I nonetheless get calls to today from pizzeria house owners telling me how effectively the “Million Greenback Letter” pulls in new prospects — and brings again misplaced clients. In case you’re not hip to the letter, it’s merely a full-page letter, explaining in vivid element, what you’re providing your prospect and why you’re completely different out of your competitors.
No time to enter element right here. However, on the earth of promoting, a letter is taken into account a “very lengthy copy” advert. It fi lls up a whole 8½ x 11 web page. It does NOT ever point out value, 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’ important pondering (which is harmful while you’re attempting to influence). That’s as a result of, in case you 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 on your pepperoni pizza than they’ll for an additional.
That’s since you’ve allowed them to defi ne your pizza with their notion of what it ought to be. Not essentially what it’s. In the event that they don’t know you employ premium substances, in case you don’t level that out to them, then all they see is a “common” pizza.
In the event that they don’t know your massive pizza is 30 % larger than your competitor’s massive pizza … guess what? They’ll “assume” your massive is similar measurement because the final massive pizza they’d.
Folks hate a void. And within the absence of that void being fi lled by you, they’ll fi ll within the blanks themselves. You merely can not rely on prospects fi guring out on their very own what you do in a different way and why they need to care. That’s your job. It’s essential to paint an entire image for them.
When your prospect encounters gaps within the info they’re receiving out of your advert, they’ve a surprising tendency to fi ll in these gaps with their very own concepts. In different phrases: They only make it up as they go. And also you lose management of your message when this occurs.
Right here’s a concrete instance: “Giant 3-topping Pizza $9.99.” These are information, 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 like the style of whole-roasted garlic cloves, garden-fresh, handchopped rosemary and contemporary (bakes proper in your pizza) Italian sausage over the “fast-food” powders, fl akes and thriller meat? In case you do, you’re going to like Angelina’s Pizza. And right here’s a suggestion that’s certain to place a smile in your face: It begins with an unlimited, 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 similar time, the message is infused with bargain-hunter repellent. That’s since you’re not pointing at a “value.” You might be as a substitute bringing the main focus to your “level of distinction” — contemporary, premium substances 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 gained’t look something like the unique. ?
Kamron Karington owned a extremely profitable impartial pizzeria earlier than changing 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.
