If operators are busy, please keep calling
Hiya CopyStar,
In our 21st century marketing world of treating the
customer as #1 and catering to his every demand -
the phrase, "If operators are busy, please keep
calling" would be a turn off, right?
After all, who wants to stand in line... wait... or
keep calling only to hear a constant busy signal -
and who the heck has busy signals nowadays anyway!
That's what I thought as I read the book, "YES!
50 Scientifically Proven Ways to Be Persuasive"
co-authored by none other than persuasion expert
Professor Robert B. Cialdini - a mastermind and
author of the best seller, "Influence".
But right in the first chapter, the authors of
YES! teach a powerful lesson that every
marketer and copywriter must learn:
Other people's behavior is a powerful source of
influence on your prospect.
In other words, when you're in doubt about what to
do - you generally follow the crowd. That's why...
... You check out the star ratings and reviews on
movies before you shell out ten smackeroos for your
ticket...
... You ask your neighbors and friends to recommend
their favorite restaurant, dry cleaner, or car
wash...
... And you invest in the best (and popular) stocks
and mutual funds - after all, EVERYBODY's doing it
(well maybe not in this market - but you know what I
mean!)
Tapping into this "herd-like mentality" can give
your copy some needed boost - and get your prospects
rushing to place their order. That's why "if
operators are busy, please keep calling" can be very
powerful on your order form!
Think about it. If after reading your brilliant
copy, the prospect still has a twinge of hesitancy
about placing his order, "if operators are busy,
please keep calling" may just be the nudge he needs
to pull out his checkbook and place that order!
Here's why:
What mental image does your prospect conjure up when
he hears the commonly used phrases, "operators are
waiting" or "operators are standing by?" Hmm...
... Maybe it's a roomful of bored phone reps
twiddling their thumbs, doing crossword puzzles or
filing their nails just WAITING for the blasted
phone to finally ring? If so...
... According to the authors of "Yes!" -
that's "an image indicative of low demand and poor
sales." But...
... Imagine how your perception of the product's
popularity changes when you see, "if operators are
busy, please call again."
Instead of bored phone reps, you picture busy folks
hustling and bustling - without even a coffee break
- to handle the mother load of calls coming in for
that awesome product! In other words...
... Your prospect now "feels" that everybody's
buying the product - so he must be making the right
decision!
In the world of social psychology, you're
"demonstrating to your prospect the power of social
proof to influence other people's actions."
Where I come from, it's saying "Don't be stupid -
everybody's doing it. You should too!"
I've gotten several of my clients to add "if
operators are busy, please keep calling" near the
order form.
Actually, I asked them to test it first, but so far,
all of them thought it was such a no-brainer - they
added it to the order form automatically!
Here are a few ways you can work the "if operators
are busy, please keep calling" copy in the order
form design:
Another powerful source of social influence
is none other than...
... Testimonials!
That's right. Getting people who are similar to your
prospect to tout your product is much more powerful
than blowing your own horn!
I've written about testimonials in previous issues -
and you can check out "The power of the
testimonial: Why brag when others can sing your
praises" by clicking here:
Copy Star December 08 issue #14
But here's something you can try in your copy. I do
it all the time. It's easy and quite effective:
Before introducing testimonials - make sure to
create a connection with your prospect by letting
him know these folks are JUST LIKE HIM. How?
By saying those exact words! Like I
said, I do it all the time. For example:
Also, keep your testimonials REAL. Avoid
rewriting or over-editing testimonials. It's ok if
they sound a little awkward or hokey - that gives
them personality - and keeps them genuine!
Dallas update!
If you think I'm talking about the city - you
OBVIOUSLY are a new reader to CopyStar! And so I'd
like to say a heartfelt WELCOME to the 260++ new
readers who've found us since our last issue 2 weeks
ago! Wow - word of mouth is really spreading about
CopyStar! See, I told you testimonials work!
Dallas is my 3-month old grandson! And man, it's
starting to get fun with this kid. He definitely
knows his "Coco" and "C-Pop". He's just a happy baby
- always cooing and smiling. I just LOVE him! And he
recently flipped over from his belly to his back -
woo hoo, MOBILITY is in the future and the real fun
is about to begin! And since I see him nearly every
day - I get to be part of this fun and not miss any
milestones!
We've worked out the kinks in our new offices and
created a smooth running operation with 4 companies
encircling Dallas' playpen! If you're not sure what
the heck I'm talking about, click here:
CopyStar April 09 issue #20
Here's my current favorite photo of Dallas - yep,
he's wearing a SUIT:
Dallas, C-Pop and Coco
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