How To Sell High-Priced Services To Complete Strangers
If you sell a service (especially a "pricey" service), and want to generate all the leads you can stand, then this article contains a simple template almost anyone can use.
Every now and then I'll get an email or phone call that goes something like this...
"I just started a new (some kind of service) business, but can't write my way out of a paper bag, and have no idea how to create a decent promotion. What do I need to do to write a decent ad?"
Unfortunately, I almost always have to turn these requests down.
Which sucks - because I hate leaving people "stranded." So I decided to create a simple template anyone can use with minimal hassle or brain-racking. And if you have a service business, and want some help generating fresh leads, please feel free to use it with my compliments.
It's not the "sexiest" ad template in the world. But you should be able to adapt it for almost any service you can imagine. Anyway, here it is:
FREE (Your Service) LESSON
If you'd like to (Your Most Compelling Claim), then this letter will show you how.
My name is (Your Name).
I am a (Your Profession) who has helped dozens of (Your Target Market) here in town to (Most Compelling Benefit).
A few of my recent clients include Mayor Wilson, Sheriff Farley and (Some Other Local Celebrity).
In fact, Mayor Wilson was so thrilled with the job I did on his (Target Market Problem) he told the (Town Newspaper) about me and they even wrote a full page article about (Your Services) - which I have enclosed with this letter.
Anyway, the reason I am writing you is because I would like to give you a free - no strings attached - lesson on how you can (Big Benefit). There is no charge for this lesson.
And there is nothing you have to buy.
I know that might sound strange. And I'll tell you why I'm doing this in a second. But first, here are some of the little-known secrets about (Solving The Target Market's Problem) I'll teach you during your 100% free lesson:
Blind Bullet #1
Blind Bullet #2
Blind Bullet #3
Blind Bullet #4
Blind Bullet #5
And much, much more.
Anyway, why am I giving away all this extremely valuable information... and why am I giving it to you free?
The answer is simple:
I have a real passion for (Your Industry) and this is the best way I know how to sell myself. But don't worry. There is no obligation and there will be no "sales pitch" from me. If after your free lesson you'd like my help (Solving Your Target Market's Problem), then great.
If not, no big deal. You will have gotten some valuable information from our talk, and lost nothing. And I will (hopefully) have a quality referral in you.
But here's the thing:
To get your free lesson you MUST respond to this letter before (Fast Approaching Deadline). Otherwise, I reserve the right to give your free lesson to someone else. Why not pick up the phone and schedule your free lesson now? The number is (Your Number).
P.S. Below are some comments I've gotten from other (The Market) in town:
Remember, this lesson is 100% free.
But time is short and you must hurry.
Simply call my office at (Your Number) and claim your free lesson today - before it slips your mind... and before it's too late.
And there you have it.
It's a bit "rough around the edges."
But it'll get the job done in a pinch.
And not only can you adapt it however you like (i.e. switch "lesson" with "consultation" or "seminar", change the "celebrity" testimonials to whoever you want, etc), but if you send it to a list of qualified prospects, you should be able to generate dozens of leads who you can then demonstrate your knowledge to during one-on-one phone calls.
Do it right and you can position yourself as the only logical choice for your customers, and dominate your market fast.
Ben Settle is a direct response copywriter and author of "The Copywriting Grab Bag". Although Ben rarely accepts clients, he freely shares his latest copywriting secrets and tactics on his website at http://bensettle.com