How to Sell a Car in a Hurry
How To Dramatically Boost The
Demand For Your Goods And Services! (Hint: The Secret’s In Your Offer!)
Today I’m going to show you how to drive the demand for your product sky-high and drive your customers absolutely WILD about whatever it is you’re selling.
First, I’ve got to tell you, I’m not much of a car guy.
You know how, some guys can give you the exact specs on their rack and pinion steering… and how they can tell you, why installing that locking differential really will make your car perform better?
Well, I’m not like that at all.
In fact, the truth is, I couldn’t even tell you what a locking differential is.
Here’s what I know about cars: You insert the key into your ignition… you twist your key clockwise… and then your car starts up.
I know you have to change your oil every 3,000 miles and whatnot, but really… that’s about as far as I go.
So a couple of years ago, when I went to sell my old clunker of a car, I had to rely on my marketing skills, because this was one item I knew absolutely nothing about, and one I had absolutely NO desire to put any time into researching, either.
So, here’s what I did.
I ran a simple 2-step lead-generation ad in the local paper.
See, when you’re putting your car, or anything else up for sale in your local newspaper, that’s exactly what you’re doing — soliciting qualified prospects, to generate leads.
Think about it: You’re not selling directly from that ad, you’re just trying to attract prospects, right?
You’re looking for those people who are going to raise their hands up and tell you, “I’m interested.”
Then, only when your prospects self-qualify, by calling you… do they get to hear the second part of your pitch.
So I ran an ad that read something like this:
1995 Mazda Millenia - pretty old girl, gently cared for, frosty cold a/c, and kick-ass sound system. First $1,000 dollars gets it. Call 954-723-0677.
Now let’s face it: $1,000 dollars is a steal for a car — even an old dog like the one I had.
So it wasn’t any surprise that once the ad came out, within an hour, I had over 100 phone calls.
After the first 35 or so calls, I told the callers the car had been sold.
Want to know what I told the first 35 callers?
I told each of the first 35 callers, the exact same thing. I told them ALL,
“You Can See The Car Tomorrow Morning At 9 A.M.!”
Needless to say, the next morning, it was quite funny when about 30 men and women showed up at my house at the same exact time.
By the time the fifth or sixth person arrived, it was almost like a feeding frenzy. You could literally “sense” the increased demand for that old piece of garbage sitting in my driveway.
In fact, if you took all the love I ever gave that car over all the years I owned it, and you added it together… it wouldn’t even come close to the insane demand and sudden affection these folks had, for that metallic-blue hunk of metal, rusting away in the early-morning Florida sunshine.
In fact, you know how, usually, when you want to buy a car, you go around the car in circles, over-and-over again, hemming and hawwing, looking it over up-and-down?
That didn’t happen at all — instead, people were rushing straight at me, waving their cash out in front of them, almost “forcing” it into my hands, and barely even glancing at the car — let alone giving it a once-over.
I felt like a stripper at a topless bar!
Needless to say, the car sold in less than 5 minutes. And the truth is, I probably could’ve started taking bids on the thing, but I didn’t.
I was just happy to get rid of it quickly.
So, how can you increase the demand for your product or your services, in your sales copy?
Simple, but first, let me explain what’s going on here “underneath” the surface — inside your prospect’s head.
What’s happening is, you’re creating “scarcity”. And…
The More “Scarce” Something Is… The More You Want It!
So if you can make your product appear as “scarce” as possible, you’ll be able to heat up the demand for it, straight away, like I did with that old Mazda.
But let’s face it: For the most part, if you’re going to limit the “number” of whatever it is you’re selling, you’re going to be reducing the amount of income you can make, right?
You can though, offer some “extras” that are just as valuable, if not more valuable, than your product itself. But… and here’s the rub… the ONLY way you’re going to do this successfully, is if…
You’ve Got The Right Audience In The First Place!
For example, here’s a little trick you can use, that works like a charm. What you do, is this: Let’s say you’re selling upscale cigars.
In your sales letter, you say something like, “And if you respond before the date stamped in red across the top of your “Zero-Risk FREE Trial Form” , we’ll also send you the following items valued at $137.85, yours FREE, just for ordering:
1. A custom-made solid onyx cigar ash-tray! Made in the Bahamas from an unusual cut of onxy, and never before sold here in the United States, you get to choose between pearly white, cobalt blue, or jet-black! (Value $49.95)
2. A palm-sized and wind-resistant cigar lighter! You probably have several lighters lying around, but I GUARANTEE you’ve never seen a cigar lighter like this before. Designed by Livonio Bones (Italy’s most prominent architect — the same guy who decorated the Pope’s office.), this lighter is custom fit so it sits perfectly in the palm of your hand, plus, it’s GUARANTEED to give you at least 5,765 lights before you need to replace the flint. And in case you’re wondering, that’s 15 years and 8 months, if you smoke 1 cigar a day. (Value $39.95)
3. A sampler pack of one dozen assored-sized new Gallegos! Hand-rolled and freshly shipped in straight from the Dominican Republic, this latest offering from Arturo Fuente, promises you one of the most savory and relaxing amazing new cigar experiences you’ve enjoyed this year. Blended from over 13 exotic tobacco varieties, these medium-bodied and slightly spicy flavored cigars will instantly make your mouth water, and the aroma will make the hairs on your arm stand straight up. (Value $47.95)
That’s right, you’ll get each of these 3 bonuses, worth nearly $138 Dollars, FREE, but only if you order before the date stamped in red across of the top of your Zero-Risk, FREE Trial Form.”
(And by-the-way, you’d want to show a photograph of each of these bonuses, right next to the description of them. Check out “How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing” for more information about using photos.)
See, when you set your ordering system up like this, the “date stamped in red” acts as a call to action (a reason to act now)… AND a “scarcity” trigger.
The scarcity is, you’ve only got “X” number of days left to order, if you want to get all these free bonuses.
Another thing you can do is, instead of using a “date stamped in red”, you can say “If you are one of the first 75 people to order…”.
This too, is a scarcity trigger, increasing the demand for your products.
And if you put your mind to it, I’m sure you can come up with something along these lines for whatever it is you’re selling.
In fact, I promise you can.
Craig Garber is America’s Top Direct-Response Copywriter. You’ll find hundreds of marketing tips to increase your sales, and his insanely popular FREE Direct-Response Marketing Tip Of The Week, on his website, www.KingOfCopy.com. Copyright © Craig Garber. All rights reserved.