Have you ever thought about what attracts your best prospects to you? Is it advertising? Promotions? Networking? Referrals? Word of Mouth? National or regional presence? Reputation? Quality? Value? Price? Service? Location?

Truthfully, it could be any one – or several of these powerful tools that attract business your way. However, in spite of all of this, I will submit that the one single truth that should be behind every tool you’ll ever use, should recognize one reality. And here it is:

            Potential customers will always act in their own self interest.

            That self-interest can be either personal, professional or both.

Once you understand this single, dominant principle you are on your way to successful sales. But any success in selling anything always starts with the same thing: identifying and attracting qualified prospects. This is true whether you sell insurance or semiconductors, financial planning or paint!

Have you ever thought about the attention grabbers that attract your personal attention? Headlines in ads, letters, on envelopes, at trade show booths, on magazine covers, in newspapers or anywhere else. You – and I – are attracted to big, bold headlines that promise us results that are in our own self-interest! And your customers or prospects are no different from you. You’re both human.

Headlines on broadcast faxes, e-mails, newsletters, ad copy or anywhere else are the first things that our prospective customers see. How often do you waste this golden opportunity? How often does your organization try to sell features, benefits or through “glitzy” ads rather than providing something that fuels your prospective customer’s belief in the idea that you can provide value that is in his or her self-interest? If the truth were known, most attempts at attracting the strong interest of your prospect fail all too miserably. That failure is driven by:

1.       Statements that are weak attempts at being “cute” or “funny.”

2.       Statements that are boastful or self-promoting instead of beneficial to the reader.

3.       Statements that are filled with features instead of benefits.

4.       Statements designed to imply something rather than being direct and hard hitting.

The average person will read no more than 4 words of a headline…or 19 words in an ad. Some examples of failures waiting to happen:
 

“We’ve been in business for 50 years” (feature)

“We’re the experts’ choice” (boastful)

“You can sense we save you cents” (weak attempt at being “cute”)

Let’s take a look at some of the most powerful, single words you can ever use that have been proven over the years to be absolute winners. The words and phrases that are in your customer’s best interest. Specific phrases that you can use as attention grabbers – at trade show booths, advertising copy, letters, faxes – and in all of the other powerful ways that are available to us today.

But get ready…this could be a radical departure for you. This is particularly true if you are accustomed to traditional, conservative, “within the box” thinking. Here are 6 with some sample headlines:
 

· Free
 Example: Free Survey – We’ll give you a 20 page, in-depth report…yours simply for the asking.

· Announcing
  Example: Announcing – Our first ever…

· New
  Example: New breakthrough reveals…

· Secret
  Example: you will learn our proprietary secrets about…

· Easy
  Example: How to save money: The easy way!

· Guaranteed
  Example: Guaranteed to…

Stop and think for a minute. Are you interested in things that are free? Being announced for the first time? Brand new? Secrets? Easy to learn, do or install? Guaranteed and risk free?

Of course you are. They are all in your self-interest! And your prospects or customers are no different. So there’s your challenge. Start to think, act and communicate differently. Think about headlines – attention grabbers. Start letters with headlines – not the usual, boring, self-promoting text. Break the mold. Start acting in your prospects’ own self-interest – and believe it or not, you will be well served too.
 

©2000 Bill Brooks, The Brooks Group, Greensboro, NC

For almost two decades Bill Brooks has been one of America’s most in-demand sales speakers.   The reason behind Bill’s tremendous popularity is that he has successfully accomplished what other sales speakers merely talk about.   He enjoys real-world, legitimate sales success, executive experience, in-depth topic expertise, academic preparation, as well as the highest speaking and consulting accreditations.   Bill has been a sales executive and marketing manager, an international sales award winner, CEO of a 300 million dollar corporation and successful college football coach with a 70% winning record.   He has managed a national sales force of 4000.   Bill is author of over 100 video and 200 audio programs, and 9 books.   He has hosted over 300 satellite television shows.   For more information about Bill Brooks’ speaking, training and consulting services; or learning tools, call 800-633-7762 or e-mail sales@thebrooksgroup.com or visit his website at www.brooksgroup.com.