"Enough Already" by Craig Garber
Last week I met up with an old friend of mine at one of the
local cigar retailers.
The store was having a little get together for their
customers, which basically means they had one of the
manufacturers reps there, and they featured a discount on
that brand of cigars, for anyone making a purchase that
particular evening.
I hadn't seen this guy in a long time -- we used to do a lot
of business together years ago -- and even though he's a
lawyer, it was still nice to get together with him again.
Anyway, when I walked into the store, I was immediately
given a ticket for the evening's drawing, and then straight
away into the sales pitch.
It went something like this:
'If you buy La Gloria Cubana cigars, you get one fre.e, and
then you'll get another ticket for the drawing... But if
you buy a box, you get 10% off, and then you'll also get a
discount on your next purchase, plus you'll get 8 or 9
coupons extra, depending on what box you buy... The fre.e
cigar isn't available here, you get it from the girl behind
the counter over there when you pay... now if you buy one
of these 3 boxes over here, you get 9 coupons and a...'
Ay..yai..yai!
At this point, I told the guy he needed to make things
simpler for me, that he was giving me information overload.
I felt like a country boy who had just been dropped off in the
middle of times square!
And see, sometimes, that's exactly what happens when you
give your prospects too many choices to choose from, instead
of, for example, offering them 'This' or 'That'.
Period.
Because when your prospects become overloaded with more
information than they need, you know what happens?
Exactly -- they get put off and then wind up doing nothing.
So whenever your closing, remember to make it short...
And sweet.
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“Craig Garber is America's Top Direct-Response Copywriter. You'll find hundreds of marketing tips to increase your sales, and his insanely popular FREE Direct-Response Marketing Tip Of The Week, on his website, www.KingOfCopy.com. Copyright © Craig Garber. All rights reserved.”