of two names each time, that's 30 potentially warm prospects placed right in your lap!" - Pete Savage
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[Quote No.33340] Need Area: Work > Sell
"Business is selling. It doesn't matter whether you want to sell pots and pans, horticultural information, custom-built homes, or hash pipes - unless you are willing to market your product, you won't succeed.
Lynn [and many other people] suffers from a common delusion. She believes that there are two kinds of people: honest, hardworking people who don't sell... and greedy, self-centered people who do.
What nonsense!...
if you are in Lynn's position - looking to turn your idea into a profitable business - you have to become comfortable with selling.
How do you do that when you are 'wary of selling,' as Lynn puts it?
The first step is to understand that there are two kinds of selling:
1. Pushing people (to buy things they don't want)
2. Helping people (to select those things they do want to buy)
Pushy salespeople - the telemarketer who calls you while you're eating dinner, the broker who calls you on the weekend with a 'hot deal,' the proverbial used-car salesman - delight in persuading you to do what you don't want to do. Such salespeople see the selling process as a kind of battle where they bully and beat you into submission. It's an ego game for them, and your acquiescence - even if you really do want the product - is an indication that they've won.
Such salespeople should be pilloried and run out of town. They are the same kind of people who get a kick out of not letting you merge in traffic and cutting ahead of you in the supermarket line.
Fortunately, salespeople who understand that their job is to solve a customer's problem or help him meet a need are more common than their obnoxious cousins...
Remember - your prospect wants to be sold. So long as you help him understand how your product can help him achieve his desires or solve his problems, he will be prejudiced in your favor.
So don't sell him, help him. Begin by finding out what he wants and needs. And then (if and only if you can really help him), make the strongest, most specific case you can to convince him that his desires will be achieved and his problems solved." - Michael Masterson
Successful entrepreneur.
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[Quote No.33385] Need Area: Work > Sell
"There's a great power in words, if you don't hitch too many of them together!" - Josh Billings
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[Quote No.33399] Need Area: Work > Sell
"Practice, practice, practice until you eventually get numb on rejections." - Brian Klemmer
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[Quote No.33463] Need Area: Work > Sell
"Advertising says to people, 'Here’s what we've got. Here's what it will do for you. Here's how to get it.' " - Leo Burnett
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[Quote No.33464] Need Area: Work > Sell
"Want Lots More Sales? Avoid These Seven Deadly Sins:
A few years ago, after making a speech about copywriting that I thought was excellent in every way, my childish delight at my own brilliance was destroyed by a cynical listener.
He said, 'Well, you seem to know just about everything about what to do in order to write good sales copy. So why can't you guarantee success?' With rare modesty, I replied that I don't know everything you should do - merely most of the things you shouldn't.
So let's look not at what makes for good copy, but at why most copy stinks. Because until you banish the bad, how can you hope to succeed?
I bet if you look through your ads and mailings, you will find some - if not all - of the following seven common sins.
-1- The first sin is being slow to get to the point.
Weak beginnings kill sales. Signs of a weak beginning are being slow to mention the main benefit and incentive. (You don't offer an incentive? Shame on you. Incentives always, if they are relevant, increase sales by more than they cost.)
Your incentive should be impossible to ignore. Its purpose is not merely to persuade people to reply, it is to encourage them to read.
Research by Ogilvy and Mather, done 20 odd years ago, found that if you get people to read the first 250 words of your copy, 70 percent of them will read all of it. So a weak beginning loses your readers when it matters most.
Copywriters seem to have minds like old auto engines, which needed to be warmed up for a few minutes. They often put in a couple of paragraphs of waffle before they get to the point. Maybe it's fear of being rejected when they do.
You will often find that you can edit the first three paragraphs down to two without losing any meaning, but gaining in 'attack.' On a surprising number of occasions, you will also find that the best place to begin is round about paragraph three.
Your job is to communicate as fast as possible what you're are talking about. Prospects don't have time to work out our clever ideas or subtle approaches. Remember, they have only one thought in their minds: 'What's in it for me?'
-2- The second sin is forgetting there must be something for your prospect at every point in the message.
The reader's eye may turn first to the letter, the brochure, the order form, or some other piece in the mailing. Their eyes hover over an ad before they start to read it. And they skip around e-mails and landing pages.
Certain elements - headings, illustrations, videos, and captions - attract the most attention. So make sure your most prominent benefit and your incentives are boldly featured wherever that reader's eye might land.
Don't worry about repetition. Just vary the way you make the point each time.
-3- The third sin is failing to do a complete selling job.
You must give every sensible reason why your reader should respond - and overcome every reasonable objection they may have.
