One disadvantage to online sales is that you have to do all your communicating with words and pictures. You do not get the same immediate feedback about your prospect’s motivation directly from your prospect as would the face-to-face salesman. Since Step 1 and Step 2 of Harry Browne’s sales process are so critical to closing the sale, you must get the answers you need by different means.
You can use inexpensive clusters of PPC ads directed at different emotional triggers and motivations to see which gets the highest response; you can place clusters of classified ads on USFreeads to see which headlines and copy get the most views and click-throughs; you can place highly targeted articles on ezinearticles.com to see which get the most views and click-throughs.
Whether online or offline, and no matter how wonderful your product or service, and no matter how many dozens or hundreds of benefits you can list for it, until you complete Step 1 and Step 2 you have nothing to sell this prospect because you have no real evidence about what he is willing to buy.
One thing all the Titans of Salesmanship will agree with is that every sale, whether in person, or by mail, or on the internet is made to one person at a time.
For example, a company that installs radiant barriers and home insulation could test for motivation with three different ads or articles:
1. “A Radiant Barrier Can Cut 37% from Your Electricity Bill”
2. “Home Insulation is Socially Responsible”
3. “Inadequate Home Insulation Makes You Unconformable at Any Price”
Since each of these ads appeals to a different motivation you can use the gaps in response rates between them to determine which motivation may be the most important for your product or service, and craft your marketing campaign and sales copy around that primary motivation.
Every effort you can make to accurately profile your most likely customer will yield greater returns than just promising everything under the sun to everybody and hoping for the best. The tricky business is finding the best way to talk to this prospect in words and pictures without wandering so far off course that you stop talking to him and lose his attention.
Implementing Harry Browne’s sales process into written sales copy almost necessitates long copy. Because you do not have the benefit of direct feedback from your prospect to steer you through your interview, you have to anticipate every possible variation of his prime motivation, and every possible objection and associated proof element.
Long copy is good according to Drayton Byrd. He goes so far as to say that he has never seen a campaign where short copy pulled better results than long copy. That means something coming from a man with 50 years experience who is universally considered at the top of the game.