By Andy Jenkins

I want to give you a few simple techniques that can easily increase your profit by as much as 68% - just like it did for one of my clients, Dave Lorrez.

You should block out as much time as you need to execute these techniques because -- well, you'll make a lot more money if you do them.

First of all, I want you to think about this statement:

"Shoppers think that their needs are different from everyone else's".

Shoppers think that their needs are UNIQUE. 

1. Will it do what it says it will do?
2. Will it be easy for me to use?
3. Will it take a lot of my time to work?
4. Is this the only solution to my problem, or will it require
   others?
5. What if it doesn't work?
6. What if something goes wrong?
7. Can I afford it?
8. What will my friends, family, or peers say?
9. Do I really need it?
10. Am I sure that I know enough about it?
11. Am I sure I know enough about the company selling it to me?
12. What if this is not the right version?

There are virtually no questions about the "up side" of
ownership.  They're all based on Failure or Risk Scenarios.

Are you letting your prospects into your sales process without
answering all of those questions?

If you even hesitated answering (BTW - no one wants to answer 'yes' to a question that makes them feel silly) then you're losing a LOT of sales. 

Not to worry - I have a solution.

----------------------
Sell your H.O.E.
----------------------

Your job is to sell a "Heroic Ownership Experience"

There's 2 parts to this:

Before you can even begin to "close a sale" (and this goes for online AND offline companies) you have to persuade the prospect of these 2 things:

Their purchase is SAFE, and it is SMART. 

Answering every one of those 12 questions will leave the prospect feeling that they've made the right decision, and that they've eliminated as much risk as possible because they're buying from you.

But that's not all you have to do to "Sell the HOE".

In our case study, Dave did a half-days worth of work on product positioning and his company's sales process.

The result was an extra 68% Net Profit from one of his product lines.

Here's what he did:

He worked on his Company Value Proposition AND his Product Value Proposition.  Very simply, he answered all the questions that a customer has (from that list above), but he answered them in a very sneaky way...

He simultaneously made the customer feel SMART and SAFE all
while introducing the feelings of Excitement and Desire.  When
you do that, you have sold the Heroic Ownership Experience.

You've sold your HOE.

Here's a little template for you to use:

Say that the prospects question is "Will it be easy for me to use?"  The answer is not JUST "Yes"...

You tell them:

Advantage: "In our tests, the vast majority of customers are up
and running within [a short time frame]"
Advantage: "We've create an easy set of Step-by-Step
instructions that will get you [benefit]"
Benefit: "Using this [product] is so easy that you'll [get a
huge benefit] so you can [get more time to do more or something
else with another benefit]"

Here's a practical example:

You're thinking about buying a Learning Remote Control.

* "And don't worry, this LRC is so easy to use that the vast
majority of our customers are up and running within 7 minutes!

* That's because we've created simple, step-by-step illustrated
instructions and put them in every package - just follow the
steps, and in less time than it takes to make a cup of coffee,
your LRC will make that clutter of other remotes obsolete!

* With your LRC, you'll save 70% on those expensive batteries,
never have the frustration trying to find a stray remote at
that critical moment, and automate your media or home theater
experience just like those huge & expensive custom
installations have - but at less than a fraction of the price."
 

Conversion Control reveals never-seen before techniques that
will transmogrify leads into paying customers who buy more, buy
more often, and remain customers longer - far longer than a
typical customer.

"Conversion Control" will show you:

* The essential 14-Step Customer Closing System that EVERY
business needs because without it, you lose sales in droves.

* Create the most powerful sales copy for any product according
to a precise formula that has been proven to skyrocket your
conversion rates.

* Avoid the biggest mistake that virtually everyone makes when
creating their guarantee.

* Discover a radical new prospect attention-grabber to elicit
the maximum response, almost as if the message was written
specifically for them.

* Uncover testing and measurement strategies so powerful that
you can practically predict the outcome of a campaign before
you show it to a single prospect.

* Have secret-agent quality intelligence about your prospect's
true needs, goals, and exactly what will make them buy from you
now.
 

There's a ton more info about FormulaFive right here.

Hope that helps!

Till next time!

Andy

P.S.  This is why you never give up.  I just got this from a client:

Matthew Jones of Brisbane AUS - in his first week in FormulaFIVE:

"I made just a minor change to an email that I send
out - the additional paragraph that I added was...
attempting to get them thinking about how long
(hours and days) they spend now and what it would
be worth to them if it only took 5 minutes - well this
worked a treat.

The product usually brings in $15,000 per month but
after the email has brought in 24 sales in just a few
hours and $7,488. Not bad for 10 minutes work to
tweak my auto-responder emails.

This is on top of the $8,000 I did during the
Formula5 pre-lauch with the 'Zombie Reactivation'
email. So the 2 emails combined have given in 1
week what would normally take 4 weeks."
 

By Claire Jarrett

Microsoft Word has limited built-in graphics capabilities that make adding text and graphics effects in Word 2007 relatively simple. Although the effects are limited, they can add a distinctive touch to a document or highlight its graphic elements.

You can make an image appear as though it has been lifted off the page by adding a shadow effect to a graphic element or image. You can add a shadow effect in Word 2007 to pictures, text boxes, drawings and WordArt graphics. To add a shadow effect, select the object within the document and choose the Format tab. Select Shadow Effects to open the Shadow Effects palette. If you want to apply a shadow to a picture, you'll need to use Picture Effects to apply your shadow.

The Shadow Effects button applies a pre-configured shadow effect to the selected object. The palette contains pre-configured drop shadows and perspective shadows. Toggle the shadow on and off by clicking the Shadow On/Off icon. You can customise your shadow effect by selecting Shadow Effects > Colour in the lower section of the palette. If you select this option, Word will display a colour palette from which you may choose the colour of the object's shadow.

If you don't like the pre-configured shadow offset, you can "nudge" the shadow upward, downward, or to the left or right to suit your taste. Do this by using the little icons that surround the Shadow On/Off button.

Word 2007 also enables you to add some 3-D effects to your document. To add 3-D effects to a text box, drawing, or WordArt graphic, select the graphic you plan to modify and choose the Format tab. Choose the 3-D effects button, which will activate the 3-D effects palette. Like the Shadow Effects palette, the 3-D palette contains pre-configured 3-D effects that you can select. Use the 3-D On/Off button as a toggle to add or remove the effect. In addition to the colour of the effect, you can customise the depth, direction, lighting and surface of a 3-D object. If you would like to "nudge" the preconfigured effects, you can change the upward, downward, left or right tilt of the effect you've selected using the buttons that surround the 3-D On/Off icon.

Notes for editors: Claire Jarrett is the managing director of Computer Training Solutions with centres in London, Bristol, Solihull and Bracknell. Computer Training Solutions offer Word and Excel courses in London or call 0800 019 6882