Years ago, when my agency had the Reader's Digest record account, I noticed that if we did not list every tune in a compilation ad, we lost sales. Everyone looked for their favorite tune. If it wasn't there, that gave them a reason not to buy - and vice versa. Omit nothing relevant!
-4- The fourth sin is failing to prove that what you say is true.
As David Ogilvy once said, 'Why should anyone take the word of an anonymous copywriter?' Which is why you should always include testimonials in your marketing copy.
If you don't have a testimonial file, start building one. It's easy: Just ask your customers to tell you what they think. You can ask them to rate your product/service on a scale of one to five, or from poor to excellent. By doing so, you can then say something like '78 percent of our customers rated this good or excellent.'
When using testimonials, it's a good idea to show photos of the people who wrote them, and even their signatures. Or show their letters in the original handwritten or typewritten form. This makes them more believable. It doesn't matter if your testimonials have spelling or grammar errors. In fact, that may make them even more convincing.
-5- The fifth sin is not showing enough people.
I've lost count of the number of times I have looked at visual treatments of copy and suggested: 'Why don't you put pictures of people in it?' People look at people.
For example, in the ads for our client INSEAD - the world's most expensive business school - I included a picture of the associate dean. We found that when it was omitted, response dropped by nearly half.
-6- The sixth sin is wasting money on unnecessary elements.
Every word, every picture, every piece of paper, every element of a mailing must contribute to the result. If you can't see what job something is doing, take it out. You are wasting your money and your prospects' time.
Many mailings include the traditional letter, brochure, envelope, etc., where the brochure is only there because people think there should be one. Sometimes a letter without a brochure will do just as well - or even better.
One famous example: an insurance company that sent out a mailing every year that included a beautiful brochure featuring the prospect's horoscope. It was timed to arrive on the prospect's birthday. One year, they forgot to put in the brochure... and response went up by 25 percent.
Another example: I changed a mailing for a loan company by taking out two brochures. The response doubled, while the cost of the mailing was reduced by 66 percent.
A brochure costs money - and the higher the cost of the mailing, the harder it is to make a profit.
Some of the most successful pieces I've written - particularly in the financial and business-to-business fields - have contained no brochure. They were simple letters, perhaps even more persuasive because they seemed somehow less commercial.
-7- The seventh sin is a weak ending.
Every element in any mailing, ad, e-mail, landing page, or commercial has to be good if you are going to get results - but two are more important than the others: the opening (which I have already covered) and the close.
You must make it easy for your prospect to respond. American Express once enjoyed a 30 percent uplift in sales in a highly competitive market, largely by making the application easier to fill in.
The close should be powerful and persuasive, and should repeat all the reasons why your prospect ought to reply, including the offer. If you don't get every single person who is slightly interested to respond, it's a shame. You got them this far. NOW's the time to cash in.
One important weapon, originally developed by Reader's Digest, is the yes/no technique - getting people to choose. I have never seen it fail to increase response. You get more no's than yes's, but you get more yes's than you would have gotten without it.
Remember that you can have more than one call to action - in fact, the more the better. Have one early on for people who don't need much persuasion. Then keep asking in different ways.
All of the above may sound simple and obvious. But then, most of the things that make big differences in business are.
And please don't think I'm being a know-it-all. I still make these silly mistakes - but that doesn't mean you have to." - Drayton Bird
Veteran copywriter and direct-marketing strategist who has worked with American Express, Ford, Microsoft, Visa, Procter & Gamble, and scores of other clients during his five-decade career, which included a stint as international vice-chairman and creative director with Ogilvy & Mather. In 2003, he was named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing.
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[Quote No.33512] Need Area: Work > Sell
"Discontent is the first necessity of progress." - Thomas A. Edison
(1847 - 1931), American inventor and founder of GE.
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[Quote No.33535] Need Area: Work > Sell
"I work every day - or at least I force myself into my office or room. I may get nothing done, but you don't earn bonuses without putting in time. Nothing may come for three months, but you don't earn the fourth without it." - Mordecai Richler
(1931 - ), Canadian writer.
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[Quote No.33562] Need Area: Work > Sell
"The first step towards getting somewhere is to decide that you are not going to stay where you are!" - John Pierpont Morgan
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[Quote No.33595] Need Area: Work > Sell
"The oldest, shortest words - 'yes' and 'no' - are those which require the most thought." - Pythagoras
(580-520 BC), Greek philosopher.
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[Quote No.33596] Need Area: Work > Sell
"In business, you get what you want by giving other people what they want." - Alice MacDougall
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[Quote No.33619] Need Area: Work > Sell
"Poem: 'Ode on a Grecian Urn' ]
Beauty is truth, truth beauty!
