Description

Copywriting expert John Carlton defines "selling from your heels" and why you should avoid this technique.

Transcript

When you sell, the worst thing you can do is what I call selling from your heels. When you sell from your heels, you can have a killer ad all the way down to the point when you get down and actually happen to do, what we call the money shop. Which is you've got to give me money for this, and most people sell from their heels. They are ready to bolt. They are going well, I got this, and it's 35 bucks. But, you don't really want it, and then you have to go. That's what most people do it. They are so embarrassed like this, get over your bad sales. We live in a capitalist society, you guys are entrepreneurial capitalist. The way that works is you provide something a value and your prospect pays you for it and becomes a customer. If you have a product that is worthwhile and solves a problem or is something that he needs, then shame on you. If you don't make the case that he needs to have this and there is no risk and you make it very clear, how it's going to happen, so that he doesn't feel like he is risking anything, he doesn't feel like he is taking a chance, he doesn't feel like he is sticking his neck out, he feels like it's the most logical next step in his life to do imaginable, and that's where you got to go. So you've got to be bold and there is a difference between being bold and begin aggressive and rude. People hate height, and hard sale. Hard sale works over no sale, but if you get some kind of shift in there where you're hard selling, hard selling at the point, there is a limitation. If you don't buy now, you are not going to be able to get it. I only have 13 left, and when they are gone, they are gone. We are not going to make anymore, and by the way, I think my assistant just hung up on the phone and five more got sold. So it's going away right now, it's going away very quickly. That is hard sale. That's pushing. That's pushing you to make a decision. However, if you buy and you don't like it, you can keep it for three months and if you don't like it, send it back in any shape. I don't care if you have beaten it up or dropped it, or had your kid flush it down in the toilet. Just send it back. I will send you all your money back. We will part friends, and you will have just gotten a free look at something that other people are not even going to be able to see at all. That's a hard sale. That's a push, there is urgency, there is limitation, all of the things that are in there. But yet, it's not offensive because you couch it in a way that look, don't do it, if this isn't for you, that's hard. That's what we call the takeaway or the negative sale. This isn't for everybody. In fact, most people on this list are reading this really shouldn't be doing this. It's going to make too much money, it will cause too many problems in your life, and I don't want to be responsible for having you ruin your life with a new yacht that you can't take care of. Page 1 of 1