Preselling – How To Presell And Get Visitors To Accept Your Sales Message

I was just reading an article over at AWAI Online entitled, “7 Words That Instantly Launched My Six-Figure Copywriting Career…” Go and read it, and then come back here, because I want to talk to you about how that article used the concept of preselling in a smart way.

The story was a clever example of preselling. Basically, the article talked about how the author (Jay White) met famous marketer Alex Mandossian at a copywriting seminar, and how that encounter led to him writing copy for Alex, and to getting other work from “several million-dollar clients worldwide”.

However, the story functions as a presell for his advice near the end of the article, which is to attend AWAI’s copywriting bootcamp.

The story is “preselling” because it wasn’t directly “selling” the seminar. It was designed put the reader in the right frame of mind to accept the sales message. By the time the reader finished the story, they might be thinking, “Wow, could it really be that easy? So it’s just a question of being in the right place at the right time?”

Over on my blog at PaulHancox.com I wrote an article about preselling, and I used this analogy:

If sex is the sale, then I was going to say that preselling is the foreplay. But it’s not even that. Preselling is the teasing, flirting and playful touching that gets ‘em in the mood in the first place!

That’s what Jay White’s story did. It got readers in the mood. They heard his story of meeting Alex Mandossian at a copywriting seminar, and it got them thinking, “Wow, I wouldn’t mind some of that!” And only after telling his story, did he suggest that’s why they should go to AWAI’s latest copywriting bootcamp.

Think about it. He could have started his article by saying something like, “Here’s why I think you should attend the latest bootcamp.” Instead, he presold them on the idea with his story. He engaged them in the “teasing, flirting and playful touching” that led naturally to the outcome.

We’ll talk more about the power of preselling on this blog here at copySnips.com, so please… whatever you do, don’t miss out – grab yourself a free subscription to this blog and keep all these things fresh in your mind. If you’re feeling generous to your Twitter followers, you may even want to retweet this blog post and share it with them.

6 Reasons Why Every Freelance Writer And Copywriter Should Be Blogging

Blogging can be hard work at times, there’s no denying it.  However, I think it’s worth it! Here are 6 reasons why I recommend that every freelance writer and copywriter should have an active blog to which they regularly post:

(1) Blogging establishes your authority and expertise.

Your clients want to be confident that you know what you’re doing, and you’ll do the best possible job for them. You can use your blog to demonstrate in advance that you “know your stuff”, as it were.

(2) Blogging can pre-sell.

“Pre-selling” is about getting prospects warmed up for your offer, product or service, but not directly selling it.

For instance, let’s say you sell a writing service for other blogs, and one of your specialities is creating blog posts that compel people to subscribe. On your own blog, you could write a post that pre-sells this aspect of your writing, i.e. “5 Reasons You NEED Compelling Blog Posts That Suck People In”.

If the reader agrees with the premise of your post (that they need compelling blog posts), you’ve pre-sold them on a particular feature of your writing service. We’ll talk more about pre-selling tomorrow, and I’ll share some of the secrets I’ve discovered about using this technique over the past 10 years.

(3) Blogging saves you repeating yourself.

If you find a lot of clients are asking you the same question, write a blog post on the subject! Rather than having to explain yourself over and over again, simply point them to your blog post which talks about it.

(4) Blogging brings you traffic.

Search engines love good quality blogs, because blogs often supply fresh, bite-sized content that is perfect for search engine users.

For that reason, you’ll want to make sure your blog is “optimized” for search engines. Matt Cutts of Google recently spoke at WordCamp San Fransisco, and shared some great tips on how to do this. (You can watch the video here. It’s long, but well worth it.)

Combine this with blog commenting, being a guest writer on other blogs, and having an active, interesting and relevant Twitter stream where you actively engage with others, and you have a smart “visibility” strategy that will bring you traffic, and potential clients.

(5) Blogging is a reminder and source of inspiration… TO YOU.

Copywriting involves using many skills, techniques and pieces of knowledge, and blogging about them on a regular basis serves as a reminder to YOU, as well as being helpful to others.

That was precisely the inspiration behind my last post on the topic of the puppy dog close. I wanted to test the technique again (it had been a while since I used it), and decided to write a blog post both to remind myself, and also to share the technique with you.

Whenever you learn something new and profound, if you write about it, you’ll find it sinks in even deeper – and you might be surprised at other ideas you generate from the original core idea.

(6) Blogging gets you clients.

If you treat your blog as a brand, and have a blog that brings in traffic, demonstrates your authority and expertise, and that pre-sells the things your clients need and want, then you have a great vehicle for getting you new clients.

So keep on blogging… or if your blog is currently gathering dust… kick it into action again, and turn it into your very own Client Capture Machine!