I nonetheless get calls to this present day from pizzeria house owners telling me how nicely the “Million Greenback Letter” pulls in new prospects — and brings again misplaced prospects. If you happen to’re not hip to the letter, it’s merely a full-page letter, explaining in vivid element, what you might be providing your prospect and why you might be totally 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 complete 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 whenever you’re attempting to influence). That’s as a result of, for those who enable a prospect to fi ll within the “clean” areas in an advert with their very own preconceived notions, they won’t pay any extra in 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 must be. Not essentially what it’s. In the event that they don’t know you utilize premium elements, for those who 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 p.c greater than your competitor’s massive pizza … guess what? They’ll “assume” your massive is identical dimension 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 another way and why they need to care. That’s your job. You should paint an entire image for them.
When your prospect encounters gaps within the info they’re receiving out of your advert, they’ve a shocking tendency to fi ll in these gaps with their very own concepts. In different phrases: They simply make it up as they go. And also you lose management of your message when this occurs.
Right here’s a concrete instance: “Massive 3-topping Pizza $9.99.” These are details, 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? If you happen to do, you’re going to like Angelina’s Pizza. And right here’s a suggestion that’s positive to place a smile in your face: It begins with an unlimited, extra-large pizza that’s greater than large enough 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 target to your “level of distinction” — contemporary, premium elements on a “huge” pizza. That’s message management.
Don’t enable 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 turning into a guide, speaker and writer 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 In the present day.
