Sell More Of Your Product Or Services

Salespeople sell features, customers buy benefits. The feature is the thing itself, the advantage is what it does, and the benefit is the result you get from it.

Pagan uses the air conditioning example: the feature is 'air conditioning,' the advantage is 'it cools the air inside the car,' and the benefit is 'you get to sit in a car with windows rolled up on a hot day and have cool air.'

When introducing your product, don't just say 'I've got this amazing product.' Introduce the product as the hero that's going to bring the solution and create the result your prospect wants.

Pagan explains that the product itself can be thought of as a feature, so you want to introduce it as a benefit or solution rather than just presenting it.

When writing marketing copy, don't summarize and generalize benefits. Explain each benefit individually, one at a time, in as much detail as possible.

Pagan demonstrates by taking the abstract sentence 'universal solution solves all health problems, assures success with weight goals, and provides peace of mind that lifespan will be maximized' and breaking it into three specific, detailed sentences with concrete promises.

Use punctuation strategically to separate ideas: commas, dashes, ellipses, and parentheses. Instead of complex compound ideas, use simple, single, bite-sized ideas.

Pagan shows how 'it guarantees that you'll lose belly fat dash up to 11 pounds of fat in the first eleven days dash if you follow the simple plan' uses dashes to separate three distinct ideas within one sentence.

Write copy using short words, short sentences, and short paragraphs. Use as many one and two syllable words as possible and keep sentences under 10-15 words.

Pagan explains that in marketing copy, every sentence is often a separate paragraph because 'it looks less intimidating' and ensures each idea is complete and standalone.

Marketing bullets should be 'fascinations' - so interesting and profound that they sound juicy and make prospects say 'I have to know what the answer is.'

Pagan references Mel Martin's famous bullets like 'where never to sit on an airplane' and 'bills it's okay to pay late' as examples that create irresistible curiosity.

Write several pages of bullets for every product - at least 5 pages, 10 pages if you're serious. List every benefit and turn each into at least one compelling bullet.

Pagan says he'll often have 'pages and pages of bullets' in his online sales pieces and recommends going through your product just to write bullets as a separate exercise.

Advanced bullets become mini sales messages that peel off layers and go deeper into benefits. Each bullet should make prospects think about it even after they've finished reading.

Pagan quotes John Carlton saying customers will tell you 'I went to bed after reading your sales piece and I kept thinking about that one bullet and I couldn't go to sleep until I got up and ordered your product.'