" - John Keats
Famous English poet. Line from his poem, 'Ode on a Grecian Urn'.
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[Quote No.33699] Need Area: Work > Sell
"The better a man is, the more mistakes he will make, for the more things he will try." - Peter F. Drucker
Famous management consultant
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[Quote No.33812] Need Area: Work > Sell
"In the end, you make your reputation and you have your success based upon credibility and being able to provide people who are really hungry for information what they want." - Brit Hume
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[Quote No.33814] Need Area: Work > Sell
"If you don't have a competitive advantage, don't compete." - Jack Welch
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[Quote No.33829] Need Area: Work > Sell
"I feel that the most important requirement in success is learning to overcome failure. You must learn to tolerate it, but never accept it!" - Reggie Jackson
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[Quote No.33840] Need Area: Work > Sell
"Over the years, I've had hundreds of shots blocked. You've got to go in and take chances!" - John Havlicek
(1940 - ), American professional basketball player.
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[Quote No.33858] Need Area: Work > Sell
"He who has not Christmas in his heart will never find it under a tree!" - Roy L. Smith
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[Quote No.33862] Need Area: Work > Sell
"One never needs their humor as much a when they argue [try to persuade or reason] with a fool." - Chinese Proverb
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[Quote No.33872] Need Area: Work > Sell
"An appeal to the reason of the people [accompanied by emotional experiences, images and stories] has never been known to fail in the long run." - James Russell Lowell
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[Quote No.33910] Need Area: Work > Sell
"Charge nothing and you'll get a lot of customers [and usually they'll get value worth no more than what they paid]!" - Yiddish Proverb
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[Quote No.33926] Need Area: Work > Sell
"If you wish to win a man over to your ideas, first make him your friend." - Abraham Lincoln
(1809 - 1865), American President (16th)
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[Quote No.33942] Need Area: Work > Sell
"Accept failure as a normal part of living. View it as part of the process of exploring your world; make a note of its lessons and move on!" - Tom Hobson
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[Quote No.33944] Need Area: Work > Sell
"We are generally the better persuaded by the reasons we discover ourselves than by those given to us by others." - Blaise Pascal
(1623 - 1662), French scientist, mathematician and religious philosopher.
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[Quote No.34057] Need Area: Work > Sell
"The most important thing in communication is to hear what isn't being said." - Peter Drucker
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[Quote No.34185] Need Area: Work > Sell
"Don't bother me with facts, son. I've already made up my mind." - Foghorn Leghorn
cartoon character
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[Quote No.34231] Need Area: Work > Sell
"Tricks and treachery are the practice of fools that don't have brains enough to be honest." - Benjamin Franklin
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[Quote No.34250] Need Area: Work > Sell
"A man [or woman] generally has two reasons for doing a thing. One that sounds good, and a real one." - J.P. Morgan
Highly successful U.S. banker.
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[Quote No.34312] Need Area: Work > Sell
"Moderate profits fill the purse." - Italian Proverb
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[Quote No.34354] Need Area: Work > Sell
"People may not remember exactly what you did, or what you said, but they will always remember how you made them FEEL, while you were with them." - Seymour@imagi-natives.com
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[Quote No.34364] Need Area: Work > Sell
"Of course I'm a publicity hound.... How can you accomplish anything unless people know what you are trying to do?" - Vivien Kellems
American industrialist, feminist and tax protester/reformer.
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[Quote No.34375] Need Area: Work > Sell
"In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create." - David Ogilvy
Famous advertising executive
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[Quote No.34394] Need Area: Work > Sell
"Courage is [calm] grace under pressure [and criticism]!" - Ernest Hemingway
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[Quote No.34458] Need Area: Work > Sell
"Reason gains all people by compelling none." - Aaron Hill
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[Quote No.34472] Need Area: Work > Sell
"I do not speak of what I cannot praise!" - Johann Wolfgang Von Goethe
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[Quote No.34476] Need Area: Work > Sell
"Telling lies does not work in advertising." - Tim Bell
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[Quote No.34479] Need Area: Work > Sell
"You can't know too much, but you can say too much." - Calvin Coolidge
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[Quote No.34500] Need Area: Work > Sell
"Manners must adorn knowledge, and smooth its way through the world!!" - Lord Chesterfield
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[Quote No.34516] Need Area: Work > Sell
"The royal road to a man's heart is to talk to him about the things he treasures most!" - Dale Carnegie
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[Quote No.34523] Need Area: Work > Sell
"Noise proves nothing; often a hen who has laid an egg cackles as if she had laid an asteroid." - Mark Twain
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[Quote No.34532] Need Area: Work > Sell
"You never really understand a person until you consider things from his point of view!" - Harper Lee
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