An Internet Marketing Solution : Using Tie-Downs To Raise Sales
An Internet Marketing solution : Using Tie-Downs to raise Sales Copyright june 2006 Mike Adams
If you could get your prospective customers nodding their
heads in agreement together with every major point in your sales
copy, that you will find likely to increase your sales , wouldn't
If you could get people saying "of course " to almost any
marketing statement of your choosing - long before they
even get to the close * that would be valuable for you ,
Did you find yourself agreeing with the latter questions? You've merely experienced a sales technique
called "tie-downs." One very old direct selling principle is to get individuals to say yes to multiple tiny
questions. This gets these people agreeing with you and in addition gets them accustomed to saying
yes. Psychologically, they are going to then be more more likely to say yes when you ask for the sale
made. One sales technique for achieving that is the tie-down.
Why use a method from direct sales throughout direct marketing?
In a famous marketing story, Albert Lasker
was a junior associate at the Lord along with Thomas advertising
agency throughout 1905 when they read a note coming from John E. Kennedy declaring that
Kennedy knew the secret regarding what advertising is actually. Kennedy, a former Canadian
mounted policeman, ended up being new to copywriting and never yet known throughout advertising
But by an interesting quirk of fate, this is the question Lasker had been trying to figure out. Lasker met
Kennedy, along with Kennedy declared that the secret is, "Advertising is actually salesmanship in
print." Lasker and Kennedy continued to revolutionize marketing forever with those people words, and
head of the family and Thomas became one of the most famous marketing agencies of the day.
No matter how many everyone is visiting your website and
reading your marketing materials , you are still talking to
only one person at a time. Youre still selling one
person. This sounds like a simple idea , but many advertising and marketing people still don't get this
secret. That means if you understand this, you have an advantage in internet marketing. You
understand that marketing is salesmanship in publications. And you know that you just need to talk
with this one particular person and get their agreement to purchase your product. Current power of
the internet , you can do this with a bunch , hundreds, even hundreds per day.
Tie-downs are among the first tools to enhance your new salesmanship tool resource. A tie-down is a
short phrase that could be added to a statement to show it into a issue.
You use a tie-down to turn a point that you want to make
into something that your prospect may agree with. It's
one means of getting your prospective consumer to start
saying of course long before you go for the actual close.
A handful of examples of common tie-downs include:
Isn't the idea ?
Wouldn't an individual ?
Wouldn't an individual agree?
Don't an individual agree?
Can't an individual ?
If you have been advertising for very long, you have heard
about the concept of "features versus benefits." Features
are exactly what your product has as well as does. Benefits tend to be why your possible customer
would want those people features. What will your product do for them? for example , if you have
something that is actually metal instead of plastic-type material , metal might be an attribute. But the
benefit may be that it is more durable, longer-lasting, or unbreakable.
A common practice upon web pages that are prepared as sales words is to use a topic list to present
functions or benefits. Why don't we just imagine a couple summary sentences for some imaginary
"tie-down creator" software. Most people would write the actual bullets as functions. A couple features
may well look like this:
- Creates tie-downs automatically
- Adds tie-downs to the end of every statement in a list of statements
Not very exciting bullets , are they? (Wow... There may be an example of a tie-down i want you to say
"no " to!)
Now let's imagine how someone might compose a couple bullets
as benefits :
- Get your prospects nodding their brains in agreement with each major point in your sales copy!
- have a prospect to say "of course " to almost any marketing
statement of your choosing * long before you get to the
That's an improvement around writing the advertising bullets as functions , isn't it? But though that
might get their attention and even get them thinking about how they could use the merchandise , it
doesn't build agreement yet. Let's try wording them slightly differently:
- in case you could get your prospects nodding their brains in agreement with each major point in
your sales copy, that would be more likely to increase your sales, would not it?
- in case you could get people saying "yes" to almost any
marketing statement of your choosing - long before they
even get to the close - that would be important to you,
Would you agree those people bullets do a much better job of building
both interest and agreement ? (And did an individual catch that
example of an tie-down at the beginning of an sentence?)
Now to your homework. It's time to move look at your
website having a critical eye, although this article is still
fresh in your mind. Are you selling features or benefits ?
Are you using tie-downs on advertising statements where they might help build agreement that could
lead to sales? otherwise , you know what you need to do!
About the Author:
Mike Adams has been building web sites and playing with internet marketing since 1996. Check out
his site for Internet marketing tips, resources , news, articles, along with resources: