Boron - Chapter 21

Propositions are very important in DM and MO selling and a
very important ingredient in making your propositions work
is the "reason why". In other words when you say in effect,
"Have I got a deal for you!" you need an explanation
as to why you are offering this good deal.

You see, if you don't have an explanation, your "deal" won't
be believable and you may not get the sale.

Here are some common explanations for good deals:

"I'm going out of
business."

"I just had a fire and
I'm having a fire sale."

"I'm crazy." (all used
car dealers)

"I owe taxes and I've
got to raise money fast to pay them."

"I've lost my lease and
I've got to sell this merchandise right away before it
gets thrown into the sheet."

"I've got to make space
for some new merchandise that is arriving soon so I will
sell you what I have on hand real cheap."

And so on. All of these explanations work and that's why
they are used all the time. However, there is a far more
compelling "excuse for a deal" and if you can find a way to
use it you can dramatically increase your sales volume.

You know what? I just thought of something else you can do
to make your copy more effective so I am going to take a
detour here and tell you about it before I forget. Don't
worry. We'll come back to propositions in a minute.